Blu-ray Prices Purposely Kept High

Pioneer exec suggests consumers just need educating about the format's benefits.


No one should doubt that manufacturers are stubbornly keeping Blu-ray prices high, despite fears the format is in peril of losing to existing and emerging competitors. In a recent interview with Twice magazine, Pioneer North America CEO Masao Kawabata argued against discounting prices now to build volume:

We are not interested in just moving a lot of BD players or HDTVs, but would rather educate consumers on the value of owning high-performance and high-value products and creating demand that way.

No excuses about high manufacturing costs or licensing fees. No, they'll just continue soaking early adopters, and urge others to join them.