It would appear that progress is there from a potential standpoint, but not in terms of actual use. Let me break it down:
Progress: Components and system software/management continue to improve with prices coming down. More companies appear to be showing interest in Digital Signage, especially for retail Point-of-sale (POS), and coming out with newer, more versatile components.
A lot of interest has been paid to touch screen technology as it relates to engagement.
The projector industry continues to advance; they have all the capabilities, but they don't seem to be focusing on their product so much as a primary element of digital signage, though more and more seem to be factoring that possibility into their design and features.
We have come up with a solution for the issues of direct sunlight and refracted glare, especially from multiple sources. Since glare can play havoc with any projection or other screen behind glass, (such as a store window,) this is a significant step.
More and more people continue to express and demonstrate interest in the method, trying it out, but not a lot of long term installs yet. This should change as we demonstrate lower cost of ownership, and higher value of use.
Needs Improvement: Pricing needs to come more into line with a level more accessible on a widespread basis.
Most implementations are temporary, and isolated. To date, I am not aware of any chain which has adopted projected signage across their brand.
Although the method has been used to create "engagement", that engagement has been mostly on a gimmicky, "look what we can do" basis, but not in a functional, ROI-based way to engage the viewing audience for the purpose of directly doing business. This is a key change that needs to occur. So far most installs have been strictly for display. The method needs to be adapted to more transaction-based purposes, for promotion, and especially sales.
More attention needs to be paid to content production specific to the method, and specific to ROI-based objectives.
Below is an example of a WVS implementation with some of the problems I point out:
Although the method has undeniable coolness, its viability for business will not come to fruition until these issues are resolved.
Overall, projection systems for retail have not made the jump to serious, affordable, long-term business solution. I believe that chasm can be crossed, but the issues mentioned above need to be addressed.
At Looknglas, we have addressed these issues. When the marketplace comes to grips with the reality that these systems are not widgets, but rather, serious communications and POS marketing solutions, the Window Video System will have arrived.
The Window of Opportunity is here: the problems have been solved by Looknglas. Let us help you develop your POS window display and promo system for true, measurable ROI.