Blu-ray gets the baby blues.

While being technologically advance, the adoption rate of the latest media storage format, Blu-ray, might not be as quick and fast as anticipated by industry players.

Developed by Blu-ray Disc Association, Blu-ray discs are capable of storing up to 25 gigabytes of data which enables the recording of high definition (HD) movies (Blu-ray.com 2008). Blu-ray discs can only be read by Blu-ray players like how DVDs can only be read by DVD players.

A Blu-ray disc developed by Mitshubishi (Source: PCWorld.com 2008).

Being technologically advanced usually also means being outrageously expensive. According to Sony Malaysia's website, a simple Blu-ray player costs about RM 2,499 while a Blu-ray movie discs is about RM150. Reisinger (2008) believes that consumers are not willing to spend the extra money as they could not properly differentiate the difference between Blu-ray and DVDs (Digital Versatile Disc).

However, one must bear in mind that Blu-ray is a relatively new product in the market. Industry players liken the growth of Blu-ray to the growth of DVDs during their inception. "DVD was exactly the same thing. Players were expensive and there were not many titles. Lo and behold, the awareness went up and demand went up,'' said Andy Parsons, chair of the Blu-ray Association's U.S. promotion committee. "It'll happen in good time.''

Arguably, the abundance and easy accessibility of digital downloads could possibly hamper the growth of Blu-ray. Web services such as Netflix, Youtube, iTunes enable users to download a range of blockbuster titles and enjoy movies on their computer without the need of purchasing new hardware (Croal 2008).

All and all, technology should evolve according to the needs and wants of the people, in this case, Blu-ray should be priced lower or marketed as a complementary product towards media consumption. People- centered innovations could prove a major step in helping ensure that they [technology companies] develop the right products and services for the right markets, first time and all the time (People-centered innovation: Moving beyond technology-led innovation 2005).

Reference:

Blu-ray disc player 2008, Sony Malaysia, viewed 6 November 2008,<http://www.sony.com.my/productcategory/hv-bluray-disc-player>.

Blu-ray DVD format may not dominate for years 2008, The Star Online, viewed 6 November 2008, <http://thestar.com.my/news/story.asp?file=/2008/6/3/apworld/20080603083007&sec=apworld>.
Blu-ray FAQ, Blu-ray.com, viewed 6 November 2008, <http://www.blu-ray.com/faq/>.

Croal, N 2008, Will Blu-ray replace DVDs?, Newsweek.com, viewed 6 November 2008, <http://www.newsweek.com/id/123510>.

'People-centered innovation: Moving beyond technology-led innovation' 2005, Strategic Direction, vol. 21, no. 4, pp. 30-32.

Reisinger, D 2008, Blu-ray is doomed, The Digital Home, viewed 6 November 2008, <http://news.cnet.com/8301-13506_3-9888515-17.html>.