So was I,  I was just going by monthly marketshare instead of the normal weekly marketshare numbers that are posted here.   One week above 40% is good but not great.   One month above 40% is great. 

TO achieve your 40 percent it really will have to be the year of the Blu Ray

Maybe we are all backward in the UK but my local stores are still pitching Blu Ray as a niche product and most consumers still dont know what it is.

Also not helping is that most DVD players are upscalers now, even the cheapies.

Trying to convince people to upgrade to a new standard which offers them marginal advantages at over twice the cost of the current standard in DVD is going to be tough. At least in the UK.

The common man just doesnt care or know enough to upgrade.

Stop producing the DVD's or have timed exclusives will definitely move the market quicker.

The 40% isnt a WW number,  those numbers are US only, in the US its possible if it has a big holiday season this year.  WW it will never happen, mainly because of piracy.  Most of the stores here are making the effort to teach the consumers the benefits to blu-ray, Best Buy is leading the way in that, its sad that the stores in the UK dont do the same.   Because you are right, the common consumer isnt going to go out of his way to learn about new products unless he feels it will really benefit him.  

The timed exclusives will happen next year, with the phase out of DVD the following.   Thats my guess anyway

It's a good sign here in the UK, that websites such as Play are now doing good deals on BR's.

Just managed to pick up Blade Runner for £7.99 and The Goldfather Trilogy - Coppola Restoration Edition for £14.95

And it's good to see a growing collection starting at £6.99

The price difference was always an issue, and prevented me buying too many to be honest, but in the run in to Xmas, I think we will see quite a high surge of BR sales WW.

Most Rlu-ray titles are only a few pounds more expensive than their DVD counterpart on release in the UK (at online retailers anyway). High street stores really need to start dropping the price a little to encourage adoption, for some reason they still think people will pay £20 for the Blu-ray version of a film that has dropped to £5 on DVD. Interestingly, there are now adverts on tv pushing the use of Blu-ray helping to raise consumer awareness (most likely aired to coinside with the huge sales of HD tv's over this holiday period).

Bingo Crazyhorse

The price difference online for a new release is normally 60 percent more expensive for Blu Ray

In the shops this becomes nearly 90 percent minimum and in many cases over 100 percent.

The only people who shop online are the tech savvy. The rest of the population browse in stores.

Its these browsers that Blu Ray needs to convert to turn the tide. Its these same people who at the moment take one superficial glance at the price difference and pick up the DVD every time.

Even if I had a blu ray player (which I may get a PS3 eventually), and a large screen high def TV, I would still probably buy movies on DVD over a blu ray if the price difference is over 10%. For this fact alone, I don't see Blu Ray taking over anytime soon until they start charging the same price.

You want them to charge the same price for a far superior product?   You must also think Mercedes and BMW are way overpriced and thier prices should fall in line with Kia and Hyundai, despite being superior products.

Nah, I said I would pay 10% more, just not double...

I don't care if they charge more.  I just will not buy it if they do (and so they will not get market share)...  Same reason I am not likely to buy a Mercedes or BMW any time soon.  Hmm, actually I think you proved my point.  A quick check on google for cars in Nov 09...

Hyundai:  20,136

BMW: 12,240

What year do you think the superior quality of BMW will outsell Hyundai?

I doubt you are going to keep the martketshare of Blu-ray down all by yourself. Plus if you were a really smart consumer you would see that you could already get them for about 10% above the DVD price and sometimes even cheaper.   Its called Amazon.com,   you should check it out.   Last 10 new release Blu-rays I bought for less the $19.99 each, which is the going price for new release DVDs in B&M stores.

And no I didnt prove your point,  it just went over your head.