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Can Sony get 50% market share for Blu-ray this year?

According to an article in Digitimes, Sony is looking to capture 50 percent global market share for its Blu-ray products in 2008.

Maybe that price cut in Blu-ray players is coming sooner than we think because Digitimes is reporting that Sony has set some very ambitious goals for Blu-ray in 2008. And by ambitious I'm talking a 50-50 split with DVD.

The short article, which carries the headline, "Sony looks to 50% global market share for its Blu-ray products in 2008," says that "Sony will offer Blu-ray Disc (BD) devices in a wide range of product lines and prices and aims to increase the global market share of its BD products from 20 percent currently to 50 percent by the end of 2008."

It also summarizes some remarks that Sony president and electronics CEO Ryoji Chubachi made recently at a press conference in Taipei.

DVD and BD currently account for about 80 percent and 20 percent, respectively, of global demand for movie discs, Chubachi indicated. The new BD devices to be offered by Sony include models integrating an HD LCD TV with BD recording functionality, Chubachi pointed out.

The reporter then adds:

"Sony has relied mainly on the PlayStation 3 (PS3) to promote BD, and sales of the game console will increase along with the offering by top Hollywood studios of new BD movies, Chubachi noted. However, Sony will extend its BD promotion from the current focus on the PS3 and BD players/recorders to IT devices, Chubachi pointed out."

Perhaps something was lost in the translation, but 50 percent seems ridiculous at this point, especially with most Blu-ray players still costing north of $400. Even the 80-20 figure doesn't seem right, but maybe I'm too North American focused. What do you guys think? Am I incorrect, is Mr. Chubachi, or is the Digtimes reporter just not telling the story correctly?