The Christie Digital booth is certainly turning heads with bold fresh visuals–this is after all Infocomm. But on the margin of the show floor look closely at the X2O Media booth #IC4983 and you’ll see a less conspicuous but in some ways more important display: the Twitter Cube. It’s a video wall that sucks in tweets in near real-time and displays them on the big screen. So picture seven of us milling in front of the screen madly tweeting into our iPhones, not really speaking to each other and anxiously waiting to be briefly famous.

X2O has one of the savviest booths on the floor because they know how to put what is so vaguely called ‘digital signage’ into context. Maybe that’s because they have years of experience both with manufacturing products like their xPresenter, and designing and integrating cool digital signage applications for clients like ESPN. So they understand the paradigms in a very comprehensive way and it shows.

They’ve even coined a phrase that helps with the vocabulary struggle around digital signage. “Real time visual communications.” it’s still too long but it’s better. A better way to explain that digital signage is not really about signs. So X2O’s David Wilkins demonstrates how the company’s products drive activities like remote desktop-based collaboration. Or how you can write on your iPad and it can appear on the big video screen. Ditto a white board, for meetings that may actually get people to stop tweeting into their iPhones or answering email on their iPads and pay attention.