3D Television: Will it Live up to the Hype?*

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.

Issues: » 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. Introduction At the 2010 Consumer Electronic Show (CES) held at Las Vegas, US, one of the major attractions was the 3D-Television (3D-TV). Multinationals such as Sony Corporation (Sony), LG Electronics (LG), Panasonic Corporation (Panasonic), Mitsubishi Electric Corporation (Mitsubishi), had taken the lead in 3D TV manufacturing and introduced it into living rooms. According to experts, the success of Hollywood movies such as Avatar and Alice in Wonderland and the growing interest in 3D technology had set the stage for the development of the 3D TV segment...

Questions for Discussion:

1. "3D televisions will soon be ubiquitous," say some analysts. Do you see 3D TV as the future of the TV Entertainment industry? Will consumers be ready to embrace 3D technology for home entertainment?

2. What are the barriers to more people buying 3D TVs? How far will the health hazard concerns prevent the sales of 3D TV units? How can 3D TV manufacturers and marketers overcome these barriers?

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

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