The future of digital sign in the RAI

The European tradeshow Integrated Systems Europe (ISE) occupied 14 of RAI´s halls between 9 and 12 February. The show is the biggest in the world for professionals in integrated audio and video systems, and also the largest for RAI this year. A lot of attention went to Digital Sign. Enormous 4K and 8K screens tickled the senses. The screens were so bright that a pair of sunglasses wouldn´t have been out of place.

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The screens for retail and public spaces for fast changing information and ad space are not new. The realistic quality was new. Every detail was visible on the new screens. Screen manufacturers are convinced of the fact that the printed poster will soon be extinct and all outside advertising will be replaced with digital.
Sharp´s screens are sharp and better-than-print and closer to pms or ral colours than ever before. According to Sharp´s Ronald Huijbregts demand from sign companies an retail is rising.

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Light ID
Pointing your smartphone towards a screen and get more information about the image is no longer a thing of the future. Panasonic showed this as Light ID. The led screen send pulsating lights which includes a code. By opening a smartphone app which reads the light the user is lead to the webpage with more information. A QR code in light as it were. Panasonic sees a future in applications for museums for example.

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Rob van den Braak

Printer’s devil (1964), phototypesetter, offsetprinter, teacher of graphic techniques, salesmanager, productmanager, trade journalist, founder of BlokBoek e-zine (2011). But above all husband, father, friend and lover of life in southern Spain (since 2010).

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