Just who is advising Amscreen  when they make announcements like this “Leading digital signage company Amscreen today announced revolutionary new software that provides its customers with the ability to create and broadcast their own messages on its digital signage screens.” ?
**So stay tuned! You won’t believe your eyes. We pored through the press release and it’s actually hard to find anything evolutionary let alone revolutionary…
Anyone who has spent anytime in the industry will know this claim is simply ridiculous, as one industry CEO told us “This is standard functionality for most credible solutions, our Custom Media RSS feature had this boxed off many moons ago” – and we’d have thought that at least 100 pieces of digital signage software have this sort of capability.
CARMS is simply a web-based portal that enables users to create their own content using a number of existing templates.
After everyone in the office stopped laughing we managed to continue re-reading the press release, we quote “the cutting edge software is able to produce eye-catching up to date news and information that can be broadcast to screens on a local, regional or national basis”
It continued “CARMS enables customers to control the content on their screens within their allocated air time without affecting media aired by other parties, as it automatically manages and schedules all content”
Simon Sugar, CEO at Amscreen was quoted as saying “We are thrilled to be launching CARMS, which is a big step forward for the digital signage industry. CARMS offers customers real-time control of specific venues, sites and groups of screens and enables them to air their own relevant content without the reliance on a network owner.”
In all seriousness we are very disappointed. Despite the fact that many people believe we have a ‘downer’ on Amscreen (we don’t) – in fact we admire Amscreen for its marketing prowess and its business acumen – okay so we hate their (close proximity) hardware; with its Heath Robinson  appearance it seems designed to take the industry back half a dozen years, especially with its stupid LED ticker at the top of the screen. Perhaps that’s it and we are all missing the point – Amscreen intends to be the Steampunk  hardware provider to the industry?
This press release is absolute utter nonsense and Simon Sugar has been ill-advised by his technology team on this – does he also have no decent non-execs who can advise on some pretty basic things?
What exactly is it with Amscreen? Has it no technology staff that will tell management and all the celebrities involved that what they have written (CARMS) is nothing special or are the technology team incompetent and / or delusional?
Come on Amscreen you could have started the year off on a much better note than this.
**So stay tuned! You won’t believe your eyes. The Joker: [to viewers] Batman: The Animated Series (USA) (1992)
Graphics courtesy of Adam West Squadron Batmania