With its latest EMMA3P Blu-ray SoC just launched, NEC is already looking to the future with its next generation EMMA3PF chip, that takes all the features of its most recent hardware, and adds the hardware to control the Blu-ray drive itself into a single processor (as pictured above). These chips will start sample shipments in September, and are expected to continue to drive Blu-ray player prices down. Staying a step ahead of the competition like Panasonic, Broadcom and Sigma is key since the company hopes to double its sales of Blu-ray hardware in the next two years, owning 40% of the market by March 2009, and half in March 2011. Cheaper players with full functionality? Sign us up.

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