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Sony admits 3D is “not hugely important” to consumers at the moment


Sony 3D TV glasses
See you later? Sony thinks 3D may be a bigger selling point further down the line, but not right now

Consumer electronics and entertainment companies could finally be realising that 3D TVs have not been a huge draw for consumers so far.

Sony Computer Entertainment’s UK MD Fergal Gara spoke to Eurogamer recently and, when asked specifically about 3D gaming’s low profile this year, he admitted: “Consumers decide how relevant it is. It's fair to say consumers have decided it's not hugely important at this time. It's a capability we've got. It may have a bigger life a little further down the line. It's great we can do it. It doesn't seem to be the most powerful USP at the moment, so you've seen us shift our effort onto fresh new exciting IP [intellectual property].”

As to the reason’s for public apathy with 3D entertainment in the living room, Gara said, “Whether you look at movies or games, wearing the glasses and consuming 3D in that way in the home isn't hugely popular. I also think there's a bit of a difference between the highly focused viewing and the more casual viewing. In the home people tune in and tune out a bit, and doing that with glasses on and glancing at your tablet or pausing for a bit, compared to the cinema experience, which is a solely focused experience, you know there is a difference emerging there.”

Regarding the emerging glasses-free technology, Gara sits on the fence, adding, “How good will glasses-free 3D be? We haven't seen any killer technology land on the market yet that proves a must have, and I don't have a firm view on whether that will happen.”

Via Eurogamer

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Martin Daler

October 2, 2012, 6:10 pm

mind you, it's not as if they actually have any 3D technology to sell - all they have is 'stereoscopic', wilfully missold as '3D'. If you market expectations that the technology is simply not designed to deliver, don't be surprised when it fails.


October 3, 2012, 7:13 pm

That really is hair splitting, Martin.

Martin Daler

October 5, 2012, 10:37 pm

Why hairsplitting? Genuine 3D would be amazing. Perspective would alter with viewpoint, there would be no headache inducing conflict between perceived depth and plane of focus and the depth of image would not be limited by the screen edges. That last one in particular - notice how every 3D tv ad deliberately shows the picrure leaping out of the frame, the very thing which it simply can't achieve.
The language to describe what they have to offer does exist, so why don't they use it?

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