Samsung has said that it sees the Blu-ray format only lasting a further 5 years before it is replaced by another format or technology.
"I think it [Blu-ray] has 5 years left, I certainly wouldn't give it 10", Andy Griffiths, director of consumer electronics at Samsung UK told Pocket-lint in an interview.
Hoping to capitalise before it's too late, Griffiths believes that 2008 is the format's year.
"It's going to be huge", he told Pocket-lint. "We are heavily back-ordered at the moment."
Citing online rental sites like LoveFilm's adoption of Blu-ray titles, the move to offer cheaper players and a now clear path to adoption following the Blu-ray HD DVD battle, Griffith says the format will be a winner, although not for long.
Samsung: "Blu-ray has 5 years left"