The digital signage industry thrives on clarity - especially when it comes to platform ownership and strategic intent. So when whispers began circulating about Google’s potential entry into the digital signage CMS space, the reaction was swift and speculative. But let’s be clear: Google is not entering the CMS business, at least not in the way the industry fears.
Opinion: Tait Feltboard Isn’t a Signage CMS – and Google Isn’t Competing
The confusion stems from the Feltboard Experience Management Platform, developed by live entertainment specialist Tait. Originally designed for live entertainment and high-complexity stage environments – think Taylor Swift’s stadium tours, NASA digital installations, and the Google campus in New York – Feltboard is a bespoke solution for immersive, large-scale productions. The Experience Management System (XMS) was designed to streamline content management and exhibit control for complex stage scenarios. It’s not a CMS in the traditional sense, and certainly not one suited for mainstream digital signage deployments. Google’s involvement? Limited to approving its use for select corporate clients, not developing or distributing the software.
Why the CMS Industry Shouldn’t Panic
Google’s digital signage focus remains firmly rooted in ChromeOS and the Chromium browser framework – tools that support digital signage infrastructure but stop short of managing content. This distinction matters. The strength of the CMS ecosystem lies in its independent software developers (ISVs) and integrators, who build platforms tailored to retail, corporate, and public environments. These market players understand the nuances of signage networks, from remote management to player compatibility, and they deliver solutions that scale without overengineering.
In short, Feltboard is not a threat – it’s a niche tool for a niche use case. The CMS industry should take this moment not to worry, but to reaffirm its value: agility, specialization, and deep integration with the realities of signage deployment. Google may be everywhere, but in this case, it’s not here to compete.
