Thursday, January 12, 2012

3D at CES 2012: 3D everywhere!

’3D Everywhere!’ describes the move to design 3D capability into products like tablets, phones, monitors, classroom projectors, workplace monitors and more. Like any technology introduction, it is likely to morph in user-interface, form factor and basic technology over time.



3D affects many aspects of the entertainment and professional technology eco-systems. The suggestion that the adoption of 3D is slower than predicted and unlikely to meet expectations is short-sighted and doesn’t take into effect the complexity or technology development curves.

Based on the following market statistics, 3D adoption is strong and is expected to continue at a strong pace:

The TV Maker Perspective

  • 3DTV update in its first year outpaced HDTV and Blu-ray in their first years with 1.2 million units. Source: NPD
  • Two million units were sold in the first 10 months of 2011 in the U.S., and were expected to reach 3 million by December 31. 2012 projections are for the sale of 6 million units. Source: NPD
  • For January 2011 through October 2011, 9% of all television purchases were 3D-enabled. At 40″+ units, 18% were 3D-enabled, and at 50″+, 34% have a 3D feature. Source: NPD
  • For 2012, 40% of big screen televisions sold in the U.S. will be 3D enabled. Source: NPD

3D Glasses Perspective

  • The price of active 3D eyewear has dropped dramatically. Entry-level battery powered glasses were $120 per pair in 2010 are now available for $30.
  • Passive 3DTVs made up 12% of the 3DTV market in 2011, steadily growing month over month so that in October, they made up 18% of units. Source: NPD
  • Industry has settled on a standard for 3D active glasses. When product is launched in 2012, it will be cross-brand compatible and use the 3DFull HD Consortium logo.

Mobile 3D Perspective

  • Growth of mobile devices will help fuel demand for content and give consumers more screens equipped to play content
  • 3D mobile devices will surpass 148 million units in 2015. Source: InStat
  • Nearly 30% of all handheld game consoles will be 3D by 2015. Source: InStat
  • In 2012, notebook PCs will be the first 3D enabled mobile device to reach 1 million units.
  • By 2014, 18% of all tablets will be 3D. Source: InStat

Content Perspective

  • The creation and availability of content continued its steady climb to fill the multiple channels that currently exist for content.
  • Thirty-nine (39) 3D films are confirmed for 2012 with another 29 rumored. In addition the list of respected movie producers and directors now making films in 3D continues to grow with films from Martin Scorsese (Hugo); Steven Spielberg (Tin Tin), and Peter Jackson (The Hobbit). Source: MarketSaw
  • Ninety-four (94) new 3D Blu-ray titles were released in 2011. (Source: Blu-ray.com) plus many others on DVD.
  • 3D broadcasting is available on cable, satellite and Telco video services on stations such as ESPN 3D, Discovery 3D, n3D, HBO 3D on Demand, Xfinity 3D.
  • Internet connected TVs are now providing additional portals for 3D content and offer easy connections and downloads from Explore 3D, Vudu, Wealth TV, and YouTube.
  • Various Blu-ray players are also able to deliver exceptional 3D up-conversion of movies, pictures and streaming video.

New Market Perspective: 

3D in the Classroom. In addition to entertainment, 3D educational content is making its way to the classroom and the workplace, not just an entertainment choice. A new public health report, ‘3D in the Classroom: See Well, Learn Well‘, authored by the American Optometric Association in consultation with 3D@Home and its member organizations illustrates how viewing 3D improves the retention of presented materials and can assist in the diagnosis of vision issues that have not been detected by traditional testing. The report details the need for more individuals to understand more about their eye health to ensure success in working, learning and living.


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