In the six years I have been associated with the industry I’ve observed that an inordinate amount of time is spent trying to justify the industry’s exhistence vs trying to satisfy a clear and understood need. The problem is not with people like me who state an opinion contrary to the party line, the problem is the lack of objectivity that prevents an open and honest dialog that could reveal new-found strengths or cracks in the armor.

I’ve taken quite a number of shots from several of the well known talking heads in signage industry. When I’ve offered to engage them for an open discussion in an open forum ….. Nothing but crickets.

Since you mentioned Symon, my employer, allow me to give you some insight into how it runs it’s business. It should give you some insight into the veracity of my opinions. 1) Symon is a visual communications company not a digital signage company. We do however manage the delivery of digital content to both digital signs and mobile devices – among many other display technologies. 2) Symon is extremely profitable. It has been so every quarter for 30 years. 3) We do not and will touch ad-funded signage. It would destroy our margins. 4) We absolutely believe in mobile and are putting significant money into the technology because there is a need for it. 5) Symon makes more in profits than many of the more recognized brands in the signage industry make in revenue.

Two final points: 1) When I wrote this paper, some at Symon feared I was giving away a competitive advantage. I assured the I wasn’t because the intellectual elite in the industry would dismiss it as rubbish. 2) If you think mobility is a problem that doesn’t exist…. Hold on brother because you are in for a big surprise.

Guys, you look hilarious!