The MarTech Edge – Leadership Insights from Manish Kumar on the Future of Digital Signage in APAC
by Scala Team
The MarTech Edge – Leadership Insights from Manish Kumar on the Future of Digital Signage in APAC
by Scala Team
Watch as this visionary leader unpacks digital signage trends, AI-driven customer experiences, and scaling MarTech across diverse APAC markets, drawing on his journey spearheading strategic growth, investments, and end-to-end deployments for brands in retail, QSR, BFSI, and infrastructure.
This vlog recaps the episode’s insights on Manish’s leadership journey, APAC dynamics, customer shifts, AI innovations, India’s role, and timeless lessons for CXOs and innovators.
Manish Kumar’s Leadership Journey
Manish traces his path from formative years in Australia, earning three master’s degrees, to building startups and leading SCALA’s APAC expansion. “My professional journey started in Australia… that time was my formative years… understanding technology, structured project management… any strategy should always be paired with operational clarity and accountability,” he reflects.
He transformed Scala from a fragmented software vendor into an end-to-end solution provider, scaling from 10 to 100 people and 3,000 sq ft to 1.9M sq ft. These experiences taught him that “innovation is not just about new ideas… It’s about finding the right market fit, and being persistent until the value is realised.” Manish stresses active listening and relationships as key pillars in APAC cultures.
APAC’s Unique Digital Signage Landscape
APAC stands out for its market diversity, where digital signage adoption varies by sector and maturity. “Here is one thing which we cannot ignore in (APAC) that there is a very clear and common thread, and that is the rapid acceleration of digital transformation in this region, and the rising bar of customer expectations and experiences,” Manish explains. Retail and QSR lead with fast ROI through personalised content, while BFSI and airports prioritise efficiency.
He emphasises scalability, noting “this evolution demands agility, demands localised understanding, consistent regional vision, that ties to all these diverse markets. It’s a region of contrasts.” This lens reveals opportunities in tier-2 cities and infrastructure.
Evolving Customer Expectations
Customer demands have shifted toward hyper-personalised and frictionless experiences. “The rising expectations for meaningful, connected, digital experiences have now evolved into a multi-touch digitally augmented experience where personalisation, immediacy, and seamlessness are the norm,” Manish shared.
Digital signage meets this by blending physical spaces with digital intelligence. “Today’s consumers’ expectations are that he/she expects the brands to engage with them as an individual,” while “organisations are rethinking how to engage with their customers”.
AI’s Practical Impact on Digital Signage
Beyond the buzz and hype, AI powers context-aware content, such as weather-triggered promotions and endless-aisle kiosks. “For 2026 and beyond, AI is going to be pushing digital signage, media technology from a static communication tool, into an adaptive, analytical, intelligence layer within the physical environment. AI will be able to deliver content to you based on the time of day, product availability, weather, the customer’s mood, and behavior patterns. Digital signage will become a predictive engine,” Manish shared.
India’s Pivotal Role in APAC Martech
India is emerging as a growth hub as digital signage usage continues to increase. “I personally think that India today stands in the intersection of unprecedented consumer growth and digital reinvention. The opportunities in India are just massive,” Manish shared.
Vision for Digital Engagement in 2026 and Beyond
Manish envisions AI-data fusion in smart cities, airports, and retail, with Scala’s “One Scala. Every Solution” delivering reliable ecosystems across APAC. He shares his “One APAC” philosophy: “Lead with a unified vision, not uniformity… align everyone in the team… the loyalty that comes out from the team is just phenomenal… I have members of my team who have been with me for 17-18 years… what I do well is to align everyone with the common purpose while allowing the local teams to adapt and execute based on their market realities because consistency doesn’t mean sameness, it’s ensuring that the brand’s promise, quality, and values are upheld.
Timeless Leadership Lessons
Manish’s core lesson resonates: “You can have the best plans and policies… but without the right people, the right culture, and the right operational backbone, all of those plans or strategies are just a concept, and it will not end up in a result.” Leading APAC demands patience, persistence, and the ability to balance global consistency with local empowerment.
This Tech Dogs podcast offers invaluable leadership insights for shaping the future of digital signage. Hosted by Vikramsinh Ghatge, it’s essential listening for digital transformation strategists. Learn more about Scala’s MarTech solutions at scala.com
About the Author:
Scala digital signage experts share their experience and thoughts in our blog to provide practical tips and advice for real-world applications. Our team aims to offer interesting content through a variety of formats including long form articles, video logs, interviews and infographics.
