Microsoft India plans to tap 100 per cent market space in the gaming segment
with the launch of the Xbox 360 console. On the day of the launch of the
second-generation console in the Indian market, Mitch Koch, corporate
vice-president, Global Retail Sales and Marketing Group, Microsoft Corp., talks
to Bhaskar Hazarika from CyberMedia News about the company's plans to
ship around 5.5 billion units of the Xbox 360 console this fiscal. Excerpts from
an interview:
How is Xbox 360 console different from others that are available in the
market?
Xbox 360 console is the second-generation video game and entertainment
system, now sold in 30 countries worldwide. It is the most powerful video game
and entertainment system, delivering the best games, the next generation of the
premier Xbox Live online gaming service and unique digital entertainment
experience that revolves around games. It has the high definition graphics,
which make it a unique system for gaming.
What is the size of the global gaming market? Where does India stand in the
global scenario?
The global gaming market is more than $ 20 billion. There is a huge growth of
this industry in the last couple of years. In India there is a huge market for
growth of this industry. However, we do not share any region wise market share.
India is a vibrant market. There are around 1.6 million gamers in India who
spend more than two hours everyday.
Do you see India as a potential market for gaming? Which is the largest
market for you in gaming?
India is a strong market. India's population comprises mainly young people,
which is positive for the gaming business. India is a country of the youths,
with major number of people belonging to the age groups of 14-34 years. We are
hopeful that in the coming three to five years the gaming market in India is
going to grow at a fast pace. And we being the first to launch this
second-generation console, we are going to capture 100 per cent market share.
We have also carried out a survey, which proves that with the increasing number
of jobs, the disposable income among the individuals is increasing. With this,
more people are inclined towards digital lifestyle and find means for spending
in alternate means of entertainment. So, we are expecting an enthusiastic
response from the market. We have set a target to ship around 5.5 billion units
in this fiscal. The largest market for gaming is United States.
What is the price of Xbox console? India is a price sensitive market, are you
going to offer any special price for the Indian consumers?
Xbox 360 core system is priced at Rs. 19,990. We agree that India is a price
sensitive market. So we have offered a special scheme for our customers. The
pre-order campaign kicks off on June 9, in sync with FIFA World Cup and we will
offer 10 per cent discount for the customers who will avail this scheme.
Who are your competitors in gaming console market in India?
Currently there are no game consoles available in the Indian market. However,
there are some pirated versions of console available in the grey market. We are
the first company to launch this second-generation game console in India. On the
piracy side, there cannot be pirated software of Xbox 360.
What are the additional features one gets after they plug in to this Xbox?
What are the requirements for getting the Xbox connected?
Through this console one can watch movies, listen to their favourite music
and also store their digital pictures and personal videos. The Xbox Live also
offers you the feature of voice capability, through which one can chat with the
partner he is playing with. This system is specially introduced for gaming with
advanced graphics.
The requirements for getting connected to Xbox console one just need to plug
it in a television set with the TV tuner. However, for the Xbox Live one needs
to have broadband connection.
How are you going to position your product in the market to attract more
customers? Will it be available across India after the launch?
Microsoft has a strong network of dealers across the country. We are going to
make our product available in the market through our strong distribution
network. However, the product will be initially available in the main cities of
the country, but will be available across all the cities and towns in a couple
of months after the launch. It will be available in top seven cities through
1200 retail outlets.
© CyberMedia News