While the world waits anxiously for whatever Sony plans to reveal on February 20, Microsoft can’t seem to be bothered with it.
Speaking to MCV, Microsoft UK’s senior regional director Jonathan Grimes suggested that even if Sony announces their new PlayStation, that will not at all damage Xbox 360 sales.
Whatever gets announced on February 20, the majority of consumers in the UK won’t know. They’ll still want to buy the devices out there. So in terms of noise our job will be to ensure that the consumers are going into stores, going online, still see and experience Xbox, rather than get lost in the industry chatter.
Whatever is announced is important from an industry perspective, but we must remember who is buying right now.
On being asked whether they will be price cuts for the Xbox 360 in the wake of a PS4 announcement, Grimes said:
We’re comfortable with the position and our market share. So there are no plans to address anything.
The market has changed. We changed it by introducing Xbox LIVE and being able to update Xbox 360. The console that you bought when we launch versus the one today is totally different. And this has enabled us to get the install base we have – an install base that wants to buy games.
We need to be careful about wishing for constant ‘new’. We should look at how we can benefit from what is already out.