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3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations.

In its recently released 3D Display Technology and Market Forecast Report, DisplaySearch forecasts that the total stereoscopic 3D display market will grow from 0.7 million units and $902 million in revenues in 2008 to 196 million units and $22 billion in revenues in 2018, a compound annual growth rate (CAGR) of 38% for revenues and 75% for units.

Figure 1: 3D Display Forecast, Source: 3D Display Technology and Market Forecast ReportThe market for 3D displays—which is encouraged by the recent success of 3D cinema—is forecast to take off in 2010, providing a welcome boost to the electronics industry. “3D displays are taking off with consumers due to increasing availability of 3D content. In addition, 3D standardization has also been addressed or is being evaluated in several 3D organizations,” noted Jennifer Colegrove, Director of Display Technologies at DisplaySearch. “A number of manufacturers of consumer electronics devices, including TVs, monitors, notebooks, Blu-ray disc players, and digital cameras/camcorders/photo frames have aggressively promoted 3D in the home. In addition to consumer use of 3D displays, the technology has also been used for many professional applications and advertisement/public displays.”

DisplaySearch forecasts 3D-ready TVs will grow from 0.2 million units in 2009 to 64 million units in 2018. 3D-ready TV will be the largest application in terms of revenue in 2018 with $17 billion (Figure 1).

Additional findings from the DisplaySearch 3D Display Technology and Market Forecast Report:

3D-ready monitors will grow from 40K units (0.02% penetration) in 2009 to 10 million (3.6% penetration) in 2018.
3D notebook PCs are forecast to grow from 66K units (0.04% penetration) in 2009 to 17.7 million (3.2% penetration) in 2018.
Mobile phones will be the largest 3D display application on a unit shipment basis in 2018, with 71 million units with 3D capability.
The largest screen size category for 3D display shipments will be 1-4.x”, due to demand from mobile phone and digital camera/camcorder applications. The second largest size range will be 40-49”, due to TV, public display and 40+ monitor applications.

LCD will be the primary display technology used for 3D displays, as a result of its wide range of display applications ranging from small mobile phones to large public displays and TVs.

Eyewear will be necessary for most 3D applications for many years to come, due to the limitations of auto-stereoscopic (no glasses) technologies.

DisplaySearch forecasts there will be more than 7,000 new 3D cinema screens installed in 2010 and an additional 9,000 in 2011.

The DisplaySearch 3D Display Technology and Market Forecast Report is a comprehensive analysis of the stereoscopic 3D display technologies and their market forecasts through 2018. The report profiles about 150 3D display-related companies, with a breakdown by technology for 3D display and supply chain. 3D image creation and processing, human factors, content delivery and standardization are also discussed in the report. The Excel database provides a pivot table with market forecasts for units, revenues and ASPs, by nine size breakdowns, and ten applications: TV, mobile phone, digital camera/camcorder, digital photo frame, head-mounted display, notebook PC, monitor (<39.x”), 40+” monitor, public display, cinema and other applications.

The report analyzes over a dozen 3D display technologies, focusing on six categories in the market forecast: passive glasses with one panel, passive glasses with two panels, active glasses, no glasses (auto-stereoscopic), head-mounted display and holographic/volume. The report also covers touch screens for 3D displays. For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, or contact@displaysearch.com or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan.

The DisplaySearch 12th Annual USFPD Conference, called “Laying the Foundations for the Next Wave of Growth: Energy Efficient & Low Cost Alternatives Lead the Way” will be held March 2-3, 2010 at the Hilton San Diego Resort in San Diego, California. The event will focus on all major and emerging flat panel display applications, as well as key components and materials related to the supply chain. To view the agenda and register, visit www.displaysearch.com/usfpd. Register by January 25, 2010 to receive the early bird discount and save $400! Media interested in attending the USFPD Conference should contact Stacey Voorhees-Harmon at stacey(at)savvypublicrelations(dot)net or call +1.925.336.9592.

About DisplaySearch
Since 1996, DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the $770 billion display supply chain, as well as the emerging photovoltaic/solar cell industries. DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge and resources. In collaboration with the NPD Group, its parent company, DisplaySearch uniquely offers a true, end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at www.displaysearch.com. Read our blog at www.displaysearchblog.com and follow us on Twitter at @DisplaySearch.

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Sony today announced plans to accelerate initiatives to deliver an array of 3D entertainment to the home in 2010, leveraging all its diverse business assets to create a 3D world encompassing electronics and games to movie content.

Sony also showcased the first of its ground-breaking line up of 3D entertainment products for the home at a press conference in Dubai.

Addressing the media, Hiroyasu Sugiyama, General Manager, 3D Strategy Office, Sony Corporation, Japan, said: “Today, we have brought the latest 3D experience for you to enjoy. For Sony, 3D is strategically very important, and we are committed to lead the 3D industry.

“In the 3D space, Sony is very uniquely positioned compared to other consumer electronics makers because we are not only going to sell 3D compatible consumer hardware but also ensure there is affluent variety of 3D content that consumers can enjoy.”

Sony is introducing the following 3D compatible consumer electronics products within this year, enabling users to enjoy an array of immersive 3D content in the home:

3D compatible “BRAVIA” LCD TVs, “Blu-ray 3D™” compatible Blu-ray Disc?players, and “Blu-ray 3D” compatible home theatre systems. 3D compatible VAIO PCs and 3D compatible digital still cameras.

For PlayStation®3, the global installed base of which is approximately 30 million units with more than half a million units in the Middle East, Sony will provide firmware updates making PlayStation®3 units compatible with 3D stereoscopic games. And with a separate firmware update, they will also become compatible with “Blu-ray 3D” discs.

In the Middle East, cable television service providers such as E-vision, ORBIT SHOWTIME and broadcasters such as Al Jazeera are upgrading their bouquet to provide the latest in entertainment technology and are in active discussion with companies to bring 3D to Middle Eastern homes in 2010.

Speaking at the press conference, Osamu Miura, Managing Director, Sony Gulf, said: “Clearly, 3D has already captured the imagination of filmmakers, content creators and broadcasters. Sony is moving to bring that magic directly into consumers’ homes with movies, games, and sporting events, all in 3D, in 2010.

“Today, 3D is the next generation of home entertainment and, with our technological leadership, we stand at the forefront of 3D technology.”

Sony’s range of professional 3D products is also driving the growth of 3D production and distribution across a range of entertainment industries, from theatre and music performances to sport and beyond.

Andy Hotten, Senior Product Manager, Sony Professional Solutions, Europe, said: “At Sony, we not only have the products to bring 3D to the home we also have a complete line up of professional products suitable for production of high quality 3D content for both movie makers and broadcasters. We are hence able to offer a complete Sony solution from the lens to the living room.”

Humaid Rashid Sahoo, CEO of E-Vision, said: “3D broadcasting and 3D television sets will form the next new standard in the world of home entertainment. As specialists in television broadcasting, our network has the ability to provide 3D broadcasting service, which we will launch in a timely manner, depending on the readiness of the market and the availability of appropriate content.

“E-Vision has always taken the initiative to launch the latest TV broadcasting technology in the UAE, and undoubtedly the greatest credit for our success is due to our clients who have come to expect the best from us.”

Sony is uniquely positioned to deliver compelling content that enhances the 3D experience. In addition to PlayStation®3 games in 3D, Sony will film major sporting events in 3D (e.g. FIFA World Cup 2010, Sony Open in Hawaii, a golf tournament organized by the PGA Tour) that will be made available to consumers through various channels.

Last but not least, the availability of “Blu-ray 3D” compatible players will herald the arrival of many new 3D films on high definition “Blu-ray 3D™” discs, coinciding with the launch of 3D compatible “BRAVIA” TVs later this year.

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This recently entered into agreement will allow KORD to integrate the SENSIO®3D technology into the new LCD HD SpectronIQ television, as well as the JVC 2D to 3D real-time conversion technology, for which SENSIO obtained a license in October 2006. The new television is currently being developed as per a contract between KORD and SpectronIQ. This agreement follows the Letter of Intent announced last June, which expressed KORD’s interest for the SENSIO®3D technology.

“We are thrilled to be working with SENSIO, the only company currently offering a full 3D home theater solution. The quality of the 3D presentation, combined with their diversified content offering, prove that SENSIO is well on track to becoming a true standard on the market”, says Mark Anderson, KORD’s President and Chief Executive Officer.

For his part, Mr. Routhier is very happy to be partnering with industry leader KORD to make 3D theater more accessible at home. “KORD’s creativity and sense of innovation are undeniable assets for the development of the 3D home theater market.”

This first commercial success will generate recurring incomes for SENSIO, as the contract provides for a base amount, as well as royalties on every unit sold.

About SENSIO

Founded in 1999, SENSIO Technologies Inc. (TSX.V: SIO), headquartered in Montreal, Canada, develops and markets forward-looking stereoscopic technologies designed to offer the most advanced and immersive cinematographic experience available. Its flagship technology, SENSIO®3D, allows the high-quality distribution of 3D content through conventional 2D channels and playback on any display device, including plasma TVs, HDTV and glass-free 3D displays. Working with major Hollywood studios and large format 3D film producers, SENSIO has built up one of the world’s largest library of 3D movies for the home entertainment market.

SENSIO® is a trademark of SENSIO Technologies Inc.

About KORD

In August of 2006, a group of investors purchased Kerner Optical (KO) from Industrial Light & Magic (ILM). As part of ILM, KO helped contribute to ILM’s fifteen Academy Award winning motion pictures through its physical effects, model shop and camera group. Kerner Optical Research and Development, Inc (KORD) was the next natural evolution with its 30 years of movie making history and innovation. Leveraging the strengths of KO technical expertise and SpectronIQ consumer electronics production and distribution chain, KORD has been created to develop and license software and technology to display movies, games and internet media in extraordinary new ways.

KORD brings new concepts, techniques and systems to life. Our projects involve three-dimensional stereoscopic image acquisition and delivery as well as enabling technologies for feature film, simulation and immersive training environments. We are a high-end incubator within a world renowned studio. Our staff is surrounded by top movie industry professionals with years of expertise. KORD’s primary value is our technological innovation focused on leveraging practical creative problem solving into next generation tools for client and industry professionals.

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Looking back on what consumers typically spent on televisions, you soon realize that TV manufacturers have really been raking it in. It was only until the introduction of flat screen technology that encouraged TV manufacturers to lower their prices on their CRT models. Until then, prices held steady throughout the years.

With the introduction of 3D TV we might expect the price of regular flat screen televisions to come down dramatically, much like what happened with the price of CRT televisions. But with flat screen televisions already at historically low prices, it’s unlikely that they have any room to bring prices down any further. A 50” HDTV LCD, flat screen television sold anywhere from $4000 to $6000 per unit only five years ago. That same television could easily be bought for under $1000 today! With dramatic price drops like these, you can see that there is little room left for price dropping.

We can expect the price of a 3DTV to cost well above what a typical flat screen, HDTV currently costs. You’ll also require a 3D TV player as well, at least until broadcasters are capable of streaming it over cable. With limited content available and the requirement to purchase specialized equipment, it’s clear that most consumers won’t be upgrading to 3D TV anytime soon.

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The major difference between a standard TV and a 3D-TV is the enhanced technologies that are needed to separately display images to the left and right eyes of a viewer. In the past, successful implementations of 3D display systems have involved some form of special glasses, such as red-blue or red-green colored glasses with anaglyphs, polarized glasses with the polarization method, and liquid crystal shutter glasses with time-sequential technology. The need to wear glasses, however, is possibly the most restrictive barrier preventing broadcasters from considering 3D-TV as a serious option. Today, with the advent of autostereoscopic displays, this gloomy scenario may change, as with these displays the viewer is not required to wear any special glasses to experience the 3D effect.

Autostereoscopic displays are conventional displays – with a twist. The most common are equipped with a plastic lenticular sheet made of many tiny lenses placed in front of the LCD screen. The tiny lenses redirect the light coming from each pixel in a controlled fashion, so that each eye sees different views. Most autostereoscopic displays typically employ nine to 16 different views of a scene, whereas a regular TV displays only one. These different views are presented simultaneously on the TV screen but they are spatially interleaved in alternate columns of pixels. The lenticular sheet redirects the light coming from each view in a specific direction in a fan-like fashion. As a result, one eye sees one view whereas the other eye sees another view, recreating the stereoscopic effect.

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