A new gadget, namely “Cloud Teaching Terminal”, appeared in a middle school in Xinjiang Urumchi City in 2015. Through it, interactions between teachers and students were facilitated adequately within a happy atmosphere. While thousands of miles away in Qiandao Hu (Thousand Island Lake), a famous scenic spot in Zhejiang Province, a similar device called “Smart Bus Shelter” is now providing tourists with information including bus, news, weather and shopping, helping to relax the tiring journey. Turing to Software Park in Sichuan Province, Safe Community System is running to monitor the daily conference in the whole park and show them all via a large screen, guarantee the safety inside the community.
As a matter of fact, from Cloud Teaching Terminal to Smart Bus Shelter to Safe Community System, though applied in difference fields, they are backed up by digital signage, which has been existing in Chinese market for at least five years and expanding in people’s everyday life. You can find them everywhere, at the corner of the streets, in department stores, cinemas, fast food restaurants, nonetheless, this name, is not quite familiar to public yet.
Judging from its performance in 2015, despite the economic slowing down and business recession, the market for sigital signage was surged inversely. According to the statistic evaluation of AVC, a market investigation company, market size of digital signage in China have exceeded 1.61 million, increasing by 5.8%. In 2016, this industry is still estimated promising, with an anticipated 13.7% increase and the output would be 1.83 million, revitalising profitably ahead of domestic macroeconomy does.
Due to the vast potential for future development, the number of enterprises who want to join the feast has been increasing fast, and it is no doubted that upgrading of industries would be forced to happen consequently.
In the future, the trend of Chinese market in terms of digital signage may include:
In 2015, the number of Chinese smart phone users has boomed to 747 million with the net increasing number of 165 million, increasing by 28.4%. The fast development in mobile internet has changed people’s daily life and the directions of several industries’ development. So it is indispensable for digital signage industry to brace and go hand in hand actively with mobile internet. Take an example in retail industry, currently the main responsibilities that digital signage undertake include: pushing promotion notification in large screens, tailored-service for diverse customers such as providing inventory information of promoted goods or parking lot traffic. Management of in-store big data, such as analyse demands of customers by some tools. As long as there are interfaces of internet, digital signage can provide interaction with customers via smart phones, and compare the in-house information management system. In that case, customers’ demands could be satisfied more efficiently, with higher accuracy in terms of service.
Though initiated digital signage’s integration with new technologies, massive application has not begun. Yet, as parts of the leading companies in fields of information and technologies have invested a lot in areas such as face identification, instant data analyse, perception calculation, mobile payment and so on, combination between digital signage industry and companies where IoT based on, would be an obvious trend in the future. For example, Hanwang Technology, which used to be famous for its innovation of electronic-paper books, was forced to conduct business integration when domestic market changed so fast in information and technology industry. Now, after two major breakthroughs both in face identification and text identification, Hanwang has set foot on the era of merging IoT precisely, and profit has come back as well .While digital signage has no choice but to be market-oriented and to adapt itself in China’s market where constant changes are inevitable, and sufficiently incorporate with other industries in IoT. Nowadays, digital signage has been widely applied in medical, retail, restaurants, finance and other fields. Users of digital signage would be more interested in the progress of interactions between human and machines as the development of IoT. Company who keep creative thinking and utilise new technologies and digital signage will probably seize the first opportunities in the market competition.
So far, LG from Korea, NEC from Japan, and other large companies have been landing in China’s digital signage market. Capital and production has flowed in, leading the competition to be more fierce thereafter. It is a vast and potential market. As it gets faster in integration, in order to survive, a flexible and smart business mind would be of even greater importance in the future.
Written by Yan Xue, LG CNS Blog’s Regular Contributor