Samsung Electronics Co., Ltd. today announced its latest additions to the product lineup: a fourth-generation Blu-ray player and a second-generation Blu-ray home theater. Samsung boasts the most diverse selection of Blu-ray products in the industry, and company officials revealed plans to make the high quality video and audio format a full-fledged market that Samsung will lead.

Samsung Electronics introduced the world’s first Blu-ray player in June 2006 and has to date developed three successive generations of the product. Last December Samsung unveiled the first-ever home theater-in-a-box that includes a Blu-ray player and now has come out with an upgraded version. As such, the company remains ahead of the competition in new product development.

Dongsoo Jun, chief of Digital AV Business Division at Samsung Electronics, said he expects the overall Blu-ray market to achieve average annual growth of at least 80% through 2012, with 51 million units sold a year by that time. A conservative estimate for 2008 would be 5 million units sold, or three times the number for last year, he added.

“We will maintain our technology and market leadership, working together with many other companies in the Blu-ray business to drive market expansion. Our own Blu-ray product sales should increase to W400 billion this year and surpass W1 trillion by 2010,?Jun said.

In the days ahead, Samsung Electronics intends to differentiate its technology governing the basic Blu-ray functions—video and audio quality. Its strengths as a consumer electronics maker will be leveraged to strengthen the connectivity among home-use products (such as the TV) and mobile products (camcorders, mobile phones, etc.). In addition, access to various media services will be added to provide consumers with a steady stream of new lifestyle options, setting Samsung clearly apart from its rivals.

Importantly, Samsung expressed determination at the Blu-ray Strategy Briefing to stimulate market growth as a Blu-ray product manufacturer. Jun said, “The DVD market took off once 1,000 DVD titles became available, and Samsung will help to create an environment that will allow film studios to produce their titles on BD. This we will do by informing the consumers of the value that Blu-ray offers and by expanding the number of competitive products to drive market growth.?

The increase in full-HD TVs is seen as the impetus for Blu-ray market expansion. Full-HD TVs are now in widespread use, but consumers are having a difficult time in finding the players and contents that are up to the capabilities of their TV. The Blu-ray market will grow because this format is a sure way for consumers to enjoy full-HD video and audio quality. Samsung Electronics will broaden the synergy between its Blu-ray product line (players, home theaters) and full-HD product line (TVs, camcorders and so on). Samsung’s goal is to provide an environment for consumers to create and play back contents in full-HD, and to make full-HD a format second to none.