The Official Magazine of ISE 2012 - Amazon S3

Getting 3D into perspective…at the ISE 3D Theatre
3D or not 3D? That is likely to be a question on the minds of many
ISE visitors. Yes, 3D movies can be fun – and, when the technology
is used appropriately, can enhance the cinema-going experience.
3D television at home is also, potentially, a compelling concept.
But for professional audiovisual applications?
And anyway: sitting in the cinema or at home
wearing strange glasses is one thing – but in
a business meeting? Walking down the street?
For those wanting to find out exactly
what’s going on in the world of 3D – is it
a technology I need to understand? Is it a
business opportunity? – ISE is again hosting
the 3D Theatre. As in 2011, visitors will have
the opportunity to take in a mix of showreel
material, showing what 3D is capable of
in a broad range of environments, and
presentations from 3D industry insiders who
will talk about the technology, the content
and the applications.
“3D is a fast-moving market,” notes
Lutz Möhr of 3D-CC, the 3D Competence
Centre, which is co-ordinating the 3D
Theatre programme for ISE. “Since ISE
last year, we’ve seen more 3D devices come
Consultant Lutz Möhr has seen 3D
quality rising – and prices falling –
since ISE 2011
to market, including mobile devices such as tablets and smart
phones. We’ve seen 3D image quality improve substantially – and
we’ve seen prices coming down. What was true last year is not
necessarily true this year – which is why I’d encourage visitors to
find out more.”
There is widespread agreement that there are applications and
environments where 3D delivers unquestionable benefits. A recent
study sponsored by Texas Instruments, for example, demonstrated
that the use of 3D projection in the classroom increased student
engagement, concentration and test scores.
The majority of projectors now being shipped
to schools are, as a minimum, 3D-ready.
Other applications, such as CAD/CAM,
medicine and virtual reality, are also obvious
beneficiaries of 3D technology.
But Möhr believes 3D will become
significantly more pervasive across an even
wider spectrum of applications. “Seeing,
working and acting in 3D makes a lot of
sense,” he says, “because by working with
images that are more realistic, “Seeing in
3D” – S3D – makes our perception more
real, our engagement deeper, our attention
more focused. When those things happen,
we become more efficient, more productive.”
And Möhr concludes: “No integrator
or software provider should miss the
opportunity to profit from a technology that
will, without question, become ubiquitous,”
he says. “It could soon become a critical competitive factor. And
there’s no better place to begin to understand, and leverage, that
opportunity than at ISE’s 3D Theatre.”
www.3dcc.eu
AV User Group returns to ISE –
with three times as many members!
The UK-based AV User Group (AVUG) is a thriving community
of over 100 AV professionals from a broad range of end user
environments – and this year, as previously, it will be holding its
regular meeting on the day prior to ISE. Evidence of the growing
significance of ISE as a ‘must visit’ show is the fact that, for the ISE
2012 meeting, almost three times as many AVUG members will
attend compared with 2011.
“The primary reason we hold this meeting is that many of our
members attend ISE, as it has become the most important AV
show on the calendar within easy reach and is well represented by
the manufacturers and distributors,” says Owen Ellis, chairman of
the AV User Group.
“And,” continues Ellis, “as so many of our sponsors have stands
at the show, we invite them to present at our pre-show meeting to
let us know what they are exhibiting, as many of them now use ISE
to launch product.”
That opportunity to get information early – which is often key
to the AV strategic planning of many end user organisations – is
one of the important benefits of AVUG membership, as meetings
are often attended by sponsors who include many of the industry’s
highest profile names.
“The AVUG provides many benefits to the end user,” notes
Ellis. “Networking with peers and hearing case studies from
other members on recent projects is one. Access to some of our
manufacturer sponsors’ longer-term roadmaps and the leverage
to impact what they develop is another. A third is our online
discussion forum for advice from other members via our website.
Yet another is sponsored trips like this one to ISE and other industry
events. And then there’s member discussions about integration and
consulting services.”
“Last but not least,” smiles Ellis, “there’s the network drinks
which follow each of our quarterly meetings, where all our current
sponsors and members get together.”
www.avusergroup.com
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