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Selling Xbox One as is 'would be difficult,' Microsoft Japan CEO says

Microsoft Japan may make some changes before it tries to sell Xbox One to its country's consumers. An interview from 4gamer translated by Edge indicates the company is being deliberate in launching the console, and as such it will release after regions like North America and Europe.

Why do they need the extra time? Other than pressure to improve on Xbox 360's poor market share in Japan, the Xbox One just wasn't made to appeal to Japanese, said Yasuyuki Higuchi, president and CEO of Microsoft Japan; his company may need to fix that.

“(Xbox One) is geared towards a Western lifestyle, and we’re looking at whether or not to launch it ‘as is’ in Japan,” said Higuchi. “We’re still figuring out how to deal with things like music and video services in each country. To be honest, (releasing it in Japan) as is would be difficult.”

Whereas Xbox One is positioned as an all-in-one entertainment solution for gamers and more in the West, 4gamer noted that Japanese Xbox owners are almost exclusively hardcore gamers. Many of them keep their consoles in their bedrooms--negating the living room entertainment system appeal. Higuchi also mentioned people migrating to tablets and smartphones instead of consoles as a concern.

“We have to prepare content that is relevant to Japan," said Haruaki Kayama, head of Microsoft Japan's Consumer & Partner Group. ‘What is the best, what will today’s consumers in Japan respond to? What content is in demand?’ We’re considering these questions now. There’s no point in a solution that does not match the market. Even if we bring NFL (on board for Japan), haha… Japan is difficult. I’m almost tempted to ask for ideas.”

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3 comments

  • mbavalo - July 11, 2013 3 a.m.

    I wonder how a conversation at MS before they made the Xbox One must have gone Worker: Hey, let's make a machine that you plug to your TV, to watch TV! Worker 1: That's a great idea, why even focus on gaming when we can make loads of money off of apps? Worker 2: Er.. guys, isn't this a GAMING console we are talking about? Worker and Worker 1: What's that? Look at all the money we can make from the dumbshits that will want this machine! I would not be surprised if this was the case..
  • goatboy93 - July 10, 2013 10:57 a.m.

    Hey Microsoft, any chance you could release this 'dedicated to the hardcore gamer' version of the console in the West, too, for those of us who buy consoles to just play games and don't care about that 'all in one entertainment solution' stuff? Don't need any of that, I've already got a TV and a laptop thanks.
  • imagremlin - July 9, 2013 3:54 p.m.

    So its likely to tank in Japan, like the previous two.

Showing 1-3 of 3 comments

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