Samsung is addressing some of the consumer hurdles by making it more accessible with broader lineups and a reduced premium vs. 2D TVs. On the glasses side, we recently reduced the cost so you can buy a pair of Samsung active battery-powered glasses for less than $50, from $129.
Jim Sanduski, Senior Vice President of Sales, Panasonic: I kind of push back when people say that last year was a disappointment for 3D. I actually think that we laid a solid foundation for 3D last year. As an industry, in the U.S., somewhere in the range of 1.3 million to 1.7 million units were sold, depending on who you talk to. For a technology that launched not until the spring, at the earliest, and with most manufacturers not on board with product till mid-year, I think that was a pretty good start. Compare it to the launch of HDTV years ago in 1998. You had many more manufacturers on board with 3D than you had with HD then, and you had component devices capable of delivering a 3D picture, like Blu-ray players, that were in the market year one. Following HD, the first Blu-ray player didn't launch till 2005 or 2006. The combination of many more manufacturers on board in 3D's first year, and the fact you had 3D-capable devices available in the same year—Panasonic also came out with a 3D-capable camcorder and a lens attachment making a still camera 3D-capable—was significant. You have 3D personal content that's creatable, and a playback device that can play 3D movies. It's a pretty good start.
The one thing probably that Panasonic learned in launching 3D is that it takes a lot of consumer education. Being inside this industry, we assumed that consumers would understand that a 3D television is also a great regular high-definition television. But there was a not-insignificant number of people who thought that all a 3D television could do was display images in 3D. For me, that's a lesson learned for our industry. In our messaging for 2011, we're being very clear in stating that at 3D television is also a great regular HD television.