Marc Whitten admits that their Xbox One digital strategy could’ve been communicated better

Xbox One’s chief product officer Marc Whitten, in a recent chat with IGN, acknowledged that the company hasn’t done a good job of communicating their digital strategy to consumers. This statement was in reaction to the intense public and media scrutiny that Microsoft’s Xbox One has taken over the past several weeks since its announcement.

“We’ve got to just talk more, get people understanding what our system is. It’s sort of shame on us that we haven’t done as good of a job as we can to make people feel like [a digital future is] where we’re headed. I see people feeling like we’ve moved away from digital, when certainly I don’t believe that’s the case.”

During the conversation, Marc Whitten clarified that while the Family Sharing feature won’t be available at launch, there certainly is a possibility that it can be added back into the system later much like how the Xbox 360’s dashboards added more functionality to the system over time.

“We took some feedback and realized there was some stuff we needed to add to the program. To add it to the program, we had to make room, just from a pure engineering perspective, to be able to get that work done. So taking Family Sharing out of the launch window was not about ‘we’re going to take our toys and go home’ or something like that. It was just sort of the logistics of ‘how do we get this very, very clear request that people really want, that choice, and how do we make sure we can do an excellent job of that, get to launch, and then be able to build.'”

While I’m one of the people who have been intensely critical of the Xbox One since it’s launch, it’s very nice to see Microsoft doing all they can to win back consumer confidence. Seeing as how the competition is pulling out all the stops and seems to really be saying all the right things, Microsoft needs something in place that’s just as on point in terms of communicating their vision of their latest console. It’s pretty easy really: explain what the Cloud is instead of explaining it like this pie-in-the-sky idea (pun intended?) and what it means for consumers. It’s not really that difficult, is it? What do you guys think?

0 thoughts on “Marc Whitten admits that their Xbox One digital strategy could’ve been communicated better

  1. Props for MS on admitting they made some mistakes. I may be a Sony Guy, but I also admit that when the XBox360 debut, it made a big impact to the gaming community and that MS dominated the industry, but now, they went all the way to the left.


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