Move over HDTV, 3D is here (almost)

3D displays are on the cusp of mainstream adoption in the office, at home and on digital signage. The good news is you may be able to ditch those plastic glasses.

Forever told that mass-market 3D display technology was coming, it seems that tomorrow is almost here. New products are being developed that will enable a lower-cost 3D experience, leading to an increased investment in order to commercialize solutions. Although much of the focus is on the consumer market, business-oriented products are also being explored by vendors as a way to grow revenue and generate experience in a less cost-sensitive environment.

The most familiar form of 3D displays use stereoscopic technology, the biggest drawback of which is the need for special glasses to ensure that the images are received by the brain in the order intended. There are four different display methods used to display the two different feeds: frame sequential, side-by-side, top-bottom and interlaced. Screens are available which support all formats and also can be switched into a 2D mode for normal use.

On the horizon are autostereoscopic products which will not require 3D glasses. These "direct" specific columns of pixels to each eye, so that two images are received by the brain. Early examples of this fledgling technology were not perfect -- some users
reported side effects, such as headaches and eyestrain. A number of vendors are active in autostereoscopic development, although commercial products are scarce. Mike Fisher, Convergence & New Technologies Consultant at Futuresource Consulting, comments: "2012 looks like a good period for the technology to go a lot more mainstream."

In addition to screens, 3D content can also be delivered using projectors. Until recently, 3D content has required the use of dual projectors to enable the delivery of the two distinct images, but several vendors are now offering single projector devices with pricing closer to existing 2D products. These generally work by using a projector with a high image refresh rate, which cycles between "left" and "right" feeds at high speed (sequential frames); glasses are still necessary though.

Entertainment driving 3D adoption

The impetus for 3D is primarily coming from the consumer sector, with cinemas showing 3D versions of popular films. In this environment, the higher cost of 3D projection equipment is less of an issue, with a premium charged for 3D presentations, and all elements of the delivery chain are optimized for a high-quality viewing experience.

In the home, U.K. broadcaster BSkyB is set to launch its first 3D channel in 2010, although to receive the broadcasts, customers will need a "3D ready" television, which are not expected to be widely available until late in 2010, and viewers will still have to wear polarizing glasses. LG Electronics, Panasonic and Sony are among the vendors lined up to offer 3D TVs, with initial costs likely to be high -- and many potential buyers will have only recently upgraded to HD equipment.

One of the biggest barriers to 3D display adoption in the home is the lack of content available, which is likely to remain an issue for some time due to the higher production costs involved. The delivery of 3D media will also significantly impact the broadcast delivery infrastructure, due to the higher bandwidths necessary for distribution.

3D in the enterprise

3D technology is starting to find an audience in the enterprise, although it is currently confined to niche applications. Futuresource's Mike Fisher noted: "You've got lots of markets where there's real benefit to using 3D. For example, when you look at 3D modeling, by using 3D technology you can bring forward the time-to-market by not having to build prototypes."
These visualization-type activities will appeal in the automotive, engineering, and oil and gas exploration industries. In the public sector, healthcare and military applications will spearhead adoption, aided by the heavy investment made into research in these fields. Moving toward the mainstream, the education sector also offers potential, with 3D projectors able to replace 2D products in schools to make the learning experience more compelling.

By-and-large, the cost of the equipment needed for 3D imaging means that take-up is likely to be cautious. As Fisher noted, "The one thing I've been thinking about is whether, in the corporate environment, day-to-day enterprise, there are applications for 3D. I must admit, I'm not totally sure, but when you get to the point where the no-glasses solution is commonplace and good enough, that definitely helps things."

Away from the office, outdoor display sites are acting as a proving ground for autostereoscopic screens, as marketers explore the potential of the enhanced advertising. Theme parks, museums, casinos and large retail stores will also provide potential  sites for "attention-grabbing" installations, with research indicating viewer recall levels as much as four times higher than for 2D displays. Currently, screens are being deployed piecemeal rather than being rolled out on a multi-site basis, as the market remains nascent.

For more information click one of the links below:
3D TV