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Imation stays neutral in DVD war

Imation stays neutral in DVD war

Imation has put its eggs in two baskets in preparation for the upcoming Blu-ray v HD-DVD format battle. The company is set to manufacture and distribute both formats, in a war equalling the Betamax and VHS battle in the early 80s.

Bruce Morell, key account manager with Imation, says the company has taken a stance to support both formats.

“We’re not taking sides, which means we will distribute both formats. We will have to see who wins the war.”

Morell emphasises that a company like Imation is very reliant on what the hardware industry decides.

“We have to follow the trends in that industry. Other companies, like Sony, will push for one of the two products to become standard.”

The end-user will be the decisive factor in the battle, but Morell thinks there is still a lot of confusion over formats that need to be sorted out.

“I was at a promotion with Dick Smith last week, and several customers were quite confused as to the current DVD formats [DVD+ and DVD-]. It will be interesting to see what the future holds in store with these two new formats.”


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