8 Ways Microsoft Saved The Xbox One With Savvy Marketing
7. Turning The TV Box Into A Games Console
Marketing objective: Showcase product benefits.
Where Mattrick was happy to put his smug fingers into his smug ears and shrilly scream that there was nothing wrong with the Xbox One vision, with Spencer at the helm, Microsoft started listening to gamers’ very real concerns about the direction of the once-market leader.
They didn’t have to agree (I can still watch TV on my Xbox, and actually that turned out to be a pretty good thing), but they took the time to say, ‘We hear you.’
The following E3 was chock-full of video games, whilst mentions of TV capabilities were kept down to a minimum (read: none). This was a total 180 on the Xbox’s original vision of a home hub.
And that’s Marketing 101 – give your customers what they want.