Digital signage directs the way to VAR profit

The digital signage market is on the point of exploding and could be a lucrative area for resellers, according to vendor Dynamax Technologies.

The firm’s flagship product is digital signage software PointOfView, a Windows-based software and hardware system that allows end-users to send a play list and digital images to any type of visual display unit. Dynamax is looking to grow its UK channel in preparation for increased demand.

“The digital signage sector is poised for a period of huge expansion,” claimed Ian McKenzie, Dynamax’s newly appointed chief executive.

“There are a number of different marketplaces for digital signage, such as shopping malls, stations, signboards in streets, pubs and clubs, as well as further opportunities in large corporates.”

The vendor already has five resellers in the UK, but McKenzie is keen to swell their numbers, particularly with partners that are more IT-focused rather than purely audiovisual (AV).

“I’m hoping to partner with more IT resellers, but I’m also looking for VARs and integrators in both IT and AV to come on board,” he said.

Ben Leet, senior consultant at analyst firm Decision Tree Consulting, agreed that the digital signage market is poised for growth.

“The demand is definitely there but it hasn’t happened yet. This is mainly because digital signage is so complex and it addresses so many different verticals,” he said.

“The large AV specialists have been going after big deals, such as 10,000 units for a major supermarket, but there is also a lot of demand for small deals.

“There are plenty of opportunities in gyms and pubs. However, the smaller clients need an integrator that can pull together all of the different elements of a project.”

laura_hailstone@vnu.co.uk

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