Microsoft has faced many challenges in India but when it launched the Xbox 360, they knew the test was a big one. It’s been a long time since the launch of the Xbox 360 in India and GameGuru.in (GG) decided to have a word with Jaspreet Bindra, the Regional Director at Microsoft E&D Division in India. Here is the whole interview:
GG: Can you tell us something about yourself?
JB: I’m an online being and am in the digital world pretty much all through the day and night! I enjoy watching movies and a casual game on my Xbox 360 and I am loving it! Besides that, I do enjoy watching movies.
GG: How has your journey been so far in Microsoft?
JB: In one word, the journey has been INCREDIBLE! My association with Microsoft began when I joined Online services Group, as Country Manager, and after a great stint with them, I have taken up a new role as a Regional Director at Microsoft E&D Division. Though I am new and still learning and getting a grip of things, the experience has been exhilarating.
GG: According to you, what platform is better for gaming, PC or console?
JB: I think it’s a personal choice for each individual, although, I personally prefer my Xbox 360.
GG: Is Microsoft working on a handheld gaming console? What do you think are the advantages/disadvantages of a handheld device?
JB: We have no such information and would not like to comment on rumors.
GG: How is the new Xbox 360 Arcade different from the Xbox 360 core?
JB: The Xbox 360 Arcade is a next generation console at an incredible value proposition. The Arcade comes at an unbeatable price point of Rs. 16,990 and the package includes a wireless controller, 256 MB memory unit and five all time classic arcade games like Uno and Pac man as well as a wireless controller. One can access the best online content through Xbox LIVE, play and chat with anyone across the world. To conclude, Xbox 360 Arcade is much more than just a gaming device, its value proposition is as a complete family entertainment device which will satisfy a family’s diverse entertainment needs.
GG: The buzz on the street was that the Arcade would be priced significantly lower than Xbox 360…more in the Rs. 10,000 to 12,000 level? Don’t you believe that this pricing is unlikely to attract buyers or send them to competitors who offer similar products at a lower price point?
JB: The Xbox 360 Arcade is a complete value proposition at Rs. 16,990. An entertainment device which allows one to play the best games across genres, access best online entertainment content with Xbox Live and the one home entertainment device with which you can listen to music, play games, watch movies. The pricing of the Xbox 360 Arcade is competitive and value driven and based on what we believe is acceptable to our consumers. Consumers get an all-new generation console that is as technologically advanced and positioned as a holistic family entertainment device. In that sense it’s much more than a gaming device. Further console pricing is also dependent on the duty structure & the exchange rates…any advantage we get in future, will be surely passed on to consumers giving them a even higher value satisfaction.
GG: What is your go-to-market strategy for the Xbox 360 Arcade? How is it different from what it is for Xbox 360?
JB: Xbox 360 was launched at a time when gaming was very nascent in India: the brand focused on creating awareness for the category and brand in India amongst core audiences and received a tremendous response. With Arcade, the focus is to bring more and more people into the realm of gaming
Create experiences.
Tap digital platforms.
Like minded associations and alliances.
Modern Retail availability.
GG: Sony believes that the Xbox 360 Arcade is no match to even the PS2 which retails at a significantly lower price-point and yet offers so much more to the consumer? Your comments?
JB: Xbox 360 is the next generation console, leading the category through continuously providing our consumers with the latest in technology and digital entertainment. The PS2 is a last generation console and therefore not comparable to the Xbox 360 Arcade. Irrespective of what Sony has said already, Xbox 360 Arcade is a next generation console in all respects. PlayStation 2 is an end of life last gen console… and lacks the technological force of Xbox 360 Arcade. PlayStation 2 is the past while Xbox 360 is the present and the future.
GG: How has Xbox 360 fared in the country so far? Has it been upto your expectations?
JB: The Xbox 360 has received a tremendous response from the gaming community in India since it’s launch as the first next generation console in 2006. The brand is synonymous with fun and entertainment. We have great content available on the Xbox 360, blockbuster games like Halo 3, Gears of War 2, Fable 2 and Ninja Gaiden 2 which are competitively priced and available exclusively on the Xbox 360. As per an internal research done in association with AC Neilson, Xbox 360 enjoys top of mind recall and is considered a youth brand.
With Xbox Live, we have strengthened our portfolio further brought in the idea of connected experience. People can now get online and game, watch movie trailers, download game demos and interact with millions of users across the globe on Xbox Live. Besides these, our gaming accessories are also doing very well in the market, Xbox Live accessories like the text input devise (chat pad), Live Vision camera, wired and wireless headsets are a big hit amongst the users of Live as it enables them to chat and interact much more while gaming.
The Xbox 360 Arcade offers its consumers the ultimate home entertainment experience and is truly the next-gen entertainment hub, Get together with your loved ones and watch your favorite movie DVD’s, listen to your music CD’s, view your digital photos, connect to your PC or just game on!
GG: How is the retail setup for the availability for the launch of Arcade?
JB: Xbox 360 Arcade is available across the leading organized retail store in all major cities of the country. We are concentrating more on channelized reorganized retail as a means of consumer outreach.
GG: Are there any other activities that Microsoft is initiating to promote gaming in the country?
JB: India has a great potential in the gaming space and Xbox 360 is leading from the front in establishing gaming as a firm pillar of entertainment. We are available at leading retail stores in India. In addition to providing consumers with great content and dynamic services like Xbox Live, we are in the process of growing the market through product awareness, introducing various gaming tournaments, one-of-a-kind initiatives like Gamers’ night, and AT Home Parties besides launching gaming peripherals as well as programs related to gaming to popularize this genre of entertainment. We have initiatives like Gamers’ Night that we are taking across India to further build a gaming community that can come together, gaming fanatics, casual gamers, families and friends, all come together to enjoy a great evening on the Xbox 360! At Home parties are a concept that we have introduced recently where we go to a gamers’ house and host a party for him and his friends there.
GG: Sony recently launched Hanuman on the PlayStation 2. Do you have any plan for a game which is developed in India on India?
JB: Xbox 360 Arcade is not competing with the PS2, which is a last generation console. As a next generation console, we continuously try and provide top quality product to our consumers and will continue to do so. We’re not ruling out India specific content in the future but right now our immediate focus is going-to-market with the Xbox 360 Arcade. Xbox 360 has a wider diversity of games across genres to choose from which include blockbuster franchises like Gears of War, Halo, BioShock, Fable and Ninja Gaiden which have done phenomenally well in the Indian market and they are available exclusively on the Xbox 360. The Xbox Live service provides the best online content and one can play and chat with anyone across the world.