Berna Kalkan, Cem Teke, Ramazan Demir, Serpil Kadioglu, Üzeyir Pala
1-Description of the technologyWe focus on objects. We see things because our eyes absorb light reflected off of the items. Our brains interpret the light and create a picture in our minds. When an object is far away, the light traveling to one eye is parallel with the light traveling to the other eye. But as an object gets closer, the lines are no longer parallel they converge and our eyes shift to compensate. You can see this effect in action if you try to look at something right in front of your nose you'll attain a lovely cross eyed expression
The secret to 3D televisions is that by showing each eye the same image in two different locations, you can trick you brain into thinking the flat image you're viewing has depth. The convergence and focal points don't match up the way they do for real objects. While your eyes may converge upon two images that seem to be one object right in front of you, they're actually focusing on a screen that's further away. How do you show two different images that appear to only be one? It's all in the lenses
In the 3-D business, there are two major categories of 3D glasses: passive and active. Passive lenses rely on simple technology and are probably what you think of when you hear the term 3-D glasses. The classic 3-D glasses have anaglyph lenses. Anaglyph glasses use two different color lenses to filter the images you look at on the television screen. The two most common colors used are red and blue. If you were to look at the screen without your glasses, you would see that there are two sets of images slightly offset from one another.
In the 3-D business, there are two major categories of 3D glasses: passive and active. Passive lenses rely on simple technology and are probably what you think of when you hear the term 3-D glasses. The classic 3-D glasses have anaglyph lenses. Anaglyph glasses use two different color lenses to filter the images you look at on the television screen. The two most common colors used are red and blue. If you were to look at the screen without your glasses, you would see that there are two sets of images slightly offset from one another.
3-D in High Definition It's easier to present 3-D in high definition using active glasses than with passive glasses. An active glasses system alternates between the two sets of images at very high speeds -- it's less information for the television to handle at any particular moment.
You still wear 3D glasses with this method, but they don't use colored lenses. The method doesn't compromise the color quality of the image as much as anaglyph glasses do.
It also doesn't require you to put a polarization film on your television screen. What it does do is control when each of your eyes can view the screen. The glasses use liquid crystal display (LCD) technology to become an active part of the viewing experience.
They have infrared (IR) sensors that allow them to connect wirelessly to your television or display. As the 3-D content appears on the screen, the picture alternates between two sets of the same image.
The two sets are offset from one another similar to the way they are in passive glasses systems. But the two sets aren't shown at the same time -- they turn on and off at an incredible rate of speed.
In fact, if you were to look at the screen without wearing the glasses, it would appear as if there were two sets of images at the same time
1.1.b Anaglyph images:
- Anaglyph images were the earliest method of presenting theatrical 3-D, and the one 3-D method most commonly associated with stereoscopy (3D imaging) by the public at large, mostly because of non theatrical 3D media such as comic books and 3D TV, where polarization didn't work at the time (3D polarized TVs and other displays only became available from several manufacturers in 2008)
- They were made popular because of the ease of their production and exhibition. Though the earliest theatrical presentations were done with this system, most 3D movies from the 50s and 80s were originally shown polarized.
1.1.c Polarization:
Polarizing the projected light means allowing only horizontal or vertical light waves to hit the screen. The viewer wears low-cost eyeglasses which also contain a pair of different polarizing filters. As each filter passes only that light which is similarly polarized and blocks the light polarized in the opposite direction, each eye sees a different image. This is used to produce a three-dimensional effect by projecting the same scene into both eyes, but depicted from slightly different perspectives. Since no head tracking is involved, several people can view the stereoscopic images at the same time.
In the case of Real D a circularly polarizing a liquid crystal filter which can switch polarity 144 times per second is placed on front of the projector lens. Only one projector is needed, as the left and right eye images are displayed alternately.
Sony features a new system called Real D XLS, which shows both circular polarized images simultaneously: a single 4K projector (4096×2160 resolution) displays both 2K images (2048×858 resolution) above each other at the same time, a special lens attachment polarizes and projects the images on top of each other. Polarized stereoscopic pictures have been around since 1936, when Edwin H. Land first applied it to motion pictures. The so called "3-D movie craze" in the years 1952 through 1955 was almost entirely offered in theaters using polarizing projection and glasses. Only a minute amount of the total 3D films shown in the period used the anaglyph color filter method.
The polarization system has better color fidelity and less ghosting than the anaglyph system. The polarized glasses allow only one of the images into each eye because each lens has a different polarization. This technique works through the premise of polarization of light, so it can only be used with projection rather than with a single television or computer screen.
1.1.d Eclipse method
With the eclipse method, a mechanical shutter blocks light from each appropriate eye when the converse eye's image is projected on the screen. The projector alternates between left and right images, and opens and closes the shutters in the glasses or viewer in synchronization with the images on the screen. This was the basis of the Teleview system which was used briefly in 1922. A pair of LCD shutter glasses used to view 3D films.
A variation on the eclipse method is used in LCD Glasses containing liquid crystal that will let light through in synchronization with the images on the computer display or TV, using the concept of alternate frame sequencing. A drawback of this method is the need for each person viewing to wear expensive, electronic glasses that must be synchronized with the display system using a wireless signal or attached wire.
1.1.e Interference filter technology
Dolby 3D uses specific wavelengths of red, green, and blue for the right eye, and different wavelengths of red, green, and blue for the left eye. Eyeglasses which filter out the very specific wavelengths allow the wearer to see a 3D image.
This technology eliminates the expensive silver screens required for polarized systems such as Real D, which is the most common 3D display system in theaters. It does, however, require much more expensive glasses than the polarized systems. It is also known as wavelength multiplex visualization.
1.1.f Pulfrich:
The Pulfrich effect is based on the phenomenon of the human eye processing images more slowly when there is less light, as when looking through a dark lens.
Imagine a camera which starts at position X and moves right to position Y as shown by the arrow. If a viewer watches this segment with a dark lens over the left eye, then when the right eye sees the image recorded when the camera is at Y, the left eye will be a few milliseconds behind and will still be seeing the image recorded at X, thus creating the necessary parallax to generate right and left eye views and 3D perception, much the same as when still pictures are generated by shifting a single camera.
The intensity of this effect will depend on how fast the camera is moving relative to the distance to the objects; greater speed creates greater parallax. A similar effect can be achieved by using a stationary camera and continuously rotating an otherwise stationary object. If the movement stops, the eye looking through the dark lens (which could be either eye depending on the direction the camera is moving) will "catch up" and the effect will disappear.
One advantage of this system is that people not wearing the glasses will see a perfectly normal picture. Of course, incidental movement of objects will create spurious artifacts, and these incidental effects will be seen as artificial depth not related to actual depth in the scene. Unfortunately, many of the applications of pulfrich involve deliberately causing just this sort of effect and this has given the technique a bad reputation.
When the only movement is lateral movement of the camera then the effect is as real as any other form of stereoscopy, but this seldom happens except in highly contrived situations.
Though pulfrich has been used often on TV and in computer games, it is rarely if ever used in theatrical presentations.
1.1.g Lenticular or barrier screens
In this method, glasses are not necessary to see the stereoscopic image. Both images are projected onto a high-gain, corrugated screen which reflects light at acute angles. In order to see the stereoscopic image, the viewer must sit within a very narrow angle that is nearly perpendicular to the screen, limiting the size of the audience. Lenticular was used for theatrical presentation of numerous shorts in This method relies on a display coated with a lenticular film. Lenticules are tiny lenses on the base side of a special film. The screen displays two sets of the same image. The lenses direct the light from the images to your eyes -- each eye sees only one image. Your brain puts the images together and you interpret it as a three-dimensional image.
New systems without glasses
There is increasing emergence of new 3-D viewing systems which do not require the use of special viewing glasses. These systems are referred to as Autostereoscopic displays.
The first Autostereoscopic mobile phone was launched by
2-Comparisons of prescriptions with vendors are doing so far.
3D Technologies: Usage Areas
- TV
- Projectors
- Cinema
- 3D Holograms
- Military
- Cartography
- Medical
- Others
First 3D ready TV Samsung UN55C7000 launched in February 2010
Projectors and 3D Holograms
Cartography
Real life,
real depth,
precise measurements.
Medical
3D volume rendering from MRI image
Other
3-Explaination of technology with chasm-prone
Between Innovators and Early Adopters
There are enough number of innovators i.e. technical enthusiasts for the hot 3D products in the world today. Therefore, this will foster the development of new 3D products of any kind in the future.
3D products are expected to deploy among existing high-tech. users. So there is a user-base for such products.
There can be expected globally so many new major benefits emerging by the use of these products. Even today, we observe many 3D applications as in the industries for design and development, geography, military, medicine, entertainment, etc. Especially famous 3D films from cinema industry and availability of 3D broadcasting companies in the
Between Early Adopters and Early Majority
- First products in the markets nowadays have to give good impressions and get good references
First products used for many applications are expected to bring evolution to some industries rather than revolution.The products should provide a chance to the first users to make a jump in their competition. They should integrate with existing technology (E.g. 3D visualization on I- Phone, reinforcing the Education tools and this way reducing teaching and learning time, 3D Geographic maps etc.)The products should be offered to the mainstream users at this stage. E.g. cafes, restaurants, meetings of any kind in professional life, hospitals, schools, military, etc. During 3D product developments real needs of the mass market must always be taken into consideration.
The distribution and sales network must be enlarged to reach the mass market and new prospects.
At this stage 3D products must be made increasingly easier to adopt for mass users. Otherwise transition to the late majority may stall or never happen. Costs must be affordable and come to the level of traditional products within a certain time, otherwise market diffusion is endangered.
- Products must be easy to understand and use
- Products must reduce time of usage
- High quality products should be offered
- Portable products should be favored
- Technical service and after sales services should be arranged in a perfect manner
- Products must include easy and fast features
- Touch-screen options should be widely offered to make them faster
- Ability to use also as 2D should be optionally offered for a certain adoption time
- In 3D medical applications the products must reduce time for diagnosis and treatment.
- In military applications, they should provide a precise target detection and shooting.
- The early majorities should get a productivity improvement for their existing operations by using 3D products.
High-tech marketing illusion that new markets unfold in a continuous and smooth way must be prevented. This causes in many cases failure of companies. Efforts must always be there for development and adaptation.
Between Late Majority and Laggards
In addition to the previous improvements / precautions and if :
- Market penetration is perfectly done,
- Prices are decrease simulteneously and
- Personal advertisements are carried out
In areas of e.g. :
- Medical diagnosis and treatment,
- Military applications,
- Entertainment etc.
a laggard type of behavior is unimaginable.
It can be prognosed that 3D technologies will be standard in the near future around the globe!4.1.Segment Marketing
4.1.1 Entertainment Sector: Demographic segmentation is vital because consumer wants, preferences, and usage rates are often associated with demographic variables. Age, life style, income level are important with the preferences of the 3D technology. Young people with the higher income level will prefer this technology in comparison with the old people with reasonable income level.
4.2.1 Target markets and attack strategies for the entertainment sector:
3D Technology is the next big thing for the film industry. Producing 3D movies will become much more in the coming years by the demand of consumers. It could catch people’s attention much more by the technology which the people could watch the movies without the use of special 3D glasses. Without this unconfortable glasses and intensive advertising promotion people will watch this movies and the price of technology will reduce.
3D technology could be used in the advertising sector in order to introduce the good to the market impressively. The 3D displays provides the possibility that certain aspects of the presentation or advertisements come out of the screen especially with the without the use of 3D glasses. This especially catch the chidrens attention and the purchasing of the goods increase by the intense advertising
Early adopters always want things to look better, crisper, prettier and more realistic. 3D Televisions, computers, mobile phones and games will attract the attension of the early adopters.
The people who have high definition TV already which they think it’s one of the nicest things they own and it is costly to make high-def everything a part of their life, developers should organize aggressive advertising champaigns and put down the price of the technology. 3D glasses determine the proliferation of the technology. InJapan
3D graphics would help to make video games more immersive, is something that gamers always want. Game salons and video salons could attract people by having of 3D games.
By launching high quality and low cost 3D computer games, the technology also pervade between younger people.
The new 3-D technology is an experience that cannot be fully replicated at home, no matter how advanced consumer's entertainment systems might be. People will want to be able to control the action not merely sit back as passive observers. So, the biggest draw for the theatrical video games could be multi-player games and online role-playing. Writers put the storylines which will allow multiple paths, allowing audiences to make choices. Movie makers will tell their tales as interactive experiences. The games of the future will allow participants to jump into fully realized, three-dimensional environments and control their own characters.
Consumers will always migrate to a better and richer entertainment experience. The increasing availability of 3D products and the fact that sales have already begun to climb, high quality, low cost, 3D TV seems to be right around the corner. With the industry beginning to set the necessary standards to support the technology, movies, games, Blueray disc players and PS3 consoles all equipped with 3D capabilities will hit store shelves by lower prices.
High definition need areas such as game salons and video salons could offer the national semifinals and championship game in Digital Live 3D on a big screen or there could be a lively broadcasting of Football Games, NBA All-Star Games or concerts with the 3D technology.
Football fans can watch matches in 3D at pubs, cafes. Supporters could use 3D glasses which enable them to watch the action appear to leap out from the screen towards them. They feel like they are right there on the pitch with the players. By this way pubs, cafes attracts more customer and the cost of the technology decreases.
Mobile phone firms could launch a range of games based on popular films, comic characters, football in order to drive the sale of new phones and get customers spending money on data services
4.1.2 Business Sector: In Medical, Military and Education Sector, 3D Technologies will be a must in the future. So, the target markets are Health, Military and Education sectors.
4.2.2 Target markets and attack strategies for the business sector:
3D Technology could be widely used in military. The nature of warfare requires military tacticians to know the lay of the land in advance to protect troops, a capability increasingly enabled by 3D printing technology. Engineers could create full-color 3D landscape models and printer to create color models of cities, mountainous areas and other complex terrain around the world in support of military operations and related applications. The new printing technology cuts weeks of labor from the construction of topographic models and displays details that other technologies cannot match. A 3D model allows you to visualize the terrain without actually being there.
New weapons, military vehicles vs. could have this technology in order to determine the place of terrorists, bombs, mines.
3D Technology would be very useful in Medical Field. A patient record software that uses a three-dimensional computer model of the human anatomy help doctors have a better overview of a patient's history and save hospitals considerable time spent searching through records systems. If a doctor just need to know about the heart he can click and get straight to the record and get the piece of information that he need, he can also get a quick overview of the health history of the patient. Time will be saved by the hospital and there will be better dialogue with patients.
3D ultrasound scanner could be used in medicine to detect the tumor’s location. The 3D brain scanner is to be inserted into a penny-sized hole in the skull and could be use of use for the bedside evaluation of critically ill patients when computed tomography and magnetic resonance imaging equipment is unavailable. As of now, brain surgeons rely on 2D images that are produced by MRI or ultrasound. Once the people cured, this technology will be started to use frequently and the price of the treatment will decrease.
3D technology could be used in education. In geography lesson the 3D maps would be so useful in order to understand the lesson by the students. In chemist, biology, physics vs. 3D technology would be also useful. By this technology the students can see atoms, cells, space, planets vs. as in front of them like alive and they do not forget it. This technology will contribute a lot to the education system.
3D Technology is the next big thing for the film industry. Producing 3D movies will become much more in the coming years by the demand of consumers. It could catch people’s attention much more by the technology which the people could watch the movies without the use of special 3D glasses. Without this unconfortable glasses and intensive advertising promotion people will watch this movies and the price of technology will reduce.
3D technology could be used in the advertising sector in order to introduce the good to the market impressively. The 3D displays provides the possibility that certain aspects of the presentation or advertisements come out of the screen especially with the without the use of 3D glasses. This especially catch the chidrens attention and the purchasing of the goods increase by the intense advertising
Early adopters always want things to look better, crisper, prettier and more realistic. 3D Televisions, computers, mobile phones and games will attract the attension of the early adopters.
The people who have high definition TV already which they think it’s one of the nicest things they own and it is costly to make high-def everything a part of their life, developers should organize aggressive advertising champaigns and put down the price of the technology. 3D glasses determine the proliferation of the technology. In
3D graphics would help to make video games more immersive, is something that gamers always want. Game salons and video salons could attract people by having of 3D games.
By launching high quality and low cost 3D computer games, the technology also pervade between younger people.
The new 3-D technology is an experience that cannot be fully replicated at home, no matter how advanced consumer's entertainment systems might be. People will want to be able to control the action not merely sit back as passive observers. So, the biggest draw for the theatrical video games could be multi-player games and online role-playing. Writers put the storylines which will allow multiple paths, allowing audiences to make choices. Movie makers will tell their tales as interactive experiences. The games of the future will allow participants to jump into fully realized, three-dimensional environments and control their own characters.
Consumers will always migrate to a better and richer entertainment experience. The increasing availability of 3D products and the fact that sales have already begun to climb, high quality, low cost, 3D TV seems to be right around the corner. With the industry beginning to set the necessary standards to support the technology, movies, games, Blueray disc players and PS3 consoles all equipped with 3D capabilities will hit store shelves by lower prices.
High definition need areas such as game salons and video salons could offer the national semifinals and championship game in Digital Live 3D on a big screen or there could be a lively broadcasting of Football Games, NBA All-Star Games or concerts with the 3D technology.
Football fans can watch matches in 3D at pubs, cafes. Supporters could use 3D glasses which enable them to watch the action appear to leap out from the screen towards them. They feel like they are right there on the pitch with the players. By this way pubs, cafes attracts more customer and the cost of the technology decreases.
Mobile phone firms could launch a range of games based on popular films, comic characters, football in order to drive the sale of new phones and get customers spending money on data services
4.1.2 Business Sector: In Medical, Military and Education Sector, 3D Technologies will be a must in the future. So, the target markets are Health, Military and Education sectors.
4.2.2 Target markets and attack strategies for the business sector:
3D Technology could be widely used in military. The nature of warfare requires military tacticians to know the lay of the land in advance to protect troops, a capability increasingly enabled by 3D printing technology. Engineers could create full-color 3D landscape models and printer to create color models of cities, mountainous areas and other complex terrain around the world in support of military operations and related applications. The new printing technology cuts weeks of labor from the construction of topographic models and displays details that other technologies cannot match. A 3D model allows you to visualize the terrain without actually being there.
New weapons, military vehicles vs. could have this technology in order to determine the place of terrorists, bombs, mines.
3D Technology would be very useful in Medical Field. A patient record software that uses a three-dimensional computer model of the human anatomy help doctors have a better overview of a patient's history and save hospitals considerable time spent searching through records systems. If a doctor just need to know about the heart he can click and get straight to the record and get the piece of information that he need, he can also get a quick overview of the health history of the patient. Time will be saved by the hospital and there will be better dialogue with patients.
3D ultrasound scanner could be used in medicine to detect the tumor’s location. The 3D brain scanner is to be inserted into a penny-sized hole in the skull and could be use of use for the bedside evaluation of critically ill patients when computed tomography and magnetic resonance imaging equipment is unavailable. As of now, brain surgeons rely on 2D images that are produced by MRI or ultrasound. Once the people cured, this technology will be started to use frequently and the price of the treatment will decrease.
3D technology could be used in education. In geography lesson the 3D maps would be so useful in order to understand the lesson by the students. In chemist, biology, physics vs. 3D technology would be also useful. By this technology the students can see atoms, cells, space, planets vs. as in front of them like alive and they do not forget it. This technology will contribute a lot to the education system.
5- Recommendations invasion force/whole product strategy
ABOUT A NEW TECHNOLOGIC PRODUCT AND 3D PRODUCTS
Why do a new products fail?
Failure to understand consumer needs
Undefined market
Undiffrentiated products
When 3D tech-products entered the market the eight stages of new product development process must be take into accounted :
Failure to understand consumer needs
Undefined market
Undiffrentiated products
When 3D tech-products entered the market the eight stages of new product development process must be take into accounted :
- New product strategy
- Idea generation
- Screening
- Concept Testing
- Business analysis
- Product Development
- Market Testing
- Commercialization
- NEW PRODUCT !
When an 3D technology producers introduces a product into a market they must ask themselves a number of questions.
- Who is the product aimed at?
What benefit will they expect?
Especially in business sector people can simulate their work medium and then work more realistic way.
3. How do they plan to position the product within the market? 3D technology producers positioning themselves as a real-life simulators.
4. What differential advantage will the product offer over their competitors? 3D technology producers can “simulating” advantage in competition. Three- dimensional visualization has been a myth very long time. A lot of science fiction films used this idea and we are very close to them with incredible hologram develops.
3D TECH- PRODUCT STRATEGY
As 3D technology can be classfied as a high-tech product, its marketing and product strategy are different . Gaps and chasm in PLC are more clear in here because of different interest /affinity of innovators early adopters and early majority for this reason product strategy can change according to the period the product is in.
Early majority and ealry adopters’ demands are different from each other. In order to penetrate the market 3D technology producers must attract and response the demands of the early adopters but improvements must response early majority’s demands.
To cath these different demands in different periods , 3D tech- producers can evaluate the PLC in a good way.
In addition to this views, producers should take marketing data— including market demand, product performance,customer satisfaction, and quality reports — into account when making product decisions. Improving the reliability and durability of a product, for example, may require sourcing highercost components, which will increase the cost of manufacturing that product. Many big companies are trying to collaborative product design that balances high quality and low costs and succesfull product strategy can achieve this goal and cross the chasm in PLC.
Business network is an important factor. These networks consist of brand owners,suppliers, and partners that are constantly transforming based on customer needs and market demands. Establishing a flexible, dynamic, and effective global network is key component in here. This network breaks down the walls between marketing, R&D, procurement, manufacturing,logistics, and service, striving for profitable, market-leading products.
The most effective way a product company can achieve this goal is by coordinating all product development functions, then aggressively synthesizing the knowledge, experience, and best practices of the enterprise.
Following practices can help the 3D technology sector in order to penetrate the market and provide invasion force:
1. Understand, Response and Sense to customer needs, follow the current market trends and forecast the future. 3D Technologies must involve more customer involvement. The more people begin to experience this technology, the more demand will be occur. Enhanced customer involvement greatly increases the probability of a product meeting users’needs and being successful in the market. Once these requirements are defined, companies should tightly manage and track them and minimize any misjudgment that will delay development.
2. Design with Partners and Customers
3. Design for Manufacturing, Sales, and Support While Incorporating Compliance into the Product from the Beginning. Companies need to design products in a way that makes them relatively easy to manufacture, in a way that meets customer needs (and therefore makes them easy to sell), and in a way that’s simple to maintain from a service standpoint — with parts that are easy to track should a product break. It’s critical for companies to design compliance with industry standards and regulations into a product. For example, 3D Technology manufacturers must develop safety requirements into their products from the beginning — not in the production phase, when it’s too late. To accomplish this proactive product planning, companies must integrate design and business rule checking into their design processes— and then automate those processes to ensure they’re executed properly.
4. Align Development with Your Product and Service Portfolio Planning Strategy. Companies must integrate product development and R&D with the business plans and develop a long term perspective on research and process technology investments that align with the overall business strategy.
- Synchronize product portfolio plans with R&D and development personnel
- Develop a greater awareness of affordability and lifecycle cost
- Involve development team members in the plans and proposals for new products or programs to obtain their input and commitment
- Manage Product Data Holistically
Network Externality (effect) is the another important aspect of the topic.
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