案例库 · 产品与设计 · 产品决策 · 2003–2008
这条还没译成中文，下面是英文原文。
Blu-ray won the disc war by storing more and shipping inside Sony's PlayStation 3.
Blu-ray's tighter grooves and blue-violet laser packed more HD data per disc, and Sony built a player into the PS3, so people adopted it without choosing it.
Sony
那一手
As flat screens fell in price in the mid-2000s, studios wanted to re-release movies in high definition, but the industry split between two incompatible physical formats: the Sony-led Blu-ray and Toshiba's HD DVD.
Both used a blue-violet laser, but Blu-ray discs packed grooves more tightly and so held more: up to 50 gigabytes on a dual-layer disc against about 30 gigabytes for HD DVD, which was enough for better video and interactive extras. HD DVDs were cheaper to manufacture and the players often cost less.
The decisive move was Sony's: it built a Blu-ray drive into the PlayStation 3, so each console sold was another Blu-ray player. It was not a dedicated purchase, it was the better console, and PS3 sales counted as Blu-ray market share whether or not the buyer cared about discs.
Toshiba answered with a cheaper external HD DVD drive for the Xbox 360, but the integrated PS3 pushed Blu-ray ahead. As studios and then mass retailers like Walmart chose Blu-ray, the war ended in 2008 and HD DVD was discontinued.
为什么管用
- Blu-ray's 50-gigabyte dual-layer capacity backed the high-definition picture and extras the format was selling.
- Sony built the drive into the PS3, so it was inside a product the buyer already wanted and counted as player penetration.
- The incompatibility between formats forced studios and retailers to pick one, and they chose the bigger, better-backed format.
- HD DVD's cheaper discs could not overcome the fact that Blu-ray readers were already in millions of homes.
可以搬走什么
When two formats are locked in a standards war, win the capacity argument that content needs, then distribute the reader through a product people already want to buy.
后来呢
Blu-ray became the high-definition disc standard and HD DVD production stopped in 2008. The victory did not revive physical media, as streaming soon overtook discs, but the PS3-as-trojan-horse move remains the textbook end to a hardware format war.
资料来源
- The PlayStation 3 was Blu-ray's ultimate Trojan horse
- PS3 signals the start of another DVD format war
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