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October 18, 2009 Provided by System Dynamics Inc.

Briefly Noted: Updates, Observations and Trends

Each month, we collect miscellaneous happenings, studies, trends or observations you might have missed. This month's briefs focus on willingness to pay for 3D TV, and the morphing of the Blu-Ray player.


3D TV: Will Consumers Pay Extra?

According to the Financial Times, Sony is planning to release not just 3D-enabled Bravia HDTVs, but an entire ecosystem of compatible products. These range from Vaio laptops to Blu-ray players and PlayStation 3 consoles. Sony announced its plans to sell 3D televisions globally by the end of 2010 at the IFA technology trade-show in Berlin at the beginning of September. ( www.ft.com ) ( www.sony.com ) ( www.ifa-show.com )

A recent In-Stat survey ( www.instat.com/press/09/3D_TV.asp ) says consumers are interested in receiving 3D in the home, especially if they have seen three or more 3D movies in the theater.

However, about 25% of those who are at least somewhat interested in viewing 3D content at home are unwilling to spend extra on a 3D TV and another 43% want to spend an incremental $200 or less on the new TV. In-Stat projects that the initial price differential for 3D products will be higher than these amounts, so initial uptake will be slow.

Meanwhile, the headline in GigaOm ( pro.gigaom.com/2009/10/3dtv-market-analysis/#ixzz0TYI1tOCd ) says "3DTV Market is Ready for Takeoff". A summary of their conclusions turns out to not be very different from In-Stat: "As 3D becomes a standard feature with a slight cost premium, similar to 120 Hz refresh rates today, consumers will opt for 3D-capable TVs even if most of the content isnít 3D." You'll need to subscribe to GigaOM Pro to learn more details of what and when.


It's A Blu-Ray Player -- Or Is It A Set Top Box?

RCDb and Videon Central announced a partnership to accelerate the development and deployment of networked applications on Internet-connected Blu-ray Disc (BD) players. The companies have pre-integrated their software to offer a complete reference design to BD player manufacturers. The offering enables a BD player to dynamically load and unload applications and connect with a flexible, updateable set of third-party services and content offerings controlled by the player manufacturers and their retail partners. The result is that in addition to playing BD discs, BD players can be a portal to Web services, including "over the top" video. ( www.rcdb.net )( www.videon-central.com )