MMD, the new entity behind Philips branded displays, announced the Philips BDL6551V, the slimmest display within its public signage range of 65-inch widescreen displays at Digital Signage Expo last week.

Philips is expanding its existing public signage product range of FHD high brightness slim displays. The LCD display is only 3.1 cm (1.22 inches) thick, which, on average, is half the size of the bezel compared to the industry average in its category.

“We are serious about our ambitions in 2010,” said Craig Rathbun, director sales & marketing USA. “Philips Public Signage wants to double our market share in the US in 2010 and become a leading player in this market segment. Supported by the strong Philips brand name, our long history and experience in the B2B display market and the introduction of an exciting full new product range, we are convinced we are well placed to achieve this goal.”

The company also showed the new Smart Insert solution, launched earlier this year at DSE.

The Smart Insert is a provision at the back of a display which allows a small form factor (SFF) PC or media device to be inserted discreetly. The Smart Insert allows system integrators and solution providers operational flexibility and better serviceability as opposed to all-in-one digital signage displays. The Smart Insert was developed by Philips to simplify upgrades in service and swap professional PCs without the need of replacing the complete display. Upgrades are necessary when you change to another content management system or when changing to a more advanced resolution or content format.