Blu-ray Disc's victory over HD-DVD is the first battle in a much longer struggle, according to Strategy Analytics. A major challenge lies ahead if the industry is to persuade hundreds of millions of DVD owners that they should switch to a completely new format. DVD players costing less than $100 can already offer HD-like video quality through upscaling techniques. The industry must now unite behind a major promotional campaign to push Blu-ray Disc as the preferred optical disc standard for the high definition age.
"Blu-ray Disc has passed its first real test by beating HD-DVD," says David Mercer, Principal Analyst at Strategy Analytics. "But a much bigger challenge now lies ahead if BD is to become as successful as DVD, and content owners, retailers and manufacturers must now demonstrate that they can work together to promote BD effectively."