The Digital Signage ExpertScala Connected Signage Conference
Much like good wine, conferences get better over the years. Having attended several of them in my lifetime, I must admit the Scala Connected Signage Conference has been one of the most rewarding so far. I can only compare this to annual events, of similar style, held by Computer Associates in the USA.
Exhibitors and attendees gathered for two days in the former Shell training center near Holland’s coastline, to network, meet and exchange ideas in a conducive setting. Several partner companies lined the exhibition hall with new technologies and methods signaling the coming years’ trends. A healthy optimism pervaded the atmosphere providing a tolerant ground for an exchange of ideas.
Scala provided a university like setting where one moved from class to class to listen to lectures and meet new people. After the early morning welcome speech by Scala’s CEO Gerard Bucas, the pace shifted into high gear with only minutes between each independent presentation to reassemble in the next appointed meeting room. Lunch provided a rest from this hectic, yet productive pace, to settle down with a light meal to discuss technology and trends with friends new and old.
The event was attended by 275 attendees from 36 countries. Scala, a private company, rarely reveals any financials. However what was revealed, reflected, from my own observations, the industry as a whole, while providing insight into the industry’s health and vibrancy. Scala’s revenues for the year 2008 were strong, but the year 2009 was disappointing in that it was the first revenue drop since 2002. The outlook for 2010 remains positive with Q1 already ahead of 2009. Revenues for March 2010 were the highest in Scala’s history. Sales from the Americas were 39%, Europe 47% and 6% for Asia. Growth areas for 2009: France 8%, Germany 25%, Denmark 39%. This was produced from a partner base of 476 in 2009. Revenues from major industries are retail 27%, entertainment 11%, financials 10%, education 8% and manufacturing 7%.
Scala’s new acquisition was SignChannel which addresses the lower end of the Digital Signage Sass market. The demo confirmed the concept is in line with Scala’s core mission of “easy to use”. Any person able to surf the internet will intuitively be able to compose a script for his network within minutes of signing on.
So who was presenting?
AccuWeather
Advantech
AOpen
Brighter Signs
Christie
Iadea
Infinitus
Kalkmann Audio
Matrox
Mdina Media
Philips
Prysm
Spinetix
Trumedia
VBrick
Viewsonic
As you can see it wasn’t just about Scala, some digital signage heavies were well represented which provided a rich assortment of ideas and stuff to learn.
In general the outlook for the rest of the year 2010 was positive and optimistic. However the message to us all is to convey our niche industry in more understandable ways in the future if we are to sustain growth rates.
James van Etten, Editor… Clippings