May 26, 2005 Philips 3D Solutions showcased two new 3D technologies this week at the International Display Symposium that could play an important role in the evolution of mobile phone and mobile billboard displays. The first is an LCD monitor that enables 3D to be seen by several people at different angles in front of the screen without the need for special viewing glasses. This technology will find applications in retail stores, shopping centres, airports and indoor events. The second is a display signal processing chip for mobile phones that enables 3D to be rendered in real time with low power consumption.
Philips 3D technology works by showing a number of pictures of the same image taken from different angles, simultaneously on an LCD screen. Then a lenticular screen – an array of transparent lenses - in front of the LCD separates the different pictures into different eyes, causing a 3D effect. Philips found that pictures were immensely improved by placing the lenticular screen at a slight angle.
Large screen 3D displays and display signal processing
We are constantly bombarded by a continuous stream of messages from an array of media, creating an ongoing need to find ways for advertisers to deliver messages that cut through the clutter. In the fierce battle for consumers’ attention, the richer end-user experience offered by a 3D display is likely to attract more viewers than conventional media.
3D digital signage is particularly effective in media-rich environments such as retail stores, shopping centres, airports and train stations, and indoor events such as conventions. The first product using the 3D multi-view technology will be a 42-inchLCD monitor, that will be available from October this year to the commercial sector. Unlike previous 3D display technology, which was limited to a single-user experience, the multi-view technology enables 3D to be seen by several people at different angles in front of the screen, all without the need for special viewing glasses.
3D display-on-mobile will become a reality
3D displays on mobile phones are set to become a reality with the Philips new IC3D display signal processing chip. The 3D display effect is created using a combination of a special 3D display and advanced display signal processing, to ensure the highest possible picture quality.
An essential part of any 3D display is the ability for processors to process the 2D image and depth information into a 3D image. Without display signal processing, a 3D display can only show static, pre-rendered content such as pictures and logos. The Philips IC3D answers this problem by creating a platform for rendering and interweaving the 2D image into 3D in real-time.
The IC3D has been developed specifically with mobile devices in mind. Power consumption and flexibility were significant challenges that the IC3D has successfully overcome. A single interface in 2D-plus-depth format serves the 3D display module. As a result, the IC3D chip allows handset makers to use one type of image content for all their products, in a technology that will be available in early 2006.
Investment into realising the potential of 3D technology is not at Philips with the company’s involvement dating to 1994 when it became involved in developing 3D television.