Growing Interest In 3D, Although Stumbling Blocks Remain
As is the case with any new technology, there are multiple factors to consider.
What is perhaps most intriguing about the impending advent of 3D home viewing is the "chicken-and-egg battle," as noted by Interpret's Vice President of Research, Michael Cai. As many of you know, the technology will actually be in place before many have the opportunity to try it; the PlayStation 3 can now handle 3D games but there are few in existence, and we still need another patch for 3D Blu-Ray viewing. But even so, the early marketing blitz for the technology is starting "to show results as early adopters are showing interest." Even though only 5% of U.S. heads of households currently intend to purchase a 3D HDTV, Cai says "the awareness level has increased so much over the last year." A couple things need to happen before the train really gets rolling, though: first and foremost, "the price differential needs to narrow further and content needs to be readily available." Lastly, he talks about Sony's approach-
"If you think about what Sony is doing -- pushing 3D across all their technologies and content, including their studio, Blu-Ray and PS3 -- that's enough for families to investigate 3D technology."
As for those necessary glasses, research shows that the average consumer is willing to pay around $23 for a pair of 3D glasses, but that's well below the current pricing so it remains a stumbling block. In other words, a whole lot needs to happen between now and when we start seeing a ton of 3D games and movies available, but Sony will certainly continue to promote it.
6/7/2010 8:53:08 PM John Shepard