I read a whitepaper from Scala entitled “A Digital Signage Solution for Every Company Regardless of Size or Budget“. The paper explores the different segments of the marketplace and how specialized hardware solutions can be effectively utilized to address the range of market segments. Unfortunately the paper is a sale’s collateral as opposed to an objective evaluation of the market segments but the meat of the paper identifies the necessity for different solutions for the myriad of digital signage customers.

The paper talks about the concept of “value for the money corridor” – the best hardware solution for the various customers employing digital signage. On a chart that maps cost vs. platform capability the lowest cost and lowest capability is the photo frame. Scala is using the IAdea Photo Frame.

The photo frame is suitable for large deployments. It can be centrally managed using a compatible digital signage content manager. While the hardware is inexpensive and easy to install linking it to your digital signage content manager provides a new layer of complexity to the network. According to the paper the best application for the typical 10″ wireless technology is in small to mid-sized business, such as retail chains and restaurants. However, because of the size and resolution limitations, the screens cannot be viewed from a distance or where a customer may need advanced graphics or video. It may also not be suitable for harsh working environments.

Next up the “value for the money corridor” is a Standard Definition (SD) Appliance. Scala is using the IAdea SD Appliance.  The SD appliance is a media appliance capable of playing DVD quality video and sound. The SD Appliance is essentially a MPEG -1, MPEG – 2, or MPEG – 4 ASP device. Much like the photo frame the device can be centrally managed from a digital signage content manager.

Next up the “value for the money corridor” is a High Definition (HD) Appliance. Scala is using the IAdea HD Appliance. The HD Appliance supports high definition video and audio for a reasonably small price. The device supports a myriad of formats and is very well suited for high-end retail and corporate communications as well as national restaurant chains and information networks.

Next up the food chain are the popular Netbooks or Ultra Low Cost PCs (ULCPC). The devices can be most effectively used in any networked situation where dependence on high-end graphics is not required. The device which typically runs in the $200’s is most appropriate for universities, hotels, corporate environments or anywhere where a low cost appliance is required.

Of course for digital signage customers who require high-end HD graphics, full networking capability, a live link to any third-party database and be centrally managed, the current fully configured PC is the answer.

After reading the paper I came to two conclusions: First, the paper is a sale’s collateral that displays Scala’s effort to expand to the widest extents of their market potential. Scala has always had a reputation for high cost and high functionality with a “one size fits all” approach. Now they appear to be trying to fill in the blanks for market segments previously not available to them.

Second and more important, if you read between the lines, it is easy to see that the digital signage market is not a heterogeneous environment. Different customers require different solutions and digital signage providers who are selling a “one size fits all” approach are missing the nuances of the customer potential in the marketplace. This is the real message that underlies this paper. I believe the companies that realize this and plan their product solutions around the concept will be more successful than the “one size fits all” approach.