3D电视生死门，市场重定位成关键

根据IHS iSuppli公布的数据，受降价和支持3D格式的内容逐渐增加的影响，全球3D电视出货量在2011年增长463%，达到2340万台。

预计2012年市场也将迎来3位数的增长，出货量将会增长132%，达到5420万台。全球3D出货量将在2014年突破1亿台大关，2015年更会达到1.592亿台。

IHS电视系统与零售服务总监Riddhi Patel在报告中写道，“2010年3D电视市场由于高价和缺少内容的冷淡反应，促使电视厂商进行重大调整，今年改变了市场策略。2011年，电视厂商在营销时不再将3D标榜为必备技术，而是作为一项有吸引力的功能，类似他们在电视的互联网连接功能上采取的策略。”

根据HIS iSuppli的月度价格与规格报告（US TV Price and Specifications Tracker），美国电视2011年3月，3D电视价格相比上月降低了9%。

此外，报告中还提到，自2010年6月以来，更多3D内容已经面世，3D眼镜也在不断改进。

下一页：3D电视厂商改变策略

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3D电视厂商改变策略

IHS电视系统与零售服务总监Riddhi Patel在报告中写道，“电视厂商在营销时不再将3D标榜为必备技术，而是作为一项有吸引力的功能，类似他们在电视的互联网连接功能上采取的策略。”Patel指出，厂商相信这种推广3D电视的策略能促使消费者作出先行购买，未来再用3D功能的决定，并让消费者相信自己的电视已经为未来做好了准备。

虽然3D电视之前的平淡反应让厂商反思其营销和推广策略，这样就够了吗？

我仍不会买3D电视。不过我认为厂商在技术本身不足以推动市场及时调整策略的做法值得称道。

将3D作为一项功能进行推广是正确的决定：这比将3D做为独立的产品类型更加合适。我知道有用户购买高清电视，但却不向电视运营商购买高清节目。他们购买高清电视只是因为它们比老电视更好。但我依然看不到将3D作为购买新电视的理由——这只是个小装饰而已。

从商业角度来看，这种策略改变会使厂商受益。

IHS iSuppli认为：

3D电视市场的主导技术依然是LCD液晶显示屏，占据着2011年3D电视销量的83%。3D电视在全球平板电视市场中的份额也在持续上升，从去年的2%提升为今年的11%，明年预计会翻倍达到22%。到2015年，3D电视将会占据全球平板电视出货量的52%。

为了进一步刺激消费者购买3D电视，厂商正在降低价格。根据IHS iSuppli的月度价格与规格报告，美国电视2011年3月，3D电视价格相比上月降低了9%。明年的价格将会根据功能组合继续变化，而功能组合又会随着大众喜好而变化——这一过程将让各收入阶层消费者对3D电视的接受更为自主。

这些都是好的改变，但3D电视依然存在眼镜的问题。3D眼镜不光价格昂贵、外观诡异，而且会让部分用户头晕。很多人经常找不到电视遥控器，现在又多了个眼镜需要找。

点击参考原文：3-D TV is not dead

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1.

3-D TV is not dead.

Driven by price declines and an increasing availability of content, worldwide shipments of 3-D TVs will jump by 463 percent to reach 23.4 million units in 2011, according to IHS iSuppli.

Another year of triple-digit growth is expected in 2012, when shipments will soar by 132 percent to 54.2 million units. Global shipments will breach the 100-million-unit mark by 2014 and then hit 159.2 million in 2015.

“In a major recalibration effort, television brands are changing strategies this year following lukewarm response to 3-D in 2010 when consumers balked at the high price of sets and the lack of 3-D content,” said Riddhi Patel, director for television systems and retail services at IHS, in a report. “In 2011, however, brands are marketing 3-D not as a must-have technology but as a desirable feature, similar to the approach they have taken with Internet connectivity.”

Prices for 3-D TVs fell 9 percent during March 2011 compared to February, according to the US TV Price and Specifications Tracker, a monthly IHS iSuppli service that tracks U.S. TV prices.

2.

3DTV Changes Course

Lukewarm response to 3DTV has prompted manufacturers to recalibrate their marketing and promotion strategies, according to a recent report. But will it be enough?

"Brands are marketing 3D not as a must-have technology but as a desirable feature, similar to the approach they have taken with Internet connectivity," said Riddhi Patel, IHS iSuppli's director for television systems and retail services, in a press release. Manufacturers believe this approach to promoting 3D allows consumers to decide whether they wish to use the feature when they are ready, while convincing them that their newly purchased television is future-proofed, Patel noted.

Additionally, the report says, more 3D content has been made available since June 2010, and viewing glasses are improving. These efforts will propel 3DTV growth by a spectacular 463 percent to reach 23.4 million units in 2011.

I'm still not buying a 3DTV, though. But I have to give any company -- or any group of companies -- credit for changing course when technology alone isn't enough. (See: Spare Me the 3D.)

Promoting 3D as a feature is definitely a move in the right direction; it's better than building 3D as a distinct product category. I know people who own HDTVs but haven't gotten around to calling the cable company for HD programming because the new TV is still better than the old one. But I still don't see 3D being a reason to go out and purchase a new TV. It's still just a novelty.

From the business standpoint, though, the course change will benefit manufacturers. According to IHS iSuppli:

Liquid crystal display (LCD) is still the dominant technology for the 3D TV market, accounting for 83 percent of 3-D TVs sold in 2011, says IHS Suppli. The 3D TV share of the global flat-panel market will continue to rise in the years to come, jumping to 11 percent in 2011 from 2 percent last year, and then doubling next year to 22 percent. By 2015, 3-D TVs will account for 52 percent of flat-panel shipments.

To further motivate consumers to buy 3-D TVs, brands are slashing prices. Prices for 3-D TVs fell 9 percent during March 2011 compared to February, according to the US TV Price and Specifications Tracker, a monthly IHS iSuppli service that tracks U.S. TV prices. Within the next year, prices will shift again, in accordance with the feature mix dictated by public preferences at the moment -- a process expected to democratize 3-D adoption among consumers in all income brackets.

These are all good moves, but 3DTV still has a problem. The glasses. It's not just that they are expensive, weird-looking, and induce vertigo (in some of us). When's the last time you were able to find the remote control for the TV? Now you have to find the remote and the glasses. Good luck with that.