Joan Aixa, Senior European Business Director, TD SYNNEX Maverick Europe
At this year’s Digital Signage Summit Europe in Munich, I joined a panel discussion about what it really takes to deliver digital signage today.
We spoke about logistics, security, content, managed services and the many challenges behind modern deployments. For me, one point was very clear: the success of a digital signage project depends more and more on what happens behind the scenes. Customers usually see the final result. They see the displays, the content, the software and the experience. Of course, all of this matters. But it is only one part of the project and the real work is often hidden.
Hardware needs to arrive in the right place, at the right time. Software licences need to be managed and connectivity must be ready. Security requirements must be covered. Installers, partners, customers and vendors all need to be aligned. In a small project, this is already important. In a large, multi-site deployment, it becomes critical.
When a project covers several countries, the complexity grows quickly as there are different logistics, local regulations, customs processes and customer expectations. A delay in one area can affect the whole project and create extra cost and this is why I believe the industry needs to think beyond installation and where TD SYNNEX Maverick offers a unique support solution for the future of digital signage.
Installation is only the beginning. Once the network is live, someone must monitor the devices, manage updates, maintain security and support users. Digital signage is also becoming much closer to IT as today, signage networks are connected endpoints inside wider business environments. Customers expect them to be reliable, secure and managed in the same way as other business systems.
Security was a big topic in our discussion, and this is no surprise. Customers are asking better questions than before as they want to understand endpoint management, monitoring, compliance and data protection. As signage becomes more connected, security cannot be something we think about later.
In many projects, content is also still considered too late, after there has been a big investment in hardware, software and infrastructure, but the content strategy often comes at the end. This is a mistake.
Content is what gives value to the network. Without relevant, engaging and updated content, even the best technology will not deliver the right results and this is why content management is also becoming a service. It is not only about creating content once. It is about keeping it fresh, measuring what works and making sure it supports the customer’s business goals. As networks become bigger, this needs clear ownership and real expertise.
Looking forward, technology will keep improving. Remote management, automation and AI will help companies operate digital signage networks more efficiently and at a bigger scale, but technology alone will not be enough. Successful projects will depend on planning, communication, service and operational experience.
For me, the next phase of growth in digital signage will not be driven only by better hardware. It will be driven by the industry’s ability to manage complexity. Customers are investing in communication platforms that are business-critical. These networks need to work reliably, securely and effectively for many years. The companies that understand this shift, and build service, support, security and content management into their plans from the start, will be the ones that create real long-term value.
Joan Aixa, Senior European Business Director, TD SYNNEX Maverick Europe
