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Well current predictions are that 13.6M people in the UK alone will have a 3DTV by 2013. Thats around 21% of the population.

If you carry this percentage throughout Europe and The USA then thats around 200M 3DTVs by 2013. Now I'd say that around 20-25% of those TV's will be Sony ones so thats around 50M Sony 3DTV sales by 2013. If they can turn a profit on these then things look good for them. Then add in all the 3D games, movies and accessories Sony will sell and maybe its not such a bad idea.

All this is based on estimates though.

http://www.prnewswire.com/news-releases/sony-and-fifa-announce-the-worlds-first-3d-fifa-world-cuptm---european-version-with-analyst-quote-78418132.html