案例库 · 战略与领导 · 战略决策 · 2006–2008
这条还没译成中文，下面是英文原文。
Sony's PS3 and Warner's switch made Blu-ray the HD disc standard.
Sony shipped Blu-ray in every PS3 at a huge loss; Warner went exclusive in Jan 2008, and Toshiba quit HD DVD a month later.
Sony · Toshiba
那一手
Sony's Blu-ray stored 25 GB on a single layer, but specs alone did not settle the fight. Sony also put a Blu-ray player in every PlayStation 3, selling the console below cost — roughly $300 lost per unit and about $3.3 billion in cumulative hardware losses through mid-2008 — to put a Blu-ray machine in millions of homes.
The decisive move came from content. Warner Bros., the last major studio releasing in both formats, announced on January 4, 2008 that it would release high-definition titles exclusively on Blu-ray. That gave Blu-ray about 70 percent of studio support and left HD DVD with only Paramount and Universal.
On February 19, 2008 Toshiba announced it would no longer develop, manufacture or market HD DVD players and recorders, ending the format war. The hardware war was decided not by the better laser but by which format controlled the marginal studio and the installed base under the TV.
为什么管用
- PS3 put a Blu-ray player in millions of homes at a deliberate hardware loss.
- Warner's exclusive switch tipped studio support to roughly 70/30 overnight.
- Retailers and consumers stopped waiting once a single format looked certain.
- Toshiba's concession came weeks later, once the war was unwinnable.
可以搬走什么
In a format war the decisive asset is the marginal content owner and installed base, not technical merit: when the last dual-format studio picks a side, the loser's hardware dies within weeks.
后来呢
HD DVD shipments ended in March 2008 and Blu-ray became the sole high-definition disc format; Sony's bet later fed into the PS3's long life and the format's use for games and archival media. The war remains the textbook case of a standards battle won on content and installed base.
资料来源
- Toshiba Announces Discontinuation of HD DVD Businesses
- Warner Bros. Goes Blu-ray Exclusive; HD DVD Reduced to 30 Percent Market Share
- High-definition optical disc format war
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