Saudi Arabia will play a significant role within the $23 billion digital signage sector, said Abdul Rahman Falaknaz, Chairman of International Expo Consults (IEC). This growth will be largely driven by the country's growing retail, commercial, healthcare, tourism, education and infrastructure sectors. A report by Global Market Insights Inc. said the global digital signage industry is expected to touch $23.02 billion by year 2023. "Investments within the government and educational sector and the need for enriched user experience and subsidized prices for display panels will all facilitate the growth of this sector. Several mega projects in the GCC region are in various stages of construction. With mega projects like commercial establishments, theme parks and other major projects will trigger the need for high-end digital signages in this region. Despite the oil and market conditions, the retail establishments in the middle east market are upbeat on this digital signage technology," said Falaknaz. Multimillion projects in Saudi Arabia include King Abdullah Economic City in Rabigh; The Knowledge Economic City in Madinah; Jazan Economic City; King Abdulaziz International Airport; Saudi Landbridge rail project; Riyadh Metro project; and the Kingdom Tower. The readiness of country to spend on infrastructure will augment the growth of the digital signage industry particularly in the retail and amusement sector. IEC is the organizer of "The SGI Dubai Show", one of the most anticipated events of the year in the MENA region within the signage, digital signage, retail signage solutions, outdoor media, screen and digital printing industries. To address the growth in this demand, the company aims to bring in exhibitors from across the globe within touch, multi-touch, gesture control, mobile, signages with augmented reality and social media integration, animated displays, digital score cards, display panel technologies, video walls and other state-of-the-art mounting systems. "The need for digital signage in organizations includes navigation, point of sale, point of transit, communication, promotion and advertising and infotainment. Competition between prominent vendors and new players is anticipated to effect in product innovation for attaining diversity in digital signages. There has been a surge in demand in niche segments like healthcare services and educational institutions which has contributed to this particular technology implementation," said Sharif Rahman, CEO, International Expo Consults. There are several distinct advantages of employing digital signages over static displays. The attention can be diverted and the purchasing decision right at the point of purchase can be encouraged by the means of the digital signage content. The related costs of creating and distributing print-ad campaigns can be excluded by the implementation of digital signages. The capacity to change promotions immediately for different customers or various products is quick as it offers immediate results. Digital signage has come across not as just another option but a vital tool within the marketing mix as the industry unveils innovative offerings. An example of a unique proposition is the integration of LED into digital signages which has boosted the digital signage market to the next level as it is attributed to high efficiency, low power consumption and decreasing cost. LED backlit panel integration and reduced paper wastage have steered to substantial savings in terms of energy thus propelling digital signage market growth. "Digital signage increases a company's visibility, delivers critical information more efficiently, saves time and increases overall efficiency apart from attracting attention far better than static signs. It also becomes an additional advantage to sell advertising space on the signages which would help retailers generate extra income. Thus with the ushering in of the latest technology in the signage segment, digital signage, has revamped the game of marketing, ensuring that enterprises can deliver information to their employees and customers more efficiently," Sharif Rahman added. Several brands showcased some of their finest digital signage equipment at the SGI Dubai Show. The exhibition welcomed over 400 exhibitors from over 34 countries and attracted thousands of local and international visitors. The event showcased innovative printers and digital signage panels worth over AED220 million. Exhibitors at the show had signed contracts worth millions of dollars during these 3 days. — SG
