According to foreign reports, global leader Barco Barco announced on July 19, 2010 that it has signed an agreement to acquire dZine, a digital signage solution provider in Belgium. Through this acquisition, Barco will be able to provide a comprehensive digital signage solution based on advanced content creation and management software.
Barco is the world's leading supplier of DLP videowalls, LED large screens, and engineering projectors and digital cinema projectors. Its market influence is in the first place in the above four product areas. Among them, Barco's LED display products market share is not as good as other three major industries, but its high-end brand image is still loved by many high-end customers: the product gross margin is leading the world.
Barco's entry into the digital signage market is not unrelated to its position in the LED big screen market. In the broad market classification, LED displays, especially large screens, are in the field of digital signage display. After Barco acquired dZine, it will be of great help to provide a full set of digital signage display solutions and to enhance the LED big screen market position. Filip Pintelon, Barco's senior vice president and chairman of the Media, Entertainment and Simulation Group, commented: "Combining Barco's special hardware devices with dZine's extensive content creation and management software provides customers with a one-stop, convenient solution to meet their needs. The entire digital signage engineering needs, whether indoor or outdoor."
In addition, the analysis also believes that Barco's acquisition of digital signage system manufacturer dZine will help maximize the value of Barco's global "marketing" and "customer resources."
In the engineering display market, Barco has a wide and stable customer base in the engineering projector, digital cinema projector and DLP video wall market. These customer logarithms also require the emerging product of digital signage systems. For example, a large chain of cinemas using Barco cinema projectors can provide more value-added services through digital signage systems. A nuclear power plant using Barco's DLP videowall system can deploy a distributed digital signage system as a convenient platform for security, grooming and critical system management. In addition, Barco can also use its global market influence and channel partners to spread dZine's digital signage system to a wider field. Although the current dZine digital signage system has been used in more than 50 countries and regions, this number is still not as wide as the Barco channel.
The digital signage industry has become one of the key expansion industries for the horizontal entry of “professional engineering display†manufacturers, and has become a trend in the global market. Not only do industry giants such as Barco value market opportunities in emerging sectors, but many regional brands and channel providers are also optimistic about the prospects of the “digital signage†market. According to the analysis, as the first brand in the DLP engineering display industry, Barco's driving role will affect the development strategy of domestic counterparts.
For most domestic DLP splicing wall enterprises and LED large-screen enterprises, its core competitiveness is more reflected in system integration and channel marketing. These two are precisely the conditions that must be met in the digital signage industry to achieve rapid development. In particular, DLP splicing companies are mainly used in the domestic market by large industries, government departments and security departments, and these industries are also one of the hottest areas of digital signage.
For example, Wei Chuang, a listed company in the domestic DLP splicing market, has the first share in the domestic subway dispatch market. The subway market is also one of the most mature digital signage applications in China. Another listed company, GQY, has broken through in the high-speed rail market in recent years. The stations and vehicle systems related to high-speed rail are another huge application market for digital signage.
The overlap in the direction of customers, as well as the strong demand for system integration, will make large-screen splicing companies, LED screen companies, and commercial display channels all have the impulse to enter the digital signage field. At the same time, entering the digital signage market is also in line with these aspects. In recent years, companies have emphasized the upgrade of system software functions and continuously improved the concept of operating value-added, which can help large-screen enterprises to achieve greater development within a certain position. Another important reason for supporting large-screen enterprises to enter the digital signage field is that the future digital signage system will become another emerging growth point in the large-screen display product application market in addition to security monitoring and conference presentations - in a sense, large Screen display and engineering show that the company itself is already a member of the digital signage industry system.
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