3D Glasses War Rages On As Vizio And LG Defend Passive Tech

After Samsung and Sony senior VPs cited NPD Group consumer sell-through data for the past month showing active-shutter TV sales with nearly 90 percent market share in the 3D space, a Vizio representative snapped back that NPD’s sales data does not track sales from several leading national retail accounts, including Walmart, and therefore does not reflect a complete sales performance picture. “The arrival of 3DTVs using film-type patterned retarder or passive technology represents an important new option that NPD will continue to track,” said Ross Rubin, NPD Group industry analysis director. “While NPD’s [point-of-sale] data for consumer electronics does not include some large retailers, including Walmart, our consumer data provides a view of brand share across all U.S. retailers and channels. In addition, the latest wave of NPD’s 3D 360 Degree Monitor research includes independent research on consumer awareness of the terms ‘active’ and `passive’ to describe 3D technologies, and consumer preferences regarding the tradeoffs of each approach.” “Consumers’ clear preference for passive 3D has caused some in the industry to react with misleading statements, so we wanted to take this opportunity to set the record straight: again with the consumer in mind. While active [shutter] flicker 3D currently has the bigger market share, that’s not the core issue. Until very recently, consumers have had no alternative. We’ve already seen momentum toward LG Cinema 3D in the short time it’s been available.” Vandenbree said that at launch, LG’s Cinema 3D HDTVs quickly rose to be top-selling models, “which clearly caused the competition to take notice — so much so that they’re willing to engage in the mud-slinging tactics they said they would avoid, such as publishing ads with black bars and distributing in-store props to attack competing formats. It also made them reactive enough to slash prices.

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Leaving the LCD Monitor Market, Sony Indicates a Growing Trend

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