"Buy our 3D glasses instead"
Samsung, the runaway market share leader in stereoscopic 3D TV sales, says the world just isn't ready for glasses-free 3D and should instead buy its television sets that require users to wear glasses.
The electronics firm, which owns a reported 88% of 3D TV sales right now, said that we're still a long, long way from being able to develop a sustainable use of 3D technology that doesn't use 3D glasses.
The technology, known as autostereoscopic 3D, has been around for years but is now making huge waves among mainstream consumers due to its inclusion in devices like Nintendo's upcoming 3DS handheld. It's also being used in 3D digital photo frames as well as in the LCD displays of 3D digital cameras.
Companies like Toshiba and Sony are already planning on getting autostereoscopic 3D sets to the market, but Samsung says it's too early. The company is reportedly working on the technology as well, but it's too much in its infancy.
"You have to watch it virtually motionless," said Samsung John Revie in a PC World interview. He's referring to the fact that autostereoscopic displays require the viewer to look at the display from a perfect head-on position otherwise the 3D effect will be lost. The larger the display, the bigger of a problem this becomes. That's why it's not such a big deal for the handheld devices it's being rolled out to. But a 40 - 50 inch TV would be a completely different story.
For now, Samsung is happy earning high margins on boths its 3D TV sets and its proprietary 3D glasses as well, which sell for $150 per pair.