Future Strategy

On a more positive note, the four cornerstones of Toshiba’s TV strategy look pretty sound. First up is connectivity, which will include wireless HDMI - unfortunately the ZF series announced today doesn’t yet include this feature. Second is design, with Toshiba highlighting the new Picture Frame 2 sets as a step forward aesthetically - considering that the current Picture Frame Toshiba sets look great and take up surprisingly little room, I’d say that the company has this one nailed.

Third is the Cell Broadband Engine - although the newly announced devices are hardly scratching the surface of Cell’s potential, the fact that everything runs in software on Cell means that even today’s products could be upgraded with enhanced features later. Finally we have Ecology - just like every technology company right now, Toshiba is keen to reduce the environmental effect of its products, and announced that new backlighting techniques could reduce power consumption by up to 40 per cent.

Although there were definitely some positives in Toshiba’s address, with its new TVs looking very interesting indeed, the lack of any native HD source device is disappointing. I know that the collapse of HD DVD wasn’t Toshiba’s fault, and I also maintain that at the time of launch it was a far more compelling solution than Blu-ray. However, after HD DVD had the rug pulled out from under it by Warner back in January, it seems as if Toshiba’s high definition vision has become somewhat blurred. Even if this new upscaling system proves to be better than anything seen before, I still want to see native HD players from Toshiba, and that will mean Blu-ray.



August 29, 2008, 1:03 am

It's unfortunate that Toshiba can't come in with a &#163100 full 2.0 spec Blu-Ray player and steal significant PS3 sales away from Sony. I want to get a Blu-Ray player and would something half the price of the PS3 with all the features in an instant. If they also slipped out some region free firmware for it as well they would sell SOOO many of them it's silly.

Such a player could have been built on the platform of HD players they already had (HD DVD and Blu-Ray used the same codecs after all).. so it's a shame they haven't the balls to hand Sony their asses by doing something Sony can't, or won't, do and on using their own format no less.

Currently it does seem like Toshiba is sulking in the corner.


August 29, 2008, 2:58 pm

It's not as easy as Toshiba just making Blu-ray players, they will need to become part of the BDA, which Sony is a main body in, and will be coming in last with probably little to no say as to how they are able to market, manufacturer and release their own product. Remember, there is a reason every new profile update came out on the PS3 first.

Toshiba have no need to waste more time and money on this generation of HD player as they can concentrate on the next phase, which is currently in development, and can continue to concentrate their efforts on their flash based storage products which will hopefully be a successful proposition to counteract the optical format in the near future.

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