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Toshiba Cuts Cost OF HD-DVD Players

by Darren

In a sign of continued standards warfare, Toshiba today announced they’re cutting prices of the HD-DVD players by as much as 40%, as many movie studios have already embraced Sony’s Blu-Ray format.

Toshiba America Consumer Products said it cut prices of its HD DVD players effective January 13 to boost market adoption of its next-generation DVD players by mainstream consumers after what it said was a successful fourth quarter in unit sales.

“While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer,” said Toshiba executive Yoshi Uchiyama in a statement.

Toshiba’s players will now start as low as $149 going up to $399 for the top-of-range player.

The war is far from over, but Toshiba realizes they were quickly falling behind.