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27 Mar 2013

2013: the year of great content

At DSE in Las Vegas, as at ISE in Amsterdam, there was a strong mood of optimism and excitement about where our industry is headed. At the two events there were some common threads and interesting trends that will generate the growth that we’ll see in 2013.

I believe 2013 will be all about rich content and interactivity. In recent years the market has produced substantial advances in hardware – devices have become smaller, less expensive and more powerful. Our new XD players are a great example of hardware that’s more than capable of handling today’s rich media, with the ability to scale as content continues to develop in the months and years ahead.

As a result, we believe that we’re going to see a proliferation of rich, compelling content developed in HTML5 and delivered in HD. 4K HD is on the horizon as well; this new ultra-high-res video format has twice the horizontal and vertical resolution of 1080p, with four times as many pixels overall. It can be delivered using a new codec called H.265 that provides a 50 percent bit rate reduction so that file size remains manageable.

The crux of all this, however, is that rich media like this requires powerful devices capable of hosting, managing and serving it, and software capable of supporting the latest development tools.

At the same time, the proliferation of touchscreens is driving explosive growth in interactivity. This shift is happening as a direct result of the increase of smartphones and tablets. People have become comfortable with touch/swipe as a method of interaction with their personal technology, so it makes perfect sense that digital signage will begin to connect with people in the same manner.

We’re reaching an inflection point where the richness of content makes full use of the impressive capabilities of today’s hardware. While the shift to solid state technology is becoming commonplace, installers and end users must remember to choose carefully and be sure they are investing in the very best equipment. Solid state players have set a new standard for reliability, rendering those dreaded blue or black screens a distant memory, and now they are exceeding customers’ performance expectations at every turn.

The underlying theme is the mutual dependence of hardware and software – and this rings true now more than ever. We stand at the confluence of rich content and robust hardware, and what results is digital signage that’s nothing short of breathtaking.

Jeff Hastings

Jeff Hastings

Jeff Hastings joined BrightSign as CEO in August 2009. He brings a wealth of experience in digital media and technology. Prior to BrightSign, he served as Corel’s president and general manager of digital media, responsible for developing and implementing all aspects of the company’s digital media strategy. Prior to joining Corel, he served as general manager at Pinnacle Systems, the consumer division of Avid, where he was responsible for all aspects of the company’s global operations. Prior to joining Pinnacle, Jeff Hastings was COO of M-Audio, another Avid company. He was responsible for taking M-Audio’s highly regarded tools for computer-centric musicians and professionals and expanding their reach into the consumer market. Before this, he served as president of Rio, the company that pioneered the MP3 space by introducing the industry’s first MP3 player. Jeff Hastings holds a bachelor’s degree in computer science from Purdue University and holds eight U.S. patents.


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