Reykjavik | The Icelandic language has 20 different words for snow and apparently only two for digital signage. After four days of meetings and site inspections in the capital region, Sharp/NEC’s dominance in Iceland’s small but notable digital signage market became apparent. Whether in offices or retail, nearly every second display is from Sharp/NEC. Here’s a behind-the-scenes look.
From the moment you arrive at Reykjavik airport, you see nothing but Sharp-branded screens, with no sight of trolls. Seventeen brand-new COB LED displays are installed at the baggage claim, and throughout the terminal, all FIDS, wayfinding, and DooH screens are also provided by Sharp/NEC.
Next stop: Kringlan Mall, Reykjavik’s largest shopping center. Even here many stores are equipped with their displays, although retail is usually not a stronghold for Sharp/NEC.
Challenging operational conditions
Iceland’s continuous rain, frequent temperature fluctuations, and expensive personnel costs require robust digital signage solutions, not only at the airport but also in retail, shopping malls, and in enterprise. Many customers combine Sharp/NEC displays with robust Brightsign media players. Of course, Samsung is also well represented, but far less dominant than in most other European markets.
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Robust ecosystems are especially important in smaller markets. When it comes to partner ecosystems, NEC has set the gold standard in the digital signage industry for almost two decades. However, after the takeover by Sharp and the lengthy merger of both sales organizations, Sharp/NEC temporarily lost some of its momentum. But Iceland proves just how crucial long-term partnerships can be.
Some players in the digital signage industry – especially ISVs, as well as some visual solution manufacturers- are increasingly testing the limits of bypassing partners by going direct. In North America, a mixed go-to-market approach has already become the norm, while in Europe, the digital signage industry tends to favor a partner sales model.
Integrators also need to nurture partnerships with suppliers, especially during more challenging times like the present. Digital signage projects are won and lost as a team. Iceland highlights, almost like under a magnifying glass, how partnerships can be mutually beneficial.
