INDUSTRY DATA Golden opportunity
The digital signage market in Eastern Europe is expected to recover this year with the Winter Olympics providing a boost, writes Steve Montgomery
INTEREST IN the Sochi Winter Olympics in Russia will help the digital signage market in Eastern Europe recover from a slump last year, contributing to higher overall shipments in 2014 for the entire Europe, Middle East and Africa (EMEA) region. This is the finding of the new Signage and Professional Displays Market Trackerfrom IHS Technology.
“Shipments of digital
signage panels for advertising and information will post a modest increase this year in Eastern Europe after declining 8% in 2013,” says Sanju Khatri, director for digital signage and public information displays at IHS. “The Eastern Europe territory was the only area within the EMEA region to suffer a loss in shipment volume last year, compared to the large 18% growth in the Middle East- Africa territory, and the very slight uptick of 0.5% in Western Europe.” With the boost expected
from Sochi this year, the digital signage market will experience growth in all three territories in 2014. Eastern Europe will be up by 2%, Western Europe by 1%, and MEA 12%. Overall, the digital signage market in EMEA will grow in 2014 and for the next
costs in the region and operation to be expensive. But the massive exposure generated by the Winter Olympics in Russia will have helped propel growth in the supply of hospitality services. “Digital signage prospects
are generally more promising in Western Europe, with uninterrupted growth from 2012 to 2017 and especially vigorous in the retail and public space sectors,” according to Hicham Zoultaoui, digital signage analyst at IHS. “In fact, Western Europe accounts for the bulk of the digital signage market in EMEA, making up more than 77% of total panel shipments in 2013. The gradual financial recovery of the eurozone, which claims a large number of Western European member countries, will help digital signage gain additional traction this year.” Meanwhile, the Middle
East-Africa territory will enjoy significantly greater growth than either Eastern or Western Europe during the same five-year period. At the end of 2017, digital signage shipments in MEA are forecast to be up 61% from 2012 levels, compared to a mere 3% uptick in Eastern Europe and a 4% increase in Western Europe.
61%
three years, with total shipments reaching 4.06 million units by 2017. The FIFA World Cup in 2018 will have a similar influence that will be felt by the digital signage industry as the much- anticipated date for the event approaches.
BOOSTING GROWTH Eastern Europe on the whole has been more hesitant to invest in new signage technologies, finding venture
16 April 2014
3,500 3,000 2,500 2,000 1,500 1,000 500 0
Middle East-Africa 2012
2012 2013 2014*
Middle East-Africa 401.6 472.0 530.1
Eastern Europe 2013
Eastern Europe 420.2 385.4 394.7
2014*
Western Europe 2,876.7 2,890.9 2,929.4
Eastern Europe saw a decline last year, while the MEA region recorded 18% growth ( * = forecast) Source: IHS Technology
2013 EMEA BREAKDOWN OF DIGITAL SIGNAGE APPLICATIONS (%)
Control room/ simulation
Signage application Education
% 39 Outdoor sports Transportation Hospitality
Expected growth in digital signage shipments in MEA, 2012-17
The education sector is the
main focus of digital signage in the Middle East and Africa, especially in the Arabian Gulf states of Bahrain, Oman, Qatar, Saudi Arabia and the United Arab Emirates. Hospitality and government and corporate applications of digital signage also show healthy activity, contributing to the overall spread of displays across the industry.
www.ihs.com Retail Education
Transportation Outdoor sports Hospitality
Government/corporate 14 Healthcare
Public spaces Retail
13 4
0.3 18
Control room/simulation 0.1
6 6
Western Europe
DIGITAL SIGNAGE PANELS SHIPMENT FORECAST FOR THE EUROPE – MIDDLE EAST – AFRICA REGION (THOUSANDS OF UNIT S)
Public spaces Government/corporate
The education sector is the main focus of digital signage in the Middle East and Africa Source: IHS Technology
Healthcare
www.installation-international.com
Thousands of units
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