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A new digital signage system is aimed at franchise businesses, allowing brands and franchisees different levels of control over content.

BrandSignage from Mvix is only one of numerous cloud-based digital signage software options on the market, and does not appear to break any significant new ground in functionality.

But the decision of the company – which has its head office in Virginia and an R&D operation in India – to specifically target digital signage and menu boards in franchises, rather than retail or fast food in general, is the latest example of a vendor seeking to differentiate itself amid the plethora of choices facing users.

Underlying it, says the firm, is the concept that while developing and enforcing brand consistency is a corporate responsibility, the actual exploitation and promotion of the brand happens among franchisees.

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The Chinese digital out-of-home market could overtake the U.S. this year, one of the better-known research firms covering the sector has suggested.

PQ Media says that by last autumn China was heading toward 40 percent annual growth, likely to push it past $2bn revenue in 2012 and ahead of the American market – currently the world’s largest – during 2013.

About two thirds of revenue derived from place-based networks and the balance from digital billboards, the latter category growing slightly faster. Among the place-based operations, screens in corporate and healthcare premises were the most numerous, with transit and cinema also developing rapidly.

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