Sony CEO Howard Stringer has now stated that the PlayStation 3 will receive a firmware update to support 3D Blu-ray movies sometime in October, with playback first promised to gamers in January (via a future update). 3D gaming was added to the PS3 in June.
After being announced during the Consumer Electronics Show (CES) in January, some bloggers thought that the firmware update would be released over the summer. It was never released and Sony had to make an official announcement. In July, Sony said it would release the free update in September, but it didn’t appear to be ready yet again.
During his IFA speech in Berlin, Stringer didn't specify an exact release date for the firmware update next month, but it shouldn't be delayed again. Sony plans to use the update as a strong marketing tool at CES and other trade shows in which 3D technology can be featured.
If Sony is able to release the update as promised, this could give it a step up over the Microsoft Xbox 360 in benefits and features away from gaming.
Similar to its early efforts with Blu-ray, the new 3D Blu-ray feature is expected to help support Sony's company-wide effort to support 3D. Almost 40 million PS3 owners will have access to the firmware update, opening the door to a large number of potential new 3D product customers.
Overall, Sony has broad plans for 3D Blu-ray players, 3D high-definition TVs, 3D digital cameras and camcorders, and possible 3D handheld gaming products.
Similar to the early market for Blu-ray, Sony will see varying levels of consumer interest for 3D products. 3D Blu-ray seems appealing over the long run, but there are too many questions and uncertainties involved that keep consumers waiting.
To help spur interest, Sony has tried clever marketing campaigns that include free movies and video games with 3DTV purchases made in the UK. Additional promotions may be introduced prior to Christmas.
