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The Xbox360 Gets Ready for a Fight

Techstination feature for Tuesday, May 23, 2006

The Xbox360 gets ready for a fight. Bloomberg Boot Camp, a report on today's technology. Microsoft's next generation console will have been out for about a year….when it starts to feel the squeeze. The pressure from above will be from Sony's PlayStation 3….which will have a higher price tag…a BlueRay high definition DVD drive and a motion sensing controller. The pressure from below will come from Nintendo's Wii….which will be the least expensive next generation console. Microsoft Game Studios General Manager Shane Kim…

"Certainly our objective is to win this next generation. I think we're off to a great start. We'll have ten million units in the markets in the hands of consumers, before our competitors even launch their competitive consoles.

Beating Sony globally…would require a better showing in Japan…where the first Xbox was a flop …and the Xbox 360 has been slow to take off as well. Kim is hoping new titles from top Japanese game developers will help…

"Blue Dragon and Lost Odyssey are very important titles for us in that market. hpefully they'll yield greater success for us from a commercial standpoint, and lead the way for third parties to recognize that Xbox 360 is a very viable platform. And then our competition is, I think, going to help us out a little bit because their price I think, in Yen, for a Playstation 3 is fully 20 thousand Yen more expensive than our offering for the Xbox 360."

As for Sony… it says it can build and sell 6 million of its new game machines…in less than five months. Bloomberg Boot Camp, I'm Fred Fishkin.