Service examples describe possible reseller offerings, not services supplied by Zoney. Program rights, fees and support responsibilities depend on the agreed terms.
Digital signage has moved far beyond simple screens playing advertisements. Businesses now use digital displays for menu boards, corporate communications, sales dashboards, wayfinding, directories, promotions, employee messaging, waiting rooms, video walls, and dozens of other applications.
That creates an opportunity for companies that already provide technology, audiovisual equipment, commercial displays, IT services, networking, business solutions, or related services.
Becoming a digital signage reseller allows these businesses to add digital signage without developing an entire content management platform from scratch. The reseller can combine software, hardware, installation, support, content services, and other offerings into a solution built around its own customers.
The business opportunity can extend beyond the initial hardware sale. Depending on how the reseller structures its offering, digital signage can produce software revenue, service agreements, installation income, hardware margins, content management fees, and ongoing account revenue.
This guide explains how the digital signage reseller model works, what is needed to get started, and what to examine when selecting the technology behind your offering.
What Is a Digital Signage Reseller?
A digital signage reseller is a business that sells digital signage products or services provided wholly or partly by another technology company.
The reseller usually serves the customer directly while relying on a digital signage software provider for the technology that powers the displays. Customer rights and any vendor contact rules depend on the partner agreement.
A reseller solution might include:
- Digital signage software
- Commercial displays
- Media players
- Mounting hardware
- Installation
- Network configuration
- Content creation
- Content management
- Training
- Technical support
- Ongoing managed services
The exact business model varies.
An AV integrator might include digital signage software as part of a larger display installation. An IT company might manage screens alongside a customer's computers and network. A sign company might expand from printed signage into digital displays. A technology consultant might package software, hardware, content, and support as one managed service.
The underlying principle is the same: the reseller provides the customer with a digital signage solution without having to build and maintain the software platform itself.
Before choosing a program label, compare reseller, dealer and channel-partner roles.
Who Can Become a Digital Signage Reseller?
You do not need to operate a dedicated digital signage company to enter the market.
Digital signage often fits naturally into businesses that already work with commercial customers and technology.
Potential resellers include:
- AV integrators
- Managed service providers
- IT companies
- Commercial display dealers
- Sign companies
- Marketing agencies
- Technology consultants
- Security and low-voltage installers
- Point-of-sale providers
- Telecommunications companies
- Office technology dealers
- Digital agencies
- Business technology resellers
Existing customer relationships can provide a major advantage.
Consider an IT provider serving 100 local businesses. Those customers may already rely on the company for networking, computers, Wi-Fi, cybersecurity, or support. Adding digital signage gives that provider another service to offer the same accounts.
The company does not have to build a new customer base before making its first digital signage sale.
How Does a Digital Signage Reseller Make Money?
There is no single digital signage reseller revenue model.
Some companies focus primarily on software. Others make most of their money from hardware, installation, or managed services. Many combine several revenue streams.
Software Revenue
A reseller can purchase digital signage software at partner pricing and sell it to customers at its own retail price, depending on the terms of the reseller program.
The difference becomes part of the reseller's margin.
Software also creates an opportunity for ongoing revenue when customers maintain their digital signage service over multiple years.
Hardware Margin
Displays, media players, mounts, cables, networking equipment, and other components can be included in the project.
A reseller can source these products independently or use hardware supplied through its digital signage technology provider.
Installation Revenue
Commercial digital signage installations can include display mounting, electrical coordination, network setup, media player installation, configuration, testing, and deployment.
Companies with installation capabilities can charge separately for this work.
Content Services
Many customers need help creating or managing what appears on their screens.
A reseller might offer graphic design, promotional content, menu updates, video production, template creation, content scheduling, and ongoing content management.
These services can turn a software deployment into a broader customer relationship.
Managed Services
Some customers do not want to manage their digital signage system at all.
The reseller can manage it for them.
For example, a restaurant group might pay one monthly fee covering software, content updates, monitoring, and support. The reseller manages the platform while the customer sends requests for menu or promotional changes.
That model can create recurring revenue beyond the software license itself.
Why Add Digital Signage to an Existing Business?
For many resellers, the strongest opportunity is not creating a new company. It is adding another product category to an existing operation.
Suppose an AV integrator is already installing five displays in a corporate office.
Without digital signage software, the project may end when the screens are mounted and configured.
With digital signage, the integrator can also provide the platform used to manage those screens. The initial installation can then lead to an ongoing software and service relationship.
The same principle applies across industries.
A sign company can add digital displays alongside printed signs. An MSP can manage signage endpoints alongside other customer technology. A marketing agency can manage screen content alongside websites, social media, and advertising. A POS provider can add digital menu boards.
Digital signage becomes another solution sold through relationships and infrastructure the business already has.
Use current capabilities to add signage to an existing portfolio.
Step 1: Decide What Type of Digital Signage Reseller You Want to Be
Before choosing software, determine what you actually plan to sell.
Software-Focused Reseller
The reseller primarily sells access to the digital signage platform and lets customers handle their own hardware and content.
Full-Service Digital Signage Provider
The reseller provides the software, displays, media players, installation, configuration, training, and support.
Managed Service Provider
The customer pays the reseller to operate some or all of the digital signage network.
White-Label Provider
Some digital signage platforms allow partners to present the service under their own brand.
Branded Technology Partner
Other resellers prefer to sell a recognized platform under the technology provider's brand.
Neither model is automatically better. The right structure depends on how much control the reseller wants over branding, sales, support, billing, and the customer experience.
When deciding whose identity leads the service, compare branded and white-label models.
Step 2: Identify Your Target Customers
Trying to sell digital signage to every type of business can make the offering unnecessarily difficult to explain.
Start with the industries you already understand.
Common markets include restaurants, corporate offices, retail, automotive, healthcare, education, fitness, hospitality, banking, manufacturing, entertainment, government, houses of worship, and property management.
Existing industry knowledge can be more valuable than chasing whichever digital signage application appears most popular.
Step 3: Choose a Digital Signage Software Platform
The software platform becomes the foundation of the service you sell.
Price matters, but reseller economics involve more than the wholesale cost of a license.
Evaluate content management, multi-zone layouts, remote management, user permissions, hardware flexibility, and scalability.
A platform that saves a few dollars per screen but creates additional support calls, hardware restrictions, billing work, or deployment problems can become expensive to operate.
Step 4: Understand the Reseller Program
Good software does not automatically mean a good reseller relationship.
Before committing, understand partner pricing, minimum commitments, billing, customer ownership, account management, branding, technical support, training, hardware requirements, contract terms, demo accounts, sales assistance, and customer provisioning.
One particularly important question is who controls the customer relationship.
For a structured selection checklist, compare reseller-program terms.
Step 5: Build Your Digital Signage Offering
Customers generally do not want a list of software features. They want to know what they are buying and what it will do for their business.
Package the technology into an understandable solution.
A restaurant package could include commercial displays, media players, digital menu software, installation, initial menu design, staff training, and remote support.
A corporate communications package could include lobby displays, employee communication screens, centralized content management, department permissions, company templates, and managed updates.
Step 6: Set Your Pricing
Digital signage reseller pricing should account for more than software cost.
Calculate software licenses, media players, displays, shipping, installation labor, configuration, training, support, payment processing, sales commissions, content services, and account administration.
Then decide which charges are upfront and which are recurring.
Step 7: Create a Demonstration System
Digital signage is highly visual.
Build a demo showing several real-world applications and let prospects see how quickly content can be changed remotely.
Step 8: Sell to Existing Customers First
Review existing accounts and look for customers with TVs in customer-facing areas, printed menu boards, posters changed frequently, employee communication screens, waiting rooms, lobbies, multiple locations, promotional displays, dashboards, and reception areas.
A customer already buying technology or services from your company has a reason to trust you.
For outreach and lead sourcing, plan your first customer conversations.
Step 9: Develop a Repeatable Deployment Process
Document site evaluation, hardware selection, account creation, user setup, content collection, player configuration, installation, testing, customer training, and support handoff.
Standardization reduces mistakes and protects margins.
Step 10: Build Recurring Revenue Around the Platform
Potential recurring services include software subscriptions, device monitoring, technical support, content management, graphic design, monthly promotional updates, network management, hardware replacement programs, analytics, and account administration.
A successful initial deployment can also lead to more screens and locations.
To define the ongoing offering, review the recurring work a reseller can offer.
Common Mistakes New Digital Signage Resellers Make
Common mistakes include choosing software based only on price, selling technology instead of an outcome, ignoring support responsibilities, using a platform that limits future growth, and failing to create recurring services.
Once accounts begin to grow, build a repeatable reseller operation.
What Should a Digital Signage Reseller Platform Provide?
Look for reliable cloud-based management, flexible hardware support, multi-location capabilities, granular user permissions, remote device management, multi-zone layouts, broad content support, apps and integrations, partner-friendly billing, scalable account management, reseller support, and branding options when needed.
Before selecting the platform, test reseller software requirements.
Building a Digital Signage Business With Zoney
Zoney provides a digital signage platform that can support companies selling and managing digital signage for their own customers.
Zoney is designed for businesses providing digital signage to their own customers and supports multi-customer and multi-location use. Granular users/access, security tokens and dynamic monthly billing are enterprise capabilities. The platform uses AWS-hosted cloud infrastructure and follows hardware-flexible positioning. Confirm plan availability and the exact deployment requirements before promising a workflow to a customer.
Supported technology includes Android, Windows, Linux, Raspberry Pi, WebOS, Tizen, Apple TV and Amazon Digital Signage Stick. Support for a technology family does not mean every device or version is compatible; verify the proposed equipment.
The platform is hosted using AWS cloud infrastructure and is designed to give partners the tools to manage multiple digital signage deployments without forcing every customer into the same hardware configuration.
For companies evaluating a digital signage reseller relationship, the larger question is not simply which platform can put content on a screen. It is which platform gives the reseller enough flexibility to build a profitable product around it.
Where to Go From Here
Becoming a digital signage reseller starts with defining the business you want to build.
Choose the customers you want to serve. Decide whether you will sell software alone or combine it with hardware, installation, content, and managed services. Evaluate platforms based on both customer functionality and reseller operations. Then build a repeatable offering that your sales and support teams can deliver consistently.
For many AV companies, MSPs, sign companies, IT providers, and technology resellers, the stronger opportunity may be adding digital signage to services they already sell and customers they already serve.
Beyond the first sale, evaluate the long-term partner relationship.
Discuss Your Customer Requirements
Start a free trial to evaluate the platform, or contact the Zoney team to discuss your proposed customer deployment.