Toshiba lowers their sales target for HD DVD players

Toshiba seems to have realized the fact that people are not really going in for next generation DVD players.

The company has now slashed its sales target for high definition DVD players and recorders. Toshiba is seeing disappointing sales in the US market.

Toshiba said in a statement: “Sales in the U.S. have been slower than expected, and we are going to have to lower our U.S. sales forecast.”

They are now aiming to sell 1 million HD DVD players in North America by the end of calendar 2007. This is down from previously released figure of 1.8 million units.

Toshiba is facing competition from Sony’s Blu-Ray format in this segment of the market. Sony has a major advantage with their Playstation 3 gaming console which ships with a built in Blu-Ray drive.

Toshiba is now planning to enhance their focus on putting the HD DVD drives on all its laptop computers next year.

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