Digital signages with 'augmented reality' feature would redefine the retail ecosystem in the Middle East: IEC

Augmented reality is the technique of overlaying graphics on a real-world image so that the graphics enhance and re-contextualize the scene.
This feature is unique in the way it interacts with the user on a more fun and informative level.

"The objective of augmented reality is to add information and meaning to a real object or place. Unlike virtual reality, augmented reality does not create a simulation of reality. Instead, it takes a real object or space as the foundation and incorporates technologies that add contextual data to deepen a person's understanding of the subject. Customers can try out a watch on their wrist, check out a costume or find out about promotions, submit feedback on products, read customer reviews, view past purchasing histories and share what they have discovered with their friends via social media and mobile phone integration. Augmented reality is a win-win situation for both the merchandiser and also the customer. This is an ideal solution when you look at the number of global brands in the region,"
said Mr. Abdul Rahman Falaknaz, Chairman of IEC.

"Digital signages with customised augmented reality feature would surely revolutionise the retail ecosystem. Earlier mobile phones were seen as an option and some carried it as a status symbol. But now mobile phones have become a necessity. Similarly a merchandiser without this 'augmented reality' feature will definitely lose out on the business from the early adopters of this technology as this will be a necessity in the near future," added Mr.Falaknaz.

The implementation is simple enough with augmented software designed and tailored to every need. A user can place products, paper and maps in front of the digital display panel which then comes alive in a 3D format controlled by his movements.

" there is Bluetooth-enabled digital signages that can send messages to a person's phone as he moves past a digital signage. Furthermore, merchandisers in the UAE and the Middle East can also make the window shoppers interact through the augmented reality feature in digital signage panels. Increasing adoption among a wider base of industrial sectors as an effective medium for interactive advertising and decreasing costs of purchasing, installation and maintenance also augurs well for the future of the market. The market sees digital signage as a more beneficial tool compared to static signage because content can frequently be updated digitally, saving the cost of printing," said Mr. Sharif Rahman, CEO, IEC.

According to a new report by Global Industry Analysts Inc. the global digital signage systems market is expected to reach $13.8Bn by 2017.

Digital signage is a form of electronic display that shows television programming, menus, information, advertising and several other messages.

Digital signs such as LCD, LED or projected images can be found in public and private environments, such as retail stores, hotels, restaurants and corporate buildings.

"Augmented reality embedded digital signage panels will form an integral part of the malls, large institutions and towers in the region. Everything is moving from plain static information to dynamic and interactive information model. This is an industry to watch in the near future. Digital signage will no more be just an option but an important necessity as the industry unveils innovative offerings. We have received tremendous response from the digital signage manufacturers and we anticipate a large gathering from across the globe for our Sign, Graphics and Imaging show - SGI 2013," concluded Mr. Sharif Rahman, CEO, IEC.

SGI Middle East is an established 15 year old business forum where exhibitors and visitors can interact with sign makers, print and production manufacturers, architects, media agencies, real-estate developers, brand and image consultants among others. This forum will also include seminars and workshops conducted by industry experts.

The 'SGI 2013' show will be held from January 20th to 22nd at the Dubai International Exhibition Centre. Over 400 exhibitors from across 30 countries were present at the show in 2012.