Shipment of signage touch screen displays will reach 3 million units in 2013
According to IHSiSuppli's research, shipments of touch screen displays in the signage and professional markets will increase by more than six times in the next three years, reaching nearly 3 million in 2013. Users in the fields of public places, hotel entertainment, healthcare, government, corporate retail, transportation and education have increased their interest in this technology.
Shipments of touch screen displays in the global signage and professional markets are expected to reach 2.97 million in 2013, compared to 404,999 in 2010, as shown in Figure 2. The compound annual growth rate of this market in 2009-2013 will be as high as 96.3%.
Signage and professional market touch screen displays are large in size and are used in a variety of non-consumer homes, from interactive whiteboards in the classroom to POS terminals in retail stores and kiosks in tourist attractions.
Although large touch screens are promising in the signage and professional display markets, it is still a nascent area to be developed. The market currently faces the challenge of having chickens or eggs first: both suppliers and potential users believe that these displays will be used more widely in the next few years, but both are waiting for each other to take the first step.
Overall, IHS believes that the supplier's interest has increased, but the actual investment is not much. However, as the market matures in the next few years, competition will become increasingly fierce, driving down prices and boosting the growth of such displays.
The largest growth areas for such displays will be public spaces, hospitality and healthcare, which will account for 41.8% of total touchscreen signage shipments in 2013. In this area, touch screen displays are used to help guests and visitors understand the layout of related facilities, providing a more effective way to post the following information: meeting schedules, locations, local attractions, events and facility maps. These displays are also used to publish real-time weather forecasts, airport information and display local services or facilities.
The second largest growth area will be government and enterprises, which will account for 31.2% of total shipments in 2013. These displays will provide participants with greater interactivity, providing a new way to facilitate meeting organization. Touch screen signage can also be used to provide corporate information more personally and to post business-related information to all employees.
Retail will be the third largest growth area, which will account for 20.7% of total touch screen signage shipments. The main purpose of digital signage in retail stores is to attract the attention of end users and provide relevant and relevant information to promote sales, increase brand awareness and customer satisfaction. The touch screen can provide feedback to retail store operators, reflecting what information is most useful and what is most appealing to the customer, thus driving the shopping experience to a new level of personalization.
Transportation and education will occupy the remaining share of the digital signage market.
Multiple technologies compete with each other
Although there are more than a dozen commercial and emerging touch screen technologies, not all technologies are suitable for signage and professional markets, nor are they specifically designed for these applications. Signage and professional markets are defined as non-consumer markets with sizes of 32 inches or larger. Touch screen technologies that are best suited for signage applications include optical imaging, resistance, projected capacitance, bending waves, infrared, and surface acoustic waves (SAW).
Instance
Large touchscreen signage and professional displays are entering people's daily lives, as seen in this week's 2011 Information Display Society (SID) conference. UMAInformationTechnologiesGmbH will launch its Skin multi-touch environment with personal tracking and semantic content streaming. UMA's technology targets corporate and retail signage. In the corporate sector, its products are already installed in the Siemens facility in Vienna, Austria. On the retail side, customers can use the multi-touch screen interface to receive personalized content on the interactive wall. Vendors can use the technology to play ads, offer other payment models, connect to iPads or other wireless devices, and offer customers a more interactive shopping experience.
UMA's technology is based on optical imaging technology that uses a camera to detect touches, gestures or other body movements to determine touch points. A typical optical touch scheme is as follows: two optical sensors are placed at two corners of the top edge of the screen, and the other three sides are light-emitting or reflective edges to form a uniform infrared light field on the screen surface. When the screen is touched, the object blocks light coming to the camera. A controller then analyzes the formed image information and calculates the touch position by triangulation.
Christian Doegl, CEO of UMA, confirmed at a briefing that a 3D camera was used to detect the person who was heading to the display and preloaded content through the software before the person approached the display. Then, using radio frequency identification (RFID), Skin Wall can provide a personalized experience based on the interests of customers or retailers.
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