![]() You can also watch TV side-by-side with something else. ![]() It's great to be playing a game and just say 'Xbox watch TV' and it instantly switches to TV. ![]() Next, live TV integration using a pass through. It's not just about shopping - it's about the delivery, sharing of information post purchase, the support experience and so on. We loved the fact that Amazon is very focused on consumer experiences - this was also really important to us since we're launching a product after a gap of 8 years. Without getting into specific details on the Amazon versus others evaluation - it was more a meeting of minds. We're also looking at this more from the point of view of market creation - rather than taking a share away from someone else. It's a dual strategy - to give an experience offline and then take them online where we can give them a pleasant experience right from information sharing to purchase and delivery. Maybe not in stores, but we still want to give consumers a hands-on experience using permanent and temporary demo stations in popular locations. Having said that, this doesn't mean we're not present offline. Bottom line, going with Amazon provides a great experience - one that we have a lot more control over. They're searching online, talking about products online and they're comfortable buying online. We've also recognised that our portfolio is very well aligned to the youth - this audience is in any case natively digital. Basically, what I'm saying is that it's easier to showcase the game online. When I say portfolio, it's mostly the games - the box is nothing without the games. We wanted to create a model in which there is a single place where a customer can get all the information that he/she needs around the portfolio. For instance, there is obviously a core group of gamers who are well aware of our product but on the other hand, the average youth is not aware about the capabilities of consoles in general. Looking at the category itself (and given the fact that we've been in this business for over 8 years now), we've gathered a lot of consumer insights. When we looked at this strategy, it was not about giving up on offline stores.
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