In a $20-billion-plus global digital signage market, many companies have entered the fray based on client demands though their expertise may be founded in the audio visual (AV) or information technology (IT) world. With the current blurred lines of digital and AV, using a digital signage partner can expand the client experience and help an AV company become a full-service solutions provider.
在一个价值200多亿美元的全球数字标牌市场上，许多公司都是根据客户的需求加入竞争的，尽管它们的专长可能建立在视听(AV)或信息技术(IT)领域。在目前模糊的数字和影音线，使用数字标牌合作伙伴可以扩大客户体验，帮助影音公司成为一个全方位的服务解决方案供应商。
“We do it all” is an expression often used by company heads in the AV/IT/digital space. This, however, is a recipe for disaster as most end users are skeptical of the all-in proposition. That said, these companies can still be the primary contact—knowing and explaining they are able to provide a range of services via their ecosystem of partners. This message makes the business, its expertise, and wisdom appear credible to the market, which adds to the company’s portfolio with outsourced experts.
“我们都可以做到。”是视听/信息/数字领域的公司主管经常使用的表达方式。然而，这是一种灾难性的表示，因为大多数终端用户对全包的提议持怀疑态度。尽管如此，这些公司仍然可以成为主要的联系人——了解并解释他们能够通过他们的合作伙伴生态系统提供一系列服务。这一信息使业务、专业知识和智慧在市场上显得可信，从而增加了公司外包专家的投资组合。
At first glance, most AV and IT companies will deem they can easily add digital signage to their product suite. This becomes a challenge when the biggest component of digital signage defines the business case, the content strategy, and the goals and objectives of the network. Quickly, solution selling versus commodity-based selling takes hold and companies can end up looking silly at the undertaking. This is not about hanging and banging screens.
乍一看，大多数视听和信息公司都认为他们可以轻松地将数字标牌添加到他们的产品套件中。当数字标牌的最大组成部分定义业务案例，内容策略以及网络的目标和目标时，这将成为一项挑战。很快，解决方案销售与基于商品的销售形成了对比，企业最终可能会对这种做法感到愚蠢。
Successful digital signage providers like Dot2Dot Communications apply an elaborate 360-degree integrated approach with their clients, which includes:
Dot2Dot通讯系统等成功的数字标牌提供商与其客户一起应用精心设计的360度综合方法，其中包括：
Identify
鉴定
Meeting with the client to identify the business objectives of their network and developing a suitable content strategy to achieve these goals.
与客户会面以确定其网络的业务目标并制定合适的内容策略以实现这些目标。
Plan
计划
Developing a network plan which includes the appropriate content management system (CMS), hardware, network infrastructure, content creation and management, and deployment and measurement.
制定网络计划，其中包括适当的内容管理系统（CMS），硬件，网络基础设施，内容创建和管理以及部署和测量。
Place
地点
Planning and executing full deployment of the network on a location-by-location basis.
按位置计划和执行网络的完整部署。
Measure
测量
Assessing the ongoing management and measurement of the network, and ensuring objectives are being met and the network is performing as desired.
评估网络的持续管理和测量，确保目标得到满足，网络正在按预期运行。
Keeping the above approaches in mind, the six primary reasons why companies prefer digital signage outsourcing are outlined below:
考虑到上述方法，公司更喜欢数字标牌外包的六个主要原因概述如下：
Leave it to the experts
把项目交付给专家
The many components of digital signage, primarily the strategy component, suggest outsourcing is not for companies looking to sell hardware. The number of failed networks have repeatedly shown that end users require information and advice with their network from a business strategy perspective. In turn, they want the same company to do the heavy lifting once the objectives of the network are defined, articulated, and measured.
数字标牌的许多组成部分，主要是战略组成部分，都表明外包不适合那些希望出售硬件的公司。失败的网络数量反复表明，从业务战略的角度来看，最终用户需要与其网络相关的信息和建议。反过来，一旦确定，表达和衡量网络的目标，他们希望同一家公司进行繁重的工作。
Understanding an audience, their behaviours, and the measures for success is not an exercise most AV companies would entertain; the ones that have, quickly understand the complexities of a successful deployment.
了解受众、他们的行为以及衡量成功的标准，并不是大多数公司都会考虑的事情。那些有经验的人很快就会理解成功部署的复杂性。
Developer shortage
开发者短缺
A report published on April 12 by the Information and Communications Technology Council (ICTC) suggests Canada will need to fill approximately 216,000 technology-related positions by 2021, up from 2015 predictions of 182,000 by 2019.
信息和通信技术委员会（ICTC）于4月12日发布的一份报告显示，到2021年，加拿大将需要填补大约216,000个与技术相关的职位，而2015年的预测为2019年的182,000个。
Behind a successful digital signage deployment is a staff of content producers, network architects, design personnel, and IT. The larger a digital signage network gets, the more people are required to manage it; this staff needs to be highly skilled.
成功的数字标牌部署背后是内容制作人，网络架构师，设计人员和IT人员。数字标牌网络越大，管理它的人就越多，越需要高技能的员工。
With this shortage looming in, end users must have faith their network is in the capable hands of a partner of their choice.
随着这种短缺的临近，最终用户必须相信他们的网络能够由他们选择的合作伙伴掌握。
Cost efficiencies
成本效益
Many companies cannot afford to hire subject matter experts for digital signage. Here, the savings tied to payroll, corporate benefits, and training alone are substantial. Not only does the company save time and money on recruitment, but also increases its profit margin due to shorter overheads. Add to this customer support and network management costs and the numbers begin to quickly add up.
许多公司无力聘请数字标牌领域的专家。在这里，仅工资、公司福利和培训方面的节省就相当可观。公司不仅节省了招聘的时间和金钱，而且由于管理费用的减少，公司的利润率也提高了。再加上客户支持和网络管理成本，这个数字就开始迅速增加。
The two most important factors in the overall digital signage outsourcing equation are content build and technology. The custom creative (content) for any network must align with the goals and objectives of the network.
在整个数字标牌外包方程式中，两个最重要的因素是内容构建和技术。任何网络的定制创意(内容)都必须与网络的目标保持一致。
Competitive advantage
竞争优势
In a tight-knit marketplace, it is imperative to advertise that one’s company has a digital signage solution and yet focuses on its core competencies. Again, end users will look at this in the right light—the organization is aware of the market demands and has reacted appropriately with digital expertise. This can serve as a huge competitive advantage by transforming how organizations operate and making them more agile, efficient, and effective overall.
在紧密结合的市场中，必须宣传一家公司拥有数字标牌解决方案，并专注于其核心竞争力。同样，最终用户将以正确的眼光看待这一点 - 组织了解市场需求并对数字专业知识做出了适当的反应。通过改变组织的运作方式并使其更加灵活，高效和有效，这可以成为巨大的竞争优势。
Perception plays a crucial role. How an organization differentiates itself versus the competition with its “message to the market” is often the biggest factor for its success.
感知起着至关重要的作用。一个组织如何通过其“向市场传递信息”来区分自己与竞争对手的差异往往是其成功的最大因素。
Speed to market
加快上市速度
First in, wins. Decreased speed to market gives the competition an upper hand even with an inferior product. In a world of “on demand,” companies and consumers want products and services “now” or in the shortest time frame possible.
先进与成功。进入市场的速度降低，使竞争对手在产品质量较差的情况下也占了上风。在一个“随需应变”的世界里，企业和消费者希望产品和服务“立即”或在尽可能短的时间内完成。
Companies can often develop a reputation for their lack of speed to market—being “followers” instead of market leaders, which ultimately affects their bottom line. Working with the right digital signage partner can have a reverse effect and paint the business’ reputation in a positive light.
公司往往因缺乏市场速度而成为“追随者”而非市场领导者，这最终会影响到它们的利润。与正确的数字标牌合作伙伴合作可能会产生相反的效果，并给企业带来正面的声誉。
$20-billion-plus market
200亿美元以上的市场
The market is predicted to surpass $30 billion by 2025. The next wave of competition and market entrants is right around the corner as Fortune 500 companies to self-employed individuals have a grasp at a piece of the pie.
到2025年，市场预计将超过300亿美元。下一波竞争和市场进入者即将到来，因为财富500强企业对自雇人士掌握了一块蛋糕。
The digital signage market is still fragmented when it comes to default organizations of choice and this, perhaps, will continue based on the sheer number of players.
该市场预计到2025年将超过300亿美元。下一波竞争和市场进入者的浪潮即将来临，因为财富500强(Fortune 500)企业的个体经营者已经分了一杯羹。
Today, a large number of AV and IT companies are unaware their own legacy customers are talking about their digital needs behind their backs because they believe they have no solution to offer.
今天，很多视听和信息公司都没有意识到他们的老客户在背后谈论他们的数字需求，因为他们认为公司无法提供解决方案。
Putting it all together
融会贯通
It has been observed that IT and AV companies are initially resistant to outsource to the digital signage market, but gradually develop a steady stream of interest and a model that flourishes and builds lasting, often two-way partnerships.
据观察，视听和信息公司最初都不愿将业务外包给数字标牌市场，但逐渐形成了稳定的兴趣流，形成了一种蓬勃发展的模式，并建立了持久的、往往是双向的伙伴关系。
Done correctly, the AV company outsourcing its digital signage opportunities to a solutions provider can be a huge benefit to the same company and the AV leads they take on. This explains the blurred lines of AV and digital.
如果做得恰当，视听公司将其数字标牌业务外包给解决方案提供商，将会给同一家公司带来巨大的好处，而视听公司也将从中受益。这就解释了视听和数码的模糊界限。
The two most important factors in the overall digital signage outsourcing equation are content build and technology. The custom creative (content) for any network must align with the goals and objectives of the network.
在整个数字标牌外包方程式中，两个最重要的因素是内容构建和技术。任何网络的定制创意(内容)都必须与网络的目标保持一致。
In the last few years, technology has become very innovative and expansive, but it has been seen that the wrong technology is often used based on the audience, environment, and objectives at hand. Technology options, though abundant, are confusing to most end users when it comes to the most effective application for “driving behaviour.” Interactivity has allowed for two-way communication with audiences, and the birth of artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) will only drive further consumer engagement. Companies putting together digital signage solutions must be technology-savvy to put forth the right mechanisms.
在过去的几年里，技术已经变得非常创新和广泛，但是人们已经看到，错误的技术常常是基于受众、环境和目标来使用的。技术选项虽然丰富，但当涉及到最有效的驾驶行为应用程序时，大多数终端用户会感到困惑。互动性允许与观众进行双向沟通，而人工智能(AI)、增强现实(AR)和虚拟现实(VR)的诞生只会进一步推动消费者的参与。整合数字标识解决方案的公司必须精通技术，才能提出正确的机制。
Connecting the dots between content strategy consultation, creative content development, solution design, procurement, integration, installation, remote management, and on-site field services is a winning proposition.
将内容策略咨询、创意内容开发、解决方案设计、采购、集成、安装、远程管理和现场服务之间的点连接起来是一个成功的提议。
Managed media solutions, including hosting, content scheduling, software maintenance upgrades, and network management, demonstrate the complex pieces of successful digital signage deployments.
托管媒体解决方案，包括托管，内容调度，软件维护升级和网络管理，展示了成功的数字标牌部署的复杂部分。
Trends suggest digital signage outsourcing will only continue to grow. Integrators from all industry segments will aim to add these products to their portfolio and ride the wave of a multi-billion dollar industry that continues to flourish.
趋势表明，数字标牌外包业务只会继续增长。来自各行各业的集成商将致力于将这些产品添加到他们的投资组合中，并驾驭数十亿美元的产业，这个产业将继续蓬勃发展。
When searching for a potential digital signage partner, it is important to look for a third-party solutions provider with an outstanding reputation, a track record of being highly flexible, and a history of successful digital signage deployments across many verticals. At the very least, turning to an outsourcer ensures a solid start, and often leads to a long and fruitful relationship.
在寻找潜在的数字标牌合作伙伴时，重要的是寻找具有卓越声誉，高度灵活的跟踪记录以及跨越多个垂直行业的成功数字标牌部署历史的第三方解决方案提供商。至少，转向外包商确保了一个良好的开端，并通常会带来长期而富有成效的关系。
Increasing number of deployments
增加部署数量
The following is a report gathered from 464 end users across multiple verticals, including schools, retailers, and restaurants based on how they are using digital signage and their plans for the future.
以下是来自多个垂直领域的464名终端用户的报告，包括学校、零售商和餐馆，基于他们如何使用数字标牌以及他们对未来的计划。
The data reveals end users across the board have already deployed digital signage or plan to deploy additional digital signage in 2019. It also suggests:
数据显示，全面的最终用户已经部署了数字标牌或计划在2019年部署额外的数字标牌。它还建议：
• 54 per cent of restaurants plan to deploy digital signage to more locations;
54％的餐馆计划将数字标牌部署到更多地点;
• 40 per cent of retailers plan to deploy digital signage in the future;
40％的零售商计划在未来部署数字标牌;
• 63 per cent of banks have deployed digital signage or plan to deploy it;
63％的银行部署了数字标牌或计划部署数字标牌;
• 69 per cent of end users plan to deploy more displays in 2019.
69％的最终用户计划在2019年部署更多显示器。
