IGEL Weekly: IGEL Secure Digital Signage

I recall a few years ago buying a new car, it was a Hyundai Coupe, I’d never seen one before and thought I’d get something different.

As soon as I got the key and drove it, I saw them all over the place!

Not so unique after all.

This phenomenon is called ‘Intentional Blindness’ or ‘Perceptual Blindness’, when we don’t notice something in our field of view because we are busy focusing on something else.

I think this is akin to the pervasiveness of Digital Signage, it is everywhere we simply don’t see it.

Until it goes wrong…

Host: Andy Whiteside
Co-host: Chris Feeney

Transcript

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Andy Whiteside: Hello, everyone, and welcome to Episode 102 of Igel weekly. I'm your host today, Andy Whiteside. I've got Chris Feeney with me, Chris, glad to have you back. We're going to talk about signage today, and I've been, believe it or not excited to talk about signage with Igel and our partner. Lg, for a while. Now, I'm glad you brought this topic today. How are you doing.

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Chris Feeney: I'm doing well, man Christmas is on the horizon here in the next couple of weeks. So

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Chris Feeney: exciting times ahead. So

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Chris Feeney: but yeah, I'm glad we've got this topic to discuss today. It's been one that

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Chris Feeney: as I've been walking around really pretty much since mid July of last year. Yeah, very interested to to have this conversation so.

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Andy Whiteside: And and you mentioned Christmas. Christmas was a great Christmas is a great time to talk about signage during Christmas. You're overwhelmed with signage and other marketing related things. But truth is, it happens year round, whether it's marketing, which yes, of course, and whether it's content and information I go to the airport every other week, probably.

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Andy Whiteside: and signage is everywhere. Occasionally you get to see that windows, blue screen of death thing not occasionally, almost every time you go to the airport, you find at least one situation like that, and when you see that you think there's got to be a better way.

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Andy Whiteside: and then I go to customer meetings. I see it everywhere, not necessarily blue, screen to death, but see signage everywhere, and you start to wonder how are they doing that. And is there a better, more efficient, more scalable, manageable way.

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Chris Feeney: Yeah, well, I've even noticed it.

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Chris Feeney: yeah, just for example, I don't normally go to Mcdonald's, and

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Chris Feeney: it's definitely way different than it was when I, you and I were growing up, probably back in the, you know. Eighties, for example,

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Chris Feeney: recently went overseas to London with my family. And we just happened to, you know, walk into Mcdonald's just to grab a a quick, you know, snack or something.

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Chris Feeney: Everything was

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Chris Feeney: digital signage order on the menu touch screen. Kind of thing the majority of that. That was kind of how you did that. And then here, a couple weeks ago in Raleigh

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Chris Feeney: after dinner we were like, let's go get a hot fudge sundae. So I pull into the drive through, and I'm like what's going on, I finally said, let me just go inside. I walk inside. There's nobody at the counter, and all I see is these signs, and I look up on the menu board and everything's digital signage. It's just like what in the world just happened. So it's definitely becoming more and more of a thing. If you're walking around any downtown

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Chris Feeney: area like Chicago, for example, you'll see digital signage there as well. So it's it's kind of what's interesting is as you read through this blog today? It's it. He makes a reference to

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Chris Feeney: a similar example. There, where you kind of all of a sudden start noticing this, after you

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Chris Feeney: buy a certain car.

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Chris Feeney: Everybody has your own car. So.

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Andy Whiteside: Yeah.

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Andy Whiteside: So the blog for today's Igel secure digital signage written by Andy Pryor from September 17th of this year.

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Andy Whiteside: starts off with a a trouble. Free OS, a perfect companion for digital signage.

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Andy Whiteside: I'll say this 2 points here. One love windows grew up on windows still use windows every day for certain use cases. I would not use it for digital signage. I was at the Microsoft Ignite Conference today. They've come up with this very, very, very lightweight windows thing.

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Andy Whiteside: and it might be perfect for signage.

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Andy Whiteside: except they're not gonna allow you to use it for that. They're only gonna allow you to use it. For what use case they believe in. I think it was called the Microsoft Link. It's used for driving workloads to windows 3, 65. It might be much, much better for signage than their legacy products. The bigger fatter products. But they don't care. All they want you to do is use it for what they want you to use. And that's where you need companies like Igel, that see this. See the world holistically.

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Andy Whiteside: or, you know, higher end computing needs as well as for signage, and you get the same operating system. You just get it. Get the same operating system, same license. You just get to use the part that makes sense without having to be held hostage over what you might really want it to do.

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Chris Feeney: Yeah, no, that's a great point. I was thinking about that product launch that they announced. Is a a specific device for a specific thing. And in contrast for something as simple as digital signage. And I think we'll we'll talk about this as we go through, because, you had to be

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Chris Feeney: not paying attention earlier this year when a lot of digital signage, many of us didn't know we're running windows and they got impacted

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Chris Feeney: and at the end of the day you really don't need a ton to display stuff. And so I, Joe has

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Chris Feeney: already had that capability. But with our switch to OS 12, we're making it basically the staples easy button, you know. Let's just make this a lot simpler, just you know, and we'll talk about that today in our in our podcast.

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Andy Whiteside: So let's let's hit your point again real quickly. You don't know what you don't know, and once you know it, you know what you can't unknow it, and that's called the phenomenon. It's called intentional blindness or perceptual blindness. And and now that you're listening to this, you see a blue screen of death. Whatever. The latest blue screen of death is in the windows world, and it's all over the place in signage. And you probably historically just, you know, glanced at it and just kept moving. And now that you know that there's things like the crowd strike issue that happen, you're like, hey?

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Andy Whiteside: I see that now, and I see that that didn't have to happen if they didn't run windows, and whatever security stack or whatever the management layer was on top of it. This could have been avoided. And you start to notice it's you know, it's 2, 3, 4, 5, maybe 10% of the signage, you see, is broken at any moment in time. That's a very large addressable need.

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Chris Feeney: Oh, yeah, I mean, in the sheer volume of how many of those are out there?

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Chris Feeney: We've definitely I can't name names, but we've definitely had

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Chris Feeney: a lot of conversations. Since then around just this simple use case, you know, digital signage and

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Chris Feeney: you know, it's because think about the impact of that right? I mean, you walk into an organization, or it's an airport, or whatever like. And all you see

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Chris Feeney: is that. And you're like, Wow, that that impacted such and such organization. It begs the question, well, what else might they get impacted by potentially

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Chris Feeney: so I like the fact that in the title of today's blog, it says, secure digital signage. And there's a secure in there for for a good reason.

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Chris Feeney: Yeah, we'll talk about here.

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Andy Whiteside: If I could rewrite the title, I'd say, Igel, secure and simple digital signage.

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Chris Feeney: Right? Example. Exactly. Excuse me.

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Andy Whiteside: So.

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Andy Whiteside: So the after the intro. The next paragraph says, introducing the Igel digital signage app, can you explain what the app is?

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Chris Feeney: Yeah. So very simply, we have an app that has been purpose built to. When you install it. You can then point to a website, a file things like that a presentation or something that you know kind of loops around, or whatever it might be. A slideshow, that kind of rotates, or or just a web page that is is getting refreshed, or whatever

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Chris Feeney: and and so it's it's super simple to install and set up and so

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Chris Feeney: it could be used for a variety of things such as some of the items I mentioned earlier noted in the blog

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Chris Feeney: would be things like

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Chris Feeney: display boards of, you know, if you're in a transit area the trains schedule air airlines things like that

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Chris Feeney: It could be in a hospital setting where it's just, you know. Blood drive, you know, foam in foam out, kinda you know, whatever it might be, or patient information, or regarding to in a in a nursing area where you just got a status board.

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Chris Feeney: There's a long list of of these things, of course, in retail. How many shops do you see where something is catching your eye? Maybe it's a static image, or maybe it's a rotating set of things and

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Chris Feeney: so there's a number of things. But the digital signage app is in the OS 12 portal, and it's it's there for just a super simple thing, and the nice thing is again, you could put the OS on a very old piece of hardware, and all you want to do is digital signage. Just throw this app on there.

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Chris Feeney: And and now you can repurpose some of those devices that you were destined for the dumpster. Right? And I know. Obviously, the efforts you've made and the sustainability with, you know, the computers for community, I mean, being able to repurpose those devices and give them, you know, an extra life, latch them onto the back of a monitor or whatever I know. We even talked at 1 point about that intel compute. Stick right? That small USB, that's literally a an Intel x 86 machine. But

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Chris Feeney: you put Ijo on there and go the digital signage, app, plug it into the back of a monitor or an Lg device, for example. And then there you go.

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Andy Whiteside: Yeah.

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Andy Whiteside: okay, so I'm there's 2 paragraphs here. The second says the Igel digital signage app. So I'm gonna combine these 2. So Chris, I didn't know. And and I'm actually looking at your app portal. Now as we're talking that you guys had. So OS 12 lays down the basic basic OS, and then everything you need on top of that comes out of your app portal. Is there an actual app in that portal called the digital signage app.

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Chris Feeney: Yes, it should be

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Chris Feeney: It is. I was trying to while we're talking. Live. I was trying to pull up the app portal itself.

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Chris Feeney: But but it should be called the digital signage app.

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Chris Feeney: And apologize. I don't have it already up and running on for today. But

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Andy Whiteside: That's all right, but that's the thing. The Igel, you know. Go back to 11 OS. 11. And and before it was something you could configure within the settings within the policy settings. Profile settings. But it wasn't something that was a canned thing. Now, it's an actual, you know, pre-built app that allows you to manage this stuff and push the updates down to your Igel units. Is that right?

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Chris Feeney: Yeah, it's that's been basically the the focus is a simple, centrally managed solution.

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Chris Feeney: That you can, you know, push

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Chris Feeney: configuration settings down. There's no additional agent needed.

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Chris Feeney: It's extremely small footprint, and it's designed primarily for that. That kiosk mode

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Chris Feeney: thing right? Nobody's logging into the device. It's just there, and and you can even run it on a device that's running, you know. 2 gigs of RAM.

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Chris Feeney: You know, again, not not a ton of hardware requirements for this particular use. Case.

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Andy Whiteside: So I'm you know, I'm I'm really getting interested in this business use case, which?

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Andy Whiteside: I knew I would be. How many digital signage devices do you think there are in the United States alone.

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Chris Feeney: That is a great question. I would dare say the millions when you begin extrapolating that across lots of different industries.

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Chris Feeney: you certainly got a taste of that in the

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Chris Feeney: If you were traveling by any means during July 17, th

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Chris Feeney: tons of tons of displays in the airport, I mean times worldwide kind of stuff.

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Andy Whiteside: So let me read you what our friend, what our friend Google Search says, the global digital signage market was estimated at 24.8 6 billion in $2022 expected to reach 26.7 6 billion in 2023.

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Andy Whiteside: That's a whole lot of devices.

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Chris Feeney: Yeah.

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Chris Feeney: And what was interesting is, you look at the ones that unfortunately got hit.

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Chris Feeney: And did you know that those were running windows, 10 or 11, for example, and needing.

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Chris Feeney: you know, to be secured with, you know, these all kinds of of things and and

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Chris Feeney: tools on the endpoint.

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Chris Feeney: When all the thing was being used for was displaying, you know.

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Chris Feeney: airline flights, or a simple, you know, message board, whatever it might be.

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Chris Feeney: you know, not not a huge use case. But you need. You really need windows on that device to do the same thing.

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Andy Whiteside: No, you don't, and you never did, but that's all you had. That's the only option you had for a while.

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Andy Whiteside: Linux. Obviously there's been some flavors of it, but nobody who's addressing it. The way Igel is as part of just an overall operating system. But you only have to install the piece that matters. So you mitigate the overall risk that windows would bring with it.

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Chris Feeney: Yeah. And I think that's been really kind of the the key focus is that event

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Chris Feeney: really kind of brought attention to the fact that

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Chris Feeney: wow, I mean. And just to be clear, it's not like we never had this capability before. We could totally do this already. We just built an app that made it much more simple to do. And we had already honestly had that in the works. We announced it before that events. It was really an announcement that we made back in April May that our digital or a disrupt event in Miami

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Chris Feeney: but but now we have this this app available and there's been a lot of great interest in it.

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Andy Whiteside: And the the event that you're, I think, intentionally not talking about out loud. That was the crowdstrike outage which was not actually a crowdstrike outage. It was a windows outage associated with crowdstrike caused by, you know, maybe some code that wasn't necessarily totally appropriate, but pushed out by the owners of those windows devices that use crowdstrike. That's what caused all this. And you guys were already in the works of doing this. And and

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Andy Whiteside: it's the whole, if it's not broke, don't fix it. Well, we all woke up that morning, realizing that the digital signage world was broken, and it never had to be.

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Chris Feeney: Yeah, and like, I said, we, we've out of that. When customers kind of came back up and and we're breathing again.

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Chris Feeney: A lot of them came back to have this conversation. We we actually had this use case kind of outlined across multiple industries. It's just that some of those even early this year, January. Remember when it was a meeting, we kind of glanced over this digital signage display board kind of thing and and as we, you know. I probably spent maybe

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Chris Feeney: 15 seconds talking about it. Then I moved on.

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Chris Feeney: and then the guy was like, hey, hey? Can you go back to that? And then we discussed it. They had like a thousand devices out there that that were used for display boards, and you know it wasn't. It was a healthcare setting. So it wasn't a lot of, you know.

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Chris Feeney: user interaction. But they had a thousand of those. And and it was important for them to, you know. Keep those devices up, and they use them for different things. Right? You know. Public facing, you know. Healthcare customer. You walk into any lobby of a hospital, you're gonna see some kind of digital signage on the screen, or or whatever, and and and so for them. It was very important to, you know. Understand? How could we do that? And

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Chris Feeney: and obviously we are prefacing that with the Igel preventive security model which is outlined here in this, or at least touched on briefly in this blog, as well.

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Andy Whiteside: Right? Yes. And what's so interesting about the Igel solution? It's really just the same old solution, not same old. The new version of the solution, which is a very minimal OS with just the applications that are appropriate for the use case. In this case the signage app. But you didn't have to. You didn't have to reinvent anything. You took your modern solution stack, and now applied it to this very large addressable space.

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Chris Feeney: Yeah, very much. So, so,

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Andy Whiteside: So in the blog it has 10 reasons.

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Andy Whiteside: Ijo, S is great design. A great digital signage solution number one. We'll hit these one at a time. I'll let you address them centrally, managed.

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Chris Feeney: Yeah. Easy to manage these devices from our our ums. Tool universal management suite.

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Chris Feeney: Pretty straightforward.

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Andy Whiteside: And that's the same management suite that's managing all those thin clients that you have out there. It's just manage signage simultaneously.

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Chris Feeney: Correct as if depending on how many you need. It's 100% scalable to your needs.

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Andy Whiteside: So I think we've hit this a couple times, but secure by design.

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Chris Feeney: Yeah, I mean, that's just in the base preventive security model. Igel has always been designed from the ground up with security in mind. The read only operating system approach among other things, and so not necessarily needing to have additional tools to secure the OS itself. We've already got that baked in.

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Andy Whiteside: Yeah, I'm gonna read the next one. But I'm gonna translate real quick. No need for additional Bs. Oh, I'm sorry. Agents.

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Chris Feeney: I kind of touched on it with the previous one. That's correct. We never really needed that at all. Just to, you know, continue to secure it. And I think that certainly is obviously an update outage is is often what we're referring to. The the crowdstrike incident a a trusted tool with an update. And unfortunately, that didn't go very well. For us. We don't need those types of agents to secure an operating system that's already locked down.

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Andy Whiteside: Yeah.

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Andy Whiteside: I'm gonna I'm gonna highlight on this one real quick, small footprint. But for all my thin client folks out there that doesn't mean the hardware. Small it can be, and it should be when appropriate. Small. We're talking about the operating system, small footprint and the management layer, small footprint.

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Chris Feeney: Yeah, the it says earlier in the blog.

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Chris Feeney: Well, I'll preface this earlier this year, when OS 12 had an update version. We added support for

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Chris Feeney: devices that were only like 2 gigs of RAM, which is extremely low.

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Chris Feeney: but for a use case such as this.

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Chris Feeney: That's really all you need. So not a ton of footprint required.

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Chris Feeney: So you could take an old thin client that maybe had. I don't know 4 gigs of space or 2 gig, or you know you could throw it on there 2 gigs of RAM,

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Chris Feeney: and then this app is not very large. I'm looking at it right now.

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Chris Feeney: It's it's a let's see how large it is. It's

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Chris Feeney: 36 MB that's the size of the app itself when it's installed. So you've got an OS Based system that's 1.1 5 gigs. Throw this on there, and

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Chris Feeney: and that's really, you know, less than 2 gigs of space, less than one and a half gigs of space, so.

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Andy Whiteside: No.

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Chris Feeney: The next one says, Read only OS, which you can translate back to the security model. If you want, I'm going to translate it into stable and stability.

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Chris Feeney: Yeah, I mean, the nice thing about the design of Ijo from always the the beginning is

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Chris Feeney: If you try to modify anything when you reboot the machine, it's back to where it was.

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Chris Feeney: And obviously you can lock it down so you can't modify it. But that's that's secure. Go back to the design. I mean, it's it's there to, you know. Stay consistent. And we have customers that have really had very little updates. Their devices over the years. And they just, you know, it just runs. And

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Chris Feeney: it's run so well that they haven't really upgraded because they haven't needed to until you know they come back around like, Oh, I've been running this thing for 8, 9, 10 years. Kind of thing.

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Chris Feeney: So.

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Andy Whiteside: So we've talked about the security model. We just talked about the read-only concept of it. This next section, this next line or reason says, only allow trusted and digital signage code to run. Think about this. If a foreign actor wanted to shut down the United States of America, they could hack

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Andy Whiteside: signage at the you know, the one of our indexes, one of our market indexes like a Nasdaq and Wall Street, or they could just go in and get a hold of a bunch of Delta airlines kiosk and just manipulate the gate numbers and a lot of our economy or a lot of our travel industry would shut down instantly.

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Chris Feeney: Yeah, absolutely. And you know, truth be told. There's at least 2 airlines that are speaking to Igl specifically about this use case because of that incident. So

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Chris Feeney: And I think they're moving forward on on quite a bit of things. So it's pretty important to them. I mean. I think there's also a trust factor involved. I mean, if I'm the if I'm the for me. When I flew into

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Chris Feeney: the day that that happened, I flew into Fort Lauderdale, and the airline I was on. Jetblue was not impacted, I think, southwest, and maybe a couple others, but the ones I normally fly on.

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Chris Feeney: But we're definitely impacted. And it it, you take that into account. You're like, Wow, that's that's interesting. Right? Cause? What did that actually mean? You know, cause I I didn't thankfully have to stand in line and try to redirect my

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Chris Feeney: flights to, you know another flight, or whatever like that. But it does pause and give you some, you know, time to reflect on on that.

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Chris Feeney: as you're thinking about it. But.

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Andy Whiteside: Chris. The next one is kiosk mode, displaying your digital content. What does that mean?

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Chris Feeney: So when you're doing these things, you basically just boot up and it just automatically comes up. And

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Chris Feeney: you know, basically says, you know what you needed to say? Right? You're pointing at the the file, the the Powerpoint presentation, the website, whatever and it's pretty much locked down. Users can't really interact with it, necessarily depending on what it is. So all that is controlled. And by default, the kiosk mode is that setting for this digital app. Digital. Excuse me.

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Andy Whiteside: You take, you take windows and you can work hard and make it kiosk, look and feel with Igel. With this app basically is kiosk. Look and feel. That's all you have to do.

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Chris Feeney: Exactly.

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Andy Whiteside: Yeah, fail gracefully, and restore quickly. What's that.

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Chris Feeney: Yeah, if if something were to happen you can either restart the app or just reboot the machine, and you're back to again. Kind of going back to that. Read only OS approach, just re reboot, and you're good to go, if need be.

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Andy Whiteside: And then finally, the last one is scalable. Whether you're a company with 10 signage devices or 10,000 signage devices, it's the same solution works the same way.

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Andy Whiteside: period.

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Chris Feeney: Yeah. Kind of goes back to the centrally managed 1st bullet point Ums is designed to be scalable with tens of thousands of devices under management.

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Chris Feeney: As I mentioned earlier. If it's a thousand devices that are running digital signage, I mean you can. You can manage those very easily? And and it's certainly expand that fairly quickly. So.

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Andy Whiteside: So, Chris, I'll I'll wrap us up like this. I'll ask you a question. Is the current digital signage industry broken?

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Chris Feeney: I would say probably. Yes, given that.

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Chris Feeney: they're probably going with an old model.

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Chris Feeney: Hence the name Igel disrupt for many years, disrupting that line of thinking.

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Andy Whiteside: Yeah, yeah, I would agree with you. It's broken, and we only know it when it all goes down, because when it happens, onesie twosies here, there. We don't realize it's broken, but it is broken and has been broken. And I, Joe, is kind of re rebooting that side of the business.

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Chris Feeney: Yeah.

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Andy Whiteside: You know, Chris, I appreciate the time, good conversation.

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Chris Feeney: Sure, absolutely look forward to it.

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Andy Whiteside: If I don't see you. Well, have a Merry Christmas if I don't see you again, but we'll pick it up in the New year, and have a whole new series of blogs that we review.

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Chris Feeney: Alright, Buddy, thank you.

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Andy Whiteside: Alright. Thank you.