| Can Microsoft ship 15 million Xbox 360’s by June 2007? |
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| by Alex Zaharov-Reutt | |
| Wednesday, 08 November 2006 | |
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And when you turn the Xbox 360 into a TV downloading box to beat even Apple’s iTV out the gate, generating massive interest worldwide, you prove that you are not just a player in the next-gen race, but a leader. But Microsoft cannot afford to lose momentum: they must keep connecting with consumers and the media any which way they can. Why? Because when your so-called next-gen games console is already a year old, making it firmly a now-gen reality, and with your two biggest competitors about to launch their next-gen machines, you cannot afford to be thought of as the last-generation that nobody wants anymore. Microsoft expects and need to sell millions more machines, and the worst case scenario of coming third in the console race is something that is simply not in Microsoft’s gameplan. The challenge is made ever harder as the volume of news stories on the Internet and in traditional media on the PS3 and Wii are grow by the day, with terabytes more to be written up when the consoles launch, and for months thereafter. Microsoft does not want to get lost in the wash, for that could prove fatal, and no-one at Microsoft wants to be remembered for losing the next-gen console race. For it’s no longer just a console race, but a fully fledged arms race for complete domination and control of the living room. Not only does everyone know it, they’re all fighting tooth and nail to be the winners. |
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