XBOX 360

Case Introduction• Xbox is a gaming console by Microsoft• It was launched in November 2001 to compete with

Sony’s PlayStation 2 & Nintendo• Designed for passionate gamers & for gaming

enthusiastic• Target audience were between 16 to 26 years of age• Microsoft entered in gaming section because its

dependence on Software & Rapidly booming market.

• “Razor & Blades” Business model

Limitations of Xbox

• Emphasis of game developers on its features than design

• Resulting in very bulky console & huge controllers

• Uncomfortable for users to play using such controllers

• No USB Port• Lack of Popular Games as compared to PS2 &

Nintendo

Features of Xbox

• 733MHz CPU• 250 MHz Nvidia

graphics chip• 64MB RAM • DVD Drive• 8GB Hard drive• Ethernet port• 3-D audio processor with 64 audio channels

Xbox 360• Project assigned for making new Xbox named as

Xenon.• Development was carried out away from Microsoft

headquarters.• Opted for semi-custom chip design & used their

own ideas for developing Gaming console hardware.• Aimed at reducing product development cost &

expected the product to launch in market by 2005 before the release of PS3.

• Focused on bringing out a console that is high on performance & would not overheat easilly.

Process & Design• IBM & ATI Technologies provided a customized

Graphic console chips for Xbox.• IBM speeded up the manufacturing process &

completed the work well before the deadlines.• Integrated approach was followed by MS, during

development of new console.• The new console was named as Xbox 360, as the

console was build in 3D era , the gamer is put at the centre of the experience.

• The Xbox 360 was 30cm in height & 7cm wide,this was after the 1st version received some bad reviews for its huge size.

Features• Graphics - Xbox 360 redefines what games look

like, sound like, feel like, and play like, With Xbox 360, epic worlds are alive with detail.

• Digital Entertainment : Allows you to do more with your music, photos, video, and TV. Watch progressive-scan DVD, Copy music to the Xbox 360 hard drive and share your latest digital pictures with friends

• Personalize - Xbox 360 lets you create your own unique system and experience. Switch on your system and customize the look and feel of the Xbox Gamer Guide and Xbox System Guide.

Features (Continued)• Xbox Live - • Xbox 360 when connected to your

broadband connection gives you instant access to Xbox Live Silver. • Talk with others using voice chat and access

Xbox Live Marketplace.• It was also used by the game developers to

show the trailers of the games being developed.• It allowed users to remain connected

through “live aware”.

Xbox 360 Package• Xbox 360 Console : Powerful and sleek high-definition gaming and entertainment with premium chrome finish

• Hard Drive: Save games, download new content, and play best-selling original Xbox games. Comes pre-loaded with an Xbox Live Arcade game and more.

• Wireless Controller :Precision, comfort, and control with wireless freedom

• Xbox Live :Includes free Xbox Live Silver, 30-Day trial of Xbox Live Gold Included (full Gold version sold separately)

• Headset :Talk, laugh, and listen on Xbox Live• Ethernet Connectivity cable :A fast, direct connection• Component HDAV Cable :Optimised for standard and

HDTVs

Xbox 360 Launch • It was launched on November 22, 2005 in US &

then subsequently in European & Asian countries.• MS spent US$ 500 million on this campaign which

ran over 8 months across the world.• The result was fantastic, as 1.5 million consoles

were sold with shortage reported due to high demand at several places.

• The consoles were pre-booked & in several cases they were sold at higher price upto US$ 600 on eBay.

• Apart from an overwhelming response in US & Europe, in Japan several consoles were left unsold.

Best Xbox 360 Games

The Road Ahead• By the end of 2006 Microsoft had sold 10.4

million consoles of Xbox 360.• This was much more than the sells of their

competitors , PS3 & Wii.

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