Mumbai | At Infocomm India 2025, a high-level panel explored how AI, cloud-native infrastructure, and evolving CMS platforms are reshaping India’s digital signage market. With players like Jio Platforms disrupting the local landscape and international ISVs like Navori expanding their footprint, the battle for the top 20% of premium deployments is intensifying.
Infocomm India 2025: India’s Top 20% – Where Premium Signage Is Won
At Infocomm India 2025, the invidis panel “Cracking the Code: AI, Data & Content in the New Era of Digital Signage” brought together key voices from across the industry to explore the seismic shifts underway in India’s signage software ecosystem. Moderated by invidis, the discussion featured Anand Bhandari (Jio Platforms), Issa Makhamreh (Navori), Basudev Saha (Pickcel), and David Sauer (SignageOS), each offering sharp insights into how AI, cloud infrastructure, and evolving business models are redefining the rules of digital signage.
Cracking the Code: How AI Is Rewriting Digital Signage
India’s digital signage software market is undergoing rapid disruption. Jio Signage is aggressively capturing market share, challenging long-standing CMS partnerships and exposing the gap left by domestic platforms that prioritized international expansion over local relevance. Yet the market is catching up fast – especially in upscale retail, transport, and corporate environments – where cloud-native platforms and subscription-based models are becoming the norm. While the majority of touchpoints still run on low-cost CMS solutions, the real battle is unfolding in the top 20% of the market. And in a country poised to become the world’s third-largest economy, even that slice represents massive opportunity.
AI is now central to digital signage strategy, with analytical, generative, and agentic capabilities being integrated across platforms. This shift is especially enabling first time digital signage end-users and integrators to operate networks more intelligently and responsively. Contrary to outdated assumptions, India is embracing cloud-native infrastructure faster than many global markets, accelerating innovation and scalability. Pricing models are also maturing – moving away from deep discounts toward premium managed services, particularly in business-critical deployments.
Global ISVs vs. Made-in-India: Who Will Win the CMS Race?
Remote device management, once overlooked, is gaining traction among operators of high-value networks. Meanwhile, new managed service providers are beginning to disrupt the market, though the influence of traditional IT system integrators remains limited – for now. International ISVs like Navori are capitalizing on India’s momentum, leveraging local development hubs to expand sales and deepen market presence. As Indian-made software enters the global stage, global players are increasingly winning Indian customers. The message from the panel was clear: India’s digital signage market is no longer just growing – it’s evolving, and fast.
