Despite HD DVD fallout, Toshiba is optimistic about the future尽管HD DVD的微尘，东芝是对未来感到乐观
Thursday, March 27th, 2008 周四， 2008年3月27日In the realm of home entertainment, high definition (HD) is anticipated new feature.在境界家庭娱乐，高清晰度（ HD ） ，预计新的功能。 This is true of televisions and DVDs alike.这才是真正的电视机和DVD一样。 As many companies that deal in consumer electronics embrace the HD fad in their products, one corporation is left behind. Toshiba executives have lost the race for high definition DVD formats and canceled their plans to move forward in the HD DVD market.由于许多公司在处理消费电子的怀抱，房屋署基金会在其产品中，一间公司是遗留下来的。 东芝公司高管失去了争夺高清晰度DVD格式，并取消了他们的计划向前迈进，在HD DVD的市场。 Chief Executive Atsutoshi Nishida made this decision startling decision after Time Warner Inc. announced its support for Blu-ray.行政长官西田厚聪作出这项决定惊人的决定后， 时代华纳公司宣布支持蓝光。 Later this year, Time Warner’s subsidiary Warner Brothers will be releasing all high definition DVDs exclusively in the Blu-ray format.今年晚些时候，时代华纳的附属公司，华纳兄弟将释放所有的高清晰度的DVD只在蓝光格式。 According to a press release from Time Warner, they had been working very closely with Toshiba, but acknowledge that they are moving in a different direction.据一份新闻稿，从时代华纳，他们已工作了非常密切的与东芝，但承认自己是移动在不同的方向。
So, where does this leave Toshiba?那么，这是否离开东芝？ Will they be abandoning their consumer electronics market?他们会放弃他们的消费类电子产品市场？ Far from it.远非如此。 According to an interview with Mr. Nishida, Toshiba will be re-focusing its efforts.据先生访谈录东芝，东芝将重新集中努力。 First and foremost, this will begin with their computer market.首先，这将开始与他们的电脑市场。 They are currently working on developing technology that would allow customers to wirelessly connect their PCs to their televisions.他们目前正在努力发展科技，这将使用户以无线方式连接其PC ，电视。 This will mean users will be able to use the DVD player on their computers to watch DVDs on their televisions.这将意味着用户将能够使用DVD播放机就在他们的电脑上观赏DVD对他们的电视机。 Toshiba is also working on improving the quality of the “upconverting” feature of their current DVD players. According to Mr.东芝公司还正在努力提高质量， “ upconverting ”功能，其目前的DVD播放机， 据先生 Nishida, this will improve the image quality to the point where “consumers won’t be able to tell the difference from HD DVD images.西田，这将改善图像质量，以点“ ，消费者将无法告诉的差异从HD DVD的图象。 The players would be much cheaper than Blu-ray players too.” While there are many out there willing to pay top dollar for the latest technological advancements, those of us living on a budget always appreciate a good bargain.球员会便宜得多，比蓝光播放器也。 “虽然有许多有愿意支付的顶端美元为最新的科技进步，我们这些生活在一个财政预算案始终明白一个良好的讨价还价。 Comparatively speaking, this would position the new Toshiba DVD players as a major competitor in the market.相对而言，这将是新的立场，东芝公司的DVD播放机作为一个主要的竞争者在市场上。
According to Rueters , Toshiba has tried to make concessions to those effected by this fallout by slashing the price of their current DVD players.据rueters ，东芝公司曾试图作出让步的效果，这尘的削减价格他们目前的DVD播放器。 However, the company is still expected to suffer a major hit, as experts predict that hundreds of millions of dollars will be lost from these happenings.然而，该公司仍预期遭受重大打击，因为据专家预测，数以亿计的美元将失去从这些发生的事情。 As far as consumers who have already bought HD DVD players which will not be compatible with Blu-ray disks, Toshiba has yet to address if it will offer trade-ins, rebates, etc. to compensate for this loss.据消费者谁已经买了HD DVD播放机，这将不会兼容蓝光光盘，东芝，至今仍未解决，如果它会提供折价换购，退税等，以弥补这一损失。 However, electronics retailers such as Circuit City have offered trade-ins to HD DVD player owners.不过， 电子产品零售商 ，如Circuit City公司提供贸易程式，以HD DVD播放器的业主。
Mr. Nishida also makes a point about the failure of the HD DVD plan.西田先生也作出了一点失败的HD DVD的计划。 Failures need to be taken in stride, and the recent experience with Time Warner is no different.失败需要采取的一大步，最近的经验与时代华纳是没有什么不同。 He offers five very useful tips on overcoming a crisis. They are :他提供了五十分有用的秘诀就克服危机， 他们是 ：
- Keep in mind that business without risk is business without growth.请记住，业务风险是业务的增长。
- Work with the facts.工作与事实不符的。 Listen to the market, not your ego.听市场，而不是您的自我。
- Act quickly and decisively.采取迅速和果断。 Delay makes things worse, not better.拖延使事情更糟的是，不是更好。
- Be a proactive leader and clearly communicate your decisions.是一个积极的领导人，并清楚沟通，您的决定。
- Be resilient and continue to innovate.弹性和不断创新。 Success is not forever, nor is failure.成功不是永远的，也不是失败的。
Only time will tell if Toshiba’s new development goals will be successful in such a competitive market.只有时间会告诉我们，如果东芝的新的发展目标一定会成功，在这样一个竞争激烈的市场。 However, if the general outlook and attitude of the top executives is anything like Mr. Nishida, then it certainly seems as though the company is on level ground.但是，如果一般的世界观和的态度，高层是什么一样，西田先生的话，当然好像虽然该公司是在水平地面。 This is an important starting point for any successful venture, and Toshiba will want to remain optimistic and grounded to overcome this setback.这是一个重要的起点，任何成功的企业，和东芝将要保持乐观和接地为了克服这个挫折。
By Michael Gorvin由迈克尔戈文
