Jeff Hastings on BrightSign’s Bold Move: Windows-Ready XC5 Player Explained

We’re dedicated to bringing you insights into the world of digital signage.

In that pursuit, we sat down with Jeff Hastings, BrightSign’s chief technology officer, to talk about the history of the company, its XC5 media player that now offers the choice of either BrightSignOS™ or Microsoft Windows, and what the future might have in store for BrightSign, and the digital signage market as a whole.

In the evolving world of digital signage, adaptability is key. BrightSign, a pioneer in the industry for over 16 years, has committed to innovation, which has led to its offering—the XC5 media player with the choice of either BrightSignOS or Microsoft Windows. The BrightSign XC5 offers an option for customers who require a Windows environment backed by purpose-built digital signage hardware.

Jeff Hastings recently explained the driving forces behind this move. "Our core strategy is to continue building incredibly reliable, long-lasting devices that are super secure and very manageable," he said. The XC5 delivers on this while supporting customers with more flexibility. It also allows BrightSign to expand into new market segments.

Our core strategy is to continue building incredibly reliable, long-lasting devices that are super secure and very manageable." —Jeff Hastings, Chief Technology Officer, BrightSign

The digital signage landscape is diverse, with multiple content management systems (CMS) and applications deeply rooted in the Windows ecosystem. Hastings recognized the challenges faced by customers who had invested heavily in these Windows-based solutions. While they wanted to adopt BrightSign players for their reliability and security, the Windows ecosystem made it challenging. "There's still a lot of people who have built their entire digital signage networks to run on Windows," Hastings acknowledged. "The only way to access that market is to have a device that runs Windows."

By introducing Windows compatibility to the high-performance XC5 player, BrightSign has effectively bridged the gap, giving customers the flexibility to leverage their existing investments while benefiting from the company's cutting-edge hardware. Hastings further elaborated, "We know there’s a large amount of digital signage running solely on Windows devices, and we’ve given the organizations running those signage networks a high-quality, long-lasting player option. It’s good for the market, and it’s a smart move for BrightSign.”

We know there’s a large amount of digital signage running solely on Windows devices, and we’ve given the organizations running those signage networks a high-quality, long-lasting player option. It’s good for the market, and it’s a smart move for BrightSign.” —Jeff Hastings

The XC5 represents BrightSign’s unwavering commitment to delivering exceptional performance and reliability. Hastings emphasized the meticulous design process, incorporating high-quality components to optimize product longevity and ensure a seamless user experience.

Moreover, the XC5 harnesses the power of BrightSign’s proprietary operating system, which is meticulously engineered for digital signage applications. "We know what it's supposed to do," Hastings explained, "so if something's not working correctly, we can restart that part of the system or reboot the device before it gets into a state where there’s serious downtime." This capability, a hallmark of BrightSign’s solutions, sets BrightSignOS apart from consumer-grade operating systems, which often require manual intervention to resolve issues.

Looking ahead, BrightSign’s vision extends beyond mere hardware and software. Hastings hinted at the transformative potential of artificial intelligence (AI) in the digital signage realm. With neural processing units (NPUs) built into select BrightSign players, BrightSign is poised to enable partners to develop AI applications. This will unlock new possibilities, such as people counting, gaze detection, and content optimization based on audience engagement. "I think the AI world is going to be a big change to where digital signage goes and the effectiveness of it," Hastings predicted. "Instead of just spewing out content, let's find out what people are looking at and what actually makes a difference."

As BrightSign continues to push boundaries, the XC5 stands as a testament to the company's commitment to meeting the diverse needs of the digital signage market. With its seamless integration of Windows 11 IoT, Windows 10 IoT, and BrightSign’s proprietary operating system, the XC5 promises to unlock new possibilities, empowering businesses to deliver captivating and effective digital experiences tailored to their audience's engagement.