Toshiba speaks! New HD DVD Pricing & Marketing Strategy....
01-14-08, 12:37 AM
#1
DVD Talk Hero
Thread Starter
Toshiba speaks! New HD DVD Pricing & Marketing Strategy....
Toshiba Deploys New HD DVD Marketing Initiatives Based on Strong Fourth Quarter Unit Sales
Mass Market Acceptance Confirms that HD DVD is the Consumer's Choice for
Next Generation High Def Entertainment
WAYNE, N.J., Jan. 14 /PRNewswire/ -- Toshiba America Consumer Products,
L.L.C. ("Toshiba") today announced that it is stepping up its successful
marketing campaign for HD DVD as it experienced record-breaking unit sales
in the fourth quarter of 2007. Major initiatives, including joint
advertising campaigns with studios and extended pricing strategies will
begin in mid- January and are designed to spotlight the superior benefits
of HD DVD as well as the benefits HD DVD brings to a consumer's current DVD
library by upconverting standard DVDs via the HDMI(TM) output to near high
definition picture quality.
As Toshiba achieved the #1 sales volume in the next generation DVD
category with an approximately 50 percent market share in 2007, HD DVD is
proven to be the format of choice for consumers. Coupled with an 80 percent
plus market share of all next generation DVD equipped notebooks for the 4th
quarter 2007, the HD DVD format has already paved the way to a high
definition digital AV solution by eliminating the boundaries between the
consumer's living room and on the go.
HD DVD not only creates the ultimate high definition entertainment
experience, leveraging all of the promise of the format such as superior
audio/video performance, Web-enabled network capabilities and advanced
interactive features - it also has a high-level of compatibility with DVD.
With DVD upconversion via the HDMI output, HD DVD players instantly make a
movie lover's existing DVD library look better than ever.
"HD DVD is the best way to watch movies in high definition," said Jodi
Sally, Vice President of Marketing, Toshiba's Digital A/V Group. "Our HD
DVD players not only play back approximately 800 HD DVD titles available
worldwide and deliver an entirely new level of entertainment but also
enhance the picture quality to near high definition on legacy DVD titles by
all studios. In short, we added high def to DVD which already is the de
facto standard format created and approved by the DVD Forum that consists
of more than two hundred companies."
New Marketing Strategy for Mass Market Adoption
Taking the holiday season sales based on promotional prices into full
consideration, these new manufacturer's suggested retail prices (MSRP) are
designed to meet the potential demand for HD DVD players in the U.S.
market. Effective on January 13, 2008 the MSRP of the entry-model HD-A3
will be $149.99, the HD-A30, with 1080p output, $199.99, and the high-end
HD-A35, $299.99.
"While price is one of the consideration elements for the early
adopter, it is a deal-breaker for the mainstream consumer," said Yoshi
Uchiyama, Group Vice President Digital A/V Group. "Consumer sales this
holiday season have proven that the consumer awareness of the HD DVD format
has been elevated and pricing is the most critical determinant in
consumers' purchase decision of the next generation HD DVD technology. The
value HD DVD provides to the consumer simply cannot be ignored."
Extended Advertising Campaign
Toshiba plans to execute an extended advertising campaign that will
further enhance consumer awareness of the benefits of HD DVD and drive
sales to retail among potential consumers. Advertising strategies will
include television, print and online media channels. Toshiba will also work
with its dealers and studio partners on joint marketing and promotional
initiatives to promote HD DVD. Current promotions include "The Perfect HD
Offer" - a mail-in offer allowing consumers to select five HD DVD titles
for free from a selection of 15 with the purchase of any Toshiba HD DVD
player.
Consistent Viewing Experience and More
With advanced interactivity and Web-enabled network capabilities built
into every HD DVD player through a dedicated Ethernet port as mandated by
the specifications approved by the DVD Forum, Toshiba delivers on the
promise of a consistent entertainment experience through firmware updates
as studios launch new applications. HD DVD allows studios to flex their
creative muscle in ways never before seen. The latest of these new
experiences is online streaming. Now, when consumers connect their HD DVD
player to the Internet, they can stream new content or trailers, as
available, directly from a movie studio's server.
Universal Home Video, Paramount Pictures and DreamWorks Animation SKG
have reported that an average of 30 percent of HD DVD owners have accessed
Web- enabled network features and continue to do so regularly.
Ongoing Customer Commitment
In order to ensure that its customers will receive complete
satisfaction from their new players, Toshiba introduced the "HD DVD
Concierge" earlier this month. Consumers can now call 1-888-MY HDDVD
(1-888-694-3383) for answers to general questions about HD DVD, for
operational assistance or for assistance with various promotions.
About Toshiba HD DVD Players
With the HD DVD format, select HD DVD players allow consumers to
experience true high def 1080p for extraordinary resolution that matches
the latest state of the art 1080p HDTVs. These same players display images
at 24 frames per second, the same frame rate used by directors when using
film to create motion pictures, for a smoother, more film-like, viewing
experience.
Important Notes:
HD DVD with high-definition content required for HD viewing. Up-
conversion of DVD content will result in near HD picture quality. Viewing
high-definition content and up-converting DVD content may require an HDCP
capable DVI or HDMI input on your display device. 1080p capable display
required for viewing content in 1080p. Firmware update may be required for
some interactive features depending on content, which may also require an
always-on broadband internet connection. Some features may require
additional bandwidth. To take advantage of web-enabled network content,
installing the latest firmware (ver.2.4 for HD DVD player models HD-XA1,
HD-A1, and HD-D1; ver.2.7 for HD-XA2, HD-A2, HD-A2W, HD-D2, HD-A2C, and
HD-A20; and ver.1.3 for HD-A35, HD-A30, and HD-A3) is required. Web-enabled
network features require an always on broadband connection along with
specific movie titles that include this form of content. For 24p output,
content that was created in 1080p/24 frames/sec is required. Viewing 24p
output requires an HD display capable of accepting a 1080p/24Hz signal. Use
of REGZA Link, which is a feature based on HDMI-CEC, requires an HDMI-CEC
compatible display device. Depending on the specifications of your TV, some
or all REGZA Link functions may not work even if your TV is HDMI-CEC
compatible. Dolby(R) Digital Plus, Dolby(R) TrueHD and DTS(R) support for
up to 5.1 channels (DTS HD(R) support for DTS(R) core only). MP3/WMA audio
files not supported. HDMI audio output requires connection to a PCM capable
device. Because HD DVD is a new format that makes use of new technologies,
certain disc, digital connection and other compatibility and/or performance
issues are possible. This may, in rare cases, include disc freezing while
accessing certain disc features or functions, or certain parts of the disc
not playing back or operating as fully intended. ISome features subject to delayed
availability. While every effort has been made at the time of publication
to ensure the accuracy of the information provided herein, product
specifications, configurations, system/component/options availability are
all subject to change without notice.
About Toshiba America Consumer Products, L.L.C.
Toshiba America Consumer Products, L.L.C. is owned by Toshiba America,
Inc., a subsidiary of Toshiba Corporation, a world leader in high
technology products with subsidiaries worldwide. Toshiba is a pioneer in HD
DVD, DVD and DVD Recorder technology and a leading manufacturer of a full
line of home entertainment products, including flat panel TV, combination
products and portable devices. Toshiba America Consumer Products, L.L.C. is
headquartered in Wayne, New Jersey. For additional information, please
visit.
Mass Market Acceptance Confirms that HD DVD is the Consumer's Choice for
Next Generation High Def Entertainment
WAYNE, N.J., Jan. 14 /PRNewswire/ -- Toshiba America Consumer Products,
L.L.C. ("Toshiba") today announced that it is stepping up its successful
marketing campaign for HD DVD as it experienced record-breaking unit sales
in the fourth quarter of 2007. Major initiatives, including joint
advertising campaigns with studios and extended pricing strategies will
begin in mid- January and are designed to spotlight the superior benefits
of HD DVD as well as the benefits HD DVD brings to a consumer's current DVD
library by upconverting standard DVDs via the HDMI(TM) output to near high
definition picture quality.
As Toshiba achieved the #1 sales volume in the next generation DVD
category with an approximately 50 percent market share in 2007, HD DVD is
proven to be the format of choice for consumers. Coupled with an 80 percent
plus market share of all next generation DVD equipped notebooks for the 4th
quarter 2007, the HD DVD format has already paved the way to a high
definition digital AV solution by eliminating the boundaries between the
consumer's living room and on the go.
HD DVD not only creates the ultimate high definition entertainment
experience, leveraging all of the promise of the format such as superior
audio/video performance, Web-enabled network capabilities and advanced
interactive features - it also has a high-level of compatibility with DVD.
With DVD upconversion via the HDMI output, HD DVD players instantly make a
movie lover's existing DVD library look better than ever.
"HD DVD is the best way to watch movies in high definition," said Jodi
Sally, Vice President of Marketing, Toshiba's Digital A/V Group. "Our HD
DVD players not only play back approximately 800 HD DVD titles available
worldwide and deliver an entirely new level of entertainment but also
enhance the picture quality to near high definition on legacy DVD titles by
all studios. In short, we added high def to DVD which already is the de
facto standard format created and approved by the DVD Forum that consists
of more than two hundred companies."
New Marketing Strategy for Mass Market Adoption
Taking the holiday season sales based on promotional prices into full
consideration, these new manufacturer's suggested retail prices (MSRP) are
designed to meet the potential demand for HD DVD players in the U.S.
market. Effective on January 13, 2008 the MSRP of the entry-model HD-A3
will be $149.99, the HD-A30, with 1080p output, $199.99, and the high-end
HD-A35, $299.99.
"While price is one of the consideration elements for the early
adopter, it is a deal-breaker for the mainstream consumer," said Yoshi
Uchiyama, Group Vice President Digital A/V Group. "Consumer sales this
holiday season have proven that the consumer awareness of the HD DVD format
has been elevated and pricing is the most critical determinant in
consumers' purchase decision of the next generation HD DVD technology. The
value HD DVD provides to the consumer simply cannot be ignored."
Extended Advertising Campaign
Toshiba plans to execute an extended advertising campaign that will
further enhance consumer awareness of the benefits of HD DVD and drive
sales to retail among potential consumers. Advertising strategies will
include television, print and online media channels. Toshiba will also work
with its dealers and studio partners on joint marketing and promotional
initiatives to promote HD DVD. Current promotions include "The Perfect HD
Offer" - a mail-in offer allowing consumers to select five HD DVD titles
for free from a selection of 15 with the purchase of any Toshiba HD DVD
player.
Consistent Viewing Experience and More
With advanced interactivity and Web-enabled network capabilities built
into every HD DVD player through a dedicated Ethernet port as mandated by
the specifications approved by the DVD Forum, Toshiba delivers on the
promise of a consistent entertainment experience through firmware updates
as studios launch new applications. HD DVD allows studios to flex their
creative muscle in ways never before seen. The latest of these new
experiences is online streaming. Now, when consumers connect their HD DVD
player to the Internet, they can stream new content or trailers, as
available, directly from a movie studio's server.
Universal Home Video, Paramount Pictures and DreamWorks Animation SKG
have reported that an average of 30 percent of HD DVD owners have accessed
Web- enabled network features and continue to do so regularly.
Ongoing Customer Commitment
In order to ensure that its customers will receive complete
satisfaction from their new players, Toshiba introduced the "HD DVD
Concierge" earlier this month. Consumers can now call 1-888-MY HDDVD
(1-888-694-3383) for answers to general questions about HD DVD, for
operational assistance or for assistance with various promotions.
About Toshiba HD DVD Players
With the HD DVD format, select HD DVD players allow consumers to
experience true high def 1080p for extraordinary resolution that matches
the latest state of the art 1080p HDTVs. These same players display images
at 24 frames per second, the same frame rate used by directors when using
film to create motion pictures, for a smoother, more film-like, viewing
experience.
Important Notes:
HD DVD with high-definition content required for HD viewing. Up-
conversion of DVD content will result in near HD picture quality. Viewing
high-definition content and up-converting DVD content may require an HDCP
capable DVI or HDMI input on your display device. 1080p capable display
required for viewing content in 1080p. Firmware update may be required for
some interactive features depending on content, which may also require an
always-on broadband internet connection. Some features may require
additional bandwidth. To take advantage of web-enabled network content,
installing the latest firmware (ver.2.4 for HD DVD player models HD-XA1,
HD-A1, and HD-D1; ver.2.7 for HD-XA2, HD-A2, HD-A2W, HD-D2, HD-A2C, and
HD-A20; and ver.1.3 for HD-A35, HD-A30, and HD-A3) is required. Web-enabled
network features require an always on broadband connection along with
specific movie titles that include this form of content. For 24p output,
content that was created in 1080p/24 frames/sec is required. Viewing 24p
output requires an HD display capable of accepting a 1080p/24Hz signal. Use
of REGZA Link, which is a feature based on HDMI-CEC, requires an HDMI-CEC
compatible display device. Depending on the specifications of your TV, some
or all REGZA Link functions may not work even if your TV is HDMI-CEC
compatible. Dolby(R) Digital Plus, Dolby(R) TrueHD and DTS(R) support for
up to 5.1 channels (DTS HD(R) support for DTS(R) core only). MP3/WMA audio
files not supported. HDMI audio output requires connection to a PCM capable
device. Because HD DVD is a new format that makes use of new technologies,
certain disc, digital connection and other compatibility and/or performance
issues are possible. This may, in rare cases, include disc freezing while
accessing certain disc features or functions, or certain parts of the disc
not playing back or operating as fully intended. ISome features subject to delayed
availability. While every effort has been made at the time of publication
to ensure the accuracy of the information provided herein, product
specifications, configurations, system/component/options availability are
all subject to change without notice.
About Toshiba America Consumer Products, L.L.C.
Toshiba America Consumer Products, L.L.C. is owned by Toshiba America,
Inc., a subsidiary of Toshiba Corporation, a world leader in high
technology products with subsidiaries worldwide. Toshiba is a pioneer in HD
DVD, DVD and DVD Recorder technology and a leading manufacturer of a full
line of home entertainment products, including flat panel TV, combination
products and portable devices. Toshiba America Consumer Products, L.L.C. is
headquartered in Wayne, New Jersey. For additional information, please
visit.
Credit HDD forums.
Good sign that Toshiba is not giving up hope!
01-14-08, 12:44 AM
#3
DVD Talk Limited Edition
If this means that I can get either:
1) An A35 super cheap
or
2) The rest of Battlestar Galactica in high definition sooner than if (when) Universal goes neutral
Then I will offer up a "Woo!". Otherwise, I can only offer a *shrug*.
1) An A35 super cheap
or
2) The rest of Battlestar Galactica in high definition sooner than if (when) Universal goes neutral
Then I will offer up a "Woo!". Otherwise, I can only offer a *shrug*.
01-14-08, 12:49 AM
#4
Suspended
The prices have been known for a few days now...not new information. They really need to update their 5 free with better movies after January.
01-14-08, 12:50 AM
#6
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Originally Posted by GizmoDVD
The prices have been known for a few days now...not new information. They really need to update their 5 free with better movies after January.
01-14-08, 12:53 AM
#7
Suspended
Originally Posted by abrg923
Actually, what they really need to do is work on actually getting them to their customers in a timely manner.
01-14-08, 01:16 AM
#8
DVD Talk Special Edition
I am a full supporter of both formats - as most know.
However, the press release of this information is almost asking for Sony to come out and say, ' Hey... Ours does that too. We also have a ton of movies on the way!' (minus online features{on the way} and lowered price points).
Its like the old saying goes, ' Fight the fight, or get shot in the back when you retreat.'
Lets see what titles Paramont/Dreamworks & Universal have planned after 'the meetings'.
However, the press release of this information is almost asking for Sony to come out and say, ' Hey... Ours does that too. We also have a ton of movies on the way!' (minus online features{on the way} and lowered price points).
Its like the old saying goes, ' Fight the fight, or get shot in the back when you retreat.'
Lets see what titles Paramont/Dreamworks & Universal have planned after 'the meetings'.
01-14-08, 01:55 AM
#10
DVD Talk Limited Edition
Fire sale. What else could they do? At least they'll be able to sell off their inventory.
Shall people in this forum start calling them backstabbers for selling hardware for a media that's in its final stages of death? Isn't it a little misleading not to warn customers that these players won't have any new media for them in a few short months?
Shall people in this forum start calling them backstabbers for selling hardware for a media that's in its final stages of death? Isn't it a little misleading not to warn customers that these players won't have any new media for them in a few short months?
Last edited by Peep; 01-14-08 at 01:58 AM.
01-14-08, 02:09 AM
#11
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If I was Toshiba I would License Hd to every Manufactuer so that when you see those low end 29.99 and up cheap players at places like walmart or such they are actually Hd players..that way at least every dvd player ( almost ) would be hd capatable. That way maybe Hd-DVD would replace Sd.
01-14-08, 02:13 AM
#12
DVD Talk Special Edition
Originally Posted by Quake1028
"HD DVD is the best way to watch movies in high definition," said JodiSally, Vice President of Marketing, Toshiba's Digital A/V Group. "Our HDDVD players not only play back approximately 800 HD DVD titles available worldwide and deliver an entirely new level of entertainment but also enhance the picture quality to near high definition on legacy DVD titles by all studios. In short, we added high def to DVD which already is the de facto standard format created and approved by the DVD Forum that consists of more than two hundred companies."
BTW - After reading this again, this kinda shows me they are preparing for a class action lawsuit.
The People V. Toshiba, Inc.
Dont think were selling you something you dont need!! You can still play your old DVD's on it and its almost like HD... if you have it hooked up correctly. Making it kinda sound like they are talking down to the consumer.
01-14-08, 05:38 AM
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Originally Posted by namja
Wow ... This could force lower BD player prices. Maybe we will see $150 BD players sooner than we think. 
I really hope so, the prices of Blu-ray players have gone up in the last weeks:-(
Still waiting for a better and cheaper standalone BD player...
01-14-08, 05:56 AM
#16
Sony: "This is madness!"
Toshiba: "No, this is HD DVD! Aghhhhh!!"
Toshiba needs to realize they need to fiercely compete in their software sales. They've proven they could get HD DVD players to a lot of consumers, but what's the point of a cheap HD DVD player when you don't have the sales like Blu-ray has.
Toshiba: "No, this is HD DVD! Aghhhhh!!"
Toshiba needs to realize they need to fiercely compete in their software sales. They've proven they could get HD DVD players to a lot of consumers, but what's the point of a cheap HD DVD player when you don't have the sales like Blu-ray has.
01-14-08, 06:19 AM
#18
This might have mattered if they had more than 30% of the market share, but they don't anymore. This looks like their last big splash in trying to move players before Universal and Paramount officially announce that they will be supporting Blu-ray.
01-14-08, 06:59 AM
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Originally Posted by danstheday
If I was Toshiba I would License Hd to every Manufactuer so that when you see those low end 29.99 and up cheap players at places like walmart or such they are actually Hd players..that way at least every dvd player ( almost ) would be hd capatable. That way maybe Hd-DVD would replace Sd.
It's not surprising Toshiba did this, as price is the only hard advantage they ever had; unfortunately for them, it has never mattered much. (it' sad that the best they can say about their 4th Q is that they had 'approximately 50 percent' of stand alone sales)
01-14-08, 07:06 AM
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A bit pitiful if you ask me.
To make players cheaper won't help you win this war anymore Toshiba.
Maybe they know and want to get rid of all their stock before they call it quits
To make players cheaper won't help you win this war anymore Toshiba.
Maybe they know and want to get rid of all their stock before they call it quits
01-14-08, 07:11 AM
#21
DVD Talk Legend
Originally Posted by Quinty
To make players cheaper won't help you win this war anymore Toshiba.
01-14-08, 07:33 AM
#22
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Originally Posted by GizmoDVD
How long before this turns into an HD DVD bash thread?
Originally Posted by TallGuyMe
Why is that? If the majority of households have an HD DVD player, while less have overpriced underperforming Bluray players, then why couldn't/wouldn't/shouldn't studios have a change of heart?
With as widely announced as HD DVD's demise has been in the media, I wonder how much a low sticker price would entice a meaningful number of people to buy in if they already believe the format's limping towards the end.
01-14-08, 07:58 AM
#23
Originally Posted by TallGuyMe
Why is that? If the majority of households have an HD DVD player, while less have overpriced underperforming Bluray players, then why couldn't/wouldn't/shouldn't studios have a change of heart? Do you think any of these studios have loyalty to anything other than the almight buck? Cheaper players = more households able to view HD DVD content = more willingness to publish titles in that format. Simple.
01-14-08, 08:01 AM
#24
Originally Posted by Adam Tyner
With as widely announced as HD DVD's demise has been in the media, I wonder how much a low sticker price would entice a meaningful number of people to buy in if they already believe the format's limping towards the end.
01-14-08, 08:25 AM
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Originally Posted by Peep
Fire sale. What else could they do? At least they'll be able to sell off their inventory.
Shall people in this forum start calling them backstabbers for selling hardware for a media that's in its final stages of death? Isn't it a little misleading not to warn customers that these players won't have any new media for them in a few short months?
Shall people in this forum start calling them backstabbers for selling hardware for a media that's in its final stages of death? Isn't it a little misleading not to warn customers that these players won't have any new media for them in a few short months?