Sony today announced their intentions to ship and market 3D televisions and 3D PS3 games by the end of next year.

From The Financial Times:

Due to speak today at the IFA technology trade show in Berlin, Sir Howard Stringer , Sony chief executive, will announce plans not only to sell 3D Bravia television sets, but to make Sony’s Vaio laptop computers, PlayStation 3 games consoles and Blu-ray disc players compatible with the technology.

Mr Stringer is expected to tell the audience: “Today, 3D is clearly on its way to the mass market.

“As with high definition a few years back, there are a variety of issues yet to be addressed. But the 3D train is on the track, and we at Sony are ready to drive it home.”

We see a couple of problems here:

–    Are consumers really ready for 3D TVs? It seems like not a week passes without a survey that shows most HD consumers aren’t actually watching HD content on their TVs
–    More importantly for us, are marketers ready? The market keeps getting segmented based on all the differing technologies out there, do we really need to add 3D to the mix
–    There’s still a Blu-Ray-like format war between two differing 3D standards, so will savvy consumers even risk being an early adopter in something that may not be the industry standard

We hope the 3D is good enough to make us forget these potential hurdles.  Has anyone had a chance to see it in action