The annual ISE (Integrated Systems Europe) event in Amsterdam maintains its position as the world’s largest digital signage equipment and systems integration exhibition.

  • Attendance at ISE 2019:
    • The annual ISE (Integrated Systems Europe) event in Amsterdam maintains its position as the world’s largest digital signage equipment and systems integration exhibition.
    • According to the show organisers, the number of exhibitors totalled 1,301 – of which 225 were exhibiting at ISE for the first time.
    • ISE confirms its importance within the industry as floor space already reserved for ISE 2020 currently stands at 92% of the total booked for ISE 2019. Moreover, plenty of conferences and showrooms were in nearby hotels.
    • Furthermore, 2020 will be the last ISE in Amsterdam, Netherlands as the show will move to Barcelona, Spain in 2021.
    • The number of registered visitors by the end of the show had reached 81,268, a slight increase of 0.4% compared to 2018 show totals.


Our Analysis :

  • ISE is the most important trade show in Digital Signage and Professional Display Industry in EMEA.
  • Compared with ISE’18, 4K display solutions have become the standard resolution and is widely available across IDB and videowall solutions. HDR solution spreads to LED video as well this year.
  • 8K displays are ready to be launched at a large scale and are widely seen on Samsung, LGE, Vestel booths. Yet, the industry acknowledges the market is not fully ready yet due to limited content availability, production, bandwidth, storage and high prices. Indeed, most of content displayed on 8K monitors is expected to be 4K upscaled. Moreover, 4K refurbishments are still on-going.
  • Collaboration solutions using touch and video conferencing were key focus this year. Corporate and education verticals were at the centre of much attention.  
  • Black and white and colour E-ink displays quietly return. Their aim is to target low energy applications such as bus stations and remote areas with energy supply issues.
  • There’s not so much evolution for LED video products. The race for the finest pixel pitch openly displayed has slowed down and moved on to more pragmatic announcements of mass production for 0.9mm pixel pitch. Demand for this category is forecast to be driven by China region in 2019. North America and Western Europe are expected to adopt this product by the end of 2019. The finest smaller pitch displays were on IC booths, going as fine as 0.625mm. Marketing documentation starts exploring finer pitches, including 0.5mm.
  • 2.5mm pixel pitch is the current sweet spot where companies make the less profit as it is full of competitors and described as a “price blood bath”. <2mm pixel="" pitch="" to="" further="" develop="" for="" fixed="" indoor="" installations="" and="" is="" described="" as="" the="" pixel="" pitch="" category="" where="" most="" of="" the="" profit="" is="">
  • Amongst the key improvements chipmakers emphasise : energy consumption efficiency, higher refresh rate, HDR optimisations,  new surface treatment impacting reflection, contrast and brightness.
  • Chinese LED video manufacturers dread the arrival in full force from Samsung, expecting a “blood bath” in some verticals, overall prices decline and potentially mergers/acquisitions. Samsung will not engage in this price war due to its Premium, Leadership positioning. Other LED video brands will have to show they are particularly strong and relevant in their key vertical.