Toshiba HD DVD

2006–2008
Regular DVDs use a red laser. The blue laser used in HD formats was an innovation, because it increased the amount of data an optical disc could hold. Toshiba’s format competed with Sony’s Blu-ray Disc. During the ‘high-definition format war’, both sides fought to convince film studios, retailers, and consumers that their technology was the best choice. Toshiba was first to market, was less expensive, and had support from Microsoft and Intel. Not to be outdone, Sony included a Blu-ray player in their popular PlayStation gaming console. In the end, Toshiba failed to get enough support from the major film studios and retailers and lost almost 1 billion dollars.

Additional info:
Wikipedia
Zdnet.com – HD DVD post-mortem: why did Toshiba fail?
Engadget – Format Wars: Blu-ray vs. HD DVD