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Variable message signage products are used in the transportation sector. These products include a wide range of LED-based displays for road management, parking, and aviation applications. Variable message signs are most commonly used to relay messages that direct traffic and provide information to motorists and can be permanent or portable. Variable message signs, sometimes referred to as dynamic message signs, can be purchased directly from manufacturers or from a variety of resellers. This report excludes signage intended for advertising or commercial use, as well as video displays for sports arenas and fields.
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Country/Region | Number of Suppliers |
---|---|
#1Oceania & Southeast Asia | 1,215 |
#2China | 890 |
#3Europe | 800 |
We've uncovered the 11 top regions for global procurement, based on feedback from our most strategic clients. Access vendor counts for each unique region when you subscribe.
Prices in the Variable Message Signage market range from $5,000.00 to $XXX,XXX.XX, depending on Display, Mobility and Color. For example, lower prices are associated with Three-line ($5,000 to $20,000 per sign), whereas higher prices are associated with Full graphic ($20,000 to $175,000 per sign).
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Variable Message Signage market, prices in the US have declined -4.3% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Total cost of ownership is Medium in the Variable Message Signage market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs.
In 2025, buyer power amounts to -1.1 in the United States. Buyer power is most positively impacted by Recent Price Volatility. It is most negatively impacted by Recent Price Trend. Subscribers can access details on eight other factors that impact buyer power. Learn more
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The average level of supply chain risk is assessed as High, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
The largest Variable Message Signage vendors by revenue in the US are Rotapanel International BV, K&K Systems Inc. and Solar Technology Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
---|---|---|---|---|---|---|---|---|
Swarco AG | Global | Wattens, AT | 1,001-10,000 | 10-15 | ||||
Daktronics, Inc. | Global | BROOKINGS, SD | 1,001-10,000 | 5-10 | ||||
Wanco Inc. | Global | Arvada, CO | 101-250 | 5-10 | ||||
Solar Technology Inc | Global | Allentown, PA | 51-100 | < 5 | ||||
Rotapanel International BV | International | Leeuwarden, NL | <25 | < 5 | ||||
K&K Systems Inc. | National | Tupelo, MS | 25-50 | < 5 | ||||
Ver-Mac Industries Inc. | International | Quebec, CA | 101-250 | < 5 | ||||
Skyline Products Inc. | National | Colorado Springs, CO | 101-250 | < 5 | ||||
American Signal Company | National | Atlanta, GA | 101-250 | < 5 |
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
The average profit margin across vendors in the Variable Message Signage market is 6.6% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2024 and 2025. To understand cost forecasts for 2026 and uncover the implications on profit, start your subscription. Learn more
Average vendor risk in the market is low due to strong demand outlook and slow regulatory change.
Market share concentration in the variable message signage market is low, with the top four suppliers generating less than 40.0% of market revenue.
Supply chain risk is high due to the heightened risks associated with semi-conductors, steel, and plastic.
The United States is a net importer of variable message signage, meaning it imports more than it exports. This provides buyers in the United States with access to more competitively priced goods in the market.
Swarco AG is a private company operating globally in the manufacturing sector. The company's offerings include traffic control signals and variable message signage. Founded in 1999, the company is currently headquartered in Wattens, Tyrol, Austria with an estimated 5500 employees. Subscribe to learn more
Wanco Inc. is a private company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1984, the company is currently headquartered in Arvada, Colorado, United States of America with an estimated 175 employees. Subscribe to learn more
Daktronics, Inc. is a public company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1968, the company is currently headquartered in BROOKINGS, South Dakota, United States of America with an estimated 2477 employees. Subscribe to learn more
All Traffic Solutions, Inc. is a private company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1999, the company is currently headquartered in Herndon, Virginia, United States of America with an estimated 175 employees. Subscribe to learn more
American Signal Company is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1990, the company is currently headquartered in Atlanta, Georgia, United States of America with an estimated 175 employees. Subscribe to learn more
Skyline Products Inc. is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1970, the company is currently headquartered in Colorado Springs, Colorado, United States of America with an estimated 175 employees. Subscribe to learn more
Ver-Mac Industries Inc. is a private company operating internationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1957, the company is currently headquartered in Quebec, Quebec, Canada with an estimated 175 employees. Subscribe to learn more
K&K Systems Inc. is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1997, the company is currently headquartered in Tupelo, Mississippi, United States of America with an estimated 37 employees. Subscribe to learn more
Rotapanel International BV is a private company operating internationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1964, the company is currently headquartered in Leeuwarden, Friesland, Netherlands with an estimated 11 employees. Subscribe to learn more
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Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Cost of Goods Sold and Customer Complaints. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Delivery and other factors.
KPI | Level of Importance (1-5) | Measurements | Key Considerations |
---|---|---|---|
Cost of Goods Sold | Average cost per sign Average cost increase year-over-year | Suppliers of variable message signage operate with a cost-plus pricing model, making the cost of goods sold a significant factor in pricing. Buyers should keep track of and measure vendors' cost of goods sold to understand the price of the signs they are paying for. Buyers should consider procuring from vendors that have stronger relationships with their own suppliers and are able to contain costs better. | |
Customer Complaints | Number of complaints Number of complaints solved | Buyers should take into account customer complaints for the product being procured. Customer complaints can give buyers a look into the most common issues associated with the supplier's variable message sign. | |
Quality Control
How do you evaluate the quality of your work?
What are your standards for testing the quality of your signs?
Warranty
How long do your warranty options last?
Are extended warranties available?
Value-Added Services
Do you have a dedicated service department to handle any repairs my equipment may need?
What additional products and services do you provide?
View all 27 negotiation questions for this category when you subscribe.
Organizational Overview
Buyers should describe their organizations and the locations in which they operate.
Buyers should describe their current use of variable message signage.
Statement Of Need
Buyers should include a list of the type of variable message signage products they require.
Buyers should include a description of dimensions, resolution, color, LED density, color and any other variable message sign specifications.
Project Budget
Buyers should submit a budget for the total costs associated with the project, including all delivery fees and any other fees that they may incur.
Buyers should look to bundle multiple related products to receive the best possible discounts.
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