Resellers must demonstrate how to keep the cost of content down if they want success in the digital signage market, according to audiovisual vendor Clarity Visual Systems.

The vendor recently released the third version of its digital signage content management software, CoolSign Manager.

Hugh Coghill-Smith, Clarity’s European sales manager for CoolSign, said: “Although the price of digital signage hardware has come down over the past five years, the content is still expensive.

“Most digital signage systems run into problems because of the cost of new content, so we are coming up with ways to keep costs down.”

Sixty per cent of Clarity’s UK business for CoolSign is in the retail sector, while 40 per cent is in the internal corporate communications space.

“Digital signage is taking off in the UK, but it is a highly competitive market,” Coghill-Smith added.

A CoolSign reseller programme was launched at the end of last year and there are currently two UK CoolSign resellers: Adtech DSN and Pixel Inspiration.

Barry Bügg, managing director of Pixel, told CRN: “We build solutions around software, and for us, CoolSign has set our business alight.

“We have developed an interactive jukebox for the pub and leisure market, and a solution for estate agents to upload new properties onto a digital display in their shop windows. We have also just launched our own interactive voting system, which is based on CoolSign technology.”

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