Barcelona | In an interview with invidis, Martijn van der Woude, VP Global Marketing and Business Development at PPDS, talks about the important role of software in the Philips portfolio – and the reluctance to launch new e-paper displays.
On the first day of ISE, invidis visited the PPDS booth to speak with Martijn van der Woude, VP of Global Marketing and Business Development, about updates in the portfolio.
Wave as an important building block
Less visible on the booth but an essential part of the PPDS ecosystem is the software—specifically, Philips Wave, PPDS’ digital signage platform with remote device management and partner integrations.
Currently, around 30 partners are onboard. And the software has also evolved: While a year ago, Wave was still limited to SoC models, PPDS has found a way to connect non-SoC screens to the platform as well. Martijn van der Woude emphasizes that PPDS’ LED products were also integrated into the platform system from the very beginning.
The shift to software
The non-visibility on the booth also reflects real business challenges with software. According to Martijn van der Woude, there is a gap between market visibility and customer satisfaction. “Selling software is extremely complex”, he says. PPDS has adopted a freemium model, with 70% of users activating Wave and 30–40% opting for the Advanced version. “Our job is to increase this percentage,” he says.
For Martijn van der Woude, the relationship between hardware and software is changing. And he is certain that the decisive shift is not far away: “Software is starting to sell hardware.” As a result, Philips Wave has become a key focus for management. To ensure rapid implementation of changes, PPDS has brought the entire development process in-house.
E-paper display: waiting for excellence
E-paper displays are omnipresent at ISE 2025, and many were wondering what innovation PPDS in particular would introduce. Two years ago, they launched the Tableaux at ISE, the first e-paper display for the digital signage market. Now the energy-saving displays can be seen on the booth of almost every big manufacturer.
Compared to previous years, the line-up at this year’s PPDS stand was relatively simple. Along with the existing Tableaux devices, PPDS showcased a wall made up of four Tableaux displays. According to Van der Woude, this approach reflects the company’s desire to stay at the forefront, just like in 2023. “We are aiming for breakthroughs. The launch of Tableaux three years ago was a milestone, and since then, PPDS has been working closely with E Ink, the quasi-monopoly panel manufacturer.”
Aiming for Spectra 6 progress
For Martijn van der Woude, the Kaleido technology for outdoor e-papers up to 75 inches doesn’t yet meet PPDS’s quality standards, particularly in terms of color accuracy. “Digital signage is ‘Color Accuracy First,’” emphasizes the Vice President.
Instead, he is focusing on the development of E Ink’s Spectra 6 technology and is confident that improvements are on the horizon. “We want to see advancements in size and color reproduction,” says Van der Woude. Once these improvements are made, PPDS plans to re-enter the e-paper market and aim for another breakthrough like the Tableaux moment of 2023.
