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CMN4166: Research Report on XBOX ONE

Presented to Professor Mike Stasko
by

Lara Sun

on 20 July 2013

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Transcript of CMN4166: Research Report on XBOX ONE

MICROSOFT
On May 21 2013
revealed the 3rd
XBOX
However, this new product was not well received by the console's loyal fans.
This particular audience expressed their discontentment throught the platform they know best... the
INTERNET
FAIL
7 Main Concerns
were raised
1- Focus on
TV over GAMING
2- Kinect
SPIES
3-
BULKY
Design
4-
COST
on Used & Shared Games
5-
CONNECTIVITY
Necessities
6- Voice Recognition
MALFUNCTION
7- High
PRICE
Divide and Conquer
CMN 4166
Audience Research
Research Report
by
Lara Sun
(Shi Meng)
5072388
(some are valid, some not so much)
Solution
Attack each problem separately
Memes were used to evaluate audience opinion on the new
XBOX
ONE
because
they have a very similar target audience
20 MEMES WERE EVALUATED
from the Internet
*by order of frequency of appearance in research
All about
PR
It's so important to nurture a good relationship with the consumers
XBOX
ONE now supports a platform designed for a whole range of
entertainment
as opposed to concentrating on
GAMING
. They have added multiple features that are meant to make the
Television Experience
more
enjoyable
. However, it leaves fans thinking that they are less
focused
on the core use of the console:
GAMING
.
Focus on TV over GAMING
Kinect SPIES
BULKY Design
COST on Used & Shared Games
CONNECTIVITY Necessities
Voice Recognition MALFUNCTION
High PRICE
DATA
Quantitative
XBOX
ONE comes with a mandatory
Kinect
Camera. With the fact that XBOX is supposed to "
check-in
" online
24h
a day, this new feature provides the
complete
set-up necessary for the Kinect camera to be turn on and
record
through another signal from the Internet.
The design of the new XBOX is not as
sleek
as the
current
one. While every other manufacturer in high tech seems to be announcing
shrinking
designs for their more recent products.
XBOX is putting a
restriction
on the number of owners for
hard copies
of games and on the number of people users are allowed to share with the
digital copies
.
XBOX
ONE needs to "
check-in
" online once every hour,
whether
in use or not. Failure to connect to the XBOX server will result in users
not
being able to use the console
AT ALL
.
Voice command is now available to control basic functions on
XBOX
ONE.
However, it is not very convenient as voice recognition technology is not very advanced. Consumers are now "
burnt
" from
bad
experiences with similar products; notably
Siri
.
Issues
such as pronunciation, phrasing and selection of keywords are raised.
The
XBOX
ONE is announced to retail for a whopping
$500.00
at its release, $200.00 more than the current version of the console. It is also $100.00
more
than its main competitor, the newly announced
PS4
.
1- Focus on TV over GAMING
2- Kinect SPIES
3- BULKY Design
4- COST on Used & Shared Games
5- CONNECTIVITY Necessities
6- Voice Recognition MALFUNCTION
7- High PRICE
What to do:
about this mess
...although Microsoft had already taken action to address a good number of these concerns
Focus on
TV over GAMING
XBOX's pitch for these new features is a strategy from Microsoft to gain share in digital TV accessory market against products such as the Apple TV and Dlink's Boxie BOX. This strategy also stems from Microsoft's understanding of the modern uses of technology by younger consumers, such a dual screen and a preference for all-in-one devices.
It was a simply a PR faux-pas. They should have announced these "features" as optional add-on. This would assure the fans that XBOX's main focus is and always will be what they do best - GAMING.
Kinect
SPIES
XBOX should publicly present enforced security measures to protect their users' privacy. Recently, the 24h "check-in" obligation has been removed. The use of Kinect is thus more flexible.
BULKY

Design

Again a question of PR. XBOX should put forward arguments of benefits this change brings to users, in relation to problems with current models. One of the recurring problems with slimmed XBOX models is that they keep on OVER-HEATING. By expanding the size of the hardware, XBOX physically decompresses inner components, thus allowing better air circulation in the console.
COST
on
Used & Shared Games
The restrictions were applied to protect developer's right to revenue. However, they have since been revoked due to strong user disagreement. Microsoft had failed to consider HUGE user inconvenience; game play with peers is one of the features that got XBOX their popularity.
CONNECTIVITY
Necessities
This feature had been changed due to user complaint. Users now only need to connect to the Internet ONCE during set-up and still use applications, play games when offline.
Voice Recognition
MALFUNCTION
High
PRICE
To be able to reduce the retail price later, to compete with Sony, XBOX needs to keeps its $500 price tag at this time so the later reduction makes a bigger impact for consumers. However, to create a bigger value for the consumers right now, the console could increase the in-box value for the same amount of money: including a second controller or throwing in a large online credit for game downloads could go a long way to create value for paying customers. It would be easy for XBOX to announce a "more affordable XBOX ONE package" later on when the product becomes more mature. Reducing the package then would explain the reduction in price.
Voice command is XBOX's way of navigating through the console easily, as it is quite inconvenient with a video game controller. It should also expand these features in SmartGlass - a cloud service across various digital platforms which connects to Microsoft products. Their target audience probably all have a smartphone or tablet which they are more comfortable manipulating. Expanding features to allow navigation on XBOX through handheld devices should solve this dilemma.
Microsoft
is doing a good job by actually
listening
to their audience's feedback and
going back
on their decisions and
addressing
to consumer complaints.
So much that some are calling the new console XBOX 180
backwards from the current
XBOX
360
but
THEN
again
fin.
target
AUDIENCE
Male Dominated
Aged 12-50
Low to Above-Average Education
Disposable Income: high spending power
(very similar to audience for memes)
Demographic:
to avoid
this kind of
Full transcript