Xbox is becoming Microsoft’s “premium entertainment brand”

Thursday, 7th June 2012 05:10 GMT By Brenna Hillier

Microsoft marketing boss Yusuf Mehdi has said Xbox Live is leaving hardware behind to become a major force in Microsoft’s broader strategy.

Speaking to MCV Pacific, Mehdi agreed that Xbox – the brand, not just Xbox LIve – has grown from a product to a service.

“Xbox is becoming our premium entertainment service brand for Microsoft, and it includes hardware and software experiences,” he said.

“It runs on the console and the TV and it runs on tablets and it runs on your phone. It’ll run on Windows 8.

“We’re bringing it everywhere, so you’re right to think of it as more of a service in which things come with it, as opposed to ‘I’ve just bought a box, now I need to go buy other things to do with it.’”

During E3, Mehdi announced a major expansion to Xbox Live’s entertainment services.



  1. speedxl01

    Of course is premium.. you pay for something offered free everywhere..

    #1 3 years ago
  2. Cobra951

    What #1 said, unless he’s talking about XBL itself. I can’t see the appeal of using an Xbox to pay for so much stuff that can be had for free. More power to them if they pull it off. They just won’t be doing it with my help. The only use a game console will ever get from me is playing games.

    #2 3 years ago
  3. OrbitMonkey

    Isn’t Xbox Microsoft’s only premium entertainment service?

    #3 3 years ago

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