“From P10 to P6, and now to P4, we’ve come a long way”

The digital out-of-home (DOOH) industry is evolving rapidly, driven by advancements in technology and growing demand from advertisers and retailers. Ajay Mody, the owner of Alliance Signotech, shared insights about the current trends, challenges, and innovations shaping the industry during a recent interview.

Ajay highlighted the significant technological progression in DOOH screens over the years, particularly in pixel quality and design. “From P10 to P6, and now to P4, we’ve come a long way,” he said, referring to the evolution of high-resolution displays. He also noted that clients are now moving from traditional metal boxes to more sophisticated profile-based displays. “Curved screens, once seen as unconventional, are now widely accepted, and transparent mesh technology is gaining traction,” Ajay added, emphasizing how rapidly the industry is embracing new advancements.

Adoption of new technologies

One of the key areas of innovation Ajay mentioned was the use of cloud systems like Azure, which have become a necessity for managing and monitoring digital signage across multiple locations. “Without cloud systems, managing installations in different cities like Jammu and Jaipur becomes nearly impossible,” he said. Ajay also acknowledged the need to integrate artificial intelligence (AI) into their operations, stating, “The next level is AI, and we have to prepare ourselves for it to stay relevant in this competitive market.”

Interactive displays, while not yet a major focus for Alliance Signotech, are on the horizon. Ajay pointed out that sectors like quick-service restaurants (QSR) are showing interest in this technology, which requires more advanced solutions to meet client expectations.

Challenges in the industry

Despite the advancements, challenges persist. Pricing remains a significant hurdle when onboarding clients. “Price is still the war,” Ajay explained, citing the reluctance of clients to allocate higher budgets for advanced technology. Maintenance costs and licensing issues further complicate matters.

Ajay shared an example of how licensing can become a major headache. “One retailer faced issues at the 11th hour while executing a screen on Andheri Linking Road because they weren’t aware of the licensing requirements,” he said. To address this, Alliance Signotech now provides end-to-end licensing services. “We initially avoided licensing work, but now it’s something we have to offer to survive and penetrate the market,” Ajay explained.

Licensing, however, comes with its own set of challenges, including time-consuming paperwork and inconsistent regulations across regions. “There’s no standardization,” Ajay lamented. “One authority might quote ₹1 lakh, while another demands ₹3 lakhs for the same permission.” He emphasized the need for a standardized framework to streamline the licensing process and reduce discrepancies.

Expanding services

To adapt to market demands, Alliance Signotech is diversifying its offerings. The company is now venturing into rental solutions, particularly for retail clients. “For retailers, capex is too high, so rental models are more sustainable and allow for greater market penetration,” Ajay said. This shift is expected to open up new opportunities and make digital signage more accessible to smaller businesses.

Ajay also noted the importance of educating clients on how to use the technology effectively. “We provide guidelines to ensure they can maximize the potential of the signage,” he said, adding that service and training are critical components of their business model.

The path ahead

Looking ahead, Ajay emphasized the need for collaboration and standardization within the industry to address licensing issues and ensure smoother operations. He called for the formation of an association to advocate for standardized licensing rates and processes. “Right now, there’s too much variation, which creates confusion and inefficiencies,” he remarked.

With the industry moving at a fast pace, Alliance Signotech is committed to staying ahead by embracing innovation and addressing client needs. As Ajay aptly put it, “We have to upgrade ourselves every day to survive and thrive in this dynamic market.”