Exactly Who Is Microsft Chasing with Elite?
May 1, 2007
Will Microsoft’s Xbox 360 Elite end up simply confusing and alienating gamers looking for a solid game system? Has Microsoft has learned Nintendo’s prior lesson about focusing on the “hard-core” crowd? The latest report from analyst group DFC Intelligence lays it all out.
“The launch of the Xbox 360 Elite means Microsoft is now chasing Sony after the high-end market. The strategy of both Sony and Microsoft seems very similar to the one Atari and Nintendo unsuccessfully tried,” the repost states, explaining that the Xbox 360 Elite is a $479 system, the goal of which “is to target consumers that want to download and play high-definition video.”
However, there should be concern that what the Elite may end up accomplishing is confusing and alienating those consumers just looking for a solid game system.
The report notes that one problem with the new Microsoft console it its name: “With the word ‘elite’ Microsoft is implying that their existing users and all potential future Xbox 360 buyers that if they only spend $400 they are not elite. At the same time Microsoft announced the Elite, Sony was announcing that they were eliminating the low-end $500 PlayStation 3 SKU. Sony claimed that demand for the $600 PS3 SKU was over 10-to-1 that for the $500 SKU. This illustrates a basic rule about the video game consumer: when you are talking big bucks consumers do comparison shopping.”
“The Xbox 360 Elite seems like Microsoft’s attempt to chase Sony for the high-end video-centric consumer.” The report goes on to explain thst chasing Sony in that way is an unwinnable mission because the Elite targets a marginal - possibly non-existent - consumer that wants an HD system, but also wants “to cut corners when it comes to video playback by using a comparatively low-tech video game hardware system.”
And what about the Elite’s built-in HDTV DVD player or Internet Wi-Fi? Nope, included. That said, the PS3 offers more and costs less.
“But the issue of what the Elite lacks is not the primary concern. It is fine to try and satisfy the high-end consumer, but if doing so alienates your mass market base it can spell doom. Sony has more flexibility to go with a high-end strategy because they are still satisfying their core PlayStation 2 consumer base. With hot new products like God of War II, Sony Computer Entertainment is showing existing consumers they don’t need to rush to upgrade to the PS3 (or competing system). Compare this with Microsoft that basically slammed the door on the original Xbox and is now basically telling initial Xbox 360 purchasers they need to buy a whole new system if they truly want to do high-definition.”
It’s the issue of HDMI output that seems to be the biggest problem for the Elite. Specifically, most consumers don’t even know what an HDMI port is. Just last year Microsoft maintained that you don’t need HDMI for HD and that regular component cables will in fact work just fine.
A recent look at the Elite by GamePro also prioved less than sterling: Ultimately, the Elite has nothing to do with enhancing the gameplay experience; it’s for multimedia whores. HDMI, a larger hard drive, new movies and TV content? Great. Remind me why the gamer in me cares? How will the Elite improve my games? From a game saving and demo download standpoint, a 20 GB hard drive is more than enough (hint: you were right the first time, Microsoft). After all, despite whom Elite is being pitched to, gamers are the ones really buying the product.”
Xbox 360 Hard Drive Upgrades Could Be Trouble
March 29, 2007
Following the announcement of the Xbox Elite, potential Xbox 360 owners across the world have been disappointed that the news announced so far only applies to the North American market, but a recent Microsoft Japan press release indicates that the Elite’s 120 GB hard drive will be available in Japan for the price of 18,900 yen ($161.64) starting June 7th.
Wired’s gaming blog, however, recently examined that press release a little more closely and noticed some eyebrow-raising conditions that will most likely affect 360 gamers from all regions. In particular, the blog post points towards the process of transferring data from the old 20GB hard drives to the new 120GB models.
According to the press release, partial transfer looks to be impossible, since the entire contents of your 20 GB drive will automatically be transferred to the larger 120 GB drive. Once that transfer takes place, everything on your original drive will be permanently deleted. In addition, it will be impossible to move any transferred data back to an original 20GB drive. It is also impossible to transfer the data on two or more 20 GB drives to one single 120 GB drive. If there is existing data on the 120 GB hard drive at the time of transfer, the whole of that data is deleted.
The blog is also quick to point out the words of Microsoft’s Aaron Greenberg, who suggested that gamers buy a second 20GB hard drive upon the launch of the Xbox Video Marketplace. If you’ve followed his tragic advice, we offer our condolences.
Microsoft Confirms Xbox 360 Elite Details, Announces New Xbox 360 Video Marketplace Partners
March 28, 2007
Microsoft has confirmed the April 29th U.S. debut of the Xbox 360 Elite, the new model that will include a 120GB hard drive, a high-definition multimedia interface (HDMI) port, a high-definition cable, and a premium black finish for the console, wireless controller, and Xbox Live headset for $479. A one-month Xbox Live Gold account will also come bundled with the Elite.
The new 120GB hard drive will also be sold as a stand-alone accessory for $179, “to give current Xbox 360 owners greater choice and flexibility in their games and entertainment experience,” according to an official company statement.
Additional Xbox 360 Elite accessories, such as the black Xbox 360 Wireless Controller ($49.99), Xbox 360 Play & Charge kit ($19.99), and the Xbox 360 rechargeable battery ($11.99) will be available separately from the April 29th date onwards.
“Today’s games and entertainment enthusiast has an insatiable appetite for digital high-definition content,” said Peter Moore, corporate vice president for the Interactive Entertainment Business at Microsoft. “Xbox 360 Elite’s larger hard drive and premium accessories will allow our community to enjoy all that the next generation of entertainment has to offer.”
Microsoft officials have also announced the support of a raft of new video content providers for Xbox Live, including Paramount, Warner Bros., A&E Network, ADV Films, National Geographic, and TotalVid.com.
Paramount Pictures will also offer content on Xbox Live for the first time, with move titles such as Braveheart, Team America: World Police, World Trade Center, and South Park: Bigger, Longer & Uncut. Warner Bros. Home Entertainment will release direct-to-video movies exclusively in high definition on Xbox Live; Sublime and Babylon 5: The Lost Tales are confirmed.
A&E Network will offer “Dog the Bounty Hunter,” “King of Cars,” “Gene Simmons Family Jewels,” “Driving Force,” and “Criss Angel Mindfreak.” National Geographic will offer television series such as “Is It Real?,” “Taboo,” “21 Days to Baghdad,” and “Air Force One.”
Specific titles from ADV Films and TotalVid.com have not yet been announced, although the former is one of the major producers and distributors of Japanese anime in the West. TotalVid.com specializes in extreme sports such as skiing, snowboarding, skateboarding, motocross, surfing and mountain biking.
Microsoft claim that the new partners will add more than 1,500 hours of downloadable content to that already available on Xbox Live. The downloading of movies and TV shows is currently limited to North America, with no specifically announced timetable for a similar service, which would require different licensing deals in other parts of the world.
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