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Content no longer king, says Omnivex

Andy Stout 6 February 2011

It seems that, in digital signage, content is no longer king. “Today, what’s much more important is context,” according to Jeff Collard, president of Omnivex, who believes that his company’s Moxie solution’s awareness of location and events is what differentiates it from its competitors.

“The big question that we’re answering is: ‘how do you make digital signage smart?’” he states.

Omnivex updates Moxie with new features on a regular basis, and the company is taking the opportunity presented by ISE to show visitors its latest functionality. This includes, for example, the ability to synchronise ‘an infinite number of screens’ in a variety of shapes and resolutions which are, said Collard, driven pixel-for-pixel to avoid the quality issues caused by stretching.

Omnivex is, however, majoring on Moxie’s event- and location awareness. One demonstration shows a campus wayfinding system which can, for example, instantly react to the unavailability of an escalator and modify recommended routes accordingly. Another presentation shows the shuttle bus service at LAX airport which uses GPS technology to change the content on screens installed in the buses: it is, for example, able to differentiate between arriving passengers and departing passengers. The concept extends to include hotel lobbies, showing guests the proximity of the shuttle and its anticipated arrival time – and enhancing customer service.

“The information we can display is all ‘live’ and is updated in real time – which makes it significantly more meaningful,” said Collard. “For example, sensors at a sports stadium can measure crown congestion and cause the signage to recommend different exit routes.”

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