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Report Details

2011 3D Autostereoscopic Signage Report:
An Evaluation of Autostereoscopic 3D Display Technology, Solutions and Opportunities in Digital Signage

Quick Facts

Date of Release: Publisher: Authors: Number of Pages:

May 2011 Insight Media Dale H. Mannu Chris Chinnock Norbert Hildebrand 179

The Need:

2D Digital Signage solutions are becoming a big and mainstream business opportunity. But what about 3D displays that require no glasses to see the effect (autostereoscopic 3D or AS-3D)? The ability to capture someone's attention with an image that literally pops off the screen is very compelling - especially for advertisers. With a small, but growing number of suppliers of AS-3D screens and solutions in the market, many in the industry want to understand the state of development of this solution. This report provides those answers.

Report Objective:

The objective of the report was to try to answer as many questions as we could think of about this industry from multiple points of view. What do the AS-3D display makers think and want to know? What do system integrators, content creators, advertisers or network operators want to know? This approach led us to structure the report in such a way as to address these needs.

Methodology:

To answer the key questions for all industry constituents, we first started with a discussion of the AS-3D displays to better understand how they work, what their strengths and weaknesses are, and what R&D activities are underway to address deficiencies.

We then took a deep dive into the content creation process to first understand why 3D content can cause headaches and nausea. We then developed some rules for good 3D content creation and discussed the various methods available to create stereoscopic and multi-view autostereoscopic content. There are choices and trade-offs, so we explored these, too.

System integration must tie together all of the pieces into a functional and effective solution. So we first start by describing the building blocks of an AS-3D digital signal solution, diving deeper into the content management system software, playback devices and file formats for AS-3D. File formats are a particularly important consideration as these have an impact on the distribution requirements of AS-3D content. We describe three options here. Finally, one must consider the physical placement of the sign with an understanding of the limitations in the displays and content to maximize impact. We document three case studies to bring this learning home.

To help our readers begin to understand the market opportunity, we first discuss the differences between 2D and 3D digital signage, but then shift gears to define specific business models and value propositions for AS-3D. But how are current suppliers addressing the market and how can they assess it. To answer this, we provide a methodology that is useful in understanding the needs of end users and in rating the ability of a solution to meet the needs of this end user.

In the venue analysis section, we apply this same methodology for assessing a solution's ability to meet the needs of the end user for 16 different venues:

• Banks
• Casinos
• Cinema Lobbies
• Corporate Lobbies
• Gas Stations and Convenience Stores
• Higher Education
• Museums
• Professional Offices
• Rental and Staging
• Retail -- Auto Dealers
• Retail -- Electronics
• Retail -- Kiosk
• Retail -- Other
• Shopping Malls
• Sports Venues
• Theme Parks

To finish our forecast analysis, we then create estimates of the total number of venues for category and create a 3D signs/venue estimate, using 2D data as a reference. Penetration of 2D signage helps set boundaries for the penetration of AS-3D signage, which we use to guide our final forecast (units and revenue). Optimistic and conservative forecasts are also provided to bound the potential range of outcomes.

Finally, we provide brief profiles on key AS-3D display makers.

Highlights:

• AS-3D solutions can be very compelling if the content is well created, matched to the AS-3D display and placed to maximize effect
• Conversely, the effect can be poor with improper implementation
• AS-3D display providers are leading the market. They are now partnering with other solution providers to offer solutions and flexibility to end users.
• Challenges remain in terms of improving AS-3D and 2D image quality
• Content creation options have emerged that offer solutions at various price-performance points
• Pricing remains high due to the early-stage nature of market
• AS-3D Digital Signage is a small market today
• Major display, CMS, network and other players have yet to enter, but there is activity
• Technology development for AS-3DTVs can help drive the signage market as well
• Capabilities to convert stereo to multi-view will drive the market
• Metrics on the benefits and advantages to AS-3D signage will help establish ROI and close deals

Who Should Buy:

• Manufacturers of AS-3D displays, especially those that are planning to sell into the digital signage market
• Display and AS-3D value chain component manufacturers
• Network operators
• Advertisers
• Content creators
• CMS providers
• Playback providers
• Network operators
• Major 2D signage end users
• Digital signage VARs, system integrators, dealers and distributors
• Anyone interested in AS-3D.

Deliverable:

The report is delivered as a PDF file under a site license agreement. Follow up questions and limited support is included.

Pricing:

2011 Autostereoscopic 3D Displays Signage Report $1,997 for a one-company, one-site location. Multi-site Report pricing is available.

More Information: info@insightmedia.info.

Report Details | Table of Contents