COVID-19 IMPACT SURVEY MAY 2020
The global market for 3D Display is projected to reach US$14 billion by 2025, driven by the growing value of digital immersion in the current era of digitization of everything and the ensuing rise of the tele-world. Virtual presence is the precursor to virtual immersion and is the foundation for growth in the market. Telepresence, telework, and telecommuting require engaging visual aids. Virtual immersion is rapidly permeating businesses environments and consumer lives with the rise of virtual reality (VR) and augmented reality (AR) technologies. Virtual presence enabled by VR is creeping into architecture, real estate, hospitality, tourism, education, entertainment and healthcare, among others. Combination of telepresence with VR, haptic feedback, sensors for a more sensory experience and innovative displays are vital for virtual presence and immersion. At the heart of the VR concept is enabling the perception of 3D graphics. In this regard, 3D display technologies will emerge as a major winner given the importance of the visual element in navigating the digital experiences. 3D displays perfectly complement digital immersion and virtual 3D environment and experiences as it enables effective manipulation of the senses and creates a believable illusion via visual sense, while simultaneously offering as-close-to-reality-as-possible experiences.
3D displays in consumer TVs was however a failure and giants such as LG and Sony stopped manufacturing 3D TVs in 2016 and dropped support from 2017 onwards. Few of the factors leading upto the death of 3D TVs include high costs; need for expensive glasses; incompatible an non-interchangeable glasses for different TV brands; launch of TVs with 2D to 3D conversion that resulted in poor quality 3D experience as compared to native 3D; incompatibility of the 3D technology with live TV shows; lack of initiatives to include 3D into 4K standards; huge quality experience gap between 3D on a TV and 3D on a video projector; poor retail experience with retailers being ill prepared for promoting the 3D concept. Despite the fall of 3D TVs, hitherto a major application area, 3D displays are witnessing robust growth in other application areas. The need for immersive graphical user interfaces remains strong in other application areas such as head mounted displays, smartphone displays, monitors to mobile computing devices. Video games/entertainment, healthcare, manufacturing, real estate, retail, military, and education will all emerge to generate demand opportunities for 3D displays. "Immersive Gaming" will bring 3D VE/AR head-mounted display new commercial opportunities, while "Immersive Healthcare" will open a goldmine of opportunities for virtual healthcare tools. Also, growing investments in "immersive technologies" in automotive, manufacturing and utilities to deliver better efficiency, productivity and safety will set the stage for the explosion of 3D display technology. The many benefits of "Consumer Immersion and Immersive Marketing" will create a strong 3D digital signage market, while immersive VR education will be way educational content will be delivered and consumed globally. In the military sector, "Virtual Battlefield Training" to prep the army for the future of war will bring in attractive opportunities for 3d displays in military training and combat simulations.
Serval technology innovations are helping 3D displays gain commercial momentum such as development multicolor holography technology; R&D in new nanotechnology based liquid crystal pixel structure that enables development of 3D LCDs; and rise of diffractive optics and glasses-free 3D image visualization. The United States and Europe represent large markets worldwide with a combined share of 52.9%. China is a major market supported by the county`s efforts to emerge into a global leader in digital technologies. The consumer electronic industry is especially witnessing the rise of connected devices, and digital media content. VR content is projected to emerge into a multi-billion dollar industry in the country by 2020 reaching approximately US$4.8 billion. Riding on this opportunity VR headset use will surpass over 95 million over the next couple of years. Against this backdrop demand for 3D displays including naked eye 3D display, and 3D holographic projector display are all poised for healthy growth.