2011 Autostereoscopic 3D Signage Report

Table of Contents
1 Executive Summary 9
2 Autostereoscopic 3D Displays 15
     2.1.      Basics of Zone-based AS-3D 15
          2.1.1.           Introduction 15
          2.1.2.           Parallax Barriers and Lenticular Arrays 17
          2.1.3.           Sweet Spots 20
          2.1.4.           Pros and Cons 23
     2.2.      Improving AS-3D Performance 24
          2.2.1.           Improving Resolution per View 24
          2.2.2.           Improving 2D Image Quality 26
          2.2.3.           Improving the 3D Viewing Experience 29
     2.3.      Characterizing an AS-3D Display 30
     2.4.      Autostereoscopic 3D Displays Summary 32
3 AS-3D Content Creation 33
     3.1.      Stereo Vision Basics 33
     3.2.      3D Human Factors 39
     3.3.      Rules for Good 3D Content Creation 41
     3.4.      Content Creation for Stereoscopic and Autostereoscopic Displays 44
          3.4.1.           Computer Generated 3D 44
          3.4.2.           Template-based 3D 45
          3.4.3.           Camera-Generated 3D 46
          3.4.4.           2D-to-3D Conversion 49
          3.4.5.           Depth Acquisition 51
     3.5.      Key Content Creation Choices 54
4 AS-3D Systems Integration 60
     4.1.      Basic Building Blocks of a 2D/3D Digital Signage Solution 60
     4.2.      Content Management System (CMS) 62
          4.2.1.           Common 2D CMS Approaches 63
          4.2.2.           2D CMS Trends 65
          4.2.3.           CMS for AS-3D 67
     4.3.      Playback Hardware, Software and File Formats 69
          4.3.1.           Interleaved Video Format 69
          4.3.2.           2D + Depth Video Format 70
          4.3.3.           AS-3D Format Options 70
     4.4.      Distribution System Design and Build 72
     4.5.      Integration with Other Peripherals 74
     4.6.      Optimization of Sign Placement 75
          4.6.1.           Physical Placement Considerations 75
          4.6.2.           Traffic Flow Considerations 76
          4.6.3.           Placement Suggestions 76
     4.7.      AS-3D Display Suppliers and Partners 77
     4.8.      AS-3D Integration Summary 78
5 AS-3D Digital Signage Case Studies 79
     5.1.      Alioscopy - Retail Case Study 79
     5.2.      Magnetic 3D - Sports Stadium Case Study 80
     5.3.      Magnetic 3D - Retail Case Study 82
6 AS-3D Market Opportunities 85
     6.1.      Autostereoscopic Market Overview 85
          6.1.1.           2D vs. 3D Digital Signage 85
          6.1.2.           Segments vs. Applications vs. Venues 86
     6.2.      Key Applications and Business Models 88
          6.2.1.           Venue-Owned Business Model 89
          6.2.2.           Chain-based Business Model 90
          6.2.3.           Network-owned Business Model 91
     6.3.      Value Propositions and ROI 91
          6.3.1.           Getting Creative 94
     6.4.      Addressing the Market 95
     6.5.      Assessing the Market 98
     6.6.      Understanding Wants and Needs 100
     6.7.      Does a Solution Meet the Customer's Expectations? 101
     6.8.      Summary 107
7 AS-3D Venue Assessment 109
     7.1.      Banks 110
     7.2.      Casinos 113
     7.3.      Cinema Lobbies 116
     7.4.      Corporate Lobbies 119
     7.5.      Gas Stations & Convenience Stores 122
     7.6.      Higher Education (After High School) 125
     7.7.      Museums 128
     7.8.      Professional Offices 131
     7.9.      Rental and Staging 134
     7.10.      Retail - Auto Dealers 137
     7.11.      Retail - Electronics 140
     7.12.      Retail - Kiosk / DIY 143
     7.13.      Retail - All Others 146
     7.14.      Shopping Malls 149
     7.15.      Sporting Venues 152
     7.16.      Theme Parks 155
8 AS-3D Digital Signage Forecast 158
     8.1.      Determine the Total Available Market 159
          8.1.1.           Count the Number of Venues 159
          8.1.2.           Estimate the Number of 2D Signs per Venue 160
          8.1.3.           Potential 2D Market Size (26" and up) 161
     8.2.      Determine the Penetration Rate of 2D Digital Signage 162
     8.3.      Determine the AS-3D Market Size 163
          8.3.1.           Estimate the Number of AS-3D Signs per Venue 163
          8.3.2.           Potential AS-3D Market Size (26" and up) 164
     8.4.      AS-3D Unit and Revenue Forecast 164
          8.4.1.           AS-3D Unit Forecast - Expected 165
          8.4.2.           AS-3D Revenue Forecast - Expected (K$) 167
     8.5.      AS-3D Unit Forecast - Conservative 169
     8.6.      AS-3D Unit Forecast - Optimistic 170
9 AS-3D Digital Signage Display Participants 171
     9.1.      3DFusion 172
     9.2.      3D International 173
     9.3.      3DTVision 173
     9.4.      Alioscopy 174
     9.5.      Dimenco 174
     9.6.      Exceptional 3D 175
     9.7.      Magnetic3D 176
     9.8.      Tridelity 177
     9.9.      Zero Creative 177
     9.10.      Prototypes Shown at CES 2011 178
Table of Figures
Figure 1: AS-3D Summary Unit Forecast 11
Figure 2: AS-3D Summary Revenue Forecast (K$) 11
Figure 3: AS-3D Forecast - Expected 12
Figure 4: AS-3D Forecast - Conservative 13
Figure 5: AS-3D Forecast - Optimistic 14
Figure 6: A Rendered 3D Object 15
Figure 7: 3D Family Tree Diagram for Zone-based Eyewear-Free AS-3D Displays 16
Figure 8: Multiple Views Fan Out Around the AS-3D Display 17
Figure 9: Lenticular Arrays or Parallax Barriers Restrict the Pixels that Are Visible from a Particular Direction 18
Figure 10: Directing the Views to the Eyes 19
Figure 11: The Lenticular Pitch is Different that the Column Pitch 20
Figure 12: Diamond-Shaped Sweet Spots 21
Figure 13: Sweet Spot Transitions 21
Figure 14: Repeating Cycles 22
Figure 15: Cycle Transitions 22
Figure 16: Resolution Loss with 4-View Vertical Lenticular 24
Figure 17: Slanted Lenticular Array 25
Figure 18: Resolution Loss with 4-View Slanted Lenticular 25
Figure 19: Two-Dimensional Switchable Parallax Barrier 27
Figure 20: Basic Approach for a Switchable Lenticular Device 28
Figure 21: Monocular and Binocular Vision 33
Figure 22: Occlusion, Size and Lighting & Shading Monocular Depth Cues 34
Figure 23: Perspective and Texture Monocular Depth Cues 34
Figure 24: Color, Intensity and Contrast Monocular Depth Cues 34
Figure 25: Eye Convergence 35
Figure 26: Stereovision Uses Two Views to Understand Depth 36
Figure 27: Image Separation at the Screen Plane 37
Figure 28: Different Types of Parallax 38
Figure 29: Frame Violations and Motion 41
Figure 30: Flow Chart for Multi-View Content Creation Options 44
Figure 31: Example of Template-Based Multi-view 3D Content 46
Figure 32: Basics Dual Imager/Dual Lens Configurations 47
Figure 33: Panasonic's AG-3DA1 48
Figure 34: Spatially Multiplexed Side-by-Side Image on a Single Sensor 48
Figure 35: Multi-Camera Arrays 49
Figure 36: General Flow Chart for 2D-to-3D Conversion 50
Figure 37: Example of 2D + Depth Format 52
Figure 38: How the Kinect Works 53
Figure 39: Autostereoscopic 3D Interleaved Video Pattern 56
Figure 40: 5-View AS-3D with Slanted Lenticular (Source: AUO) 57
Figure 41: Overview of a Digital Signage Network 61
Figure 42: LG Electronics' SuperSign Digital Signage Solution 61
Figure 43: Example of Digital Signage Emergency Alert System (Source: Alertus Technologies) 66
Figure 44: AS-3D Format Options 71
Figure 45: Tridelity AS-3D at Kuwait Airport (Source: Free-Ray) 76
Figure 46: Saks Fifth Avenue 2010 Holiday Window (Source: Alisocopy USA) 79
Figure 47: VIP Suites at Super Bowl XLIV (Source: Magnetic 3D) 81
Figure 48: History Channel Manhattan Storefront (Souce: Pearl Media) 83
Figure 49: Magnetic 3D AS-3D 57" for Expedition Africa (Source: Pearl Media) 83
Figure 50: Complex Matrix of Market Segments, Venues and Applications 87
Figure 51: Adverting AS-3D Example: Expedition Africa 93
Figure 52: AS-3D Branding Example: Lexus 93
Figure 53: Interpreting the Meets Expectations vs. Importance Plot 102
Figure 54: Plot of Shopping Mall Analysis Example 106
Figure 55: AS-3D Venue Assessment - Banks - 2011 111
Figure 56: AS-3D Venue Assessment - Banks - 2014 112
Figure 57: AS-3D Venue Assessment - Casinos - 2011 114
Figure 58: AS-3D Venue Assessment - Casinos - 2014 115
Figure 59: AS-3D Venue Assessment - Cinema Lobbies - 2011 117
Figure 60: AS-3D Venue Assessment - Cinema Lobbies - 2014 118
Figure 61: AS-3D Venue Assessment - Corporate Lobbies - 2011 120
Figure 62: AS-3D Venue Assessment - Corporate Lobbies - 2014 121
Figure 63: AS-3D Venue Assessment - Gas Stations & Convenience Stores - 2011 123
Figure 64: AS-3D Venue Assessment - Gas Stations & Convenience Stores - 2014 124
Figure 65: AS-3D Venue Assessment - Higher Education - 2011 126
Figure 66: AS-3D Venue Assessment - Higher Education - 2014 127
Figure 67: AS-3D Venue Assessment - Museums - 2011 129
Figure 68: AS-3D Venue Assessment - Museums - 2014 130
Figure 69: AS-3D Venue Assessment - Professional Offices - 2011 132
Figure 70: AS-3D Venue Assessment - Professional Offices - 2014 133
Figure 71: AS-3D Venue Assessment - Rental and Staging - 2011 135
Figure 72: AS-3D Venue Assessment - Rental and Staging - 2014 136
Figure 73: AS-3D Venue Assessment - Retail - Auto Dealers - 2011 138
Figure 74: AS-3D Venue Assessment - Retail - Auto Dealers - 2014 139
Figure 75: AS-3D Venue Assessment - Retail - Electronics - 2011 141
Figure 76: AS-3D Venue Assessment - Retail - Electronics - 2014 142
Figure 77: AS-3D Venue Assessment - Retail - Kiosk / DIY - 2011 144
Figure 78: AS-3D Venue Assessment - Retail - Kiosk / DIY - 2014 145
Figure 79: AS-3D Venue Assessment - Retail - All Others - 2011 147
Figure 80: AS-3D Venue Assessment - Retail - All Others - 2014 148
Figure 81: AS-3D Venue Assessment - Shopping Malls - 2011 150
Figure 82: AS-3D Venue Assessment - Shopping Malls - 2014 151
Figure 83: Venue Assessment - Sporting Venues - 2011 153
Figure 84: Venue Assessment - Sporting Venues - 2014 154
Figure 85: AS-3D Venue Assessment - Theme Parks - 2011 156
Figure 86: AS-3D Venue Assessment - Theme Parks - 2014 157
Figure 87: AS-3D Unit Forecast - Expected (Units) 166
Figure 88: AS-3D Reveue Forecast - Expected (K$) 168
Figure 89: AS-3D Unit Forecast - Conservative 169
Figure 90: AS-3D Unit Forecast - Optimistic 170
Table of Tables
Table 1: Pros and Cons for Content Creation Options 54
Table 2: CMS Compatibility with AS-3D Digital Signage 68
Table 3: File Size of Uncompressed Full-HD Video 73
Table 4: Comparison of File Transfer Time by Connection Type 73
Table 5: Overview of AS-3D Display Companies 77
Table 6: Results of Case Study 84
Table 7: Parameter Meets Expectations Rating Definitions 105
Table 8: Importance And Meets Expectations Ratings 106
Table 9: AS-3D Venue Score - Banks - 2011 111
Table 10: AS-3D Venue Score - Banks - 2014 112
Table 11: AS-3D Venue Score - Casinos - 2011 114
Table 12: AS-3D Venue Score - Casinos - 2014 115
Table 13: AS-3D Venue Score - Cinema Lobbies - 2011 117
Table 14: AS-3D Venue Score - Cinema Lobbies - 2014 118
Table 15: AS-3D Venue Score - Corporate Lobbies - 2011 120
Table 16: AS-3D Venue Score - Corporate Lobbies - 2014 121
Table 17: AS-3D Venue Score - Gas Stations & Convenience Stores - 2011 123
Table 18: AS-3D Venue Score - Gas Stations & Convenience Stores - 2014 124
Table 19: AS-3D Venue Score - Higher Education - 2011 126
Table 20: AS-3D Venue Score - Higher Education - 2014 127
Table 21: AS-3D Venue Score - Museums - 2011 129
Table 22: AS-3D Venue Score - Museums - 2014 130
Table 23: AS-3D Venue Score - Professional Offices - 2011 132
Table 24: AS-3D Venue Score - Professional Offices - 2014 133
Table 25: AS-3D Venue Score - Rental and Staging - 2011 135
Table 26: AS-3D Venue Score - Rental and Staging - 2014 136
Table 27: AS-3D Venue Score - Retail - Auto Dealers - 2011 138
Table 28: AS-3D Venue Score - Retail - Auto Dealers - 2014 139
Table 29: AS-3D Venue Score - Retail - Electronics - 2011 141
Table 30: AS-3D Venue Score - Retail - Electronics - 2014 142
Table 31: AS-3D Venue Score - Retail - Kiosk / DIY - 2011 144
Table 32: AS-3D Venue Score - Retail - Kiosk / DIY - 2014 145
Table 33: AS-3D Venue Score - Retail - All Others - 2011 147
Table 34: AS-3D Venue Score - Retail - All Others - 2014 148
Table 35: Venue Score - Shopping Malls - 2011 150
Table 36: Venue Score - Shopping Malls - 2014 151
Table 37: Venue Score - Sporting Venues - 2011 153
Table 38: Venue Score - Sporting Venues - 2104 154
Table 39: AS-3D Venue Score - Theme Parks - 2011 156
Table 40: AS-3D Venue Score - Theme Parks - 2014 157
Table 41: Count of Venues 159
Table 42: 2D Signs per Venue 160
Table 43: Potential 2D Market Size (Units) 161
Table 44: 2D Digital Signage Sales Penetration Rate 162
Table 45: AS-3D Signs per Venue 163
Table 46: Potential AS-3D Market Size (Units) 164
Table 47: AS-3D Unit Forecast - Expected (Units) 165
Table 48: AS-3D Price Premium over Comparable 2D Signage 167
Table 49: AS-3D Reveue Forecast - Expected (K$) 167
Table 50: Overview of AS-3D Display Companies 171
Table 51: Summary of Large Sized AS-3D Digital Signage Monitor Providers 172
Table 52: 3D Fusion 173
Table 53: Alioscopy 174
Table 54: Dimenco 175
Table 55: Exceptional 3D 175
Table 56: Magnetic 3D 176
Table 57: Tridelity 177
Table 58: Zero Creative 178

 

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