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Interview with Florian Rotberg, managing director, Invidis Consulting

Florian Rotberg, managing director at Invidis Consulting, talks to the ISE e-daily.

Describe Invidis Consulting’s involvement at ISE. What do you hope to achieve?

Invidis Consulting teamed up with ISE in a joint venture to organise the Digital Signage Conference – DiSCO. Formerly known as the DooH Business Conference, DiSCO takes place on the day before the show. Our joint offering aims at giving the industry a dedicated network and strategy education platform. Running alongside the strategy conference is the best practice conference, which is aimed at integrators and AV/IT resellers who are looking to better understand the potential of digital signage.

ISE has developed into the leading exhibition for the EMEA digital signage industry, surpassing established events. The high number of overseas visitors and exhibitors really show the intercontinental reach of ISE beyond EMEA.

How do you see the ISE market faring in the EMEA region in 2011?

The Digital out of Home market has reached the tipping point in Europe, and we expect to see continued good growth in digital signage across the EMEA market. The market is strong because the business models are now successfully established, because media buyers accept the media and the technology, and because CAPEX has come down.

What do you think will be the key external factors affecting the market this year?

As the economy across many markets has recovered and the global advertising market rebounded, advertisement-driven digital signage networks can look to a bright future – and the increasingly major role that interactivity is playing looks as if it can help accelerate growth.

What do you think will be the ‘star’ technologies of 2011?

In digital signage, we see three important technologies for 2011. LED backlighting is coming to professional displays, bringing with it enhanced image quality, easier installation because of slimmer panels and lower total cost of ownership. Embedded media players will allow digital signage to be deployed even more widely and will also make digital signage more cost-effective. Third, we’ll see increasing adoption of digital signage as a service, using cloud-based technologies to deliver lower start-up costs, easier management and enhanced scalability.