Wondering what Microsoft make of the upcoming Sony presentation on February 20th? Well, understandably, they seem to be a little dismissive.
Microsoft regional boss Jon Grimes has suggested that the majority of consumers "won’t know" what the reveal is about, claiming that it won’t attract much appeal from the mass demographic.
“Whatever gets announced on February 20th, the majority of UK consumers won’t know,” Grimes told MCV.
“They’ll still want to buy the devices out there. Our job is not to get lost in the industry chatter, but to ensure that the consumers going into stores, going online, still experience Xbox. The announcement is important for the industry, but it is also important to remember who is buying right now.”
Grimes noted that it's important to remember current consumers during this coming period of transition, but also suggested that "what has got [Microsoft] to where we are today is not going to be what gets us through the next ten years. Now we’ve also got to start from scratch when thinking about the future. Driving creativity, whether around marketing, retail or new business models, is key for us."
Interestingly, Microsoft were slammed by one of their former original Xbox execs earlier this week, who said that Microsoft had pretty much been doing the exact opposite, lamenting "a complete lack of tactical versus strategic understanding of the long game of the living room" in an article simply titled "Stupid, Stupid Xbox".
"As usual," wrote former-exec Nat Brown, "Microsoft has jumped its own shark and is out stomping through the weeds planning and talking about far-flung future strategies in interactive television and original programming partnerships with big dying media companies when their core product, their home town is on fire, their soldiers, their developers, are tired and deserting, and their supply-lines are broken."