Some technologies are so ubiquitous that we use them without thinking about it. Touchscreens are a good example, as Servaas Kamerling, president EMEA at Elo Touch Solutions, explains: “Touch is basically everywhere. Wherever you are in a business-to-business environment you’ll encounter touch, whether it’s checking in at an airport, playing a game at a casino, or point-of-sale or point-of-information in a retail store or hospitality.”
Whenever you use interactivity to access information or make a transaction, the chances are that you will encounter Elo technology. The company invented the touchscreen forty years ago, and now has more than 20 million installations in over 80 countries.
This number is set to grow, says Kamerling: “Touch is very much on the increase – look at the iPad. People are so used to touching. When I was growing up, you were discouraged from touching screens!” Elo operates in many markets, but for ISE 2016, the company is highlighting digital signage and POI, and showing innovations like cloud-based content delivery.
“Touch bridges the gap between bricks-and-mortar stores and online,” says Kamerling, “it’s not just about looking at home or on your mobile device, or touching the products in the store, but bringing the same experience in-store to enhance the shopping experience. Customers have high expectations – they want lots of choice and they want information very quickly. Touch can help retailers deliver that and more. At the end of the day, it’s all around interactivity.”