Abstract

This case is about the launch of the 3D Televisions in the consumer electronics market. Competition increased in the 3D TV market with some consumer electronics majors launching their own 3D TV models in 2010. The case discusses how high price, associated health risks, the need for expensive 3D glasses, and the lack of 3D content in home entertainment affect the sales of 3D televisions. The case concludes by discussing the challenges and the future prospects of the 3D TV market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To study the 3D Television market.
• To understand the drawbacks of 3D Televisions
• To analyze the growth prospects of 3D Television market.
• To understand consumer behavior and perception.

Keywords

3D Television Industry, 3D Viewing, Competition, HDTV, Blu-Ray Player, 3D Glasses