Samsung’s VXT platform strategy is slowly becoming clear – the cloud-native software platform is to become the new Samsung standard solution in the much bigger hotel TV market, alongside digital signage. In addition to content creation and remote device management, Samsung is focusing on cybersecurity certifications and multi-platform support.
Samsung is continuously improving its proprietary VXT platform by complementing basic CMS functions with new features, supporting additional visual solutions like e-paper, and expanding remote device management for Tizen, Android, and Windows.
For the first time, Samsung is offering VXT as a hybrid cloud solution for on-premise operations – a new feature also supported by the hyperscaler AWS. This hybrid cloud allows companies, hospitals, and government agencies with strict security and data protection needs to store data locally while benefiting from a cloud-based CMS.
New content offering
With VXT Canvas, Samsung is expanding its content and template offerings by leveraging synergies with its consumer TV business. More than 200 partner solutions have already been integrated into VXT (PIRS), including GenAI tools that enable content creation through prompts.
A full-featured app store is planned for the fall to also expand third-party CMS and content options. While integrating PIRS applications can be time-consuming, adding third-party solutions to the new app store should be much faster.
Unlike most pure-play digital signage CMS providers, VXT is set up as a platform business. In addition to its own offerings, such as VXT Canvas and VXT Screen Management, it is designed to serve as a global marketplace for ecosystem partners.
VXT now for Hotel TV and Patient TV
Now, Samsung is making VXT’s CMS, content, and remote device management features available to hotel operators to manage their hotel TV networks. While operational data remains within property management systems like Fidelio, VXT now delivers guest-relevant information and services directly to in-room hotel TVs via API.
VXT’s Remote Device Management will now also work in hotel TV networks and will be able to integrate IoT smart building sensors such as smart thermostats, lighting, and fire alarms. Any digital content that can be displayed and interacted with can be managed through the VXT platform—except for TV broadcasts and streaming programs.
This will certainly pose a challenge to hospitality technology providers like Uniguest, which has become a leading player in the market following its acquisition of Otrum.
New Certifications and Support Functions
The VXT product team, which is huge for digital signage industry standards, is not only developing new features and a marketplace app store but also prioritizing cybersecurity and data protection. VXT is currently the only digital signage solution certified to both ISO 27701 and ISO 27001 standards.
Samsung has also invested in enhancing partner and user support. Along with comprehensive support documentation, a chat assistant is now available in 12 languages.
