And the winner will be?

It would be irresponsible for anyone to say at this point. The truth is that no one will know for quite some time. If you're looking for the company with the most entertainment history and serious market penetration, Pulse is currently the clear leader. If you're looking for experience in e-commerce, Cycore leads the pack. If you're looking for a XML-based solution that blends seamlessly into what you're doing, Viewpoint is the farthest along in this area. As time goes on, all three will converge on the same target—total Web integration. But the Macromedia/Intel Shockwave 3D initiative could turn all three on their ears. And don't count on VRML—er, X3D—being dead.

The truth is that there are still a lot of issues to be hammered out. The plug-ins for browsers need to become more seamless. (With the exception of Cycore's, I've had trouble installing every viewer I've encountered.) The technology needs to become something as ubiquitous as Flash or even JPEGs. Development tools need to be more seamless. You need to be able to export models for the Web from any 3D application, just as you would print PDFs. This requires standardization, which may become possible through the Macromedia/Intel initiative.

Should you add streaming 3D to your list of streaming deliverables? Sure. There's a lot to learn. Starting now will prepare you for the 3D expansion that is, at this point, inevitable. The key is to remain modular. It's too early to commit to any single 3D player right now, and you really don't have to choose. Most of your development time will lie in creating content, not getting it to the Web.

Stay tuned. This fight is only just beginning.






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