Suffice it to say, digital signage has evolved into a mainstream communication medium. Retail is still the largest segment… but other applications are on the ascendancy. The wow factor and experience generated on a large screen (or videowall) by a well-designed signage content spot speaks for itself. But the fastest growing segments of digital signage are corporate/business and education. What you hear most loudly in these venues is the need for unified communication and collaboration (aka. UCC). The interesting thing is the confluence of digital signage and UCC, and the complementary nature of the relationship. Win/win? You bet!
This topic began with a conversation with Charles Freedman, the president of a new AV company called Need Technologies. The company may be new, but for those of you who don’t know him, Charles has a rich history in the AV business. He saw the need (pun intended) to focus his latest efforts on the “actual needs” of the client far beyond what they say they want, and the cursory needs analysis we are all familiar with. To Charles each client is a “bespoke effort” and once he understands the client, their business, their culture, and ultimately their needs, then how to meet those needs would become clear. He is also a strong proponent of digital signage and unified communications and collaboration. We had to talk and talk and talk about our favorite topics… let’s look at each segment as standalone entities and then see how UCC and digital signage fit together.
UCC
Unified Communications and Collaboration is defined “as the integration of real-time communication services such as instant messaging (chat), voice (including IP telephony), video conferencing, data sharing, and presence information, with non-real-time communication services like email, voicemail, and SMS.” At its core lies is the ability to provide a unified user interface and experience across multiple devices and media types, thereby enabling users to communicate and collaborate more effectively and efficiently. As one expert points out, “It encapsulates a variety of communication tools and platforms, all coalescing into a singular, streamlined experience that supports the dynamic needs of today’s digital workforce.”
UCC is not just about technology unto itself. It is a comprehensive strategy to enhance organizational communication, eliminate information silos, and promote a more connected and productive work environment. Unlike standalone technologies it harmonizing and humanizes technologies and as one expert notes, “it facilitates a more natural and intuitive interaction among team members, regardless of their physical location. It embodies the future of communication, where connectivity, collaboration, and flexibility are paramount, empowering businesses to navigate the complexities of the digital era with confidence and agility”
The essence of unified communications and collaboration (UCC) lies in its core components, which include:- Voice over IP (VoIP) converts voice into digital packets transmitted over the internet enabling calls to be made from anywhere, any time, and on any device.
- Instant messaging offers real-time (aka instant) text communication of information.
- Video conferencing enables face-to-face meetings without the need for physical presence.
- Email integration and unified messaging bring together various forms of communication into a single interface, streamlining access and management of messages.
- Presence information indicates the availability of users in real-time, making it easier to know when colleagues are free for communication.
What makes UC into UCC are the collaboration tools it embraces:
- Project management software facilitates the planning, tracking, and management of projects, ensuring teams stay aligned and on track.
- Shared whiteboards and document sharing; enable real-time collaboration, allowing team members to brainstorm, annotate, and work on documents simultaneously, regardless of their location
- And more… see what digital signage can do
Digital Signage
Digital signage is the visual/digital offspring of the marriage of static signs and electronic communication. Digital displays use technologies such as LCD, direct view LED, projection, and e-paper to display digital images and content of all types. They are used as a network of electronic displays that are centrally managed and individually addressable for the display of information in multiple forms including text, images, video, and animated messages for advertising, information, and entertainment to targeted audiences. Digital signage can be found in an expanding number of applications including retail stores, hotels, food service, corporate buildings, education, healthcare public spaces, transportation systems, and more. Digital signage is all about content, call to action, and recall on any device, anywhere, and at any time, enabling seamless UC and collaboration across platforms and locations.
To understand the impact of digital signage, in an article reported in the New York Times on average we spend 8 hours a day in front of screens of various types. Research also shows that nearly 80% of the population of the USA encounters digital signage in one form or another every day. Research also shows that digital signage improves message recall by 70% over other means of communication.
How They Fit Together
Take the aspirations and objectives of induvial UCC applications and then add three factors from the digital signage playbook:
- System design with display technologies at proper locations, and the appropriate type/size
- Content creation tailored to the viewer/recipient with the desired impact and call to action
- Content management systems to control and distribute whatever, whenever, and how ever.
The proven impact of digital signage coupled with UCC can result in a true symbiotic match.
Suffice it to say that digital signage can and will play a significant role in unified communications and collaboration (UCC). This dynamic duo enhances communication efficiency and the fostering of collaboration in various environments, such as buildings, offices, conference rooms, educational institutions, and healthcare facilities to name a few.
The benefits are real. Here are just a few to consider:
- Live sharing of Information
- Digital signage can display real-time announcements and updates, such as meeting schedules and agendas, company news, or emergency alerts, ensuring everyone is informed.
- Team collaboration
- Live collaboration integration technologies like digital whiteboards or project management displays allows teams to collaborate in real-time, whether they’re in the same room or remote. Teams can share documents, graphics, and other content through digital signage, making it easy to access relevant information during discussions. The meeting can be stored on the network or in the cloud for storage and easy access in the future.
- “Streamlined” meetings
- Room scheduling systems on digital displays outside meeting rooms can show availability and upcoming bookings, streamlining the process of finding and reserving spaces. You can also have targeted messaging to the attendees participating in the rooms specific meeting.
- Corporate messaging and branding
- Digital signage can be used to promote the brand, company mission, values, and culture, through visuals and messaging, helping to foster a cohesive environment.
- Employee recognition:
- Display employee achievements or milestones to enhance morale and promote a sense of community.
- Integration with UCC Platforms
- Seamless connectivity: Many digital signage solutions can integrate with UCC platforms (like Microsoft Teams, Zoom, etc.), enabling smooth content updates and collaboration features. Appspace as a leading example of this, with more to come.
- Data visualization Real-time analytics from collaboration tools can be visualized on digital signage, helping teams assess performance and engagement. This is why many digital signage CMS systems offer a datalink for live data and analytics to be shared across the entire network.
- Flexibility and customization
- This is where the content management software of digital signage comes into play. It allows a company to manage, distribute and funnel the desired information aka content to the target audience. The CMS “houses” the content as the starting point and then controls who gets what, when and where.
Final Thoughts
Incorporating digital signage into UCC strategies enhances information flow, improves team collaboration, and contributes to a more engaged workplace. By leveraging these technologies, organizations can create a more connected, efficient, and productive environment for their employees. This is the truest of definitions of collaboration in the technological age.
Ready to transform your workplace with digital signage? Contact LSquared today to learn how our solutions can boost communication, collaboration, and efficiency in your organization!
