サイネージおよび専門用途における裸眼立体視3Dディスプレイ市場：2009年

原文目次

Abstract

The use of autostereoscopic 3D (AS-3D) displays in digital signage is just beginning. But these no-glasses 3D displays have something that makes them attractive: their “WOW” factor. Anything that grabs the attention of an audience is of interest to advertisers. And with the rapid growth of digital out-of-home (DOOH) advertising, the ability to add a 3D component to the mix in signs is very attractive. But currently, the lack of existing content, the high cost of producing new content, the high cost of the displays themselves, and the limited sales force for these products, has meant that sales have been slow. Therefore, there is a clear need for the industry stakeholders to understand the value propositions of AS-3D displays, the expected pricing declines of these solutions, the forecasts and market opportunity for AS-3D and the capacity of the industry to create content to serve the market.

The objective of this report is to supply product planners, technologists, network operators, system integrators, 2D signage managers, engineers, researchers and content creators with the information needed to fully understand the use of AS-3D displays in digital signage applications such as digital out-of-home advertising, education and public information. The information required to meet this objective includes an overview of AS-3D technology, a detailed look at digital signage infrastructure, an analysis of twenty-one venues where 2D and 3D digital signage will be used, a rich analysis of the total available market, penetration scenarios for each of the twenty-one venues and supporting details on key players throughout the value chain.

• Explanation of AS-3D display technology, including an overview of human 3D perception.
• Review of 3D image generation techniques such as image capture, 2D to 3D conversion and computer graphics.
• Discussion about image processing and data formats such as 2D + depth.
• Review of existing 2D digital signage infrastructure with a detailed look at content creation, content management, distribution and playback.
• Analysis of the infrastructure required to support AS-3D digital signage.
• Details on the various business models employed in digital signage networks.
• Case study of an AS-3D digital signage deployment to advertise 3D Hollywood movies in a cinema lobby.
• A detailed look at the ways AS-3D displays will be used in DOOH advertising, corporate lobbies, professional buildings and location-based entertainment.
• An in-depth analysis of 20 different venues:
  • Shopping Malls
  • Chain Restaurants
  • Bowling Centers
  • Banks
  • Sporting Venues
  • Retail
  • Transportation
  • Gas Stations & Convenience Stores
  • Professional Offices
  • Corporate Lobbies
  • Convention Centers
  • Theme Parks
  • Water Parks
  • Cinema Lobbies
  • Gas Stations & Convenience Stores
  • Professional Offices
  • Corporate Lobbies
  • Convention Centers
  • Theme Parks
  • Water Parks
  • Cinema Lobbies
• Opportunities in AS-3D digital signage
• A rich analysis of all twenty venues with a needs analysis and venue summary
• Unit and revenue forecast for all 20 venues through 2014
• Lists of AS-3D digital signage participants:
  • Display Makers
  • Distributors
  • Systems Integrators
  • Network Operators
  • Content Management Systems
  • Content Providers

Methodology:

The report is the culmination of much original research on this emerging market, which involved discussions with people from all facets of the value chain, including display makers, distributors, value-added resellers, systems integrators, software vendors, content creators, network operators and end-users.

The key analyses, forecast methodology and interim results were shared with market leaders to validate and/or adjust the results. Consequently, this report represents the most comprehensive and most accurately researched report on this topic to date.

• Manufacturers of AS-3D displays, especially those that are planning to sell into the digital signage market
• Display and AS-3D value chain component manufacturers
• Network operators
• Advertisers
• Content creators
• Digital signage VARs, system integrators, dealers and distributors
• Anyone interested in AS-3D.

Table of Contents

Table of Contents

Table of Figures

Table of Tables

1. Executive Summary

• 1.1. Introduction
• 1.2. Summary of Key Analyses
• 1.3. Key Conclusions
• 1.4. Opportunity Analysis
  • 1.4.1. Displays
  • 1.4.2. Content Management Software
  • 1.4.3. Content Creation
  • 1.4.4. Distributors & Systems Integrators

2. AS-3D: Technology Overview

• 2.1. AS-3D Displays
  • 2.1.1. Brief Overview of 3D Perception
    • 2.1.1.1. Image Presentation
    • 2.1.1.2. Autostereoscopic
  • 2.1.2. Parallax Barrier
  • 2.1.3. Time-Multiplexed Barrier Rib
  • 2.1.4. Lenticular Autostereoscopic Displays
  • 2.1.5. Prism-Based Autostereoscopic Displays
  • 2.1.6. Multi-view 3D Autostereoscopic Displays
  • 2.1.7. Super Multi-view AS-3D displays
  • 2.1.8. 2D/3D Switchable Displays
    • 2.1.8.1. Passive Design
    • 2.1.8.2. Active Design
    • 2.1.8.3. 2D or 3D Switchable Windows
  • 2.1.9. Summary of AS-3D Features
• 2.2. 3D Image Generation
  • 2.2.1. Image Capture
    • 2.2.1.1. Capture of Moving 3D Images
    • 2.2.1.2. Image Capture by Direct Measurement of Depth
  • 2.2.2. 2D to 3D Conversion
    • 2.2.2.1. Motion Video or Film
  • 2.2.3. Computer Graphics
    • 2.2.3.1. Modeling
    • 2.2.3.2. Scene Layout Setup
    • 2.2.3.3. Rendering
    • 2.2.3.4. Open Graphics Library (OpenGL)
    • 2.2.3.5. Direct3D
    • 2.2.3.6. Comments Relating to OpenGL and Direct3D
• 2.3. Image Processing and Formats
  • 2.3.1. Image Processing
    • 2.3.1.1. 3D Computer Applications
    • 2.3.1.2. 3D Animation
    • 2.3.1.3. 3D Stereo Video
    • 2.3.1.4. 2D to 3D Conversion
    • 2.3.1.5. Image Compression
  • 2.3.2. Formats
    • 2.3.2.1. Geometry of the Native 3D Picture
    • 2.3.2.2. Transmitting Full 3D over Existing 2D Chains
    • 2.3.2.3. Squeezing 3D inside Existing 2D Formats: 3D Multiplexing
  • 2.3.3. Comparison of AS-3D Formats
    • 2.3.3.1. Foreground and Depth Map
    • 2.3.3.2. Left and Right Views plus Depth Maps in Quadrant
    • 2.3.3.3. Foreground, Background and Depth Maps in Quadrant

3. Digital Signage: Infrastructure and Cost Overview

• 3.1. Review of Existing 2D Digital Signage Infrastructure
  • 3.1.1. Content
    • 3.1.1.1. Creation
    • 3.1.1.2. Management
    • 3.1.1.3. Distribution
    • 3.1.1.4. Playback
  • 3.1.2. Solution Providers
    • 3.1.2.1. Services Typically Available from Solution Providers
• 3.2. Infrastructure Required to Support 3D
  • 3.2.1. Content
    • 3.2.1.1. Creation
    • 3.2.1.2. Management
    • 3.2.1.3. Distribution
    • 3.2.1.4. Delivery
• 3.3. Digital Signage Business Models
  • 3.3.1. Advertising
  • 3.3.2. Less Tangible Return on Investment

4. 3D Solution Case Studies

• 4.1. Cinema Scene Marketing

5. AS-3D Signage Markets

• 5.1. Introduction
  • 5.1.1. Out of Home Advertising
  • 5.1.2. Corporate Lobbies and Professional Buildings
  • 5.1.3. Location-Based Entertainment
• 5.2. Venue Analysis
  • 5.2.1. Overview of Analyses
  • 5.2.2. Shopping Malls
    • 5.2.2.1. Business Model
    • 5.2.2.2. Barrier to Entry for AS-3D Displays
    • 5.2.2.3. Needs Analysis
    • 5.2.2.4. Venue Summary
  • 5.2.3. Chain Restaurants
    • 5.2.3.1. Business Model
    • 5.2.3.2. Barrier to Entry for AS-3D Displays
    • 5.2.3.3. Needs Analysis
    • 5.2.3.4. Venue Summary
  • 5.2.4. Banks
    • 5.2.4.1. Business Model
    • 5.2.4.2. Barrier to Entry for AS-3D Displays
    • 5.2.4.3. Needs Analysis
    • 5.2.4.4. Venue Summary
  • 5.2.5. Bowling Centers
    • 5.2.5.1. Business Model
    • 5.2.5.2. Barrier to Entry for AS-3D Displays
    • 5.2.5.3. Needs Analysis
    • 5.2.5.4. Venue Summary
  • 5.2.6. Sporting Venues
    • 5.2.6.1. Business Model
    • 5.2.6.2. Barrier to Entry for AS-3D Displays
    • 5.2.6.3. Needs Analysis
    • 5.2.6.4. Venue Summary
  • 5.2.7. Retail
    • 5.2.7.1. Business Model
    • 5.2.7.2. Barrier to Entry for AS-3D Displays
    • 5.2.7.3. Needs Analysis
    • 5.2.7.4. Venue Summary
  • 5.2.8. Transportation
    • 5.2.8.1. Business Model
    • 5.2.8.2. Barrier to Entry for AS-3D Displays
    • 5.2.8.3. Needs Analysis
    • 5.2.8.4. Venue Summary
  • 5.2.9. Gas Stations and Convenience Stores
    • 5.2.9.1. Business Model
    • 5.2.9.2. Needs Analysis
    • 5.2.9.3. Venue Summary
  • 5.2.10. Rental and Staging
    • 5.2.10.1. Business Model
    • 5.2.10.2. Barrier to Entry for AS-3D
    • 5.2.10.3. Needs Analysis
    • 5.2.10.4. Venue Summary
  • 5.2.11. Casinos
    • 5.2.11.1. Business Model
    • 5.2.11.2. Barrier to Entry for AS-3D Displays
    • 5.2.11.3. Needs Analysis
    • 5.2.11.4. Venue Summary
  • 5.2.12. Cinema Lobbies
    • 5.2.12.1. Business Model
    • 5.2.12.2. Barriers to Entry for AS-3D
    • 5.2.12.3. Need Analysis
    • 5.2.12.4. Venue Summary
  • 5.2.13. Theme Parks
    • 5.2.13.1. Needs Analysis
    • 5.2.13.2. Venue Summary
  • 5.2.14. Water Parks
    • 5.2.14.1. Needs Analysiss
    • 5.2.14.2. Venue Summary
  • 5.2.15. Arcades
    • 5.2.15.1. Needs Analysis
    • 5.2.15.2. Venue Summary
  • 5.2.16. Museums
    • 5.2.16.1. Needs Analysis
    • 5.2.16.2. Venue Summary
  • 5.2.17. Aquariums
    • 5.2.17.1. Needs Analysis
    • 5.2.17.2. Venue Summary
  • 5.2.18. Planetariums
    • 5.2.18.1. Needs Analysis
    • 5.2.18.2. Venue Summary
  • 5.2.19. Pachinko, Pinball and Other Gaming
    • 5.2.19.1. Needs Analysis
    • 5.2.19.2. Venue Summary
  • 5.2.20. Convention Centers
    • 5.2.20.1. Needs Analysis
    • 5.2.20.2. Venue Summary
  • 5.2.21. Corporate Lobbies and Professional Buildings
    • 5.2.21.1. Professional Offices Needs Analysis
    • 5.2.21.2. Venue Summary
    • 5.2.21.3. Corporate Lobbies Needs Analysis
  • 5.2.22. Sales Offices
    • 5.2.22.1. Needs Analysis
    • 5.2.22.2. Venue Summary

6. AS-3D Signage Opportunities and Forecasts

• 6.1. Methodology
• 6.2. Establishing the AS-3D TAM
• 6.3. AS-3D Forecast
  • 6.3.1. Adjusted AS-3D TAM
  • 6.3.2. Penetration Analysis
  • 6.3.3. AS-3D Digital Signage Forecast

7. Digital Signage Participants

• 7.1. 3D Digital Signage Participants
• 7.2. 3D Digital Signage Display Makers
• 7.3. 3D Digital Signage Distributors
• 7.4. 3D Digital Signage Systems Integrators
• 7.5. 3D Digital Signage Network Operators
• 7.6. 3D Digital Signage Content Management Systems
• 7.7. 3D Digital Signage Content Providers

8. AS-3D Display Products

9. Appendix A: Profiles of AS-3D Display Companies

• 9.1. Alioscopy
• 9.2. Deep Light, LLC
• 9.3. Dimension Technology
• 9.4. Holografika
• 9.5. Magnetic Media Holdings
• 9.6. NewSight Corporation
• 9.7. Ocuity Limited
• 9.8. Philips 3D Solutions
• 9.9. SeeReal Technologies GmbH
• 9.1. Setred
• 9.11. Spatial View Inc.
• 9.12. Tridelity Display Solutions GmbH

10. Appendix B: Human Factors of 3D Displays

• 10.1. Psychological Depth Cues
• 10.2. Physiological Depth Cues

Table of Figures

• Figure 1: Example of Venue Needs Analysis
• Figure 2: Penetration Rate of 2D Digital Signage
• Figure 3: Image Arrangement for a 2-View Autostereoscopic Display
• Figure 4: Schematic of a Barrier Rib Autostereoscopic Display
• Figure 5: Sweet Spots in an Autostereoscopic Display
• Figure 6: Schematic of Time-Multiplexed Barrier Rib AS-3D Display (Samsung SDI)
• Figure 7: Autostereoscopic Display with Lenslets
• Figure 8: Autostereoscopic Display with Lenslets Tilted
• Figure 9: Multi-view Autostereoscopic Display with Beamsplitters from SeeReal
• Figure 10: Head Tracking in a Prism-based Autostereoscopic Display
• Figure 11: Viewing Areas in a Philips Multi-view Display
• Figure 12: Operation of an Active Switchable 2D/3D Autostereoscopic Display
• Figure 13: Dual Lens Single Camera
• Figure 14: Two-Camera System (IMAX 3D)
• Figure 15: Two Video Camera Integrated Systems (APEC)
• Figure 16: Integrated Two Camera System (21st Century 3D 3DVX3)
• Figure 17: Un-integrated Two-Camera System made from Two Standard Cameras
• Figure 18: One Camera Twin Lens System
• Figure 19: One Camera, One Lens with Adapter
• Figure 20: Camera using an External Adapter (NuVue-VFX)
• Figure 21: Principle of Operation of the ZCam
• Figure 22: Image and Gray Level Depth Map Produced by the ZCam
• Figure 23: 3rd Tech Deltasphere 3000
• Figure 24: Structured Light Systems (Solutionix Rexcan 560)
• Figure 25: Principle used in Commercial Products such as (TC)2 NX12 3D Body Scanner
• Figure 26: DDD' s TriDef Vision+ System
• Figure 27: Perspective Projection
• Figure 28: Overview of AS-3D Content Creation
• Figure 29: Mask Creation (Passmore Labs)
• Figure 30: Synthesized Cameras (Passmore Labs)
• Figure 31: Location of Image Elements (VisuMotion)
• Figure 32: Side-by-Side Stereoscopic 3D
• Figure 33: 4-Views 3D Image for Auto-Stereoscopic Displays
• Figure 34: 2D Picture and Depth Map
• Figure 35: Anaglyphic 3D
• Figure 36: Simulation of Row Interleaved 3D
• Figure 37: Anamorphic 3D Systems
• Figure 38: Left, Right and Depth Maps in Quadrant
• Figure 39. Quadrant 3D Multiplexing
• Figure 40: Quadrant 3D Multiplexing Project Structure
• Figure 41: Overview of Elements in a Digital Signage Deployment
• Figure 42: Content Modules from Genr8
• Figure 43: Content Modules from Accuweather.com
• Figure 44: Example of CMS Software (Keywest Technology)
• Figure 45: Example of a Managed Digital Media Distribution Network (AT&T)
• Figure 46: Example of a Content Delivery Solution (Stratacache)
• Figure 47: Digital Signage and Video Network (Cisco)
• Figure 48: Example of Conector Options on a Digital Media Player (Frame Jazz)
• Figure 49: Example of Solution Provider Services (CBS Outernet)
• Figure 50: Philips BlueBox - 3D-in-a-Box
• Figure 51: Philips WOWvx Content Creation Software
• Figure 52: Concession Promotions from Cinema Scene Marketing
• Figure 53: TrailerVision 52" LCD from Cinema Scene Marketing
• Figure 54: AS-3D Shopping Malls - 2008
• Figure 55: AS-3D 2012 - Shopping Malls
• Figure 56: AS-3D 2008 - Chain Restaurants
• Figure 57: AS-3D 2012 - Chain Restaurants
• Figure 58: AS-3D 2008 - Banks
• Figure 59: AS-3D 2012 - Banks
• Figure 60: AS-3D 2008 - Bowling Centers
• Figure 61: AS-3D 2012 - Bowling Centers
• Figure 62: AS-3D 2008 - Sporting Venues
• Figure 63: AS-3D 2012 - Sporting Venues
• Figure 64: AS-3D 2008 - Retail
• Figure 65: AS-3D 2012 - Retail
• Figure 66: AS-3D 2008 - Transportation
• Figure 67: AS-3D 2012 - Transportation
• Figure 68: AS-3D 2008 - Gas Stations & Convenience Stores
• Figure 69: AS-3D 2012 - Gas Stations & Convenience Stores
• Figure 70: AS-3D 2008 - Rental & Staging
• Figure 71: AS-3D 2012 - Rental & Staging
• Figure 72: AS-3D 2008 - Casinos
• Figure 73: AS-3D 2012 - Casinos
• Figure 74: AS-3D 2008 - Cinema Lobbies
• Figure 75: AS-3D 2012 - Cinema Lobbies
• Figure 76: AS-3D 2008 - Theme Parks
• Figure 77: AS-3D 2012 - Theme Parks
• Figure 78: AS-3D 2008 - Water Parks
• Figure 79: AS-3D 2012 - Water Parks
• Figure 80: AS-3D 2008 - Arcades
• Figure 81: AS-3D 2012 - Arcades
• Figure 82: AS-3D 2008 - Museums
• Figure 83: AS-3D 2012 - Museums
• Figure 84: AS-3D 2008 - Aquariums
• Figure 85: AS-3D 2012 - Aquariums
• Figure 86: AS-3D 2008 - Planetariums
• Figure 87: AS-3D 2012 - Planetariums
• Figure 88: AS-3D 2008 - Pachinko & Other Gaming
• Figure 89: AS-3D 2012 - Pachinko & Other Gaming
• Figure 90: AS-3D 2008 - Convention Centers
• Figure 91: AS-3D 2012 - Convention Centers
• Figure 92: AS-3D 2008 - Professional Offices
• Figure 93: AS-3D 2012 - Professional Offices
• Figure 94: AS-3D 2008 - Corporate Lobbies
• Figure 95: AS-3D 2012 - Corporate Lobbies
• Figure 96: AS-3D 2008 - Sales Offices
• Figure 97: AS-3D 2012 - Sales Offices
• Figure 98: Fitted Curve of 2D Penetration Rate
• Figure 99: Overview of AS-3D by Company
• Figure 100: Alioscopy Lenticular Lens Modification of the NEC M40
• Figure 101: Off-Axis Projection (Alioscopy)
• Figure 102: Recommended 8 Camera Setup (Alioscopy)
• Figure 103: Parallax Illumination
• Figure 104: DTI' s 3D Technology - Top View
• Figure 105: Parallax Illumination - Viewing Zones
• Figure 106: Light Pattern Produced by a 2D Display and a Window
• Figure 107: Configuration of a Holografika Display System
• Figure 108: Holografika 720RC
• Figure 109: Magnetic Media 57-inch Enabl3D Display
• Figure 110: NewSight Corporation Autostereoscopic Product Line
• Figure 111: Ocuity Ltd' s Reconfigurable 2D/3D Technology
• Figure 112: Schematic of Polarization Activated Microlens in Enhanced Brightness Mode
• Figure 113: Philips 3D Solutions Approach to AS-3D
• Figure 114: Philips 3D 2D/3D - Top: 2D Mode, Bottom: 3D Mode
• Figure 115: Philips 3D Solutions 52-Inch Display
• Figure 116: Philips 3D Solution 3DWOWzone 3x3 Display Wall
• Figure 117: SeeReal AS-3D Approach
• Figure 118: SeeReal Beamsplitter Array
• Figure 119: Setred 20-inch Time Multiplexed AS-3D Display
• Figure 120: Spatial View 32-inch 5-View Parallax Barrier AS-3D Display
• Figure 121: Tridelity MV42 5-view Parallax Barrier AS-3D Display

Table of Tables

• Table 1: Example of the Venue Summary
• Table 2: AS-3D Digital Signage ATAM
• Table 3: AS-3D Digital Signage Forecast
• Table 4: AS-3D Revenue Forecast (US$ Thousands)
• Table 5: Multi-view Parallax 3D Displays
• Table 6: Stereoscopic Formats
• Table 7: Foreground and Depth Map 3D
• Table 8: Left and Right Views plus Depth Maps in Quadrant
• Table 9: Foreground, Background and Depth Maps in Quadrant Formats
• Table 10: Content Creation Software Summary
• Table 11: Pro and Cons of Digital Media Players
• Table 12: Example of Venue Analysis Scoring
• Table 13: Shopping Malls Venue Summary
• Table 14: Chain Restaurants Venue Summary
• Table 15: Banks Venue Summary
• Table 16: Bowling Alleys Venue Summary
• Table 17: Sporting Venue Summary
• Table 18: Retail Venue Summary
• Table 19: Transportation Venue Summary
• Table 20: Gas Stations and Conveneince Stores Venue Summary
• Table 21: Rental & Staging Venue Summary
• Table 22: Casinos Venue Summary
• Table 23: Cinema Lobbies Venue Summary
• Table 24: Theme Parks Venue Summary
• Table 25: Water Parks Venue Summary
• Table 26: Arcades Venue Summary
• Table 27: Museums Venue Summary
• Table 28: Aquariums Venue Summary
• Table 29: Planetarariums Venue Summary
• Table 30: Pachinko & Other Gaming Venue Summary
• Table 31: Trade Shows Venue Summary
• Table 32: Professional Offices Venue Summary
• Table 33: Corporate Lobbies Venue Summary
• Table 34: Sales Office Venue Summary
• Table 35: Summary of Venues Worldwide
• Table 36: 2D Digital Signs per Venue
• Table 37: 2D Digital Signage TAM
• Table 38: 2D Digital Signage Penetration Rate
• Table 39: AS-3D Digital Signs per Venue
• Table 40: AS-3D Digital Signage TAM (26" and larger, unconstrained)
• Table 41: AS-3D vs. 2D Price Premium
• Table 42: % of TAM That Will Consider Buying AS-3D
• Table 43: Potential AS-3D Market Size (26" and larger)
• Table 44: Penetration Rate of AS-3D Signage
• Table 45: AS-3D Unit Forecast
• Table 46: AS-3D Revenue Forecast (US$ Thousands)
• Table 47: 3D Digital Signage Participants
• Table 48: AS-3D Display Makers (>26")
• Table 49: AS-3D Distributors
• Table 50: AS-3D Systems Integrators
• Table 51: AS-3D Network Operators
• Table 52: AS-3D Content Management Systems
• Table 53: 3D Content Creation Specialists
• Table 54: 5-view AS-3D - Spatial View
• Table 55: 5-View AS-3D - Tridelity
• Table 56: 8-view AS-3D - Alioscopy
• Table 57: 8-view AS-3D - NewSight (1)
• Table 58: 8-view AS-3D - NewSight (2)
• Table 59: 9-view AS-3D - Magnetic Media (1)
• Table 60: 9-view AS-3D - Magnetic Media (2)
• Table 61: 9-view AS-3D - Philips
• Table 62: 25-view AS-3D - LG Electronics
• Table 63: 46-view AS-3D - Philips
• Table 64: Deep Light Display Product Lines
• Table 65: SeeReal Principle Product Specifications

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