Just when we think we’ve gotten a handle on how consumers engage with screens, Apple and Microsoft release new operating systems. This shouldn’t seem like something we need to think about too closely, but in fact these releases send a serious message to the digital signage world. One that we ignore at our peril.

Now that we’ve all grown comfortable with the content possibilities for digital signs, let’s talk about how what’s ON the screen can be carried OFF for further engagement. Given a head start of many years, online marketers have figured out hundreds of ways to do this through e-mail, online ads, and social media. And now the same can and should be done through digital signage.

Please allow me to indulge in a frightening scenario. It’s the not-too-distant future. All major computer manufactures are engaged in an intense consumer battle. And while all manufactures are deploying the same O/S on their computers, each manufacture has ensured that files created on their brand will only run on their systems.