Christien Louviere

Beta vs. VHS…Laser Disc vs. DVD…HD-DVD vs. Blu-ray…

Winners: Sony, Blu-ray Content Providers, Us (Consumers)

Losers: Toshiba, Apple Microsoft, Anyone Else Trying to Win the Living Room

These are some expensive battles that take place. Sony is always a high stakes player. I keep wondering when they’re going to learn their lesson; but after all their risk taking, it seems like they will finally win a battle. Even when they first introduced the Sony Vaio laptop computer line, they only allowed for Sony memory card to be accepted. They’re always trying to control mediums. It’s a risky game they play because they put all of their resources into the development of a standard, and they will have to endure years of loss because the only people buying Blu-ray anything are early adopters or people that don’t know any better. Combining both is a very small section of the market.

Last week, Netflix and Best Buy said they will go predominantly Blu-ray. Last month, Time Warner said it will make Blu-ray exclusive. Today, Toshiba has said to cede its place in the battle.

My initial thoughts are that Sony will be having a very good Christmas 2008. Sony has not only won a huge format battle, but they have taken a huge step in locking up the War of the Living Room. Apple is one loser in this situation. They have been largely successful with their iPod/iTunes creations, but they aren’t making much headway with Apple TV…for a variety of reasons. Aside from Toshiba, Microsoft is the biggest loser in this war. PS3 has been lagging behind XBOX 360, but sales are expected to either match or surpass those of the XBOX 360 this year. Nintendo Wii has been the most popular and biggest surprise, but the target market is different. The majority of their customers are not the coveted 18-34 year-old male but everyone else. That’s just fine with Nintendo, and they’ve done a fabulous job of targeting “everyone else.” A little unscientific proof…I’m friends with a 22-year old male and about a week before Christmas everyone in his sports club received the highly coveted Nintendo Wii as their prize for a tournament win (around 150 units!). The majority of the men tried to sell/auction them, so they could use the cash to buy an XBOX 360 or Sony PS3.

Before today, the main factor for the projected increase in sales was the price drop on PS3 and that more movie titles have opened up for the PS3. The XBOX 360 has an add-on HD-DVD player, and the PS3 is built with a Blu-ray player. Sony has just taken a huge leap in the War of the Living Room, and this will now be an even larger determining factor in the lead they take over Microsoft. The 18-34 year old market can go out to buy a PS3 for its video game capabilities and Blu-ray technology. This one system can now immediately quench the needs of the typical 18-34 year-old male. It offers a high-end gaming system, Blu-ray player and will finally allow users to buy Blu-ray discs with confidence enabling them to maximize the use of the LCD TVs they invested in last year. Savvy parents will also see the value in the system as well. They can buy a PS3 to meet their child’s video game and Disney Blu-ray needs.

I’m anxious to see Sony’s movement in 2008.