Las Vegas expos offer companies world-class showcases to exhibit their products
Scala Inc. CEO Tom Nix has had a long-term love affair with Las Vegas, which is not surprising. Scala is a leader in digital signage and display software, and Las Vegas is arguably the digital signage capital of the world. “There’s a wow factor when you walk down the street in Vegas,” says Nix, “and it’s all about how people receive and interact with visual information.”
His company has a lot to do with making Las Vegas sparkle, and vice versa. The software maker counts on the city’s trade shows and meetings to promote its wares and focus attention on digital media’s vast and growing potential. Scala’s huge exhibit at Las Vegas’ annual Digital Signage Expo showcases cutting-edge communications for such varied industries as retail, transportation and hospitality.
Nix also sees Las Vegas as the ideal place to get customers and colleagues thinking about digital communication solutions to the challenge of information overload. “Casinos like Harrah’s leverage their data to deliver a very personalized customer experience through membership clubs and customer relationship programs,” he says.
“That’s part of Scala’s DNA—personalizing data on a screen, whether for a shopper in a store or for people in a corporate environment. We can take existing data from a platform like Salesforce.com and display it with broadcast quality.” That capability, Nix argues, enables companies to cut through the information clutter and keep employees focused on key performance goals in sales, customer relationship management, production or other areas.
Scala software powers digital signs worldwide, but the company sees Las Vegas as a uniquely effective showplace because of its electric atmosphere. “Las Vegas is great fun,” Nix says, “and that’s significant. I can’t tell you how many times I’ve gone to Las Vegas expecting to meet with business acquaintances, only to leave there realizing that those people had become real friends.”