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iPO Reports
Microsoft Waffles on HD DVD
Monday, January 7th, 2008 at 3:00 PM - by John Martellaro
LAS VEGAS - There were rumors that Microsoft would introduce an Xbox at CES with an internal HD DVD player. It didnt happen, and, in fact, Microsoft has gently backed away from vigorous support of that format, according to IDG News on Tuesday.
Asked if Microsoft plans to do so in the future, Jeff Bell, Microsofts corporate vice president of global marketing for interactive entertainment said, "Absolutely not."
In an interview Monday at CES, after Warner Home Entertainment announced its exclusive support for Blu-ray, Mr. Bell said that Microsoft is taking a more agnostic view on delivering HD video, according to Elizabeth Montalbano with IDG.
"Well let the market decide how theyre most interested in consuming entertainment," Mr. Bell said.
While the Xbox 360 has an option for an external HD DVD player, only a few percent of customers have chosen that option. Instead, Microsofts Xbox live service is doing well delivering HD content into the customers home directly.
Microsoft described its strategy as covering all its bases. "Were very committed to this concept of choice," Mr. Bell said. We learned from our first generation of Xbox -- if you impose too much content on consumers, its not a winning strategy."
Back in May, Microsoft seemed to be trying to take a more agnostic approach and started to waffle on its full support of HD DVD. However, other factions within Microsoft reinforced the HD DVD story, likely due to political pressure from Toshiba at that time.
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