With economies in India and China being similar in population, fast growth, infrastructure development, it is but obvious to look at China for similar success stories. Focus media in China is often cited as a land mark to back this advertising model. Focus media has the largest number of screens in China , most running on the Mpeg Player mounted behind the LCD/Plasma. In this implementation, a chip is replaced in the Mpeg player to change the content. This chip replacement is done manually by Focus media on a periodic interval of say 15 days.

To understand this better, lets see the primary reasons of Focus media's success in China.

Absence of large national TV network. Most TV channels are regional. If an advertiser has to reach across the country, Agencies like Focus media are a better option.

Limited international media exposure for most of the Chinese population imply expectations from the digital signage medium are significantly lesser. Simple looping signages are acceptable running static or full screen video content.

Focus media is one of the few Chinese companies holding a total combined marked share of approx less than 50%. The rest of the market for displays is largely fragmented and is held by smaller regional players. Screens have proliferated at even apartment levels for advertising. The total number of screens in China is in Millions.

Indians are used to high quality television broadcast, much like their western counterparts and have access to latest national and international news, stocks etc.

A good percentage of of urban Indian population has exposure to international quality media or has traveled abroad. They have very high expectations from products, services and its technology enabler. Just looping content fails to excite them after an initial exposure.

Installing low end looping screens has its own market. Typical low end mass applications would fall into this category. Even in high end stores, the sheer novelty of this medium will attract eyeballs for some initial time period.

As the market matures and expectations rise, expectations of tighter integration with external content, application integration, RFID integration etc. will be a norm. The mass players either have to upgrade the technology or leave this lucrative top end of the market.

Businesses in the top end of the market will realize in a short time, the advantages of investing in a digital signage solution and controlling it to achieve defined revenue top lines.