Communicate in 3D

3D for visualization and communication is suddenly all the rage. It seems everywhere you look there is a news story about 3D: Google Earth dominates recent tech news, Second Life made the cover of BusinessWeek, even the new ‘Superman Returns’ movie is in IMAX 3D.

So why is everyone suddenly so interested in 3D as a means for communication?

There are many answers to this question just as there are many types of 3D. But I think the sudden surge in using 3D as a communication solution, is the result of four technology and business drivers :

1. 3D hardware is cheap and ubiquitous - Even the most affordable computers today are able to handle the processing requirements for basic to sophisticated 3D. Hardware accelerated 3D rendering is the norm rather than the exception in everything from desktop computers to next-gen cell phones. We do 3D now, because we can.
2. We are getting used to computers for communication and are expecting our experiences on a PC to more closely mimic real life - The computer is the primary way that many people communicate. We use IM rather than walk around the corner and talk to a colleague. We use social networking sites to keep in touch with friends or make new ones. We even date online. The more we embrace the computer for communication, the more we require the computer to give us a streamlined version of the experiences we could have without the computer. Life is the ultimate 3D experience, and so we want our computers to mimic this.
3. 3D gaming is ubiquitous and sets the standard for understanding information - For the entire generation under 30 years old, 3D gaming is routine. To convey information effectively to this audience, you need to provide them with an environment where information feels like a game. They want to touch, explore, and learn. But the value of 3D gaming applies to everyone. It is a lot more compelling to fly through a Google Earth scene to see the impact of a new skyscraper on the skyline, then to look at a bunch of charts, graphs and 2D drawings. 3D is simply more fun, engaging, and informative.
4. Non-specialists are increasingly involved in technically sophisticated decisions and 3D makes information less abstract - This is a biggie driving the interest in 3D visualization and collaboration. CAD, GIS, Engineering, Manufacturing. Medicine, etc were historically the domains of complete specialists. The CAD specialist could understand and interpret 2D drawings filled with technical symbols, while the investors in a project had to rely on their technical staff who have the experience and understanding to interpret the drawings. But it has become important that other people from investors, to consumers, also be able to understand the basic information in technical documents without extensive special training.
   At the risk of being repetitive, let me say again: 3D simply makes information less abstract. The less abstraction, then the less training is needed to understand the data and the more people are capable (and interested) in looking. Less abstraction also means fewer chances for misinterpretation, and fewer followup emails and phone calls clarifying hidden details. For most businesses, less abstraction means a larger market, more feedback and better re-purposing of assets.

In the my next post, I’ll evolve this theme and consider the various sub-categories of 3D communication: 3D visualization, geospatial 3D, 3D social interaction and 3D collaboration. In particular I want to look at where Acrobat 3D and 3D PDFs fit into the mix

This entry was posted on Friday, June 30th, 2006 at 12:21 pm and is filed under 3D Industry. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.