Scala Don’t Have 34% Market Share

Adrian J Cotterill, Editor-in-Chief

Hey, we don’t want to fall out with anyone in the industry but we will attempt to put a sense of “perspective” on events, campaign and announcements. We are happy to have dropped the ridiculous Frost & Sullivan ‘Scala Have 34% market share of the market share’ pronouncements (having covered it first here “Our View on the Frost & Sulllivan 34% Scala Figure” and then here “Scala‚Äôs Dominant Market Share?”) but we see that Scala have brought it up again in their email “Meet Scala Broadcast Multimedia at Screen Expo Europe 2008” and feel strongly enough about it to ridicule and try to correct it again…

Scala Commended for Strong Growth and Dominant Market Share by Frost & Sullivan

Scala, Inc., the leading provider of end-to-end solutions for the Digital Signage market announced that Frost and Sullivan has placed Scala, Inc. at 35.4% worldwide market share of the Digital Signage software industry.

In a newly released research report entitled “World Digital Signage Markets,” Frost & Sullivan undertakes a strategic analysis of the worldwide Digital Signage industry and makes strategic recommendations for growth in the industry.

If I were Scala I would have quietly dropped it. The figure of 34% is INACCURATE. We have heard that (obviously) off the record several Frost & Sullivan analysts have even distanced themselves from their own company’s report. Frost & Sullivan are a reputable market research firm and have done some great research work in the past – this report I am afraid is definitely not one of their better ones.

The way the market share data was put together was flawed from the start and in no way reflects the digital signage / advertising classification industry. When we initially covered the report, we didn’t just go all out and rubbish it, the whole team sat down here and crunched our own numbers.

I know if someone publishes something great about you the tendency would be to shout it to the world but in this instance I am afraid, we think the data is so obviously inaccurate that Scala should keep quiet about it.

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