What does the new wave of flexible display technology portend for retail?
Wow, check out CES 2013 and the roll-out of flexible displays by the big guys. Queens University, Intel Labs and Paper Logic have teamed to develop a flexible-tablet-PC with a nearly 11 inch display, and have published this YouTube video of how e-paper apps might work with multiple sheets.The implications continue to be enormous for retail. Most prognosticators pooh-pooh these developments, repeating the mantra "it's always five years away from prime time". That's what was said five years ago too. However, those with more foresight are quietly working away to make these innovations a reality.
Take, for example, the flexible display team at Arizona State University. One of my favorite organizations, the US Army, helped establish this unit back in 2004. A concept they wanted to pursue was to provide field soldiers with an interactive, flexible display unit that could be 'worn' on a forearm - just like a football quarterback. This device could be a reality in the near future; just check out ASU's Milestone's page.
Also at CES, Samsung demo'd their version of a bendable display, in full color. Most in retail believe that until ultra-thin, flat display technology can be made both cost effective and high resolution full color, it won't be ready for prime time. I agree on both points, but the time is nigh for it to become a reality.
With major retailers testing multiple Electronic Shelf Label (ESL) technologies both in stores and in their innovation centers, it's only a matter of time before the technology compels widespread use. Retailers are tired of paying, in some cases, many millions of dollars in printing and distribution costs for retail signage.
ESL has taken off in Europe, where consumers aren't "trained" to look for the yellow shelf tag and where retailers don't put items on promotion nearly as frequently. There, plain black-and-white ESL technology in a hard case, such as those by Altierre and ZBD, predominate. These new flexible display technologies have the potential to leapfrog those providers in a hurry.
Prediction: in short order (2-3 years at the most), we'll be seeing a ribbon of video and flexible display at the retail shelf-edge, (currently LED based 'ribbon board') just like you see at major sports venues. Soon to follow will be near-field communication between the consumer's smart phone and the display, making compelling and relevant offers in real time. Tell me what you think!