NEC has said that it expects to control more than half of the sales of Blu-ray products in the next two years by matching steep price cuts that other companies have warned are needed.

NEC competes with Matsushita, Broadcom and Sigma Designs.  In a press release it said that it will take over half the global Blu-ray chip market by March 2011 from an expected 40 percent at the end of March 2009. It will be pushing chips that pack on a single sliver of silicon signal processors and memory to control graphics, audio and other functions.

An NEC spokesman said the company had gained an edge over our rivals with this chip and it means that it will do what it takes to keep pace with predicted market price falls of 30 percent to 40 percent to keep its lead.

More here.