With the view that the market for PC optical disc drives (ODDs) in Taiwan is approaching saturation, as seen by the NT$1,500 (US$45) price for 16x DVD burners, Sony Taiwan indicated it will shift its marketing toward optical disc devices not dependent on PCs, according to Sony Taiwan.
Although half-height DVD burner technology has advanced to 18x writing speeds and will be upgraded further to 20x next year, demand for DVD burners is not expected to increase, local industry sources pointed out.
Therefore, in August, Sony launched a DVDirect series model (VRD-MC1) multi-function DVD recorder that can directly record video and photos from a DV (digital video camcorders) or digital camera without connection to a PC. The device can also function as an external DVD burner and is priced at NT$11,900, according to Sony.
VRD-MC1, though much more expensive than DVD burners, is selling better than originally expected with more than 500 units sold a month, Sony Taiwan said. Sony will launch additional DVDirect series and other consumer models in the Taiwan market, hoping that the sales revenue as a percentage of the total for all kinds of ODDs in Taiwan will rise from 10% currently to 20% in 2007, Sony Taiwan pointed out. In line with the shift in ODD marketing, Sony may place more OEM orders with Taiwan makers, Sony Taiwan indicated.
According to local industry sources, Lite-On IT is currently the major OEM maker of Sony DVDirect series models.
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