iSuppli: 3D TV Shipments To Reach 4.2M In '10

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EL SEGUNDO, CALIF. — Global 3D television shipments will reach 78 million units by 2015, rising at a compound annual growth rate (CAGR) of 80 percent, from 4.2 million in 2010, according to a newly released forecast from iSuppli.

At the same time, the market research fi rm predicts revenue from global shipments 3D TV sets will hit $64.4 billion in 2015, from $7.4 billion in 2010.

“While 3D television has been all the rage in the consumer electronics industry, the market so far has been more talk than action,” stated Riddhi Patel, iSuppli television system research director. “However, announcements made before and after the 2010 Consumer Electronics Show (CES) in January indicate that 3D TV is becoming a reality. At the event, top television brands including Sony, LG, Panasonic and Samsung showcased upcoming offerings of full-featured 3D TVs in the home. Furthermore, consumer electronics makers at CES announced 3D Blu-ray players and home-theater systems, providing critical support that will help 3D to move beyond a niche market and enter the mainstream in the coming years.”

Patel said she expects to see intense competition for brand share in the 3D market, which should prices to plunge quickly.

The average selling price (ASP) for a 3D TV set (globally based) is expected to drop to $825 by 2015, less than half the $1,768 ASP in 2010, according to iSuppli.

iSuppli said it expects the initial 3D TV sets will launch with a $600 to $700 price premium compared to equivalent 2D-only LCD TVs using LED backlighting.

For the reason, the primary market will be made up of early adopters in 2010, the firm expects.

“However, by 2012 and beyond, sales will spread to a wider audience as content availability increases and prices drop— factors that will enable 3D TVs to appeal to a wider audience,” iSuppli said.

One concern for the television industry is that special glasses are required for consumers to actually see 3D images.

According to some estimates, the price of active-shutter 3D glasses used by most 3D TVs could run as high as $300 a pair, which iSuppli said would be prohibitive for an average family to afford.

One way that some OEMs are working around this issue is by including two pairs of glasses with their 3D sets. These bundles would then take away the price of the glasses and give consumers the capability to view 3D immediately.


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