The aim of the Fiasco Awards is rewarding the best projects in the ICT field that have ended up as a FIASCO. We want to promote a critical spirit, a positive attitude towards the obstacles in the road to success, and why not? let's admit it: to have fun. More »
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Finalist Fiascos
3D Television

3D Television

Few years ago, what was thought to be the new home technology revolution reached at least the market: the 3D TV. It was the gadget of the future, at least ready to be available on the screens of our own dining rooms...
In Christmas 2010th, this technology was presented as flagship product, by the hand of companies like Sony, Panasonic or LG, especially after the overwhelming success of James Cameron's film, Avatar.

The fiasco
More than three years later, the resounding failure of this technology is consummated. In Spain, only 2% of the TV can play 3D content. In the U.S., this number increases, but only up to 5%.
The lack of success is due to several factors, such as economic (the high cost of the technology itself), the penetration in the industry (very limited content available), or even the user experience (uncomfortable, requires the use of 3D glasses except in certain much more expensive TV's).
In parallel, seeing the lack of receptiveness of the market, manufacturers are now betting on other characteristics: internet, PVR functions, integration with other devices, etc. It's what we know as "connected" TV (or SMART TV), that encourage interaction... and high online content consumption, probably more lucrative for the industry. Today, manufacturers admit that 3D TV is stagnant.

What can we learn?
The ICT world is moving so fast... and the emergence of a new concept, like the SMART TV can harm older products that have not reached yet a certain maturity level.
We should also deeply analyze how peolple use TV's. Apparently 3D is aimed at a small fraction of users (movies, football ...) and with the current technology users have to be 100% focused on what they are watching: goodbye to television "just for company", or to watch a program or series during dinner, because the 3D glasses entail a high degree of immersion.
The impact of the technology is not enough: an idea as simple as an internet connected TV with built PVR functions can succeed where a more spectacular gadget (in technology terms) has not done so. Perhaps the 3D feature should have been considered just a complement, which should have penetrated to the market more subtly (being incorporated to people's televisions at the same time they were renewed in more natural ways), and does not generate enough demand to have intended to replace previous devices by itself.

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