http://www.dailydooh.com/archives/1327 Digital Out of Home - Insight, Knowledge and Opinion Thu, 18 Mar 2010 14:06:41 +0000 http://wordpress.org/?v=2.9.2 hourly 1 http://www.dailydooh.com/archives/1327/comment-page-1#comment-3102 Graham Thomas Thu, 20 Mar 2008 12:07:26 +0000 http://www.dailydooh.com/archives/1327#comment-3102 Not withstanding whether Gartner have 'correctly' identified the time period for mainstream adoption, this is an interesting re-interpretation of an adoption curve model. (Everett M. Rogers in his 1962 book, Diffusion of Innovations, is an early proponent and the recognised pioneer.) However I would suggest that currently Retail Digital Signage is still someway off mainstream adoption. Its penetration among mainstream retailers is low (yes I know Wal-Mart have it); but more importantly customers have yet to embrace it...and they are the critical group who have to 'adopt' not the retailer, the network supplier, the advertiser and so on. Not withstanding whether Gartner have ‘correctly’ identified the time period for mainstream adoption, this is an interesting re-interpretation of an adoption curve model. (Everett M. Rogers in his 1962 book, Diffusion of Innovations, is an early proponent and the recognised pioneer.)
However I would suggest that currently Retail Digital Signage is still someway off mainstream adoption.
Its penetration among mainstream retailers is low (yes I know Wal-Mart have it); but more importantly customers have yet to embrace it…and they are the critical group who have to ‘adopt’ not the retailer, the network supplier, the advertiser and so on.

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