I just made a post on the business networking site LinkedIn in the Stereoscopic 3-D Professionals Worldwide group. Below is a copy of that post. My next post on this blog will be what I’ve learned about the questions posed below and how 3D signage can overcome the problems mentioned below:
With the closing down of the Phillips WoW division, (obviously they couldn’t make it profitable) how do you think 3D digital signage will ultimately succeed? What are the compelling reasons retailers or advertisers will spend the extra money (perhaps considerable) for this tech especially given that all of it will be computer graphics driven and for the most part, out of the control of their art departments.
Also, what are the reasons a large retailer would buy expensive product from relatively small and in some cases startup business ventures who are offering proprietary systems? If a company the size of Phillips abandons the tech doesn’t that signal that it is highly possible a small company might fail? And with a proprietary system, wouldn’t that company be left holding the bag with a bunch of worthless stuff?
Stereoscopic optical illusions aren’t inherently positive. Indeed, where conflict exists in the brain in terms of what is seen not matching what is normally experienced in reality their is demonstrable subliminal negative impressions that light up in the brain (there are articles in neuroscience publications about this).
If composited or computer graphics 3D signage had demonstrable and consistent high levels of ROI (return on investment) wouldn’t you see it everywhere and see it being used consistently and at great volume by companies that tried it, had a positive experience and use it extensively because of consistent results?
Let’s say it’s the year 1500 and you are a manufacturer of artist paint brushes that make it possible to apply paint to canvas with greater accuracy. In your booth you hold up a Leonardo da Vinci painting and say that with your new technology brushes anyone can paint with this amazing amount of detail and nuance. How many repeat customers do you acquire because they bought your brushes and now paint like da Vinci?
This sales tactic has been repeated through history and for some reason does not achieve a sustained postitive ROI. Despite its track record, this method of selling continues – I guess because people must believe that eventually it will work. Either that or they are only interested in an initial sell-in and don’t care about repeat sales to the same customer. I’m not sure, perhaps someone could enlighten me?
Multi-perspective content creation is both art and science. If both are not executed at the highest level, can consistent success be achieved? Is it enough to have the technology or tools of the trade without the artistry? In the case of Phillips, evidently it was not. What are others doing that is different?