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Getting the most out of your CMS offering

22Miles chief revenue officer Tomer Mann shares how a strong content management system (CMS) helps integrators remain competitive, delight customers and maximise profits

What content management and digital signage trends should integrators know about?
The fast-evolving technology landscape has piqued demand for personalised, interactive, and unified content experiences. The diversity of experiences demonstrates the growth of interactivity: touch screens, touchless technologies like QR code mobile experiences, sensors and voice recognition, and third-party integrations offer dynamic functionalities to engage users. 

Clients also want personalisation. A powerful CMS collects user data to inform content decisions that cater to individual behaviour and preferences. Over time, this data helps businesses streamline their content creation process while optimising their screens for user engagement.

Finally, integrators are discovering that custom content doesn’t need to be complicated. Recent advancements have simplified designing, programming, and maintaining content across multiple screens. With pick-and-click, AI-driven templates, they can easily transform a technology suite. 

Why should integrators prioritise growing their CMS offering?
Integrators can tap into significant profit potential that extends beyond hardware margins. This is because a typical digital signage contract comprises a notable portion, approximately 50% of the revenue, derived from the fees that integrators can generate through their services, most of which are recurring.

In addition to providing a recurring revenue stream, a versatile content management system empowers integrators to showcase the achievement of their customers’ objectives – facilitating collaboration, simplifying data access, improving space management, engaging individuals and more. Demonstrating success both garners customer appreciation and fosters renewals and referrals as recognition for integrators’ exceptional services.

What features or capabilities should integrators look for in a CMS partner?
A reliable CMS can solve various business challenges for clients. By choosing partners whose software offers dynamic layouts, engaging experiences, and interactive features, integrators can help their clients achieve objectives across various applications and spaces. The CMS should offer the flexibility to populate all types of signage – from video walls to kiosks to mobile wayfinding apps – and be easy to deploy, control and update for future-proof scalability. 

API compatibility is key. Seamlessly integrated applications can unify business operations, communication, education, space management, scheduling, wayfinding and more across all digital signs. This improves user satisfaction, helps businesses differentiate themselves from competitors, and makes content management hassle-free.

How can integrators better position themselves to profit from their CMS offerings?
First, it’s important to establish customer trust. This begins with a comprehensive discovery process at the onset of a project to accurately identify content, functionality, and budget requirements. 

A reliable and knowledgeable CMS partner is crucial for success, even at this early stage; they should be experts in designing, deploying and supporting systems long-term. They should also be able to scale hardware-agnostic content management that stands the test of time. 

Finally, integrators can enjoy recurring revenue after initial success by offering content management services. Our partners report that content-as-a-service can generate higher profits than labour and hardware sales. It also provides a long-term partnership that supports clients throughout their technology’s lifecycle.