For Consumer Product Strategy Professionals

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	January 20, 2010 How To Make Blu-ray Succeed In Europe Blu-ray's Value Proposition Must Include More Than Just HD Quality by Laurence Meyer with J.P. Gownder, Laura Wiramihardja

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Executive Summary

As in the US, recent Blu-ray uptake in Europe has been encouraging: Thanks to the PlayStation 3, Blu-ray players are now in 10% of European homes, and the Blu-ray Disc Association expected that more than 30 million Blu-ray discs would be sold during 2009. However, because of consumer confusion about high-definition (HD) in general and the intensification of competition that Blu-ray will face in the medium term, Blu-ray will not be as successful as DVD once was — especially if consumer electronics (CE) makers continue to focus exclusively on HD. With this in mind, CE makers should not wait to push new Blu-ray features. Access to over-the-top video content should be at the top of their priority list.

TABLE OF CONTENTS

• Blu-ray Is Gathering Momentum In Western Europe . . .
• . . . But Blu-ray Will Not Be As Big As DVD In Europe

RECOMMENDATIONS

• Use Internet Connectivity And Digital Video Delivery To Drive Blu-ray Uptake
• Supplemental Material
• Related Research Documents

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