Jay Vandenbree, Senior Vice President, Home Entertainment, LG: We didn't approach 3D as a new category, but as a new feature. As a result, we didn't have the same expectations of 3D that the overall industry did. We kind of nestled into where we thought it would be. And very much like most new technologies launched, if you think back to cable-ready or HD-ready, 3D was launched the same way and it hit the trajectory we expected it to. We think it will go more mainstream this year. Frankly, we were very prepared for what happened. The lesson learned for the industry is don't assume consumers will buy technology for the sake of technology. We looked at it as a step-up feature.
Dave Das, Vice President, TV Marketing, Samsung: While 3D sales did not meet industry expectations, from a Samsung perspective, I wouldn't say it was a disappointment. In the first year of any new-technology adoption, the adoption is typically below one million units, whereas in the first year of 3D, meaning in 2010, the industry sold close to a million units. When you look at technology penetration in a first year, within that frame of reference, it would be deemed successful.
For LED, a category that in essence Samsung drove in 2009, in that first year, there were fewer than a million units done. But in 2010, the industry sold more than five times that. When the price premium between LCD and LED was reduced, more manufacturers developed LED technology. There were more series, and there was more customer familiarity and education. All those factors apply to 3D. My point: Samsung believes there's potential for fivefold 3D unit growth in 2011 because a lot of those similar factors are in place.