This is a great series of posts. However, I feel that the core issue or question remains unanswered; namely, why are large brand companies like Kohler and HGTV and John Deere and GE Healthcare and Williams Sonoma and AOL and others adopting Web 3D applications? The answer is actually very simple. They understand (finally!) that many of their key business and marketing objectives cannot be met on the Web with standard 2D technologies. Moreover, they now understand the tradeoff between 2D and 3D. Yes, 3D is initially more difficult to navigate and is more costly. However, 3D allows online consumers to engage with products in a meaningful way and to configure, assemble and customize multiple products in a personalized environment. Why is this important? Increased average orders, reduced product returns, accelerated sales cycles, greater customer satisfaction and consumer engagement, etc.

What’s interesting to me is that these companies and others that we work with (Abbott Labs, Bayer, Viking Range, Playworld, etc.) don’t view this as Web 3D at all. Rather, they accept it as the way they need to do business today. 3D just happens to be the tactical means by which they are going about solving their business problems.

We at View22 Technology, Inc. (www.view22.com) have been marketing and selling Web 3D applications for over four years to the very largest companies in North America. Frankly, they don’t give a hoot about 3D. They just want to solve their business challenges and create new demand for their products. In many instances, the only way to achieve these goals is by deploying interactive Web 3D applications.

Check us out. We’re also doing some very cool things with your buddies at SketchUp!