The giants of the television hardware business, Samsung, Sony, LG, Toshiba and Panasonic, were all pushing stereoscopic screens (and accompanying goggles) at the IFA consumer electronics show in Berlin last week. Panasonic, for example, featured 3D clips from the Blue Man Group, Universal’s Despicable Me, a promo for the London Olympics, and, on a more high-brow note, a trailer for the forthcoming Wim Wenders film about the late dancer Pina Bausch.
Crucially, after Avatar’s success, film-makers and broadcasters are piling into the technology. A flurry of films including Alice in Wonderland, Shrek Forever After and Toy Story 3 followed the sci-fi blockbuster. And as Sky says of its new channel, due in homes before Christmas: “3D is the next revolution in television.”
The new technology is not just for content professionals, either. Panasonic’s headline-grabbing gadget this year is a 3D home camcorder – a world first – for under €1,500 (£1,250). Wedding videos will never be the same.
But a bigger contributor to the Osaka company’s bottom line will be the one million 3D sets it expects to sell. “It’s like the switch to colour,” says Panasonic’s president, Fumio Ohtsubo. “Once they’ve tried colour, no one wants to go back to monochrome. When you compare it with the pleasure of 3D, the inconvenience of wearing glasses is next to nothing.”
In a Spartan conference room above one of the vast exhibition halls at Berlin’s Messe complex, Mr Ohtsubo is holding forth in Japanese, his voice soft and his demeanour calm. He’s wearing a blue striped shirt with a white collar and two small badges on his jacket lapel: one says simply “Panasonic”, the other is a green leaf with the slogan “Eco ideas”. And there-in lies a contradiction. For while Panasonic’s marketeers are focused on television’s latest magic, Mr Ohtsubo wants to talk about a less sexy product – batteries.
At Panasonic, the idea that the company has a higher social purpose was being taught to employees long before Western management gurus invented CSR. “At the base of our vision is the principle and philosophy of our founder,” says Mr Ohtsubo.
That principle was set out in 1932 in an address by Mr Matsushita to his assembled employees: “Our mission as a manufacturer is to create material abundance by providing goods as plentifully and inexpensively as tap water,” he said. “This is how we can banish poverty, bring happiness to people’s lives, and make this world a better place.”
And nearly 80 years later, Mr Ohtsubo is eager to take up the challenge. “We have so many things to do,” he says. “This is giving us much pleasure.”