In this exclusive Commercial Integrator interview, BrightSign CEO Steve Durkee discusses immersive experiences and the future of digital signage. BrightSign is, of course, a leader in the digital signage media player space.
According to Durkee, “Digital signage is a growing industry anyway, but we’re definitely seeing more of a percent of the deployments be immersive.” He continues, “They’re really trying to engage the audience — sometimes putting them in the experience by the use of other technologies that help include them in whatever they’re trying to communicate or engage with.”
Ultimately, Durkee says, it’s all about creating impact and sensorially engaging people. “If you go into a local bar, restaurant [or] a small business, sometimes, you’ll walk in and see a big LED wall,” he says. “We know how expensive those are. So, we know that it’s working.”
BrightSign on Responding to Demand for Immersive Experiences and Digital Signage
Asked about market demands to which both suppliers and integrators must be responsive, Durkee points to reliability, security and performance. “A dark screen in digital signage is bad,” he quips. “So, you’ve got to have something that’s going to run.” Recently, BrightSign put its money where its mouth is, launching its five-year warranty on its solutions.
Durkee also emphasizes the ongoing prevalence of cyber threats and the need to be responsive to that risk environment. “So,” Durkee notes, “we’ve leaned in to help them with a purpose-built solution that lowers the threat vector or the threat area.”
Returning to the topic of immersive experiences, Durkee emphasizes that performance is increasingly coming to the fore. “That’s where you start to look at much higher processing power [and] much more sophisticated AI models that are running on these.” He notes that BrightSign’s higher-end XT and XC players can run AI models.
Later in the conversation, Durkee touches on some key applications and optimal beneficiaries of immersive experiences and digital signage.
To watch the full video of BrightSign CEO Steve Durkee discussing immersive experiences and other topics, check out the embedded video below.
