The Digital Signage ExpertThis week we speak to Barry Thurston and Peter Critchley from Beaver Solutions. Since forming Beaver Solutions in 1998, Peter and Barry and their experienced team have been providing what is now termed digital signage solutions to companies and public bodies such as IKEA, Ericsson, E.ON, The Home Office, Department for Transport and many others.
Barry has worked in the Telecoms and IT industries for over 35 years in technical, sales, marketing, and general management. Barry has worked for BT, Rank Xerox and Granada Business Centres (one of the first UK Business PC VAR’s). He has held director level posts at Commodore Business Machines, Scala, Inc. Since 1998, he has been responsible for the general management and strategic direction for Beaver Solutions and the other companies in the Beaver Group.
Peter is a product of the web generation and has worked for Scala UK, and Prudential Assurance. Since 1998, he has been responsible for the technical solutions Beaver Solutions supply and deliver, and manages various accounts within the business. Peter also runs the creative company in the group, Beaver Design.
For the sake of simplicity, when either one of them answers, it will be listed as Beaver Solutions.
Minicom Blog: Hi Barry and Peter. Thanks for your time.
Beaver Solutions: Pleasure for having us.
MB: What is some of the background to Beaver Solutions?
BS: It was formed by the two of us in 1998 to do digital signage, although it wasn’t known as digital signage then. Both of us came from Scala UK. When we began the business, most of our clients were companies who wanted Digital Signage for corporate communications. They tended to believe they could to their own content. They were still thinking from a PowerPoint point of view where anything which didn’t have a blue background from a step ahead. Expectations weren’t so high them.
MB: Things are probably a lot different now?
BS: Certainly. Content is more of a priority with time and money being set aside for it. But still in a way people aren’t thinking about it the way they should be doing so. I was at design agent recently who was showing me the content they prepared and when we went to have a look at it, they all huddled around the screen while I was standing 15 feet away from it. I had to explain to them that this was the typical viewing distance. It’s not television – it’s its own medium and is still quite alien to a lot of people,
MB: What distinguished Beaver Solutions?
BS: We meet the requirements of our clients. We listen to what they’re trying to achieve and make them happy. 50% of our business comes from existing customers. We build relationships and then continue those. We help build their network and make them use it better. We make sure they are up to date with latest software and features. With the technology changing all the time, we don’t want them to be a slave to it where you have to rip out everything continuously. Ultimately we want to recommend a solution to them which will reduce their costs, raise their profits and increase their profile.
MB: Speaking of technology, how have things changed since you started?
BS: For presentations we used to lug around this 32-inch television. Now we take a laptop upon which you can do anything and everything. We began by delivering media on the Commodore Amiga. Technology has made things easier and driven the cost down, both of which in tandem have combined to make it more accessible.
MB: What do you see in the crystal ball for digital signage?
BS: Continuing down the web path. There will be more interaction with the screens and you will be able to control content from other devices such as mobile phones. Wireless will feature. A Minority Report type scenario could playout where the content changes according to the individual which is looking at it, no different to cookies on the web or Amazon who remembers what the types of things you like. Ironically enough, the obstacles won’t be the technology which for the most part is already here. The tough part is the psychology of it all and how people will react to it. Even now, people complain about information overload. The ability to not alienate the message is the real trick. There will a consolidation of the market and the whole industry. The consumer and commercial sides will merge.
MB: Which are the types of installations which impress you? Which disappoint you?
BS: Ones which understand their audience; know the message they’re trying to deliver and deliver it. The Coke one in Piccadilly Circus does this. As do some of the recent installations I’ve seen on buses. Where we do get disappointed is where the content isn’t dynamic or relevant to the audience trying to reach. Its ability to deliver its message is way off target and just doesn’t hold the attention which is a real shame. Also it’s not good for anyone else in the industry. If people see too many which don’t engage they won’t look at the screens anymore. Ultimately, it’s all back to content. You need to reward the viewer for giving you their time. There is no impetus on the viewer for watching. Back to what works though; keep it quick, fresh, bouncy, dynamic and upbeat. Get straight to the message.
MB: The video case studies seem like a great idea.
BS: We’ve been lucky with the way it all fell into place. They are the best way to deliver a message to people and if you are trying to convey a message about DS, you have to do it through an equaling dynamic medium. The outcome has been a win-win-win one all round. Our profile rose markedly as a result of them as did our Google ranking which was an unexpected bonus.
MB: Nice speaking with you both. Good luck with it all.
BS: Likewise.