Greater than the sum of its parts

Such has been the success of Integrated Systems Europe (ISE) over its 14-year history that in 2016 the show expanded to a four-day event and ISE 2017, with an increase in floor space, exhibitors, and halls, has been confirmed as its biggest ever exhibition.

This year’s exhibitors will include over 130 businesses that are making a debut appearance at the show. “The 14th edition of the world’s largest AV and systems integration show promises to build on the momentum that the event has grown over the last decade to deliver an AV technology showcase like no other,” says Mike Blackman, managing director of Integrated Systems Events.



Blackman continues: “The show attracts professionals from every link in the systems integration value-chain, including manufacturers, distributors, dealers, contractors and consultants. ISE 2017 is also a key event for end-users from a range of industries, including education, sports, corporate facilities, hospitality, retail and live events. Professionals from over 150 countries will attend the show looking to network, pursue new business opportunities and see over 1,000 new product launches.”

The digital journey

The show incorporates dedicated technology areas for audio, digital signage, residential solutions, smart building, and unified communications. However, digital signage has been the fastest growing category at ISE in recent years, and this area of the show and other digital signage offerings around the show floor goes from strength-to-strength.

Blackman says: “Digital signage projects have always been connected to back-end systems but the growth of omni-channel platforms, which offer seamless user experiences, has accelerated this trend. Digital signage needs to be highly integrated in order to create new retail experiences and to support big data analysis. With the help of established standards like XML and internet programming paradigms, dynamic signage connects to back office systems, enables transactions through e-payment/e-wallet solutions, integrates RFID/iBeacon for interactivity and returns valuable customer data to make retail analytics possible.



“The customer journey that marketers learned about at university is dead. A new generation of customer—the real digital natives—ignore the rules of these purchasing processes. They ask for new and flexible shopping experiences that focus on referral marketing, location based services and amenities which, until now, could only be delivered by web-based services on a computer.”


Taking an overview, for those looking to take advantage and make the most of digital signage, Blackman offers the following guidelines: “Successful digital signage concepts are always based around one simple strategy: digital signage follows existing communication processes and should not require radical changes in daily routines. Before designing a new digital signage concept, it is an absolute necessity to analyse the needs of all stakeholders, define content workflows and decide the role that digital signage should play in the communication mix. Technology is only an instrument; the customer is the key to success.”

The digital-guru goes on to explain that displays are not limited to 16:9 LCD panels. Almost everything can be a display. Media façades, mirrors and glass panels with integrated LED-strips are becoming common—and embedded signage is the fasted growing digital signage sector. Indeed, scales, vending machines or pay trays—dynamic information can be displayed on many screens, whatever their size.



Blackman concludes: “By adapting to the changing market and adopting the latest technologies, digital signage offers the possibility to inspire and engage with consumers at the point of sale. Shelf displays, promotional displays and visual merchandising points can all be spiced up with technology—much of which can be seen and experienced on the show floor at ISE. One such example is the emerging use of projection mapping, which can be carried out with concealed projectors that can map animated content onto an item such as a pair of trainers or an item of clothing, creating a striking effect, and one which is growing in popularity.”

Put on a show

Visitors to ISE can expect to see a wide representation of technologies from ex-hibitors, including audio and video conferencing; building automation; content management and distribution; flat-screen displays; furniture, mounts, and racks; home cinema and entertainment; interactive displays; LED video walls; lighting control; multimedia control systems; professional audio; security and life safety equipment; signal management; streaming media; video projectors and screens; and much more.

With a total of over 400 exhibitors in the digital signage category, it would be impossible to mention them all, so to give you a flavour of what is on offer, here is a quick round-up of just a few of the technologies on show.

German company Pure Link Digital Solutions will be demonstrating its next generation of video wall controllers, which allow an easy to control customised arrangement with different resolutions and display sizes all within the same system, to ensure an eye-catching display that will attract attention. With the distribution of Digibird video wall controllers, as well as a new Matrix Controller under the company’s own brand, Pure Link now offers a range of solutions for creative video walls that go beyond the limits of traditional alignments.



The Digibird controllers can integrate any type of video and data source on any display wall configuration. In addition, the output signals that can be rotated individually in 45” steps enable asymmetric and distinctive video walls with output resolutions up to UltraHD/4K and above.

Also showing a new generation of its plug and play Video Wall Controller is Turkish company ‘4 The Wall’. With flexible features and easy to use control software, media from a variety of sources can be managed and displayed on video walls. Offering faster video streaming, the video wall controller can be used for small-scale single-board systems for conference and classroom presentations, as well as for medium-sized and larger multi-board configurations for process control, security, or traffic management, corporate environment, or public venues.

Daktronics of Brookings, South Dakota will also be showcasing its latest developments in LED display technology, featuring ultra-high definition (UHD) displays with Daktronics controllers that allow for smooth HDR and 4K content transmission. The firm has a large UK-based operation, and visitors will also have the opportunity to
see various architectural design elements and an array of traditional 4mm indoor products.



So, moving onto another key innovator with some interesting technology on show. 3d-berlin VR Solutions specialises in interactive wayfinding systems. With its patented system, the firm described itself as a ‘technology leader’ in the area of digital ‘3D-indoor navigation’ and develops bespoke customer solutions utilising its Guide3D and Easy Guide (2D wayfinding) for multiple devices, such as kiosks, mobile, web, and print.

3M Touch Systems UK will be featuring its Projected Capacitive Technology (3M PCT), which provides features such as up to 60 finger multi-touch input, ultra-fast response time, and bezel-free design. According the multi-national, it meets the needs of “multi-user and multi-touch applications within a range of markets that are looking for unique and engaging customer experiences”. A typical recent use of this technology is in automotive showrooms, where many are now adding digital signage and product selector applications to their sales and marketing offering in order to generate sales of add-on products, such as floor mats and upgraded tyre/rim combinations, using interactive technology.

With a manufacturing and research and development centre in Newcastle, Zytronic will be showing its range of patented and award-winning capacitive technology (PCT and MPCT) touchscreens and touchtables, which can be produced in a comprehensive range of shapes and sizes, offering a solution for a range of environments including digital signage, gaming, point-of-sale, financial, entertainment, museums, art galleries, and retail applications.

Home grown talent

UK-based Video Brix will be demonstrating the company’s new modular digital display technology, which it claims is set to revolutionise out of home advertising and signage. Video Brix comprises square panels that are magnetically joined, with no wiring or complex configurations to form large displays. The panels are easily mounted without the need for technicians, and screens can be networked with updatable content. Video Brix is robust, is easily replaceable, and can be retrofitted into existing installations.

ISE 2017 will also see the launch of several new products designed and manufactured by Oxfordshire-based Team Mate, including collaborative interactive and customisable furniture. The company will be exhibiting its popular Works Zone Collaboration Table, including a new addition to the range. Other products that will be on show include new designs to the Fundamentals Vari Hite Lectern and Hub: Secure Media Cabine. In addition, Team Mate will be showcasing new features that are available on the Educator series of lecterns. Team Mate products range from teaching desks, lecterns, and podiums that securely house the IT and audio visual equipment required for teaching and learning spaces, to tables that encourage collaborative group meetings. It also offers mobile support units for large and heavy weight screens, and height and range adjustable interactive tables.

Looking to the aesthetics of presentation, Iltis and Wiesel designs, manufactures, and distributes digital signage platforms that integrate seamlessly into customers’ corporate identity. Its flagship product [re:frame] integrates display and media-player into interchangeable custom designed and manufactured picture frames. Manufactured from a range of materials, including wood and concrete, the [re:frame] allows digital displays to be hung like artwork, giving an individual appearance that complements their environment.

In addition, show floor theatres will provide the opportunity to hear industry experts, consultants, and manufacturers present the latest in project-based case studies, workflow solutions, technological innovations, and business analysis. Each of the theatres will feature up to ten 30 minute free sessions each day.

Peak performance

Reflecting the significant growth in the digital signage market over the last five years, and for the first time, in 2017 ISE will host a Digital Signage Summit (DSS).

“Combine this with our connection with DSS under the Integrated Systems Events umbrella, and it’s easy to see that this is a natural progression,” comments Blackman.

The Summit will be chaired by Invidis consulting managing director, Florian Rotberg, one of the world’s leading digital signage and digital-out-of-home (DooH) experts, and the half-day conference will follow a similar format to successful events held in Munich, Dubai, and Moscow. Experts from across the digital signage and DooH industry will gather to provide insight and expert opinion, while discussing cutting-edge projects and leading technologies.

Participants will look to identify the key opportunities in the international digital signage industry, and the half-day conference will focus on retail and smart cities and will feature technologies such as display, LED, and electronic shelf labels.

O Factoid: The first ISE trade show was held in Geneva, Switzerland in 2004, with 120 exhibitors and 3,500 visitors; in 2016 ISE welcomed more than 1100 exhibitors and above 65,000 visitors from over 150 countries. O

Conference seminars will include: Retail Analytics—data insight that turns potential into purchase; Window to Retail—high brightness digital signage in shop windows; State of the Industry—Invidis keynote with latest digital signage market trends and drivers; and Smart Cities—smart solutions, sensors and digital touch points in public spaces.

Blackman adds: “The event will complement the largest showcase of digital signage manufacturers in the world on the ISE show floor.”

Whatever your interest in digital signage, there will be plenty of food for thought and innovative ideas to be gathered over the four days of ISE 2017, whether you are looking to add digital signage to your portfolio or enhance your existing offering.

“In order to explore all of the latest technologies, a visit to Integrated Systems Europe, taking in the Digital Signage Summit, will provide the ideal opportunity to make your own judgements and see what leading manufacturers have been developing,” urges Blackman, adding: “ISE 2017 is, once again, shaping up to be a key event for digital signage.”

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