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When PJ Thelen talks about the company's software and hardware, he focuses almost entirely on the experiences they enable and deliver, as opposed to the features and specs of the technology.

It's refreshing, because a lot of the conversation and marketing around outdoor displays for directories, wayfinding and advertising has been - at least in recent years - about how they were more than just screens, but smart city devices that did a variety of things, including WiFi connectivity and IoT sensors. Thelen went so far as rebranding the company he now runs from smartLINK to RoveIQ - getting away from the heavily-used smart moniker and emphasizing how Rove speaks to enabling people to navigate a space with intelligent - the IQ bit - guidance.

The company has a CMS, sophisticated mapping, an ad server and analytics capabilities all designed to help people find their way around big places. The early adopters have been commercial properties - like mixed-use lifestyle developments. In many to most cases, those are wayfinding directories with mapping, supported by advertising.

But Thelen sees a lot of possibilities working with large-footprint healthcare, helping people find their way around sprawling medical campuses. There would be physical screens providing guidance, but in his vision, RoveIQ guides people from the time they park in a hospital garage all the way to a specific building, floor and waiting room.

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TRANSCRIPT

Peter, thank you for joining me. Can you tell me what RoveIQ is all about? 

Peter (PJ) Thelen: RoveIQ really emphasizes smart kiosks and wayfinding software solutions. 

We just rebranded our organization from smartLINK to RoveIQ and Dave, a big reason for that was we wanted to make sure our new name is better aligned with the solutions that we bring to market and the value that we provide for both our customers and partners. Now the word Rove, it's the whole idea of wandering, discovering, et cetera but the IQ element is to do it in an intelligent fashion. So you have a very efficient and enjoyable experience.

So if somebody listening to this is trying to visualize what you do, the visual that would immediately spring to mind would be a display totem outside in a public plaza or something like that with directory or mapping, correct? 

Peter Thelen: Yeah, without a doubt. So I always use the analogy, Dave, to pretend that you're going to a place for the first time. You're not quite sure where you are or what is around you so you leverage the hardware and our software to understand what is available and then ultimately leveraging either the kiosk experience or the mobile experience allows you to essentially get to where you want to go leveraging a Blue Dot scenario, which obviously is our wayfinding software.

Blue Dot scenario, what do you mean by that, or is that just the name of the software itself? 

Peter Thelen: No, that's just the analogy I use Dave, where if you think about where you are and let's just say, hypothetically, you want to go to a restaurant, the dots correlate to the path that you need to take to go from where you are to where you ultimately want to go.

The old name, smartLINK, connoted the whole idea of smart cities and that there were all kinds of companies coming up with smart city kiosks in the last decade or so, and I don't necessarily see a lot of traction for those sorts of things. Is that kind of driving this as well? What if you better focus on the whole idea of guiding people, as opposed to saying this is this station that will do all these other things to help cities become smarter? 

Peter Thelen: Yeah, we took a step back. RoveIQ is a software company. It just so happens that it needs a hardware platform to promote the value that we drive on a day in and day out basis.

In our minds, smart was widely used. It didn't necessarily correlate to exactly what w