How can the digital signage industry support so many CMS solutions, and what is the future for our industry relative to CMS solutions?
The industry is saturated with CMS suppliers these days. While there are many solid solutions available, there are a lot of “me too suppliers” that really do not offer sustainable long-term offerings. As a result, these will slowly phase themselves out. The best CMS suppliers who will survive this are the ones that deliver flexible, scalable and effective digital experiences that can meet the ever-evolving needs and objectives of networks and seamlessly connect and engage with customers’ everyday needs and life.
Who will survive?
Some believe that “total solutions suppliers” that offer integration, content management and software all in one have an edge. While this one-stop proposition may seem like a benefit, I can assure you this is not necessarily the case based on years of experience.
Companies who lead on the CMS software side are typically those who are focused in that space. Some suppliers claim to “do it all” but sometimes have inferior software capabilities. Sometimes they leverage third-party software, have it re-skinned and don’t really innovate to develop their own software or provide significant customization or enhancements.
The current CMS Landscape:
Many digital signage software solutions where built for the primary purpose of delivering flat video and very simple content types. While brand messaging is important, the best CMS-software platforms deliver a more sophisticated communications framework — “an intelligent platform.”
Current features of CMS software solutions leading the pack:
CMS solution providers will continuously evaluate their products in an effort to provide compatibility and support for evolving technology and new methods of content consumption without having to completely re-write their software. The leaders today are future-proofing their CMSs to seamlessly connect with new IoT (Internet of Things) ecosystems and varying device and platform types as they surface and proliferate, providing ongoing updates as they surface. As new visualization methods take off like AR (Augmented Reality), VR (Virtual Reality), MR (Mixed Reality), wearable technology and next gen mobile communication, the leaders will constantly be embracing and supporting the way consumers want to stay connected and consume digital experiences.
View more of my industry thought leadership and educational insights:
SEGD Educator, Member, and Speaker
RGD Mentor, Member, and Educator
Digital Signage Federation
Toronto Council Board Member, Educator, and Speaker
Digital Signage Connection
Content Advisory Board
DSE Advisory Board