Why is India’s digital signage market not looking beyond the screen?

Digital signage has evolved well beyond just the screen. Today, displays can be connected to POS systems, business dashboards and other data sources, while large networks need software to manage content, scheduling and operations across locations. Yet, for much of the market, the purchase conversation still begins and ends with the hardware. 

Rajesh Bhattacharjee, CEO & Co-Founder, Pickcel, sees this as one of the biggest gaps in the Indian digital signage ecosystem. “People actually don’t even know. I have spoken to a lot of people who are in very responsible positions. They think about the screen, the brightness, whether it can run 24/7, but the software doesn’t appear in the conversation,” Rajesh said. He has encountered organisations looking to operate 2,000–3,000 displays while still focusing primarily on hardware specifications and warranties, rather than the technology required to manage those networks. 

That gap has also shaped Pickcel’s own evolution. What began as a CMS offering has expanded into integrations with screen hardware, POS systems, Power BI, Tableau and other platforms, while the company now works with partners across implementation, content and deployment to provide end-to-end solutions. For Rajesh, the value of the software becomes clearer when it is connected to an actual business requirement rather than treated as an additional layer on top of a screen. 

From managing screens to managing networks 

This is where AI is beginning to change the conversation. Pickcel has integrated AI capabilities that allow users to manage screens through conversational commands, including deploying content across large networks, while also exploring applications such as AI-assisted content creation and object identification for retail. Rajesh, however, draws a distinction between meaningful application and technology for its own sake. “For a very large network, this would really help,” he said, while acknowledging that some AI applications can become “a little gimmicky” when used at smaller scales. 

The larger challenge remains making that value visible in a market where software is inherently less tangible than hardware. Rajesh says India continues to be cost-sensitive, but believes organisations are increasingly willing to invest when technology providers can demonstrate its impact on the business. “If you provide the value, if you are able to show them how that impacts their top line or bottom line, I think there are takers,” he said. 

Pickcel’s own experience also gives the company a perspective beyond the software layer. It began by operating its own DOOH network in Bengaluru for around six months before deciding to focus on the technology side of the business. Today, the company is exploring how technology could address gaps in OOH as well, although Rajesh sees that as a longer-term opportunity. 

As more screens enter retail, corporate, transportation and public environments, the digital signage conversation is therefore evolving from what is being installed to what is being enabled. For the industry, that could mean a gradual shift in how value is defined, from the physical display itself to the software, integrations and intelligence that allow a network of screens to actually function as a connected medium.