Blu-Rays victory over the High-Definition DVD player has shown no impact in Microsoft’s decision to include a Blu-Ray add-on to the Xbox 360 console. Instead, they will be supporting the digital delivery of their games, online.
Since Toshiba had announced that they would no longer be distributing HD DVD, seeing that rival Blu-Ray was stronger in the game. This however, will not mean that Blu-Ray will be sold alongside the Xbox 360. In fact Microsoft are certain that online downloads will see more success.
Neil Thompson of Microsoft, has claimed that the next two to three years will see downloads taking over from physical media, claiming “We have always said online is the way to go”. He also said that Microsoft have not abandoned the customers who had bought the HD DVD add-on for their Xbox, stating “We said to people they had the choice; we didn’t force it on them as we didn’t put it in the box”.
Microsoft had intended to keep their focus on digital distribution of content. Their intentions have been to focus on moving towards online distribution. Over 300, 000 HD DVD add-on drives have been sold to customers, if Blu-Ray add-ons were offered to customers this would not reflect a good use of resources for the company.
Microsoft believe that more customers are moving down towards the digital high-definition or standard definition content online. “The expansion and growth of consumption of digital content is exponential.”
Microsoft have been widely criticised for their variety in downloads for their online video service, however, Thompson has maintained that they would be adding more content all through the year and introducing new partners on board.
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