In particular, the retail price of the BDC-SO2BKZ player is being reduced to 999 yuan, which translates to a price tag of only $145 – less than half the cost compared to the original $300 price tag when the BDC-SO2 hardware was initially released a little over a year ago. In fact, this puts that particular unit in the same price range as a standalone BDC-202 unit. Part of the price drop may have to do with the 2008 Olympic Games being held in China.
While that's a bit far from U.S. markets, it's a good indicator that things like sub-$100 players within the year are feasible. That will definitely help the Blu-ray market, which has seen fairly poor sales despite the lack of a competing HD format.