Before I answer this question, there’s sometimes confusion in the use of the term “full colour”. As I understand it, its used to refer to signs which utilise colour-mixing of Red Green and Blue to achieve different colours. You will almost always need more than one LED (except in the cases of Red and Blue) to achieve the other EN12966 colours. The alternative to these is a discrete colour sign, where each colour that you want to use will have a different LED dedicated to it. These are usually Red, Green, White, and Yellow (Blue isn’t used very often in road signs). You would only need one LED to display the colour that you’re looking for, but you can only display these colours.
This is a frequently discussed issue in some jurisdictions. Matrix signs are created when what can be displayed on them is variable. The requirements for text are a much lower density than the requirements for graphics. Further, the use of full colour (RGB) over discrete colours only gives you the advantage of displaying images (such as photos) and nothing else (assuming, a road authority never chooses the colour pink, for example, for text). A sign with discrete colours (only displays a pre-defined set of colours such as Red, Green, White, Yellow) will allow for almost all traffic signs to be displayed effectively as we don’t tend to use other colours in these signs, and we keep them relatively simple and flat rather than using gradients and pictures so that they are more immediately recognisable by road users. An answer to a question like “what can be done to make better use of full colour full matrix signs” would largely be up to the transport authority. Using them as advertising billboards, for example, might be a controversial option to further make use of a sign. Pushing traffic safety campaigns when the sign is not giving information could be a good use, as well as generally positive messaging wishing people well could provide some value. I, personally, have yet to see any authority display an actual image as part of regular operation on a full colour (RGB) sign – they have only used them to display pictograms and text which a discrete colour sign could. The popularity of full colour signs could be based in FOMO (Fear Of Missing Out) on the full colour feature which may be used in the future rather than in a business case for current needs.
There is a reason that pictograms have come into fashion especially in a more globalised world. They convey a message very simply to speakers of all languages. One of the main features of pictograms is simplicity. If you check pictogram based instructions, colour is almost never used as it increases complexity. In terms of colour signs; just because we can does not mean that it is a better option.
With regards to smartphones replacing VMS in the future, I would suspect not. You cannot make the assumption that a road user has a smart phone on them, which means that if you were to display a critical message to road users, it should be accessible by *all* road users. We assume, for example, that all road users are reasonably well-sighted and make that a pre-requisite for obtaining a license. That’s why we’re able to use purely visual methods of communication. I would expect that we would see connected vehicles before we see smartphones completely replace VMS’s. However, seeing as the age of the fleet is roughly 14 years in NZ and Australia, we would also need to retrofit all vehicles with this connected capability before we can consider completely replacing a variable message sign in the future. It’ll happen eventually, but not soon (in my opinion).