Business of holography is undergoing a paradigm shift
James C. Fischbach · Proceedings of SPIE, the International Society for Optical Engineering/Proceedings of SPIE · 1995
ABSTRACT The Business of Holography is undergoing a Paradigm Shift, a shift that will usherin great opportunity. What was once considered a limited technology will become a premierenabling technology.With the achievement of the holy grail of holography -full,true-color, real-time,holographic images - business uses of the three-dimensional images will increasedramatically. The advent of live, interactive, true-color holography will propel the marketof holography to a $ 1 .9 billion-a-year market by the end of the decade, up from about $180million in 1994.Keywords: holography, full-color, interactive, paradigm, three-dimensional, images,real-time, holographic, business. 1. HOLOGRAPHY GOES FULL COLOR It's time that the holographic industry itself be given a wakeup call. With the adventof true, high resolution holograms, the market can now shift into a business mindset.Holography must now shift into a business mindset, shifting from what has been an artisticbent and the lowest quality of hologram seen in credit cards. Look at a billboard today. Itlooks the same as it did 20 years ago. True color holography could become as important toadvertising in the late 1990s as neon was in the l950s. Holography has never been able tofulfill the needs of business. Coca-Cola wanted red on their logo. John Deere wanted greenon their logo.Holography was not refined enough to give them the exact shade of red or green.But now, the resolution has become so high and color so true that a diamond represented inan holographic image appears so real even professional holographers can be fooled aboutwhich is the image and which is the gem.Other potential uses include medical books and displays that show anatomy in 3-D,and automobile manufacturers who could develop their cars using 3-D images that appearas if they are floating in front of the computer screen. Expensive jewelry and pricelesstreasures could be displayed as holograms in such a convincing fashion that the valuablethemselves won't need to be on display.