Fast forward to a digital future

Fast forward to a digital futureBillboards, holograms and touch screens that tailor their content to your interests might sound like something from a science fiction movie. But that future is not far away, says ECN’s Justin Kingston.”The future of digital technology will be driven by interaction and engagement,” says Kingston, ECN’s chief operating officer.”Imagine motoring down the freeway and reading billboards with content that has been chosen specifically for you. Or jumping into a lift and getting the AFL results rather than the NRL scores because the lift screens know what you like to see. “This ability to tailor content is already happening – when you swipe your access pass at a security gate and the destination-control lift takes you to your floor, digital technology is at work. However, this will accelerate at light speed over the next few years,” Kingston predicts. We are already witnessing this digital transformation across the country and around the world at airports, shopping centres and office towers. Road side advertising, traditionally static, is now becoming digital rapidly. “Companies are investing millions in capex to revolutionise their own stock – because they know consumers, tenants and owners are coming to expect it.”The future of digital technology is also about “brighter, lighter and cheaper,” Kingston says. This is being driven by significant improvements in technology capabilities and this drives cost efficiencies.”A consumer 55-inch LED screen in 2009 was priced at $9,000 – today this has come down to just over $1,000. This makes the video wall an affordable option for most building owners – and prices will fall even further as the technology becomes ubiquitous,” he says.Digital directory boards, once considered a state-of-the-art lobby inclusion, are rapidly becoming business as usual.”We’ve installed 300 digital directory boards and video walls in the last three years – and it won’t be long before tenants will simply expect them in all office towers.”Alongside this digitisation, further tech advancements such as Hologram technology, and large-format screens embedded into elevator floors and walls may sound far-fetched, but ECN’s team promises that they are just around the corner. “Ultimately, the digital future is all about engagement – and for building owners that means keeping pace with the digital revolution to ensure their tenants are engaged,” Kingston concludes.Find out more about how Executive Channel Network can transform your office asset.