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Microsoft XBOX
Overview
            Company‟s Vision
            New Product development Strategy
            Video Gaming Industry
            Competitors & Key product launches
            Market Study- An user survey and market size
            Product life cycle and stage at which XBOX live is
            How Microsoft is trying to implement a growth strategy in the games console arena
             (using the Ansoff matrix)
            Key success factors of launching the Microsoft X box Live platform (Marketing mix 4-Ps
             framework)
            Key weaknesses of Microsoft‟s Xbox


Pre launch                 Xbox               Xbox live      Xbox 360              Xbox+Kinect
Company‟s Vision & Idea generation
        Company‟s vision :


     Sales of PC software would not last forever and Microsoft had to look ways of future growth. To get a competitive edge, they
     followed diversification strategy and changed the existing market


        Idea Generation (thru R&D team)


     In 1998 four engineers from Microsoft's DirectX team, Kevin Bachus, Seamus Blackley, Ted Hase and DirectX team leader Otto
     Berkes, disassembled some Dell laptop computers to construct a prototype Microsoft Windows-based video game console.
     The team hoped to create a console to compete with the Sony's upcoming PlayStation 2, which was luring game
     developers away from the Windows platform.


     The team approached Ed Fries, the leader of Microsoft's game publishing business at the time, and pitched their "DirectX
     Box" console based on the DirectX graphics technology developed by Berkes' team. Fries decided to support the team's
     idea of creating a Windows DirectX based console


        Testing
     During development, the original DirectX box name was shortened to Xbox. Microsoft's marketing department did not like
     the Xbox name, and suggested many alternatives. During focus testing, the Xbox name was left on the list of possible names
     to demonstrate how unpopular the Xbox name would be with consumers. However, consumer testing revealed that Xbox
     was preferred by far over the other suggested names and "Xbox" became the official name of the product




Pre launch                      Xbox                         Xbox live              Xbox 360                          Xbox+Kinect
Business Advantage
         Microsoft dominates in its core market of operating systems (PC) and desktop application
          software

         Had monopoly power (almost) in pc era

         High revenue and profits have been healthy and steady

         50 billion in profits over 27 years

         4.2 billion annually invested in R & D

         Had Strong financial backing & long term vision which made them stay despite incurring
          losses in the beginning. They forced the key competitors, Sony & Nintendo to get into price
          war for survival




Pre launch                 Xbox                    Xbox live   Xbox 360                Xbox+Kinect
Video Gaming Industry.. ..Basic facts
       The video gaming industry is characterized by a 5 year cycle: the games console has
        roughly a 5 year life cycle before being replaced with new, improved technological
        hardware


       Highly Competitive area: Presence of Industry Giants like Sony , Nintendo .
        Also, many giants have come and gone like Sega who retrenched from games
        console market due to Sega Dreamcast flop in 1999. (Now they are games
        developer only)


       The console industry sells its products at prices that are below costs and makes
        money through the sales of games in the form of licensing fees
                                      Industry Structure




Pre launch                  Xbox                    Xbox live           Xbox 360              Xbox+Kinect
Strong Veterans Competitors

             1995          2000                2006




                    2002               2006




Pre launch   Xbox          Xbox live      Xbox 360    Xbox+Kinect
History of popular gaming consoles(roughly 5 years)
  Sega                                           6 yrs.                                                 4 yrs.

                    Sega Mega Drive                                      Sega Saturn                                               Sega Dreamcast
                         (1989)                                            (1995)                                                      (1999)




Nintendo                                                                                    6 yrs.                        4 yrs.
                                      4 yrs.              7 yrs.



             Nintendo Entertainment            Game boy                Nintendo 64                    Nintendo Gamecube                Nintendo w ii
                  Service(1985)                 (1989)                    (1996)                             (2002)                        (2006)




  Sony
                                                5 yrs.                                                   4 yrs.


                 Sony PlayStation                                      Sony PlayStation2                                          Sony PlayStation3
Pre launch            (1995)        Xbox                     Xbox   live (2000)            Xbox 360                                    (2006)
                                                                                                                             Xbox+Kinect
Microsoft‟s Research sources

                Internet
                Special Interest Magazines
                One-to-one Interviews
                Internet Forums
                2 Focus Groups
                Natural Habitat Interviews (LAN


       Findings : People Play video games for entertainment. a Good video game lets you
       immerse yourself in the experience


Pre launch                  Xbox              Xbox live        Xbox 360                   Xbox+Kinect
Valuing Customer Inputs                                         (Turn Customer inputs into
  innovation) [Article]

  Strength :
  Xbox‟s strength was best hardware, best online gaming, system link & Halo products


  Insight :
     it is not important how good a system is in numbers and specs but what it can do for the game
      experience.


  Strategy
     The new campaign – created by brand agency Landor – – stresses Games
  No brand ads but game ads with a brand messages (Halo2 became a killer app of Microsoft’s Xbox)


  New Slogan:
     IT‟S GOOD TO PLAY TOGETHER
  Why is it good to play together? IT IS MORE FUN!




Pre launch                 Xbox                      Xbox live       Xbox 360                   Xbox+Kinect
Messaging
                PlayStation and Nintendo
             TO CONVINCE :
             people, aged 18-34 to to use their console system instead of not playing
             games because they give you a break from everyday life




                XBox
             TRIES TO CONVINCE:
             people, aged 18-34 to use their console system instead of not playing
             games because you should play more to have more fun.




Pre launch                  Xbox               Xbox live       Xbox 360                 Xbox+Kinect
Strategy


           Acquire/ Retain
           (bungie in 2000
             to get HALO
           games flagship)
Exciting Innovation that reduced the Complexity
 [Article]
            Created a console community
            Access to Downloadable Games
            Big, Fat, Delicious Downloadable
             Content
            Hard Drive Storage
            Firmware Updates
            Birth of the Media Center
            Love of Local Multiplayer
            Hello, High-Def
            It Made Microsoft a Player
            Avoided feature fatigue [Article]
            Secured profits by not extending
             product lines [Article]
                                                                                      Data Source
Pre launch                     Xbox              Xbox live   Xbox 360   Xbox+Kinect
Determining Key Success factors of Microsoft Xbox
Live! Platform
                                                Marketing mix 4-Ps framework

                                 Product                                                                Price
          Superior technology (broadband-ready) Hard disk for data
           safety
          Exclusive games from developers
          Variability–community character(subscribers find friends at
                                                                             Gamers only pay costs of starter kit for the Xbox Live! Service
           online chat, download games, additional levels, weapons and
                                                                              (€52 in UK and that Price covers 1 year online
           characters,...)
                                                                              subscription, Headset, and Xbox communicator. )
          Safety aspect(disable downloading content)
          With special emulator programs Xbox enables to play
                                                                             After 1 year automatic renewing subscription with credit card.
           PlayStation games.
                                                                              (quick and easy)
          Enable DVD and all other video and audio files as well as web
           live streaming.
          With Linux software, mouse, keyboard and USB ports it´s gives
           computer‟s experience.

                               Promotion                                                            Place/Distribution



          First broadband-ready gaming console

          Xbox Live! service provides a powerful word-of-mouth marketing        Microsoft distributes its software products over the Xbox Live!
           for Microsoft because players interact with each other and           platform exclusively for gamers to download fast, easy and safe
           recommend games to play.




Pre launch                          Xbox                            Xbox live                   Xbox 360                                Xbox+Kinect
How Microsoft implemented growth strategy
in the games console arena
       2002 : Diversification Strategy by offering a  2006 onwards : Xbox became obsolete and replaced by
        new product (XBOX) for a new market             Xbox360 and that is extreme upgrading of Xbox. It can be seen
                                                                           as product replacement at Product development strategy. ->
                                                                           New technology, new features(Xbox Live! & Kinect changed the
                                                                           game). Kinect allowed to integrate technology to what MS had,
                                                                           giving episodic interactive TV and building connections with
                                                                           organizations such as Sesame Street and National Geographic.
                                                                           It's created a whole new level of two-way TV integration that's
                                                                           given us a brand new growth spurt at this point in the lifecycle.
                           Products                                                          Products
                Existing               New                                        Existing                   New




                                                       Existing




                                                                                                                              Existing
               Market              Product                                       Market                Product
                                                                                                       Product
              Expansion          Development                                    Expansion            Development
                                                                                                     Development




                                                                                                                                         Market
                                                                  Market
               Market             Entry into new                               Market                 Entry into new
                                                       New




                                                                                                                              New
             Development              Market                                 Development                  Market
                                 (Diversification)                                                   (Diversification)
Pre launch                    Xbox                    Xbox live                      Xbox 360                       Xbox+Kinect
                                                     Ansoff Matrix
Market Survey Results before the launch of Xbox
 360
                                                         Time Spent on playing video Online games
             Time Spent on playing video games




                Top Gaming consoles in use                   Console hardware sales ( in million $)
                                                                        %age owning




Pre launch                Xbox               Xbox live       Xbox 360                 Xbox+Kinect
What Stage of Product Cycle XBOX was
        2002 : Xbox‟s introduction stage was
         stretched due to slow sales, no profit and
         dragging growth. Sony´s PS2 is two years in
         sale ahead and located at growth phase
         due to fast sales Nintendo´s GameCube
         behind PS2 but close to Xbox sales rate in
         introduction phase




       2006 : Xbox360 selling was increased with Kinect
        launch. Referred to introduction phase Sony´s
        PS2 is located at maturity phase due to
        tremendous sales Nintendo´s GameCube way
        behind Xbox and Xbox 360 sales rate but in
        growth phase Xbox sales were declining with no
        profit scored.
        However, Xbox Live! is in growth phase captured
        35m + subscribers for the service (billion $
    revenue for Microsoft) Xbox
Pre launch                                             Xbox live   Xbox 360   Xbox+Kinect
Market in 2009




                                           A“controller free gaming and entertainment
                                                  experience”-Xbox360addon




Pre launch   Xbox   Xbox live   Xbox 360                    Xbox+Kinect
Kinect‟s Positioning
  “Easy to use and instantly fun, Kinect…gets everyone off the couch. Want to join a friend in the fun?

  Simply jump in.”




Pre launch              Xbox                 Xbox live        Xbox 360                 Xbox+Kinect
Current Positioning on Perceptual Map




Pre launch   Xbox    Xbox live   Xbox 360   Xbox+Kinect
Product evolution



                                                                      Xbox live                                                                              Xbox+Kinect
                                                                         (2002 )                                                                                      (2010)
     • A sixth generation gaming console                                                           •Xbox live service was shut down for a
     •Microsoft acquired bungie just before                                                         major upgrade.
      Xbox‟s launch                                                                                •Adding a basic service „Xbox live free‟
     •Flagship of Halo 2 which provided a            •Online Multiplayer Gaming Service             with added features                          • Launched a motion sensing(full body)
      readymade fan base which is known as           •Voice chat , video chat                      •Digitized avatars were introduced             input device that enables a controller
      „killer app‟                                   •Friend list upto 100 users                   • Available at low prices ($299 initially &    free interactive gaming & entertainment
                                                                                                    $279 in Aug 2007)                             experience
                                                     • Windows live messenger integration
                                                                                                   •In partnership with Netfix , Bill Gates      •8 million units were sold in first 60 days
                                                     •In may 2009,it had 20 million subscribers
                                                                                                    announced ‘New Xbox live                      that claimed Guinness books of world
                                                      base
                                                                                                    experience’ to raise the levels of            records.
                                                     •A bundle of gaming console, Halo
                                                      games and 1 year free subscription was        service
                                                      sold to consumers
                         Xbox                                                                                         Xbox360
                        (2002)                                                                                           (2005)




Pre launch                                    Xbox                                     Xbox live                  Xbox 360                                   Xbox+Kinect
Current Standings
                        2012 Best Video Game Console Comparisons and Review




                                                                                                          Data Source




     Microsoft‟s entertainment division, which includes the Xbox, posted a 45
     percent sales gain to $8.91 billion in the fiscal year that ended in June
     2011. The Xbox 360 outsold Nintendo Co. (7974)‟s Wii and Sony Corp.
     (6758)‟s PlayStation 3 in 2011, and also sold better than any other TV-
     connected devices, including DVD players and home-theater systems
Pre launch                        Xbox                          Xbox live        Xbox 360   Xbox+Kinect
Weaknesses of Microsoft Xbox
    Xbox Live! service requires broadband-access, but majority of European/Asian households are
     not yet broadband-ready.

    Initially (2001), Microsoft focused more on Japan market that was already hitting lows because
     of boom in cellphone industry that delayed the launces in Europe.

    Microsoft launched XBOX an year after Sony‟s playstation2 & lost a golden opportunity to beat
     the competiation. By the time the competition arrived, Sony launched a number of improved
     titles including Gran Turismo 3

    Microsoft could not retain the talent and its key founder left the company early.

    Lack of broadband-access will not enable future revenues streams as Microsoft expects

    Subscription of Xbox Live! requires gamers to provide credit card details which primarily adults
     can afford. Some (children,…) can not afford a credit card.

    In Europe, €60 per annum or €6 per month for use of Xbox Live! Platform is little expensive.
     Moreover, subscription is automatically renewed and credit card user is automatically charged
     without permission that leads to user‟s distress
Pre launch               Xbox                 Xbox live        Xbox 360                  Xbox+Kinect
Data Sources


                http://www.video-games-survey.com/
                http://forum.pcvsconsole.com/ •http://www.xbox.com
                http://www.wikipedia.com
                Principles & Practice of Marketing by David Jobber




Pre launch                 Xbox              Xbox live      Xbox 360   Xbox+Kinect
Thank you

Group # 7
Roll #s      Name
12PT1-092    Veeresh Srivastava
12PT1-093    Vikas Phalaswal
12PT1-094    Vikram Dhawan
12PT1-095    Vineet Sachdeva
12PT1-096    Vipul Kumar
A09PT2-098   Amit Makhija

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Microsoft xbox live

  • 2. Overview  Company‟s Vision  New Product development Strategy  Video Gaming Industry  Competitors & Key product launches  Market Study- An user survey and market size  Product life cycle and stage at which XBOX live is  How Microsoft is trying to implement a growth strategy in the games console arena (using the Ansoff matrix)  Key success factors of launching the Microsoft X box Live platform (Marketing mix 4-Ps framework)  Key weaknesses of Microsoft‟s Xbox Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 3. Company‟s Vision & Idea generation  Company‟s vision : Sales of PC software would not last forever and Microsoft had to look ways of future growth. To get a competitive edge, they followed diversification strategy and changed the existing market  Idea Generation (thru R&D team) In 1998 four engineers from Microsoft's DirectX team, Kevin Bachus, Seamus Blackley, Ted Hase and DirectX team leader Otto Berkes, disassembled some Dell laptop computers to construct a prototype Microsoft Windows-based video game console. The team hoped to create a console to compete with the Sony's upcoming PlayStation 2, which was luring game developers away from the Windows platform. The team approached Ed Fries, the leader of Microsoft's game publishing business at the time, and pitched their "DirectX Box" console based on the DirectX graphics technology developed by Berkes' team. Fries decided to support the team's idea of creating a Windows DirectX based console  Testing During development, the original DirectX box name was shortened to Xbox. Microsoft's marketing department did not like the Xbox name, and suggested many alternatives. During focus testing, the Xbox name was left on the list of possible names to demonstrate how unpopular the Xbox name would be with consumers. However, consumer testing revealed that Xbox was preferred by far over the other suggested names and "Xbox" became the official name of the product Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 4. Business Advantage  Microsoft dominates in its core market of operating systems (PC) and desktop application software  Had monopoly power (almost) in pc era  High revenue and profits have been healthy and steady  50 billion in profits over 27 years  4.2 billion annually invested in R & D  Had Strong financial backing & long term vision which made them stay despite incurring losses in the beginning. They forced the key competitors, Sony & Nintendo to get into price war for survival Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 5. Video Gaming Industry.. ..Basic facts  The video gaming industry is characterized by a 5 year cycle: the games console has roughly a 5 year life cycle before being replaced with new, improved technological hardware  Highly Competitive area: Presence of Industry Giants like Sony , Nintendo . Also, many giants have come and gone like Sega who retrenched from games console market due to Sega Dreamcast flop in 1999. (Now they are games developer only)  The console industry sells its products at prices that are below costs and makes money through the sales of games in the form of licensing fees Industry Structure Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 6. Strong Veterans Competitors 1995 2000 2006 2002 2006 Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 7. History of popular gaming consoles(roughly 5 years) Sega 6 yrs. 4 yrs. Sega Mega Drive Sega Saturn Sega Dreamcast (1989) (1995) (1999) Nintendo 6 yrs. 4 yrs. 4 yrs. 7 yrs. Nintendo Entertainment Game boy Nintendo 64 Nintendo Gamecube Nintendo w ii Service(1985) (1989) (1996) (2002) (2006) Sony 5 yrs. 4 yrs. Sony PlayStation Sony PlayStation2 Sony PlayStation3 Pre launch (1995) Xbox Xbox live (2000) Xbox 360 (2006) Xbox+Kinect
  • 8. Microsoft‟s Research sources  Internet  Special Interest Magazines  One-to-one Interviews  Internet Forums  2 Focus Groups  Natural Habitat Interviews (LAN Findings : People Play video games for entertainment. a Good video game lets you immerse yourself in the experience Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 9. Valuing Customer Inputs (Turn Customer inputs into innovation) [Article] Strength : Xbox‟s strength was best hardware, best online gaming, system link & Halo products Insight :  it is not important how good a system is in numbers and specs but what it can do for the game experience. Strategy  The new campaign – created by brand agency Landor – – stresses Games No brand ads but game ads with a brand messages (Halo2 became a killer app of Microsoft’s Xbox) New Slogan:  IT‟S GOOD TO PLAY TOGETHER Why is it good to play together? IT IS MORE FUN! Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 10. Messaging  PlayStation and Nintendo TO CONVINCE : people, aged 18-34 to to use their console system instead of not playing games because they give you a break from everyday life  XBox TRIES TO CONVINCE: people, aged 18-34 to use their console system instead of not playing games because you should play more to have more fun. Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 11. Strategy Acquire/ Retain (bungie in 2000 to get HALO games flagship)
  • 12. Exciting Innovation that reduced the Complexity [Article]  Created a console community  Access to Downloadable Games  Big, Fat, Delicious Downloadable Content  Hard Drive Storage  Firmware Updates  Birth of the Media Center  Love of Local Multiplayer  Hello, High-Def  It Made Microsoft a Player  Avoided feature fatigue [Article]  Secured profits by not extending product lines [Article] Data Source Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 13. Determining Key Success factors of Microsoft Xbox Live! Platform Marketing mix 4-Ps framework Product Price  Superior technology (broadband-ready) Hard disk for data safety  Exclusive games from developers  Variability–community character(subscribers find friends at  Gamers only pay costs of starter kit for the Xbox Live! Service online chat, download games, additional levels, weapons and (€52 in UK and that Price covers 1 year online characters,...) subscription, Headset, and Xbox communicator. )  Safety aspect(disable downloading content)  With special emulator programs Xbox enables to play  After 1 year automatic renewing subscription with credit card. PlayStation games. (quick and easy)  Enable DVD and all other video and audio files as well as web live streaming.  With Linux software, mouse, keyboard and USB ports it´s gives computer‟s experience. Promotion Place/Distribution  First broadband-ready gaming console  Xbox Live! service provides a powerful word-of-mouth marketing  Microsoft distributes its software products over the Xbox Live! for Microsoft because players interact with each other and platform exclusively for gamers to download fast, easy and safe recommend games to play. Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 14. How Microsoft implemented growth strategy in the games console arena  2002 : Diversification Strategy by offering a  2006 onwards : Xbox became obsolete and replaced by new product (XBOX) for a new market Xbox360 and that is extreme upgrading of Xbox. It can be seen as product replacement at Product development strategy. -> New technology, new features(Xbox Live! & Kinect changed the game). Kinect allowed to integrate technology to what MS had, giving episodic interactive TV and building connections with organizations such as Sesame Street and National Geographic. It's created a whole new level of two-way TV integration that's given us a brand new growth spurt at this point in the lifecycle. Products Products Existing New Existing New Existing Existing Market Product Market Product Product Expansion Development Expansion Development Development Market Market Market Entry into new Market Entry into new New New Development Market Development Market (Diversification) (Diversification) Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect Ansoff Matrix
  • 15. Market Survey Results before the launch of Xbox 360 Time Spent on playing video Online games Time Spent on playing video games Top Gaming consoles in use Console hardware sales ( in million $) %age owning Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 16. What Stage of Product Cycle XBOX was  2002 : Xbox‟s introduction stage was stretched due to slow sales, no profit and dragging growth. Sony´s PS2 is two years in sale ahead and located at growth phase due to fast sales Nintendo´s GameCube behind PS2 but close to Xbox sales rate in introduction phase  2006 : Xbox360 selling was increased with Kinect launch. Referred to introduction phase Sony´s PS2 is located at maturity phase due to tremendous sales Nintendo´s GameCube way behind Xbox and Xbox 360 sales rate but in growth phase Xbox sales were declining with no profit scored. However, Xbox Live! is in growth phase captured 35m + subscribers for the service (billion $ revenue for Microsoft) Xbox Pre launch Xbox live Xbox 360 Xbox+Kinect
  • 17. Market in 2009 A“controller free gaming and entertainment experience”-Xbox360addon Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 18. Kinect‟s Positioning “Easy to use and instantly fun, Kinect…gets everyone off the couch. Want to join a friend in the fun? Simply jump in.” Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 19. Current Positioning on Perceptual Map Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 20. Product evolution Xbox live Xbox+Kinect (2002 ) (2010) • A sixth generation gaming console •Xbox live service was shut down for a •Microsoft acquired bungie just before major upgrade. Xbox‟s launch •Adding a basic service „Xbox live free‟ •Flagship of Halo 2 which provided a •Online Multiplayer Gaming Service with added features • Launched a motion sensing(full body) readymade fan base which is known as •Voice chat , video chat •Digitized avatars were introduced input device that enables a controller „killer app‟ •Friend list upto 100 users • Available at low prices ($299 initially & free interactive gaming & entertainment $279 in Aug 2007) experience • Windows live messenger integration •In partnership with Netfix , Bill Gates •8 million units were sold in first 60 days •In may 2009,it had 20 million subscribers announced ‘New Xbox live that claimed Guinness books of world base experience’ to raise the levels of records. •A bundle of gaming console, Halo games and 1 year free subscription was service sold to consumers Xbox Xbox360 (2002) (2005) Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 21. Current Standings 2012 Best Video Game Console Comparisons and Review Data Source Microsoft‟s entertainment division, which includes the Xbox, posted a 45 percent sales gain to $8.91 billion in the fiscal year that ended in June 2011. The Xbox 360 outsold Nintendo Co. (7974)‟s Wii and Sony Corp. (6758)‟s PlayStation 3 in 2011, and also sold better than any other TV- connected devices, including DVD players and home-theater systems Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 22. Weaknesses of Microsoft Xbox  Xbox Live! service requires broadband-access, but majority of European/Asian households are not yet broadband-ready.  Initially (2001), Microsoft focused more on Japan market that was already hitting lows because of boom in cellphone industry that delayed the launces in Europe.  Microsoft launched XBOX an year after Sony‟s playstation2 & lost a golden opportunity to beat the competiation. By the time the competition arrived, Sony launched a number of improved titles including Gran Turismo 3  Microsoft could not retain the talent and its key founder left the company early.  Lack of broadband-access will not enable future revenues streams as Microsoft expects  Subscription of Xbox Live! requires gamers to provide credit card details which primarily adults can afford. Some (children,…) can not afford a credit card.  In Europe, €60 per annum or €6 per month for use of Xbox Live! Platform is little expensive. Moreover, subscription is automatically renewed and credit card user is automatically charged without permission that leads to user‟s distress Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 23. Data Sources  http://www.video-games-survey.com/  http://forum.pcvsconsole.com/ •http://www.xbox.com  http://www.wikipedia.com  Principles & Practice of Marketing by David Jobber Pre launch Xbox Xbox live Xbox 360 Xbox+Kinect
  • 24. Thank you Group # 7 Roll #s Name 12PT1-092 Veeresh Srivastava 12PT1-093 Vikas Phalaswal 12PT1-094 Vikram Dhawan 12PT1-095 Vineet Sachdeva 12PT1-096 Vipul Kumar A09PT2-098 Amit Makhija