Microsoft on Thursday announced that it will cut the price of Xbox 360 HD DVD Player by 10% to US$179, and will add five free high-definition DVD movies to the player, in an effort to boost its sale in midst of the Blu-ray/HD DVD formats war.
The world’s largest software company, announced the cut down in price by US$20 in its home market. Starting Aug. 1, the price of the Xbox 360 HD-DVD peripheral will fall from $199 to $179, Microsoft announced yesterday at Comic-Con International 2007.
In addition to the price cut, consumers who purchase the Xbox 360 HD DVD player between Aug. 1 and Sept. 30 will qualify to receive five free movies from a list of 15 titles, including Apollo 13, Casablanca, Tomb Raider, and Seabiscuit.
“With the price reduction to $179, the Xbox 360 HD DVD Player continues to be the most affordable way to enjoy high definition,” said Jeff Bell, corporate vice president of Global Marketing, Interactive Entertainment Business, Entertainment and Devices Division at Microsoft.
Launched in November 2006, the Xbox 360 HD DVD Player plugs into Xbox 360 and gives the ultimate home theater experience with more clarity and detail than broadcast, cable, or satellite HD.
Blu-ray format, backed by a group led by Sony Corp. and the rival HD DVD format, backed by a consortium headed by Toshiba Corp., have been indulged in battle for the $24-billion-a-year home video market share since their launch in Year 2006.
Both the standards are promising and provide increased data storage on the same disc dimensions to allow higher definition multimedia, but at the same time, they are incompatible, forcing consumers as well as the dealers to choose.
Sony’s Blu-ray format that currently provides a maximum storage capacity of 50GB has support of Samsung, Hitachi, and JVC, while Toshiba’s HD DVD format that allows storage capacities of 15GB and 30GB is backed by Microsoft, Intel and NEC.
By deducting price of the USB-based HD DVD add-on and adding free bundled movies to it, Microsoft apparently is trying to combat Sony’s PlayStation 3, which bears Blu-ray disc drive.
“From the beginning, we set out to offer Xbox 360 owners an unrivaled high-definition experience, with a choice of optical discs on the HD DVD format and digital downloads through Xbox LIVE Marketplace — both of which have a selection of the best content Hollywood has to offer,” Bell said.
Microsoft is also strengthening its Video Marketplace on the 360 by adding high-definition content to it. There will be a high-definition version of “300” from Warner Bros. Home Entertainment Group and “Heroes: Season 1” from Universal Studios. Starting August 14, “300” will be offered for rental on the marketplace, while “Heroes” will be offered as a limited-time free download.
In order to continue its momentum in format war for next-generation DVDs, Sony recently has dropped prices by $100 on its Blu-ray format based PlayStation 3. In February, the Japanese electronics giant had announced its plans to launch a less expensive Blu-ray player, dubbed BDP-S300 Blu-ray Disc player, this summer that would be significantly cheaper than many current models on the market and will have the "same capabilities" the existing players bear.
And, on Thursday, Sony announced that Target Corporation, an American retailing company, has decided to carry exclusively Sony Blu-ray Disc players in its stores beginning this fall and extending at least through the holiday season.
Post new comment