In your message you mention that LUM have the best technique. From my observations they use LED technology (Light Emitting Diode) while the industry favoured technology is LCD (Liquid Crystal Display). Only LCD can support video.
LED is substantially cheaper, but it is a lot older technology. LUM should be able to build market share by offering cheaper signs (which they have now done with a sign in Germany). However exceptations of stellar growth must be tempered, as LED will not take the world by storm.
Cheers
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