TALKING DISPLAYS WITH SAMSUNG’S JOSEPH CARMINATI
by Derk Steemers
The world of professional display is changing rapidly. Hardware, software, content, and strategies are evolving quickly to meet the increasingly high standards users have towards technology. Displays need to be engaging for its users.
Joseph Carminati is the Senior Key Account Manager for Professional Display Business at Samsung Benelux. He is the representative for Samsung’s B2B display products. This includes digital signage displays, touchscreen e-boards, hospitality tv’s, LED displays, and desktop monitors.
The shift from digital to smart signage
Working with a diverse group of clients, Joseph Carminati notices a shift from static information towards interaction. “Digital signage is a mix of static and dynamic content. Nowadays, I see a growing trend towards more dynamic and interactive content. This can be both automatic and manual interaction.” He continues to explain: “You can be identified automatically through a phone or a beacon, but you can also trigger the interaction yourself by scanning a barcode or a ticket. If you want, you can transfer that information afterwards to your phone or print it out there and then.”
However, interaction is not the only thing companies should aim for when creating a display strategy. “Suppliers and clients alike need to be able to stand in the shoes of the end-customers to use the medium as effectively as possible. Displays with the right information need to be placed wherever the customer is looking for it. The goal is to use the user’s time as effectively as possible. After all, these days time is our most valuable currency. ”
Setting the standards for displays in healthcare
Joseph Carminati worked together with TAKTIK on the communication strategy for the newly opened Chirec Delta hospital. “With Chirec we knew we had a client who is very dynamic and ambitious. They want to lead and dare to explore new technologies. They are the ones who set the standards for what is possible within the Belgian healthcare sector. TAKTIK needed to think towards the future in order to win the offer.”
Chirec made a very innovative choice by choosing 43 inch screens for their patients. “They want to use their screens as communication channels and after a few tests they choose to go for this size. Normally general hospitals use 28 or 32 inch screens, so I consider this to be a bold and innovative choice.”
The goal is to use the displays as an extensive communication tool that offers text, information, and entertainment. “After their tests, Chirec concluded that the screens had to be bigger: 43 inch diagonally and on a crane that allows the screen to be close to the patient. In my opinion that makes them a trendsetter and I would not be surprised if other hospitals will follow suit in the upcoming year.”