Exec projects sales of 3 mil sets in 2011; consumer education needed

Consumers have plenty of gripes about 3D for the home — 3D TV sets have a long way to go, the glasses are too heavy, etc. — but Samsung’s Jon Revie remains bullish on the home market for stereo hardware and software.

Speaking at the 3D Entertainment Summit, Revie, Samsung’s home entertainment senior veep, projected sales of 3 million 3D units by the end of 2011. Though sales are slowly ticking up, Revie also acknowledged that many consumers are still resistant or completely unwilling to wear glasses at home to watch 3D content.

We need to make glasses more stylish and lightweight,” said Revie. “We need to make the trade off (of wearing 3D glasses) more worthwhile.”

Manufacturers also need to be proactive in educating consumers, many of whom believe that they can’t watch 2D content on a 3D-ready TV.

Consumers have balked at the idea of buying glasses that might work with one TV but then would be rendered useless if they were incompatible with the TV of a friend or family member. Revie said the industry is moving toward a uniform standard of active glasses for the home so that consumers feel more comfortable spending on the glasses when upgrading to 3D. He also noted that prices for glasses have become more affordable, though the $30 pricetag may still be too high for some.

Revie also touted the potential for 3D to impact various educational arenas, with enabled TVs being used to present information on a variety of subjects, such as the sciences where visualization of abstract concepts could potentially help educate students.

While 3D gaming was once touted as a driver for 3D adoption, Revie said it seems gaming in stereo will be more of a complementary driver for the home rather than a primary engine to bring new technology into consumer living rooms. Instead, Revie said he hopes for great content to motivate consumers to make the leap into home 3D.

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