ISE 2017 Report
Integrated Systems Europe (ISE) is the world’s largest audio-visual (AV) technology and systems show held in Amsterdam annually. This year, it hosted over 1,100 exhibitors from 150 countries across 14 exposition halls — spanning an impressive 47,100 square meters dedicated to a variety of products and solutions. ISE 2017’s attendance set a new high attracting nearly 75,000 visitors over the four days.
ISE is one of the more remarkable shows on the Digital Signage calendar, with companies revealing the best innovations from their product lines. ISE 2017 lived up to its reputation, showcasing exciting signage technologies from a wide range of manufacturers.
ISE 2017: digital signage is stepping into a bright future
During the conference, we met with the leaders in digital signage and scouted for the best insights from ISE to keep you in the loop.
Exclusive video: Digital signage leaders predict the top trends!
Read on to stay ahead of the market!
Panel trends from ISE 2017
1. Extreme Narrow Bezel takes center stage in the video wall segment
Invidis consulting estimated that in 2016 80% of all video wall displays sold had an Ultra Narrow Bezel (UNB) and were dedicated to video wall function. The next evolution in the narrow bezel series is the Extreme Narrow Bezel (ENB), which features a spectacular 1.7mm bezel. ISE 2017 brought an increasing number of Extreme Narrow Bezel products — showcased across the leading vendors.
Video wall market continues its growth momentum into 2017 as more customers realize the value of HD resolution, high contrast ratio, and superb color reproduction that LCD displays provide over the legacy tiled display options. There is an increasing demand from the high-value segments, such as control room and retail that want the best of the tiled display with the superior image quality of LCD. Extreme Narrow Bezel brings the best of the legacy systems with professional LCD quality to satisfy the needs of the most demanding users.
ENB video wall segment is expected to continue to grow its market share, replacing the original UNB displays and challenging Rear Projection Cubes (RPC) in the control room spaces. In the future, the innovation will focus on creating nearly bezel-less solutions, leading to an even more improved viewing experience.
2. Enabling impressive design: larger and thinner displays
Panel makers continued to push the design boundaries by introducing ultra-large size panels (90” and larger) and super-slim panels for the indoor segment.
- Samsung Display's 98” UHD (LTI980FNO1)
- Samsung QLED product line featuring 55” and 65” screens
- Sony 100” high-end corporate display
3. Ever-increasing display brightness
With increasing screen use for outdoor applications, digital out-of-home (DOOH) is becoming the world’s second fastest-growing ad medium. Ability to display high-quality images under bright lighting conditions is now crucial for further growth in retail, transportation, and DOOH. At this year’s exhibit, we saw increasing array of products built to meet this demand for increased brightness from outdoor and semi-outdoor signage segments.
- Dynascan introduced a new premium ultra-thin DI line with brightness ranging from 800 to 1,000 nits.
- FIDA presented a 75” 2,500 nits full outdoor kiosk designed for DOOH applications, featuring slick design and delivering perfect picture under direct sunlight.
- Keewin showcased their outdoor air-cooled displays in 55” and 65” with 2,500 nits.
4. Expanding color gamut and higher resolution
ISE 2017 presented a range of 4K, 8K, and Quantum Dot display solutions following the market demand for enhanced picture quality. This is consistent with our observations from CES 2017.
More and more display makers are moving towards increasing the display color gamut and manufacturing HDR (high dynamic range) solutions to meet the BT2020 guidelines. (We have discussed HDR displays in detail in our CES 2017 report).
Following the consumer trends, UHD is poised to rapidly increase its share of the commercial display segment. Panel makers showcased product updates from 1080p to 4K resolution screens. From the current 3% share (in 2016), 4K panels are expected to grow to 46% of signage sales by 2020. The signage leaders we met expected 2017 to be the big year for the 4K growth within the commercial display segment — especially in the indoor retail segment.
Beyond the hardware: the rise of the ‘smart’ screen
ISE 2017 showcased a number of complementary technologies that enhance signage utility. These value-add solutions allow for the innovative use cases and push the ‘smart’ signage to further expand its utility beyond the core function of information broadcasting.
This year the top enabling technologies were focused on interactive and intelligent solutions. Below are some of the exciting technologies that indicate a growing trend towards comprehensive solutions approach in the commercial signage space.
Near field communication (NFC) is a way of contactless cross-device communication allowing to transmit information from one device to another without establishing a physical connection. This technology uses electromagnetic radio fields to send information by simply waving a smartphone over the NFC-enabled device. It connects automatically, taking just a fraction of a second.
NFC chips with their low power requirements and low lag times open up new avenues for the retail stores. By providing information relevant to specific products they can help make the shopping experience more personal and engaging.
- Samsung Electronics booth showcased a retail store application, where based on the product selected the NFC solution would bring up product information to influence the purchase decision.
2. Touch technologies
ISE 2017 introduced the second generation of tangible object recognition, presenting new ways for customers to interact with the products and information.
- Zytronics showcased robust projected capacitive touchscreens for outdoor use, easily scalable from 5” to 80” screens.
- The Capore Plus technology made by Berlin’s Interactive Scape is built to avoid any false positives, accommodate any lighting conditions, and allow up to 80 simultaneous touches.
3. Gesture controlled solutions
Gesture is quickly becoming a very viable option for interacting with digital signage. Previously employed in the gaming industry, computer vision technology is becoming mainstream. This technology is made possible with the use of a time-of-flight camera and depth sensors that are able to control on-screen actions with 3D motion capture. The camera-enabled device is placed in front of the person and uses infrared light reflected from the subject, to communicate with the gesture recognition integrated chip.
We saw a lot of buzz about this technology across a number of industries, particularly in DOOH, healthcare solutions, and automotive.
1. Data and context analytics
Smart signage brings intelligent tracking and real-time data-driven sales opportunities to retail. Customer analytics, big data, and tracking capabilities are transforming shopping experiences into more engaging and personal ones. These tools allow for detecting consumer behavior patterns and connecting with them at the right time with the right message. More than 90% of retail sales still happen in brick and mortar stores — and intelligent signage companies have found a way to bring online best practices to the offline sales world.
- Quividi presented a real-time analytics suite to enable mass customized experiences allowing to trigger contextual content based on a person’s distance from the screen, gender, age, mood, touch, gesture, weather, traffic, and many more. This powerful suite also allows to precisely measure the content effectiveness along with providing testing functionality.
- Beabloo delivers retail solutions that provide store insights and dynamic content based on customer behavior. Beabloo technology allows brands to learn about their customer behavior, personalize purchase experiences, create high impact interactions and optimize the use of space to ensure they gain a return on their marketing investments.
- Sightcorp provides face analysis technology — real-time measurement of facial expressions combined with age, gender, ethnicity, head gaze and precise eye tracking functionality. It gives retailers powerful insights into human behavior and help to deliver delightful customer experiences.
- NDiS N426 introduced by Nexcom International at ISE 2017 offers valuable retail insights aimed at increasing in-store sales through shelf space optimization and digital marketing strategies. This edge server can identify traffic flows, measure consumer engagement with a product, interpret real-time video footage, and identify behavioral patterns.
2. Predictive and programmatic advertising
Out-of-home advertising was once dominated by billboards and posters. Digital signage started to change that trend a few years ago, and now the industry is on the cusp of another evolution driven by programmatic advertising. Today’s DOOH solutions adopt big data and algorithmic models to target customers. By leveraging data, these innovations allow marketing teams to tap into the customer journey and continuously optimize campaigns, often in real-time.
3. Managed solutions for city- and nationwide displays
Governments across the globe realize the benefits of digital signage. From Smart Cities initiatives to wayfinding and emergency management, digital signage has a number of applications to transform the city landscape by connecting the online and offline worlds.
Projects of this scale require complex network management capabilities. Managed solutions that include hosting, content creation, debugging and repair management are complicated, especially on a city or national level! At ISE, solution providers showcased a range of services targeted at this growing segment. As the scale of digital signage expands managed solution providers will be critical to ensure smooth functioning.
As you can see, ISE 2017 has delivered a fascinating peek into the future of signage. This year promises to be an exciting time for digital signage industry. Let us know your thoughts on what’s next in digital signage by taking this brief survey.