243w ago - In an interesting development that may de-value it's own PS3, Sony is focusing on more user-friendly price points to promote its two new Blu-ray Disc players.

The new models, showcased at a Sony event today, are aimed at current DVD and HDTV users who have previously been priced out of the market.

Sony technology communications manager Paul Colley explained that the new Blu-ray strategy is heavily influenced by history, with the Sony looking to replicate the whirlwind take-up of DVD. Colley noted that DVD players didn't explode in popularity until the players were able to reach a price point more agreeable with everyday consumers.

This was back in December 2001, when the price point for DVD players came down to around the $400 mark. In was at this time that DVD players finally overcame various competing formats to become the number one choice for movie playback in Australia. Sony hasn't been able to get its prices that low, but they have come close.

The new BDP-S350, which will be available in October 2008, is RRP $449. Also launched today was the BDP-S550, which is RRP $649. This latter model will be available in November.

The key feature of these models that Colley highlighted was BD Live. This enables users to retrieve bonus content though access to...