Microsoft planning Xbox expansion beyond consoles

 Microsoft planning Xbox expansion beyond consoles

Microsoft is planning to expand its Xbox service and brand beyond the console market, making it a universal tool for the entire spectrum of visual, auditory and interactive entertainment.

Microsoft is planning to expand its Xbox service and brand beyond the console market, making it a universal tool for the entire spectrum of visual, auditory and interactive entertainment.

 
“The Xbox has arrived at an important inflection point in its growth and development,” said Yusuf Mehdi, Chief Marketing Officer of the Interactive Entertainment Division at Microsoft. “In particular, in the last year, the Xbox has transcended from a gaming console to a broad entertainment device inclusive of movies, TV, music and sports.”
 
Microsoft has already been expanding its Xbox service by adding 60 voice-controlled applications and over 200,000 premium movies and TV shows, and that is only in the last six months. We can expect further growth as Xbox becomes a universal entertainment brand.
 
Mehdi attributes this expansion beyond gaming to the strong lifecycle of the Xbox 360, which has sold more units year-on-year even though it's now in its seventh year. People are also using their Xbox 360 more and more, with an average Xbox LIVE subscriber spending 84 hours per month on the console, in comparison to the 150 hours of TV watched by an average American.
 
 Microsoft planning Xbox expansion beyond consoles
 
“To date, our success with Xbox has been led by a box in the living room,” said Mehdi. “Moving forward, Xbox will go beyond the box to reach all new families of devices. Just as Xbox has grown to mean more than just games, it also is more than just a console. This year, Xbox becomes the premium entertainment service for Microsoft. Whether on your PC, tablet, TV or phone, Xbox will be a gateway to the best in music and video, your favorite games and instant access to your friends.”
 
A major part of this move to multiple devices will be the launch of Windows 8, which will feature Xbox as the one-stop shop for entertainment software. This will open the service to users of multiple devices and will expand the current 67 million Xbox 360 owners to potentially hundreds of millions of people running Xbox-enabled devices.
 
Microsoft will unveil its Xbox plans at E3 next week, which will include new games, new ways to use Xbox for entertainment, such as its upcoming music service, and “a few surprises.”