2009 Autostereoscopic 3D Displays in Signage and Professional Applications

Table of Contents 2
Table of Figures 6
Table of Tables 10
1 Executive Summary 13
1.1 Introduction 13
1.2 Summary of Key Analyses 13
1.3 Key Conclusions 19
1.4 Opportunity Analysis 21
1.4.1 Displays 21
1.4.2 Content Management Software 21
1.4.3 Content Creation 22
1.4.4 Distributors & Systems Integrators 23
2 AS-3D: Technology Overview 24
2.1 AS-3D Displays 24
2.1.1 Brief Overview of 3D Perception 24
2.1.1.1 Image Presentation 24
2.1.1.2 Autostereoscopic 26
2.1.2 Parallax Barrier 27
2.1.3 Time-Multiplexed Barrier Rib 29
2.1.4 Lenticular Autostereoscopic Displays 30
2.1.5 Prism-Based Autostereoscopic Displays 32
2.1.6 Multi-view 3D Autostereoscopic Displays 33
2.1.7 Super Multi-view AS-3D displays 34
2.1.8 2D/3D Switchable Displays 35
2.1.8.1 Passive Design 35
2.1.8.2 Active Design 35
2.1.8.3 2D or 3D Switchable Windows 36
2.1.9 Summary of AS-3D Features 36
2.2 3D Image Generation 38
2.2.1 Image Capture 38
2.2.1.1 Capture of Moving 3D Images 38
2.2.1.2 Image Capture by Direct Measurement of Depth 41
2.2.2 2D to 3D Conversion 45
2.2.2.1 Motion Video or Film 46
2.2.3 Computer Graphics 47
2.2.3.1 Modeling 47
2.2.3.2 Scene Layout Setup 48
2.2.3.3 Rendering 48
2.2.3.4 Open Graphics Library (OpenGL) 50
2.2.3.5 Direct3D 51
2.2.3.6 Comments Relating to OpenGL and Direct3D 51
2.3 Image Processing and Formats 52
2.3.1 Image Processing 52
2.3.1.1 3D Computer Applications 53
2.3.1.2 3D Animation 54
2.3.1.3 3D Stereo Video 54
2.3.1.4 2D to 3D Conversion 55
2.3.1.5 Image Compression 57
2.3.2 Formats 58
2.3.2.1 Geometry of the Native 3D Picture 58
2.3.2.2 Transmitting Full 3D over Existing 2D Chains 61
2.3.2.3 Squeezing 3D inside Existing 2D Formats: 3D Multiplexing 61
2.3.3 Comparison of AS-3D Formats 64
2.3.3.1 Foreground and Depth Map 64
2.3.3.2 Left and Right Views plus Depth Maps in Quadrant 66
2.3.3.3 Foreground, Background and Depth Maps in Quadrant 67
3 Digital Signage: Infrastructure and Cost Overview 72
3.1 Review of Existing 2D Digital Signage Infrastructure 72
3.1.1 Content 73
3.1.1.1 Creation 75
3.1.1.2 Management 78
3.1.1.3 Distribution 79
3.1.1.4 Playback 81
3.1.2 Solution Providers 83
3.1.2.1 Services Typically Available from Solution Providers 83
3.2 Infrastructure Required to Support 3D 84
3.2.1 Content 84
3.2.1.1 Creation 85
3.2.1.2 Management 87
3.2.1.3 Distribution 87
3.2.1.4 Delivery 87
3.3 Digital Signage Business Models 87
3.3.1 Advertising 89
3.3.2 Less Tangible Return on Investment 89
4 3D Solution Case Studies 90
4.1 Cinema Scene Marketing 90
5 AS-3D Signage Markets 94
5.1 Introduction 94
5.1.1 Out of Home Advertising 94
5.1.2 Corporate Lobbies and Professional Buildings 95
5.1.3 Location-Based Entertainment 96
5.2 Venue Analysis 96
5.2.1 Overview of Analyses 96
5.2.2 Shopping Malls 99
5.2.2.1 Business Model 99
5.2.2.2 Barrier to Entry for AS-3D Displays 100
5.2.2.3 Needs Analysis 101
5.2.2.4 Venue Summary 104
5.2.3 Chain Restaurants 105
5.2.3.1 Business Model 105
5.2.3.2 Barrier to Entry for AS-3D Displays 106
5.2.3.3 Needs Analysis 106
5.2.3.4 Venue Summary 109
5.2.4 Banks 110
5.2.4.1 Business Model 110
5.2.4.2 Barrier to Entry for AS-3D Displays 111
5.2.4.3 Needs Analysis 111
5.2.4.4 Venue Summary 114
5.2.5 Bowling Centers 115
5.2.5.1 Business Model 115
5.2.5.2 Barrier to Entry for AS-3D Displays 116
5.2.5.3 Needs Analysis 116
5.2.5.4 Venue Summary 119
5.2.6 Sporting Venues 120
5.2.6.1 Business Model 120
5.2.6.2 Barrier to Entry for AS-3D Displays 120
5.2.6.3 Needs Analysis 121
5.2.6.4 Venue Summary 124
5.2.7 Retail 125
5.2.7.1 Business Model 126
5.2.7.2 Barrier to Entry for AS-3D Displays 126
5.2.7.3 Needs Analysis 126
5.2.7.4 Venue Summary 129
5.2.8 Transportation 130
5.2.8.1 Business Model 130
5.2.8.2 Barrier to Entry for AS-3D Displays 130
5.2.8.3 Needs Analysis 130
5.2.8.4 Venue Summary 133
5.2.9 Gas Stations and Convenience Stores 134
5.2.9.1 Business Model 134
5.2.9.2 Needs Analysis 134
5.2.9.3 Venue Summary 137
5.2.10 Rental and Staging 138
5.2.10.1 Business Model 138
5.2.10.2 Barrier to Entry for AS-3D 138
5.2.10.3 Needs Analysis 139
5.2.10.4 Venue Summary 141
5.2.11 Casinos 142
5.2.11.1 Business Model 142
5.2.11.2 Barrier to Entry for AS-3D Displays 142
5.2.11.3 Needs Analysis 143
5.2.11.4 Venue Summary 145
5.2.12 Cinema Lobbies 146
5.2.12.1 Business Model 146
5.2.12.2 Barriers to Entry for AS-3D 146
5.2.12.3 Need Analysis 147
5.2.12.4 Venue Summary 149
5.2.13 Theme Parks 150
5.2.13.1 Needs Analysis 150
5.2.13.2 Venue Summary 153
5.2.14 Water Parks 154
5.2.14.1 Needs Analysiss 154
5.2.14.2 Venue Summary 157
5.2.15 Arcades 158
5.2.15.1 Needs Analysis 158
5.2.15.2 Venue Summary 161
5.2.16 Museums 162
5.2.16.1 Needs Analysis 163
5.2.16.2 Venue Summary 166
5.2.17 Aquariums 167
5.2.17.1 Needs Analysis 167
5.2.17.2 Venue Summary 170
5.2.18 Planetariums 171
5.2.18.1 Needs Analysis 171
5.2.18.2 Venue Summary 174
5.2.19 Pachinko, Pinball and Other Gaming 175
5.2.19.1 Needs Analysis 175
5.2.19.2 Venue Summary 178
5.2.20 Convention Centers 179
5.2.20.1 Needs Analysis 179
5.2.20.2 Venue Summary 182
5.2.21 Corporate Lobbies and Professional Buildings 183
5.2.21.1 Professional Offices Needs Analysis 184
5.2.21.2 Venue Summary 186
5.2.21.3 Corporate Lobbies Needs Analysis 186
5.2.22 Sales Offices 190
5.2.22.1 Needs Analysis 190
5.2.22.2 Venue Summary 193
6 AS-3D Signage Opportunities and Forecasts 194
6.1 Methodology 194
6.2 Establishing the AS-3D TAM 197
6.3 AS-3D Forecast 202
6.3.1 Adjusted AS-3D TAM 202
6.3.2 Penetration Analysis 205
6.3.3 AS-3D Digital Signage Forecast 206
7 Digital Signage Participants 208
7.1 3D Digital Signage Participants 208
7.2 3D Digital Signage Display Makers 210
7.3 3D Digital Signage Distributors 210
7.4 3D Digital Signage Systems Integrators 211
7.5 3D Digital Signage Network Operators 212
7.6 3D Digital Signage Content Management Systems 213
7.7 3D Digital Signage Content Providers 213
8 AS-3D Display Products 215
9 Appendix A: Profiles of AS-3D Display Companies 222
9.1 Alioscopy 222
9.2 Deep Light, LLC 224
9.3 Dimension Technology 225
9.4 Holografika 227
9.5 Magnetic Media Holdings 229
9.6 NewSight Corporation 230
9.7 Ocuity Limited 232
9.8 Philips 3D Solutions 233
9.9 SeeReal Technologies GmbH 236
9.1 Setred 237
9.11 Spatial View Inc. 239
9.12 Tridelity Display Solutions GmbH 240
10 Appendix B: Human Factors of 3D Displays 242
10.1 Psychological Depth Cues 242
10.2 Physiological Depth Cues 243

 

Table of Figures
Figure 1: Example of Venue Needs Analysis 15
Figure 2: Penetration Rate of 2D Digital Signage 17
Figure 3: Image Arrangement for a 2-View Autostereoscopic Display 27
Figure 4: Schematic of a Barrier Rib Autostereoscopic Display 27
Figure 5: Sweet Spots in an Autostereoscopic Display 28
Figure 6: Schematic of Time-Multiplexed Barrier Rib AS-3D Display (Samsung SDI) 29
Figure 7: Autostereoscopic Display with Lenslets 30
Figure 8: Autostereoscopic Display with Lenslets Tilted 31
Figure 9: Multi-view Autostereoscopic Display with Beamsplitters from SeeReal 32
Figure 10: Head Tracking in a Prism-based Autostereoscopic Display 32
Figure 11: Viewing Areas in a Philips Multi-view Display 34
Figure 12: Operation of an Active Switchable 2D/3D Autostereoscopic Display 36
Figure 13: Dual Lens Single Camera 39
Figure 14: Two-Camera System (IMAX 3D) 39
Figure 15: Two Video Camera Integrated Systems (APEC) 39
Figure 16: Integrated Two Camera System (21st Century 3D 3DVX3) 40
Figure 17: Un-integrated Two-Camera System made from Two Standard Cameras 40
Figure 18: One Camera Twin Lens System 40
Figure 19: One Camera, One Lens with Adapter 41
Figure 20: Camera using an External Adapter (NuVue-VFX) 41
Figure 21: Principle of Operation of the ZCam 42
Figure 22: Image and Gray Level Depth Map Produced by the ZCam 42
Figure 23: 3rd Tech Deltasphere 3000 43
Figure 24: Structured Light Systems (Solutionix Rexcan 560) 44
Figure 25: Principle used in Commercial Products such as (TC)² NX12 3D Body Scanner 45
Figure 26: DDD's TriDef Vision+ System 47
Figure 27: Perspective Projection 49
Figure 28: Overview of AS-3D Content Creation 53
Figure 29: Mask Creation (Passmore Labs) 56
Figure 30: Synthesized Cameras (Passmore Labs) 56
Figure 31: Location of Image Elements (VisuMotion) 57
Figure 32: Side-by-Side Stereoscopic 3D 59
Figure 33: 4-Views 3D Image for Auto-Stereoscopic Displays 60
Figure 34: 2D Picture and Depth Map 60
Figure 35: Anaglyphic 3D 62
Figure 36: Simulation of Row Interleaved 3D 63
Figure 37: Anamorphic 3D Systems 64
Figure 38: Left, Right and Depth Maps in Quadrant 67
Figure 39. Quadrant 3D Multiplexing 70
Figure 40: Quadrant 3D Multiplexing Project Structure 71
Figure 41: Overview of Elements in a Digital Signage Deployment 73
Figure 42: Content Modules from Genr8 75
Figure 43: Content Modules from Accuweather.com 76
Figure 44: Example of CMS Software (Keywest Technology) 78
Figure 45: Example of a Managed Digital Media Distribution Network (AT&T) 79
Figure 46: Example of a Content Delivery Solution (Stratacache) 80
Figure 47: Digital Signage and Video Network (Cisco) 80
Figure 48: Example of Conector Options on a Digital Media Player (Frame Jazz) 82
Figure 49: Example of Solution Provider Services (CBS Outernet) 84
Figure 50: Philips BlueBox - 3D-in-a-Box 85
Figure 51: Philips WOWvx Content Creation Software 86
Figure 52:  Concession Promotions from Cinema Scene Marketing 90
Figure 53:  TrailerVision 52" LCD from Cinema Scene Marketing 91
Figure 54: AS-3D Shopping Malls - 2008 102
Figure 55: AS-3D 2012 - Shopping Malls 103
Figure 56: AS-3D 2008 - Chain Restaurants 107
Figure 57: AS-3D 2012 - Chain Restaurants 108
Figure 58: AS-3D 2008 - Banks 112
Figure 59: AS-3D 2012 - Banks 113
Figure 60: AS-3D 2008 - Bowling Centers 117
Figure 61: AS-3D 2012 - Bowling Centers 118
Figure 62: AS-3D 2008 - Sporting Venues 122
Figure 63: AS-3D 2012 - Sporting Venues 123
Figure 64: AS-3D 2008 - Retail 127
Figure 65: AS-3D 2012 - Retail 128
Figure 66: AS-3D 2008 - Transportation 131
Figure 67: AS-3D 2012 - Transportation 132
Figure 68: AS-3D 2008 - Gas Stations & Convenience Stores 135
Figure 69: AS-3D 2012 - Gas Stations & Convenience Stores 136
Figure 70: AS-3D 2008 - Rental & Staging 139
Figure 71:  AS-3D 2012 - Rental & Staging 140
Figure 72: AS-3D 2008 - Casinos 143
Figure 73: AS-3D 2012 - Casinos 144
Figure 74: AS-3D 2008 - Cinema Lobbies 147
Figure 75: AS-3D 2012 - Cinema Lobbies 148
Figure 76: AS-3D 2008 - Theme Parks 151
Figure 77: AS-3D 2012 - Theme Parks 152
Figure 78: AS-3D 2008 - Water Parks 155
Figure 79: AS-3D 2012 - Water Parks 156
Figure 80: AS-3D 2008 - Arcades 159
Figure 81: AS-3D 2012 - Arcades 160
Figure 82: AS-3D 2008 - Museums 164
Figure 83: AS-3D 2012 - Museums 165
Figure 84: AS-3D 2008 - Aquariums 168
Figure 85: AS-3D 2012 - Aquariums 169
Figure 86: AS-3D 2008 - Planetariums 172
Figure 87: AS-3D 2012 - Planetariums 173
Figure 88: AS-3D 2008 - Pachinko & Other Gaming 176
Figure 89: AS-3D 2012 - Pachinko & Other Gaming 177
Figure 90: AS-3D 2008 - Convention Centers 180
Figure 91: AS-3D 2012 - Convention Centers 181
Figure 92: AS-3D 2008 - Professional Offices 184
Figure 93: AS-3D 2012 - Professional Offices 185
Figure 94: AS-3D 2008 - Corporate Lobbies 187
Figure 95: AS-3D 2012 - Corporate Lobbies 188
Figure 96: AS-3D 2008 - Sales Offices 191
Figure 97: AS-3D 2012 - Sales Offices 192
Figure 98: Fitted Curve of 2D Penetration Rate 196
Figure 99: Overview of AS-3D by Company 215
Figure 100: Alioscopy Lenticular Lens Modification of the NEC M40 223
Figure 101: Off-Axis Projection (Alioscopy) 223
Figure 102: Recommended 8 Camera Setup (Alioscopy) 224
Figure 103: Parallax Illumination 226
Figure 104: DTI's 3D Technology - Top View 226
Figure 105: Parallax Illumination - Viewing Zones 227
Figure 106: Light Pattern Produced by a 2D Display and a Window 228
Figure 107: Configuration of a Holografika Display System 229
Figure 108: Holografika 720RC 229
Figure 109: Magnetic Media 57-inch Enabl3D Display 230
Figure 110: NewSight Corporation Autostereoscopic Product Line 231
Figure 111: Ocuity Ltd's Reconfigurable 2D/3D Technology 232
Figure 112: Schematic of Polarization Activated Microlens in Enhanced Brightness Mode 233
Figure 113: Philips 3D Solutions Approach to AS-3D 233
Figure 114: Philips 3D 2D/3D  - Top: 2D Mode, Bottom: 3D Mode 234
Figure 115: Philips 3D Solutions 52-Inch Display 235
Figure 116: Philips 3D Solution 3DWOWzone 3x3 Display Wall 235
Figure 117: SeeReal AS-3D Approach 236
Figure 118: SeeReal Beamsplitter Array 237
Figure 119: Setred 20-inch Time Multiplexed AS-3D Display 238
Figure 120: Spatial View 32-inch 5-View Parallax Barrier AS-3D Display 239
Figure 121: Tridelity MV42 5-view Parallax Barrier AS-3D Display 240
Table of Tables
Table 1: Example of the Venue Summary 15
Table 2: AS-3D Digital Signage ATAM 16
Table 3:  AS-3D Digital Signage Forecast 18
Table 4: AS-3D Revenue Forecast (US$ Thousands) 19
Table 5: Multi-view Parallax 3D Displays 37
Table 6: Stereoscopic Formats 58
Table 7:  Foreground and Depth Map 3D 65
Table 8:  Left and Right Views plus Depth Maps in Quadrant 66
Table 9: Foreground, Background and Depth Maps in Quadrant Formats 67
Table 10: Content Creation Software Summary 77
Table 11: Pro and Cons of Digital Media Players 81
Table 12: Example of Venue Analysis Scoring 98
Table 13: Shopping Malls Venue Summary 104
Table 14: Chain Restaurants Venue Summary 109
Table 15: Banks Venue Summary 114
Table 16: Bowling Alleys Venue Summary 119
Table 17: Sporting Venue Summary 124
Table 18: Retail Venue Summary 129
Table 19: Transportation Venue Summary 133
Table 20:Gas Stations and Conveneince Stores Venue Summary 137
Table 21: Rental & Staging Venue Summary 141
Table 22: Casinos Venue Summary 145
Table 23: Cinema Lobbies Venue Summary 149
Table 24: Theme Parks Venue Summary 153
Table 25: Water Parks Venue Summary 157
Table 26: Arcades Venue Summary 161
Table 27: Museums Venue Summary 166
Table 28: Aquariums Venue Summary 170
Table 29: Planetarariums Venue Summary 174
Table 30: Pachinko & Other Gaming Venue Summary 178
Table 31: Trade Shows Venue Summary 182
Table 32:Professional Offices Venue Summary 186
Table 33: Corporate Lobbies Venue Summary 189
Table 34: Sales Office Venue Summary 193
Table 35: Summary of Venues Worldwide 197
Table 36: 2D Digital Signs per Venue 198
Table 37: 2D Digital Signage TAM 199
Table 38: 2D Digital Signage Penetration Rate 200
Table 39: AS-3D Digital Signs per Venue 200
Table 40: AS-3D Digital Signage TAM (26" and larger, unconstrained) 201
Table 41: AS-3D vs. 2D Price Premium 202
Table 42: % of TAM That Will Consider Buying AS-3D 203
Table 43: Potential AS-3D Market Size (26" and larger) 204
Table 44: Penetration Rate of AS-3D Signage 205
Table 45: AS-3D Unit Forecast 206
Table 46: AS-3D Revenue Forecast (US$ Thousands) 207
Table 47: 3D Digital Signage Participants 208
Table 48: AS-3D Display Makers (>26") 210
Table 49: AS-3D Distributors 211
Table 50: AS-3D Systems Integrators 211
Table 51: AS-3D Network Operators 212
Table 52: AS-3D Content Management Systems 213
Table 53: 3D Content Creation Specialists 213
Table 54: 5-view AS-3D - Spatial View 216
Table 55: 5-View AS-3D - Tridelity 217
Table 56: 8-view AS-3D - Alioscopy 217
Table 57: 8-view AS-3D - NewSight (1) 218
Table 58: 8-view AS-3D - NewSight (2) 218
Table 59: 9-view AS-3D - Magnetic Media (1) 219
Table 60: 9-view AS-3D - Magnetic Media (2) 219
Table 61: 9-view AS-3D - Philips 220
Table 62: 25-view AS-3D - LG Electronics 220
Table 63: 46-view AS-3D - Philips 221
Table 64: Deep Light Display Product Lines 225
Table 65: SeeReal Principle Product Specifications 237

 

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