In conversation with John Joseph, Director, Blue Rhine Industries, a pioneer in futuristic signage solutions across the Middle East. Now, Joseph uses his unmatched insight to lead global players into this booming, dynamic region.
How do you get people to tune into your brand, when they’re just going about their daily lives, such as filling fuel in the car? “Through immersive Technicolor flat screens, fitted within petrol dispensing units,” says John V. Joseph, Director of Blue Rhine Industries. Back in 2017, while driving to work, it was this thought that came to Joseph. It seemed far-fetched back then; nobody had attempted it, given the safety concerns of electronic signage in proximity to flammable substances. But it was this out-of-the-box thinking that led the company to conquer a completely untapped market. “I knew we at Blue Rhine Industries could do the impossible,” says Joseph. The initial spark of this idea led to extensive market research and consumer insight studies to gauge the potential of the product. This was followed by working closely with specialised product engineers, and safety and compliance officers to design this niche offering. Together with the help of strategy planners, and marketing executives, the idea grew into one that has been widely adopted by several well-known brands. ” Today, this Blue Rhine Industries’ creation is seen at several petrol stations spread across the United Arab Emirates (UAE),” says Joseph.
But Blue Rhine Industries didn’t stop there. “We also designed renewable energy driven signage to align with solar-powered stations as part of Dubai’s Smart City initiatives”, informs Joseph. All these signages work on remote-controlled, cloud-based systems and align with global best practices and stringent safety regulations.
Apart from innovation, Joseph believes that it is Blue Rhine Industries’ intimate knowledge of the region that gives them an edge. Blue Rhine Industries started in 2006, in the UAE, and today the company has a presence across the GCC, such as in Saudi Arabia, Egypt, Oman, Qatar, and UAE. The company continues to expand. “As we enter new markets, we build new partnerships and keep collaborations alive with our existing clients, even in new regions,” says Joseph.
Joseph was among the first three employees in the company, starting off as a Sales Executive and rising to Director of Sales. Joseph says, “As a company we have seen the GCC grow and Blue Rhine Industries has always had their finger on the pulse of the region, predicting trends, sometimes starting them, evolving to serve the peculiar needs of this multicultural yet heritage-rich region.”
It is this know-how that Joseph offers global players. Entering a new market can be daunting. It requires research, a keen understanding of regional nuances and differences, and unmatched on-the-ground expertise. “Often I get approached by multinationals who want to enter the GCC, but they don’t quite know how to. At Blue Rhine Industries, we help global companies narrow-in on appropriate local partners, connect with highly skilled local personnel, and better understand the local needs,” says Joseph. In this sense, Blue Rhine Industries serves as an essential link that bridges the gap between this region and the World.”
“We have a solid foundation, built over decades, in this region, which is what we offer newer entrants. I believe it’s great that new players are continually entering the sector. Competition pushes each of us to do even better. It’s a win-win for this industry and the economy,” says Joseph. This is particularly true of a sector that is constantly evolving, at a very rapid pace, driven by technological advancements.
Starting off as a traditional sign-maker, Blue Rhine Industries has now ventured into digital signage solutions that offer personalized solutions, custom fabrication, system integration as also pro-AV integration. “Today the focus is on experiential AV and within that we’re moving towards tailor-made customer and visitor journeys,” explains Joseph. Consider a customer making his way to a restaurant, or a visitor looking for a particular store in the fashion district; these interactive way-finding solutions make it easier to reach your destination, resulting in a more seamless experience, thereby enhancing brand recall.
The challenges include developing future-forward hardware and software solutions, connecting to users via mobile apps, smartwatches etc., training personnel to remotely manage and monitor the same, and allowing for a smooth on-the-ground transition towards such novel technology. While working towards technological solutions in signage, Blue Rhine also ensures strict adherence and compliance with the region’s stringent digital privacy regulations, and best practices. “Everything we do at Blue Rhine is the result of team-work. Our management style isn’t one where orders are passed top-down. Instead, it’s about respecting talent and encouraging collaboration. Every member – from the product developer to the marketing executive to the policy expert – contributes to the whole,” says Joseph.
Blue Rhine Industries’ partnerships across the region come with the goal of offering an unforgettable end-user experience. “The vision is to create a surreal multisensory experience, by leveraging the best of the audiovisual industry,” says Joseph. Serving on the board of AVIXA, Joseph works closely with the global AV community, exploring the latest developments from different parts of the World. One such piece of technology that Joseph hopes to see in the GCC is an AI-powered operating system that uses predictive analytics to manage crowds by updating digital signage, to divert traffic or pedestrians before congestion sets in.
Apart from liasoning with global members and mentoring potential players as part of his role at AVIXA, Joseph also maintains a clear vision for Blue Rhine Industries. “We have a large and loyal customer base. My strategy has always been to serve the existing clients in better, more productive ways. I believe that’s the formula of our success; our clients serve as our success stories, and with that there’s no need to aggressively advertise our services. Our work speaks for itself and with that our customer-base grows, steadily, organically and authentically.” It is this thought process that has seen Blue Rhine Industries, a trail-blazer in the GCC, make their mark beyond the region and into various global markets including the competitive Asia Pacific region.
Yet another goal that Joseph maintains for Blue Rhine Industries is incorporating inclusivity into their offerings. The company makes a conscious effort at respecting diversity in the workplace. “We have employees from different parts of the globe, from Asia to Europe and beyond; different religions and racial backgrounds. We have built a workplace that’s welcoming and respectful of all, irrespective of differences in gender, race, religion, ethnicity, etc.” In fact, women have occupied a chunk of the management positions at Blue Rhine Industries, right from its inception.
The emphasis on inclusivity, and in particular being respectful of unique needs, is also seen in the company’s signage solutions. Blue Rhine Industries led the way in creating braille signages and tactile signages to serve those with unique needs. Joseph says, “In this regard, our efforts go beyond mere tokenism. We have teams that continually try to devise different ways to serve those with different and unique needs. We ensure that our signage is compliant with ADA/DDA (Disability Discrimination Act) regulations, offering multilingual content, and incorporating features like audio-tactile paving guidance, screen-reader compatibility, and high-contrast displays to serve people with visual, hearing, or cognitive disabilities.”
The technology, that’s created at Blue Rhine Industries or in partnership with other manufacturers, is also put to stringent test. Even after a product is developed, the company consciously seeks user feedback to improve the same. It’s a continuous process of growth. “The key is to out-do ourselves,” says Joseph. And that perhaps best sums up the goal of Blue Rhine Industries, a pioneer in the industry who continues to lead the way.
