There’s an excellent blog post at GigaOm about Enchantment and Utility.
Some products/services focus on utility, others focus on wow - but the combination is where a business can maximize its value. This is why many great clubs come and go (they enchant for a while but don’t offer a sustainable utility for their members. MySpace anyone?)
So maybe we can state:
Sustainability = Enchantment + Utility
This could be a rally cry for everyone in the digital signage value chain.
In other words, “Content Is King” is only one side of the equation - the Enchantment side. Focusing only on Content does not deliver a sustainable business. Connectivity (to other screens and audiences via mobile and social networks) is arguably the other side of the equation. (Perhaps where Content Is King, Connectivity is the Kingdom?) But as before, focusing only on connectivity is not enough to sustain a business.
Digital signage MUST provide Enchantment AND Utility. i.e.
Content + Connectivity = Sustainability.
Tags: connectivity, Content is king, Digital Out-of-Home, digital signage, Digital Signage Expo, DOOH, Facebook, foursquare, Interactive, Las Vegas, LBS, LocaModa, Location, location-based, mobile, mobile marketing, moderation, place based, place-based social media, Place-Based Social Networks, smart phone, Social, social layer, Social Media, Social Networks, Stephen Randall, twitter, user-generated content
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