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CMN4166: Research Report on XBOX ONE
Transcript of CMN4166: Research Report on XBOX ONE
On May 21 2013
revealed the 3rd
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
7 Main Concerns
1- Focus on
TV over GAMING
on Used & Shared Games
6- Voice Recognition
Divide and Conquer
(some are valid, some not so much)
Attack each problem separately
Memes were used to evaluate audience opinion on the new
they have a very similar target audience
20 MEMES WERE EVALUATED
from the Internet
*by order of frequency of appearance in research
It's so important to nurture a good relationship with the consumers
ONE now supports a platform designed for a whole range of
as opposed to concentrating on
. They have added multiple features that are meant to make the
. However, it leaves fans thinking that they are less
on the core use of the console:
Focus on TV over GAMING
COST on Used & Shared Games
Voice Recognition MALFUNCTION
ONE comes with a mandatory
Camera. With the fact that XBOX is supposed to "
a day, this new feature provides the
set-up necessary for the Kinect camera to be turn on and
through another signal from the Internet.
The design of the new XBOX is not as
one. While every other manufacturer in high tech seems to be announcing
designs for their more recent products.
XBOX is putting a
on the number of owners for
of games and on the number of people users are allowed to share with the
ONE needs to "
" online once every hour,
in use or not. Failure to connect to the XBOX server will result in users
being able to use the console
Voice command is now available to control basic functions on
However, it is not very convenient as voice recognition technology is not very advanced. Consumers are now "
experiences with similar products; notably
such as pronunciation, phrasing and selection of keywords are raised.
ONE is announced to retail for a whopping
at its release, $200.00 more than the current version of the console. It is also $100.00
than its main competitor, the newly announced
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
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.
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.
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.
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.
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.
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.
is doing a good job by actually
to their audience's feedback and
on their decisions and
to consumer complaints.
So much that some are calling the new console XBOX 180
backwards from the current
Low to Above-Average Education
Disposable Income: high spending power
(very similar to audience for memes)
this kind of