Who Writes This Stuff???

April 29, 2014 by Dave Haynes

Who on Earth writes this stuff, and better yet, who approves it???

From a breathless email I just got from Intel Intelligent Retail Solutions:

The beauty of digital signage is the ability to deliver the right message to the right audience at the right time. To realize this ambitious goal, digital signage needs new technologies … and needs it fast.

To answer the call, NEXCOM has developed a digital signage player—the NDiS M532—that follows the Intel® Open Pluggable Specification (OPS), simplifying digital signage deployment and ultimately expanding market share. 

I don’t slap around teeny little start-ups that drag out the “the right message to the right audience at the right time” line, because they’re teeny little start-ups. But Intel??? That right-right-right line was all worn out years ago.

And the ecosystem evidently needs new technologies – pronto – if we’re going to meet the “ambitious goal” of actually getting a video file to play based on a schedule tied to a location. Well that one was solved about 20 years ago.

Not to knock NEXCOM or the OPS standard, but a slot-loaded PC has no real bearing on accurate, timely scheduling, other than it working. This is silly stuff coming for such a big, deservedly respected company.

Disclosure: I did some tech writing (definitely not this) for Intel going back more than a year.