Category Update

Visual CUES

The viscom sector is well-placed for success as collaboration becomes paramount in the hybrid working world – by Michelle Sturman

There’s no denying the considerable effect the pandemic had on the viscom industry as offices closed – drastic declines for certain products, while others experienced a significant upswing. According to Danny Berendsen, European Sales Director at Portuguese vendor Bi-silque, the past two years of disruption saw buying patterns completely change.

There was a huge uplift for display and signage, for example, due to the need to communicate COVID rules. Unsurprisingly, protection screens, particularly for counter purposes in retail and public areas, also rose considerably as health and safety requirements enveloped the viscom industry too.

Demand for smaller sizes of boards for the home office, meanwhile, meant Bi-silque had to adapt its manufacturing facility and production line. “Simultaneously, there were massive declines in large mobile boards such as revolver boards, easels and flipchart pads.

“This was driven, of course, by the lack of collaboration in the workspace. However, we see that these products are picking up as soon as lockdowns lift and people are allowed to go back to their offices,” notes Berendsen.

NAVIGATING HEADWINDS

The ongoing and gradual reopening of society is undoubtedly a boost to the viscom sector as people return to their traditional workplace. That said, despite the upbeat tempo reported by vendors as the pandemic wanes, the turmoil it has caused is nonetheless still being felt.

The war in Ukraine is adding further pressure on an already strained global economy, pushing up inflation, energy and fuel prices.

As Kevin Taney, General Manager of Sales at US-based viscom vendor PolyVision, remarks: “From an order perspective, the industry is rebounding well and should maintain this momentum through 2022. Vertical markets such as education, corporate and healthcare are enjoying strong growth.

“However, I foresee continued headwinds with supply chain, inflation and labour shortages further impacting our sector this year.”

ACCO Brands EMEA VP of Product Marketing – Visual Communications Steve Keen agrees with this forecast: “As the world gets back to normal, there will be many opportunities for the visual communication sector. Insight and research tell us people are looking to go back to the workplace to see each other in person and collaborate.

“Given the current economic climate and global supply chain issues, it’s obvious these will throw up additional challenges. However, we have a strong team that is well-positioned to ensure these headwinds are overcome.”

Other manufacturers from within the industry say they are also well-prepared to weather the current storm.

Suzanne Tiernan, Head of Sales UK & Ireland at Dutch mounting specialist Neomounts, told OPI that the company’s stock levels in Europe are “extremely high”, and the expectation is for a strong year as the market recovers.

Communication has never been as important as it is now in all vertical markets

Beaverswood’s Modulean shadow board

Steph Gentle, Marketing Director at UK-based Beaverswood, concurs, saying: “British manufacturers are producing a comprehensive visual communications range, therefore shortening and de-risking the supply chain.”

Over in the US, GMi Companies Director of Marketing Susan Claus is feeling similarly positive about this year: “We have an aggressive sales target, but with our lead times and inventory in a relatively stable position, there is every reason to believe we will succeed.

“Because of both domestic and international sourcing capabilities, plus the manufacturing plant in Ohio, our customers’ needs are being fulfilled, with no impact on their install dates. We’re keeping an eye on current world events, as many of the raw materials used in our products rely on wood, aluminium and, of course, fuel to make it to our facility.”

EFFECTIVE ENGAGEMENT

The return to the workplace and hybrid working pave the way for closer cooperation and teamwork in the work environment. As Berendsen says: “The need and want to collaborate and work together is stronger than ever – in the office, the industrial, hospitality or educational sectors. Visual communication is required everywhere.”

For PolyVision’s Taney, the workplace transformation presents both opportunities and issues. “There continues to be a strong shift towards more work-from-home options, increased flexibility and collaboration, and the requirement to quickly redesign the workspace. These themes will substantially influence and challenge our industry as we enter the post-COVID era.”

To this end, he expects a transition to flexible and mobile product offerings, and better support technology to encourage engagement.

For ACCO Brands, the viscom category is split into three areas. The first is collaboration, with stylish and contemporary products to aid meet-up activities. The second is communication, including items supporting clear and easily updated correspondence and discussion. The third is personal working, offering design-led equipment that facilitates individual focus work and planning.

Keen explains: “We see a need for teams to have planned or impromptu meetings in different locations. Mobile and portable items will be relevant to help them operate in this way, including equipment such as mobile whiteboards, flipchart easels and the New Nobo Move & Meet Collaboration System.

“However, traditional wall-mounted whiteboards and noticeboards are still current and will be very much part of the return to the workplace.”

Still, hybrid working throws up a conundrum with staff split during get-togethers, raising the issue of true engagement. GMi’s Claus says it is a topic the manufacturer has explored for several years within its own office. “With not all team members together in the same location on a daily basis, the subject of meeting experience equality needs to be addressed.

“Communication has never been as important as it is now in all vertical markets. Employees are craving face-to-face contact and brainstorming in person. A whiteboard ensures ideas are retained and helps engagement on multiple levels.

“Last year, at NeoCon, we debuted a partnership with Lifesize Kaptivo to turn an in-office dry erase board into a digital solution. Inclusivity in this form helps with employee engagement and retention, so nothing is lost during meetings.”

NEW SECTORS

There have been pandemic-induced boosts for other viscom areas too; safety management, for example, where visual aids such as floor marking and magnetic strip tape can be used for a range of applications.

According to Gentle, colour-coded shadow boards such as those from the Beaverswood Modulean range not only ensure safe hygiene practices at work, but also provide excellent safety stations for fire, first aid, hand sanitiser and other PPE items.

With the massive surge in e-commerce over the past couple of years, warehouses have been busier than ever, resulting in a boom in the materials handling and logistics sectors. This, notes Gentle, has driven great demand for viscom products to ensure employee safety and easy access to critical information.

Education is another vertical mentioned by most vendors as ramping up. Taney reports that, in the US, education-based construction builds are nearing completion this year, leading to an increase in quoting activity.

Keen says sectors such as the furniture channel and specialist distributors represent a growing opportunity for ACCO. Meanwhile, Neomounts’ Tiernan points to the burgeoning opportunities within the gaming industry.

Piet Vanhuyse, Segment Marketing Director of Large Video Wall Experience at Belgium-based digital visualisation technology firm Barco, takes a look at the evolution of video wall technology, its place in the corporate landscape, and the next steps for the category.

MULTI-FACETED TECHNOLOGIES

As staff return to the office and navigate the dynamics of hybrid working, video walls present a creative opportunity to engage with employees, clients and partners. As a result, it is vital to understand the effect they can have on a business, but also which solution is right for each situation and company.

With more people realising the significance of video walls, the future – fuelled by technological evolution – will see digital signage occupy a broader role in the work environment.

There are three dominant technologies in the video wall game: LCD, rear-projection cubes (RPC) and direct view LED.

When a workplace lobby needs a video wall with a sharp, scalable image, LCD is often the go-to option, while RPC continues to be used primarily in control rooms. Robust and resilient, LCD technology provides an excellent solution to 24/7 mission-critical monitoring situations throughout its long life.

Due to its crisp colour, bezel-less design, and uniformity across viewing angles, LED, meanwhile, is the primary choice for creative scenarios where images need to make an impact. It’s the de facto selection for use in broadcast environments.

As each of these technologies has its specific strengths, it’s important that, as an industry, we smartly articulate the value of multiple solutions to support the end user in making the right decision. Strategic considerations like longevity and maintenance must be discussed to move beyond the instant gratification of stunning images and shiny tiles.

FUTURE TECHNOLOGY

LED is where the major innovations are in terms of technology. The narrow pixel pitch era has brought continued movement towards finer pixel pitches, with decreased optimal viewing distance and increased resolution constantly pushed further. Certain pain points throughout the customer journey are yet to be resolved, with the inherent fragility of the hardware, as well as replacement batch compatibility next in line.

In terms of LCD, we will witness the main fulcrum of innovation coming from the rivalry between LCD and OLED consumer technology which will, in turn, come to the industrial sphere.

The strive for 8K resolution and an improved colour spectrum resulting from the enhancement of colour gamuts are just some of the numerous things we can expect to see here. Finally, for RPC, ergonomic innovations in imaging quality will drastically reduce operator eye strain.

CHANGING PERCEPTIONS

One of the most exciting aspects of video walls is peoples’ changing perceptions about them. Video walls are not just simple signage, they’ve come to be thought of as having a critical influence on a company’s functionality through their transformation of space.

A few years ago, Barco worked with a London-based company that wanted to develop an internal meeting area to facilitate cross-collaboration across 120 countries. Through the installation of a touch screen, 18-panel LCD video wall in collaboration with our partners, we created a centrepiece for the organisation and radically enhanced the space the firm inhabited.

By providing a focal point that enabled employees to visibly be more together, the video wall became a part of the company’s overall business journey and reflective of its brand.

Video wall technology has a bright future. A robust plethora of technologies will underpin a category working to realign itself with customer needs, as well as business-critical leverage of digital signage in the workspace.

The potential of video walls is currently being written in crisp colour, and I’m excited to see where it will go next.

Piet Vanhuyse

Video wall technology has a bright future