Old Technology vs. New: Does "innovation" really matter?

-Deacon Wardlow

I work with a lot of innovative companies. These companies are on the leading edge of hardware, software, and cloudware. Many people I work with (on the reseller/buyer end) contact me and ask if they should stick with the known company they've been working with for several years or take a "risk" on something new.

I have a Commodore 64 with the cassette tape drive, the 3.5" floppy disk reader, and I even have the original programs (some games and a simple word processor) I programmed back in the day. The C64 boots up with that beautiful blue screen and start prompt to this day and (somewhat surprisingly) the floppy disks and cassettes still work even though they're about 30+ years old now. Reliable and low fail rate doesn't always mean the technology meets your current needs. That C64 is excellent, but I rarely use it as anything other than a distraction.

Reliable, trusted, tried-and-true are good, but not necessarily reasons to stay with a company or manufacturer. Innovation matters, if you don't believe me - check with Apple, Samsung, Google, and others who are primarily innovation driven. In the LED Sign world (aka Direct LED Displays, Electronic Message Center, etc.) many manufacturers still run the same software they had outsourced or released six or seven years ago. Think about the smartphones people had seven years ago and what's available now, vast differences... While some technology is slow to change, you'd think there'd be some changes to the display hardware and software which improve both the end-user experience and the display quality and options.

When taking a look at options for LED outdoor signage - please take a moment to ask a few simple questions to see if you're getting something which is both current and future-forward:

1. What changes have occurred in the last 3 years which made the product better?
2. How often is the software/cloudware updated and when are new features added?
3. What is the company doing to deliver a product which meets current need while being able to be upgraded/adapted 3 - 5 - and more years down the road?
4. How are you more innovative than your competition?

If the company hasn't changed and/or upgraded its hardware and/or software options in the last 3 years (or worse, longer...), think long and hard before considering them as an option. If the company doesn't upgrade the software/cloudware at least twice a year, how does that reflect upon their reaction to client/end-user requests for new features/options? If you can't easily and readily upgrade the software or hardware to meet a future need (i.e. change the face to a tighter pitch without changing the whole sign, or upgrade the controller software to some other company's control solution) - be wary as you may be buying into a WYSIWYG (What You See Is What You Get) and that purchase most assuredly will equate to buyer's remorse down the road when the end-user wants to get more out of their system. Especially considering the lifespan of an Outdoor LED Sign Display can be 10 years or more.

There is risk going to any new company (and even sticking with the "old" option). So take time to pick the sales rep's brain on what warranties are in place. What are their guarantees and how does the company ensure the end-user (and sign company/reseller) can get parts and service even in the worst case scenario of that manufacturer being out of business or unavailable. Make sure you're not just getting a solution for "now" but looking down the road and getting the best solution overall for the end-user and yourself!

Note all posts - thoughts - writings- etc. are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Digital Signage Sales 101: 10 Behaviors, Making LED Sign Manufacturers Great!

The LED Sign Industry is a comprised of many manufactures all with unique strengths, weaknesses, and product offerings.  There are many choices for sign companies to select from, depending on their individual company’s needs.

Not all companies are alike, not all product is alike, not all warranties are alike and it takes some work and trial and error to find the best relationship.  Just like a first date does not mean marriage is imminent, neither does the order of one LED sign project, or two or three. It takes time to determine the true nature of the supplier for your LED sign.

Also, over time, it’s possible to glean the truth about your current LED sign manufacturer. How do they behave when the pressure is on? What kind of choice do they make when someone will win and someone will lose- do they sometimes take the proverbial “hit”?

Regardless of who supplies your LED display projects, there are 10 awesome characteristics that a sign company should consider:

1.       They are open and available and you can call them up, visit their factory and meet their team.
2.       They support your sales plan and do not compete with you for retail sales in your area.
3.       They constantly “push the envelope” on new technology and innovations, sometimes challenging the industry status quo.
4.       They have great software engineering capabilities.
5.       They recognize “Content is King” and can provide customized solutions.
6.       They have a responsive sales team that answers your questions, usually immediately.
7.       They provide flexible solutions for your urgent production requests.
8.       They find a way to always say “yes”.
9.       They provide a “rock solid” warranty on their product minimizing loopholes.
10.   They are focused on educating you, your customer, and giving back to the community.

With all the great possibilities that exist why would you settle for any LED sign manufacturer who did not conform to these ideals?  LED manufacturers have you as “their” customer, they are not your customer. Consequently, it is okay to expect more from them. It is okay to ask more from them. It is okay to seek out and select the best possible choice for your sign company.

In the early days of LED sign technology with limited manufacturing choices, you were restricted and had to settle for a “less than perfect” fit. Now with some “due diligence” you can find exactly the best LED sign manufacturer "fit" for you.

Remember too, that there is a difference between a business "partner" and just a "vendor". Referring back to my earlier metaphor of "marriage", it applies here as well. Your spouse is your partner, your administrative assistant at work is more like your vendor. Your partner stands beside you and helps you as part of a deeper and more intense commitment. Your assistant supports you to a point. At your workplace that point may be when 5PM rolls around or you've fallen into organizational disfavor.

When you find a LED sign manufacturing "partner" that can boast many of the 10 aforementioned characteristics, then you will rest easier, live a less complicated business life and  make more money by way of happier customers.

Do it, you’ll be able to tell the difference immediately and your customers will support your choice.

This blog post and comments represents my personal perspective and do not reflect the opinion of Vantage LED, Inc. or SignVine, Inc. or any other person or organization. Thank you to Vantage LED for allowing me to pen a guest blog every 3 weeks. If you have constructive feedback please email me at michael@signvine.org.  - Mike Prongue

Digital Signage Need to Know: Demand Attention and Target Your Audience With Outdoor LED Signs

- Scott Hofheins

Outdoor LED signs are communication tools. In a matter of seconds, they let the public know about your organization, directly and indirectly through scheduled content. The impression you leave with the viewer will help them understand and answer certain things your organization like your physical existence, what you do, and why it should be done with you specifically. Your content, and the way it is scheduled will play a large role in the viewers response. By targeting both aspects, the content and the scheduling, you can greatly increase the effectiveness of your sign.

The Scheduling

The options you have and how easily they are implemented are often determined by the manufacturer of your LED sign and the software they provide. Unfortunately, many sub-par manufacturers rely on outdated software, or software developed overseas with limited options and is difficult to use. This has been a harsh reality for many end users who paid a lot of money for a sign manufactured by an entity that viewed software as an afterthought. This can make it more difficult, but still worth the effort to make sure your scheduling content that is targeted to your audience.

Fundamentally, you want to reach your audience by giving them information relevant to their situation. Certain types of people drive past your sign during certain times of the day. By scheduling specific messages to play during these times, you can speak directly to them.

Rush Hour

This is the most common, and my minimum recommendation for scheduled content. Every LED sign should have least some content specifically for, and directed to rush hour traffic. This is typically from 7-9am, and from 4-6pm in most locations.

You want to schedule messages that talk directly to these drivers. Do some research, and try to determine the demographics of these drivers.

• Where are most of them traveling too? Tech jobs? Manufacturing jobs? Tailor your content accordingly, talk to the techies, talk to the skilled factory workers, what is important to them?
• How fast are they traveling? If you have a consistent “stop and go” situation near your sign, take advantage of that time, and modify the play length, or quantity of the content accordingly.
• If you have trouble isolating certain groups, you can always go to the one common trait: they are driving. Create content that speaks to them, let them know they can take a break from traffic and pull into your place for coffee and donuts. They can beat the traffic on the way home and join you for happy hour specials. Take some time, and think of some ways you can incorporate their immediate situation, with what your organization has to offer.

Lunch

Lunch time is another consistent time frame you can schedule for. If you're a restaurant, it’s pretty straightforward, let them know why they should come in NOW! Advertise your lunch specials and the reason they should spend their money with you, instead of the competition.

For other businesses, you can still market to this group. These drivers may have some time to stop by your place to do some household shopping, get their hair cut, or attend a midday church service. Remember, it’s not just workers who are out during lunch hours.

School Time

Are you near any schools, day care, or other youth facility? You may have certain drivers dropping their children off in the morning, or picking them up in the afternoon that drive by your sign. What demographic is picking them up, and dropping them off? Who is riding with the parents? Look into your specific location, and let your sign talk to them during these hours.

Conditional Scheduling

Software provided by some manufacturers supports the ability to play certain messages depending on conditions, like temperature or weather. This can be a useful tool to grab the attention of drivers with messages like “It’s cold today! 10% off all coats for a limited time!” or “Looks Like Rain! Tire Safety Inspections Today!”.

Specific Situations

Think about other situations that you can target and schedule content for. For example, local events like music festivals will give you a certain groups to target. Holidays are also a good thing to link your content too. What is going on around you, and how can you incorporate it with your messages?

The Content

This is a well documented factor in the effectiveness of your LED sign, and we discuss it often. Remember, you are fighting for attention against cell phones, tablets, and other forms of communication that incorporate colorful and attention getting graphics. You must adjust your LED sign content accordingly.

The content must be beautiful, readable and relevant. The days of text only LED signs are going away. People just don’t notice them as much any more. They are looking for larger fonts and bright text, with a clean and active colorful backdrop. Animations are a plus, and the advertisement really needs to “pop” to get their attention.

Professional content is becoming more important as consumers expectations continue to rise. This is true for both indoor digital signage, and outdoor LED signs. Hiring a graphic designer, or using a content creation service will save you time and effort, and help get you the results you need to stand out from the other signage in your area. Good, tasteful content is key to turning heads, and will make any LED sign better, and a good sign great.

If you have an existing outdoor LED sign, make sure you're allowing it to reach its full potential by targeting your audience with scheduling, and good content. If you're looking at getting an LED sign, make sure the sign you buy will provide you the tools to schedule and market your organization effectively. As I mentioned earlier, an LED sign is a communication tool for your organization, make sure your voice is heard loud and clear!

-Scott Hofheins

Digital Signage Need to Know: US Based Support for LED Signs is More Than Phones and Technicians

- Scott Hofheins

Having access to local support is important for any electronic device, including LED signs, but getting good support requires more than just being able to call and talk to someone in the US. There are many aspects to supporting LED signs that aren't always just technical. Component control, manufacturing location, software development, documentation, representation, and marketing support are all factors that will affect a manufacturer's performance in this area.

Component Control

Having good quality components is obviously a must in this industry. But maintaining the design and quality control is key to a successful product. No technology is perfect, but how fast can a manufacturer implement a solution to a module design, or driver system? This depends on how much control they have over the components. Skilled in-house engineers and designers will be able to provide better solutions than those who rely on third party support based overseas.

Manufacturing Location

Where is the manufacturer building their systems? Systems that are built entirely overseas will typically take quite a bit longer to produce and deliver to the site. Information about the status of production can be slow and often inaccurate because of the distance, communication barriers, and little oversight of the actual production floor.

Manufacturers who produce in the US and balance their component sources correctly will be much better equipped to provide accurate information. They can also react and improve production processes much quicker than a company who is working with a third party.

Software and Documentation

In-house software development is one of the most underrated aspects of LED signs before the sale, yet becomes a top priority when the sign is installed and ready for use. Unfortunately many end-users are stuck with poorly designed software that is unlikely to ever be improved or updated. This can be avoided when a manufacturer develops the software in-house. The ability to innovate quickly and respond to the market with real solutions like cloud based management, customized solutions, and easy to use interfaces are what help separate the good from the great.

Documentation designed by the same people who manufacture the signs and work with the product directly in real world situations will always be a step above the rest in usability and accuracy. The long term support of an LED sign will often rely on the quality of the documentation.

Representatives

The factory can’t be located everywhere at once, so good manufacturers will have skilled representation across the country to support their dealers and partners. Having a local representative gives you a direct link to the manufacturer, someone you can talk to face to face. This helps close the gap between the manufacturer and dealer, and fosters a better partnership.

These representatives should be able to support you in sales and demonstrations, and be your “go to” people to help close LED sign projects. Having a factory rep and a demo on-site can really make a difference and promote a greater comfort level with potential buyers.   

Advertising Support

Local support means that your manufacturer knows the needs of the US market because they operate in the US Market. They can give you the tools to grow your business and help educate the public to make your job easier. This industry is full of mis-information, but there are good manufacturers out there who can provide you resources that will combat myths and mis-understandings; not just for the good of their products but for the good of the industry in general. Your manufacturer should be your partner in building your business, not just a supplier.

Support is so much more than calling a tech on the phone. The ability to provide quality support is directly related to the control the manufacturer has over their product, software, and people. The business culture of good manufactures promotes the health of their staff, dealers, and partners. They speak your language and have the ability to act quickly to address product, sales, or resource needs specific to you. Always remember, good manufacturers should be just as interested in your success as you are.

-SH

I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage "Need to Know": The Cloud, Cloudware, and LED Signs

-Scott Hofheins

What is “The Cloud”, what is “Cloudware”, and what do they have to do with the LED sign business? I hope to help answer these questions and maybe give some insight on the future of the LED industry in general.

The Cloud
This has become a popular term in recent years. It comes from the term “Cloud Computing” where multiple devices can access services from centralized equipment that “host” the services and provide the infrastructure. The other devices (like your laptop for example) can access the system and use all the services (storage, applications, collaboration tools, etc...) without having to install or operate the infrastructure. This can be done on a local business network, but when people refer to “The Cloud” they usually mean over the internet; the largest “network” in the world.

Cloudware
This is a play on the word “Software”. Software is installed locally on a computer and used by that computer to accomplish tasks (edit photographs, play music, write documents, etc...). It is local, and uses your own computer’s resources. Cloudware is also installed on computers (servers), but they are “off-site” and provide the services through the internet so your own computer doesn’t have to use all it’s brain power and storage.

When you want to read a book, you wouldn't build a library in your house to find and read your book. You would drive your car on the street (the internet) to the library (the website) use your library card (user name and password) to access and check out the books. All the organization, upkeep and storage is done by the library. You (the computer) can focus on the important stuff, viewing and accessing the information.

LED Signs
What does this have to do with LED signs? Well, not much historically because LED signs weren't as sophisticated as they are now. In the past most LED signs were only connected to local networks, or in most cases connected directly to a computer. They didn't use as much data because they were mostly one color, text only signs.

These days, we have tighter resolutions, brighter LEDs, faster controllers, and millions of colors. Most high quality video boards are controlled by Windows based industrialized controllers, so they are by nature “internet friendly”. Times are changing and manufactures are feeling the pressure to provide better solutions. Solutions that are effective, secure, user friendly and easy to access. The Cloud is the foundation for these solutions.

I've been privileged to be a part of Vantage LED’s efforts with the SM Infinity collaboration, and although we are the first to do it on a large scale, I know we won’t be the last. This is a good thing. Healthy competition results in a better product for everyone, but this post is really about the concept in general. I am absolutely sure that most of us in the industry have at one point or another thought “ Wouldn't it be great to have internet based software.” I know I did when I first entered the industry, but the technology and infrastructure wasn't there to support it. Now it is.

This is the future of the LED sign industry. We have to move forward and embrace technology to provide the best experience to the end users. We bank online, we pay bills online, we learn online, people want to control their signs online. The challenge has been declared, and manufacturers are going to need to answer with a loud and clear “yes...you can”.


-SH


I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage "How To": Securing Wireless ( WiFi ) Communications for LED Signs

- Scott Hofheins

An increasing number of  businesses, organizations, and public entities are seeing the value in LED and Digital Signage. The number of LED Signs on the streets has increased quite a bit over the last 10 years. With this growth, comes a greater need for manufacturers, dealers, and end users to make sure these signs are secure from outside parties who would use the sign in a manner not consistent with the owners intentions or local laws.

An overview of many of the communications options available can be found in my previous post. However, I would like to focus on Wireless communication because it is the most common option currently in use. I have purposely written this post using general terms to avoid anyone using it as guide on how to cause trouble.

There are three basic concepts to remember: Wireless Security, Software Security, Network Security.

Wireless Basics
Most signs are supplied with 2 wireless devices. One unit connects and resides at the sign, the other at the building connected to the users network or computer directly. (In some applications, only one radio is used)


These radios communicate to each other and create a “wireless cable” from the building to the sign, allowing end users to manage their sign without having to run an actual cable out to the sign. These radios can use a variety of frequencies and security methods to connect the sign to the end user.

Frequencies

• 900 MHz: This has been used for many years in wireless communications between devices. Many traffic devices and networks use this frequency because of its range. However, it has a much smaller bandwidth capacity than the other options so most new LED signs do not use this anymore.

• 2.4 GHz: This is the most common wireless frequency in use today. Most home networks use this frequency for their “WiFi” connections. Most laptops have a 2.4 Ghz WiFi card built in.

• 5 GHz: This is gaining popularity, but is still much less common than 2.4 Ghz. This uses some of the same “WiFi” standards as 2.4 Ghz, but is inherently more secure because it is less common. In my opinion, this is the best frequency to use because it mixes the speed of 2.4 Ghz with the security of 900 Mhz.

Wireless Security
WiFi security has greatly improved over the years. Encryption and password based security is much better and easier to set up than ever before...but only if you actually use it. Here are some things to remember:

• Factory Settings: A good manufacturer will change the factory settings on the wireless devices to it’s own secure settings. These should not be published in any public documentation, but only available to the end user and/or sign dealer supporting the signs. Part of the reason we saw those “Zombies Ahead” signs a couple of years ago was due to unchanged factory settings (See Deacons Post). As an extra precaution you can always set your own security settings for the radios, but remember to document these changes. You could get in a bad situation if your computer crashes and you have to re-enter the settings.

• Quality Devices: Make sure your manufacturer uses established, well tested wireless products. You do not want your sign using a sub-par device with weak encryption and security options.

Software Security
A well designed LED sign system will also incorporate direct and indirect software security as an additional firewall to intruders.

• Not Publicly Available: Avoid software that is available for public download. The only people who should have access to the sign software is the dealers and the end-users.

• Secured Installations: Installations should be secured with an “Activation Code” or other security system to prohibit unauthorized parties from installing copies of the software. Avoid unsecured or generic software.

• Cloud Based Options: This is a new concept in the LED Sign market, but there are options currently available. Internet based sign management can be another way to secure all your content because you can rely on enterprise level security and off-site hosting. This makes it much harder for anyone to do any real damage to the sign with local access.

Network Security
This is another key point to ensure protection. Your network should be reasonably secure and access restricted to your own personnel only.  

• Secure your Computers: All of your computers should be password secured. Most windows based systems allow you to require a password to log into the system after the computer goes into the “Screen Saver” or “Sleep” mode.

• Physical Access: Make sure you install the sign software only on the computers you have direct control over, and who’s users you trust. An extra security measure can be to have a dedicated laptop that is on it’s own network, connected directly to the sign using the wireless radios.

Wireless security is important for LED signs. Make sure your manufacturer is using quality hardware and unique wireless settings to avoid a “Zombie Warning” situation. Your own network should be secured with common sense security practices like passwords and restricted access. Your manufacturer or dealer should be well versed enough in the unique security needs for LED signs to help guide you in the best options for your specific installation. An LED sign is a large investment, make sure the security, options, and hardware quality reflect this.

-SH




I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.