Sony, Samsung dominate Blu-ray set-top sales

Panasonic, LG plan to soon introduce enhanced players

By Susanne Ault -- Video Business, 12/14/2007

DEC. 14 | Sony and Samsung overwhelmingly dominate Blu-ray Disc set-top player sales, but new Panasonic and LG players are striving for a bigger piece of the BD hardware pie.

For the week ended Nov. 24, Sony captured 60% of all BD unit sales; and Samsung was its only significant competitor with 32%, according to DisplaySearch. Panasonic was far behind, corralling a 5% share.

Collectively, BD-exclusive players far outpaced demand for dual-format players, which primarily encompassed LG’s first-generation model on shelves. BD-only players represented 37% of all high-def units sold. HD DVD-only was at 62%, and dual-format, less than 1%.

However, Panasonic and LG are rolling out enhanced players in an effort to boost their brands.

The November rollout of Panasonic’s third-generation DMP-BD30 marks the first BD player capable of playing back picture-in-picture, the bonus feature in which a separate video stream runs concurrently with the main film.

LG’s BH200, the second-generation dual-format player that bowed Dec. 10, contains the machinery that will likewise handle picture-in-picture. But an LG firmware upgrade, expected to be made available early next year, is needed to finalize this interactivity playback. LG’s debut dual-format model lacks this feature.

“We just introduced the Panasonic DMP-BD30 into the market in November, which from a timing perspective put us at a bit of a disadvantage versus products [such as Sony and Samsung players] that had already been in the market for more than a few months,” said Gene Kelsey, VP of entertainment group at Panasonic. “But we feel there is a strong opportunity to grow based on being the only Final Standard Profile player [encompassing picture-in-picture] already on the market. With the good notices that we have been receiving and the future introduction of [accompanying picture-in-picture] software, we will be able to have more impact on the market.”

Panasonic is running a series of weekly newspaper ads to promote the player and its functionality.

The Panasonic player also scored a big mention in a recent Best Buy circular. The chain is essentially offering the model for free if consumers also buy one of two Panasonic plasma TVs. Shoppers instantly save $499, equaling the retail price of the DMP-BD30, when buying the TV and player together.

Meanwhile, current leading manufacturers aren’t standing still. Samsung is making waves with an instant rebate program that prices the BD-P1400 at $279 for a limited time.

Potentially giving LG’s BH200 a run for its money is Samsung’s own dual-format player, the BD-UP5000, which is expected to launch at retail by the end of the year. Like the BH200, Samsung’s dual-format model will be picture-in-picture ready but needs future firmware to correctly handle the advanced interactivity.