Why enterprise clients still choose independent digital signage CMS platforms in a merging market
"Our independence is often the winning factor in why we secure many major enterprise customers and global rollouts" explains Nick Johnson, CEO of NowSignage
In a market where CMS providers are being snapped up in mergers, many enterprise clients are quietly moving in the opposite direction, choosing independent platforms that prioritise stability over size. On paper, consolidation can look appealing: bigger teams, broader reach, more resources. But for enterprise clients, size isn’t always the deciding factor.
Nick has seen this trend play out repeatedly. “We can keep our roadmap focused, making decisions that strengthen the product and support our customers’ long-term goals,” he says. “When you’re in the middle of a major rollout, knowing your platform and your support team will stay consistent is a big deal.”
The reality of mergers and acquisitions in software
Merging two established platforms can unlock expanded capabilities, but it also brings operational challenges. Aligning product roadmaps, and merging support systems takes time. During these transition periods, enterprises might experience delays in new feature rollouts or slower support.
Customers in these situations might see:
- Delays in the release of new features
- Multiple or changing support processes
- Shifts in pricing models or package structures
- Less clarity about the long-term direction of the platform
Nick notes, “Bringing two large businesses together is complex. It can mean changes to support, pricing, or even who a customer deals with, which can be unsettling if they’re in the middle of a rollout.”
These transitional phases can leave enterprise clients unsure where they stand, particularly if their account management changes, support processes shift, or pricing models are restructured without warning.
Why independence matters for enterprise customers
Enterprise projects are rarely “one size fits all.” They often require integration with multiple systems, dedicated support teams who fully understand the platform, and a clear long-term vision for product development.
Nick says this where independence really counts: “Independence lets us make decisions that are right for our customers and the product. It means our roadmap stays focused, our support remains consistent, and our customers know exactly where we stand.”
Independent CMS providers can:
- Maintain a single, modern codebase, avoiding the complexity of merging legacy systems
- Make platform improvements with a clear and focused roadmap
- Keep support teams fully trained on one product, leading to faster resolutions
- Build closer more personal relationships between customers and decision-makers established on trust and open dialogue.
The market opportunity in 2025
The digital signage market continues to grow. Grand View Research estimates it at roughly USD 28.8 billion in 2024, expected to reach nearly USD 45.9 billion by 2030. This growth is driven by sectors like retail, quick-service restaurants, corporate communications, and transportation.
As the market expands, so do the use cases. One-size-fits-all platforms are becoming less effective, with enterprises increasingly seeking solutions that integrate seamlessly with existing business systems.
Key trends shaping 2025 include AI-driven personalisation and analytics, growth in programmatic digital out-of-home (DOOH), more interactive and sensor-enabled signage, inventory systems, and retail media networks.
Nick points out, “We’re seeing more projects where the CMS needs to work alongside other platforms as part of a wider strategy. When integration is done well, it unlocks huge opportunities for efficiency and customer engagement.”
What enterprise clients are saying
Enterprise customers, including Little Caesars, Superdrug, and Sainsbury’s, often tell us the same thing: the real value lies in having a partner who is stable, transparent, and aligned with their business goals. They see independence as a guarantee that the roadmap will stay focused, the support team will remain consistent, and there won’t be sudden changes in how the platform operates.
“That’s the part customers appreciate,” Nick says, “knowing that we’re focused on them, that our platform is moving in the right direction, and that they’ll never be surprised by sudden shifts in how the product works or is supported.”
Conclusion
Mergers and acquisitions will continue to shape the digital signage landscape, but for many enterprise clients, independence remains a strategic advantage. In a market that demands both innovation and reliability, independent CMS providers offer product stability, aligned roadmaps, and strong customer relationships that can be difficult for larger, merged corporations to maintain.
If you’re planning a retail media initiative, complex integration, or multi-site rollout, talk to us today about how an independent CMS can deliver agility and results, without the uncertainty of a merged provider.