3D LENTICULAR LCD SCREENS
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3D technology in advertising and games

Keynotes of 3D Technology

Background on 3D Technology

* There are basically two directions of the 3D technology.
One is called the (A) parallax barrier the other is called (B) lenticular.  Both of these technologies involve the glass lens that lies on top of a normal LCD TFT panel.

* The basis theory behind the parallax barrier technology is that it is a flat lens with the main purpose of blocking light coming from the TFT panel.  The blocking of light causes the left eye and right eye to perceive different images which causes a trickery of a person’s vision hence the person’s brain perceives the object in 3D.

* The basis theory behind the lenticular technology is that it is a curved lens.  The curvature is very finite (naked to the eye).  This curvature bends light coming from the TFT panel.  The bending of this light is very precise and also causes the left and right eye to perceive different images.

* The pros/cons of both are listed below.

	Parallax	Lenticular
Advantages	* Production yield of the  glass is currently better thus 3D display products have a cheaper cost * The 3D glass has a easier ability to be transparent to the eye, thus allowing easier design of 2D/3D switchable displays	* Much bright than parallax barrier glass * Better 3D effect overall in terms of sharpness * Easier to control the moire effect (dizziness) * Ability to have smaller transitions in 3D mode (meaning less segments, when the person is mobile when watching the 3D display you will see the 3D objects shift.  This effect is minimized by lenticular, but not parallax)
Disadvantages	* Brightness is greatly diminished by approx. 30% to 50% compared to 2D displays * 3D effect is diminished in terms of sharpness and moire effect * Due to theoretical concept it is very difficult to breakthrough in development the brightness deficiency , meaning the technology is matured to its maximum potential already	* Production is more difficult due to the curvature of the lens thus pricing is currently higher than parallax * 2D/3D switching is harder to develop.  (Right now you can't use a lenticular display to be used as a PC)

3D Industry today

Having described above the general overview of 3D technology, we will now relate to the entire 3D industry in the following way.  Most major companies are just starting, developing but slowly, or only in the planning phase of creating 3D displays.  Being that the parallax barrier method or direction is much easier to start-off with in design, all of the companies are moving in that direction.  The lenticular type display is very difficult in technology.  Only 2 companies are developing lenticular type displays.  It takes a large amount of time, resources, and know-how to be able to develop lenticular because it is complex in being that there are optics (3D glass), hardware (graphic card compatibility and calculation algorithms, software (drivers, media player), and content (specific formats) that are needed to be in a system for the display to work properly.

Most of the companies using parallax barrier similarly have had their product for a long time with no real commercial results.  There’s one company had an earlier product of a PC desktop and notebook that could do 3D and also 2D/3D switching several years ago.  However, that product also failed miserably on the market due to its poor 3D quality and dimness based upon the parallax barrier technique.

3D Software list for the HDL Series

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