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Information Technology
December 8, 2006
Game on!
Runa Mukherjee
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The unrivalled gaming device for the next generation, X-Box 360 has hit the Indian market finally. With a lot of excitement and grandeur, Microsoft launched the advanced version to the old X-Box, and with this, made available a hundred new options to the Indian consumer who have suddenly been exposed to the wide and extremely entertaining world of gaming. So what does X-Box have to offer? More importantly, what is it that gives it an edge over its rivals? Convergence Plus spoke to Mohit Anand, country manager, X-Box division, Microsoft on the promotion done, targets to achieve and the road ahead for the gaming console in an entertainment crazy country like India.
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Convergence Plus: X-Box has launched in India in a big way. How big an opportunity do you see in the Indian Market?
Mohit Anand: We have been present in India for more than 15 years and have actively promoted our games for Windows portfolio for more than 7 years here. We believe that there is a right time and place for every product in every country, and it is now time for India vis-à-vis Xbox 360.
The timing for the launch of Xbox 360 couldn’t have been better. The Indian gaming community is currently at an inflection point and is poised to have exponential growth in the coming few years as digital experiences emerge to be a defining norm in collaborative entertainment. The Xbox 360 will serve to be a catalyst to fuel this growth and expose Indian gamers to next generation gaming experiences.
CP: How advanced is the Indian gaming market vis-a-vis globally?
MA: Our research tells us that gamers in India have similar tastes to gamers throughout the rest of Europe. We’ll be making sure that we’ll be giving gamers in India what they want from launch and making sure that we continue to listen to our research and endeavor to keep doing so in years to come.
CP: With moving technology, do you think gaming is becoming more complicated and less flexible, considering the fact that it is mainly the domain of youngsters?
MA: Microsoft is uniquely equipped to address the opportunity presented by the convergence of technology and community by:
- Calling on our deep experience in software and services
- Applying key learnings and expertise from Xbox, MSN, and Windows as well as networking, platform services and R&D technologies
- Strengthening our partnerships and expertise in the entertainment industry with new hires and new marketing programs to support emerging artists
CP: How does the X-Box 360 score an advantage over the older model? What are the new applications and modifications in the new model?
MA: Xbox 360 comes in 2 product versions:
- Xbox 360 System available at an ERP of Rs. 23,990 (excluding tax)
- Xbox 360 Core System available at an ERP of Rs. 19,990 (excluding tax)
Xbox 360 System
Xbox 360 fully loaded is for the serious gamer who is looking for the ultimate console. Xbox 360 is geared to deliver an unsurpassed gaming and entertainment experience right out of the box with the ultimate gaming and entertainment experience for the best value.
Xbox 360 Core System
Xbox 360 Core System delivers the same powerful gaming as Xbox 360 but starts with the basics and lets you expand at your own pace. It’s everything you need to hit the ground running. Plug in the console and the controller and you're playing.
CP: What is the target audience for X-Box 360? Do you think that its cost is a deterrent for the majority of the Indian population who have a mindset of not investing huge amounts on a gaming device (i.e. a luxury product)?
MA: It will be relevant here to highlight the high import tariffs that exist today on consoles. As a responsible player, we have absorbed a significant portion of the tariffs to minimise the impact on the consumers. Import duty reduction can stimulate growth in the gaming market like it has for the mobile industry in India where the duty reduction catalysed a boom in mobile handset sales resulting in exponential increase in mobile penetration throughout the country. Towards effecting this change, we are closely engaging with industry associations like iGITA who are championing the cause of import duty reduction for the benefit of the entire Indian gaming industry. We have had some very good discussions with the government on this so far. |