It seems that eliminating the competition was not enough to boost Blu-ray disc players sales. According to a NPD Group study, after a 40 percent decrease recorded from January to February, Blu-ray sales only went up by 2 percent from February to March.

One of the explanations for this disappointing evolution is definitely the rather high price of the Blu-Ray technology.

In February, the month when HD DVD’s main supporter, Toshiba, announced that it would no longer produce HD DVD players and recorders, the average price for the Blu-ray players jumped to $604. One month earlier, the average price for these devices was $467. Bussiness was suposed to become easier and much more profitable once the competition was out of the way.

The main problem for this product is that it doesn’t bring a radical change or upgrade on its segment. Most consumers consider the DVD quality good enough and do not feel the need to buy a much more expensive new product with so few new features to gain.

Considering the fact that a significant change must be made in order to make the product more appealing, prices are expected to drop and according to Gizmodo, Sony Electronics President Stan Glasgow said, "I don't think $200 is going to happen this year. Next year $200 could happen. We'll be at a $300 rate this year; $299 will happen this year."

The company is still very optimistic about this year’s business as its officials announced that their expectations on the Blu-ray player sales were around 5 million units.