The Xbox One is not off to the hottest start compared to the PlayStation 4, but it's not exactly doing poorly--the console is still selling a healthy amount of units. Microsoft wants you to know, following a change of executives in charge of the business, that they remain fully behind the Xbox brand.
Executive Phil Spencer explained at the recent SXSW conference that even with changes (Microsoft has a new CEO, Satya Nadella, and a new Xbox division boss, Stephen Elop) the company is not planning on leaving the gaming space or selling its Xbox branch.
"In terms of Microsoft's commitment in the space, I know both Satya and Stephen Elop, I know them well. I've had explicit conversations with them about Microsoft's commitment to Xbox--they're extremely committed to Xbox," Spencer said.
"Xbox is a really critical brand for us as a company as Microsoft; when you think about consumers, what they love about our company, Xbox is one of the most beloved brands that the company has."
The speculation that Xbox division would be dismantled or sold came from a report around the time Elop was being considered for the CEO position. It said he would consider selling off less profitable parts of the business to sharpen the company's focus, which included Bing and Xbox.
It's a bit funny that now he's in charge of the division, but Spencer stated everyone is committed and that the Xbox brand is an important part of the company. Xbox is probably one of the brands they own that has the most passion behind it from users, but I'm skeptical that it is that major of a business asset. It's not particularly profitable, if it is at all, and the willingness by Elop to remove it demonstrates that he at least didn't view it as vital beforehand.
Windows, Windos Phone and other projects likely garner more of Microsoft's attention, and that is where Elop would have preferred to focus rather than Xbox. Now that he leads the division though, it's natural he wants it to succeed.
However, it is a bit concerning that they have to reassure gamers that they're not going anywhere to begin with after just launching a new console. Is it a 'where there's smoke, there's fire' scenario? Possibly, but I suppose we won't know for sure publicly unless something major occurs. Hopefully this does not mean business is going poorly behind the scenes, compelling Spencer to come out and defend the brand amidst a difficult period.
For the millions who just invested in the new system, it's no doubt relieving to those worried about the future of the brand, whether their cause for concern was Elop's comments and subsequent appointment, or the relatively slow sales. The Xbox will be around for the future, as long as these reassurances aren't an attempt to mask hidden troubles--and we don't have substantial evidence to suggest the product is in a truly dire situation. Ideally, Spencer was just calming any negative speculation, and there's a bright future ahead.
Source: Eurogamer
