3D evolution to end in a big bang?

Samsung shares relevant insight with consumers looking to invest in 3D home system technology

October 28, 2010

Samsung shares relevant insight with consumers looking to invest in 3D home system technology

It’s no secret that achieving the ultimate viewing experience for consumers is the name of the TV game. From a home theatre innovations point of view, 2010 marks the first year in which 3D technology has actually been commercially available globally. As exciting as this is, it must be understood in context of an evolution, as the technology involved is constantly innovating and will take time to penetrate the local market effectively.

Corrie Labuschagne, Product and Marketing Manager for TVs at Samsung South Africa believes that ‘effectively’ is the key word for success. “It is the responsibility of the industry to ensure consumers investing in 3D technology do so with a good understanding of what is available on the market, what best suits their user requirements and pocket, and how their purchase today will affect their ability to maximise this technology innovation in the future.”

Samsung believes that managing consumer expectations correctly now will lead to relevant purchasing decisions and increased acceptance of new TV technology, which will ultimately increase economies of scale and decrease pricing.

“Consumers must be careful not to buy into ‘innovation’, and sacrifice longer term viability. However, this is easier said than done,” continues Labuschagne. “Deciphering the most appropriate 3D investment is difficult; therefore we have a few basic questions that consumers should ask themselves as a starting point.”
•    What dimensions do I want to be able to use (i.e. Just 3D (blu-ray products only) or must it be interchangeable with 2D as well? For ‘normal’ viewing as we know it?)
•    What screen size do I want?
•    Am I more comfortable with space restrictions (floor m2 and body position) or having to wear glasses?

On the subject of glasses, much debate has surrounded the need or non-need for 3D glasses. Sharing the pros and cons of this could further assist in relevant purchasing decisions. Therefore the following is important to note:
•    The immersive 3D experience is easily lost without the use of glasses where one would need to sit directly in the middle of the TV, rather close too, and have to sit up straight for the duration of the DVD.
•    3D viewing with glasses allows for user comfort – allowing viewers to lie down on the couch or sit up and watch whatever is more preferable.
•    3D TVs without glasses need specifically written content to deliver the 3D effect, which in essence means that all DVDs would have to be specifically made per brand. Meaning that right now – the experience of 3D without glasses is potentially not only restrictive, but expensive too.
•    3D TVs that enable glasses-free viewing only permit the consumer to watch 3D, where the conversion between 3D and 2D is not possible and as such, the viewing of normal TV.

Certainly, as the demand for 3D TV grows so too will the upgraded video games, TV shows and movies be produced to align. Likewise, glasses free 3D TV will become a reality without having to compromise existing TV viewing basics. However this is just the tip of the iceberg, and TV technology innovation is an evolution not a revolution.

“It will take time to develop solutions that will maximise consumers’ viewing, while not crippling their pocket or opinion. For Samsung, educating consumers and managing expectations is therefore the most viable and responsible route to take and we welcome any questions at www.samsung.co.za,” concludes Labuschagne.