Amid Nadella’s plans for a new innovation-driven focus for Microsoft, the Xbox brand will continue to be a mainstay for the Redmond-based industry giant.
Microsoft CEO Satya Nadella has recently revealed his new ambitious vision for the company which strays from his previous focus on devices and services.
Nadella’s plan calls for a more evolved and integrated ecosystem of core workforce apps like OneDrive, OneNote, Skype, Outlook and Excel–all of which will take on a more dynamically tethered shape to deliver quality “digital work and life experiences”.
But what about the Xbox? The CEO’s company-wide memo details a app-driven strategy tailor-made to embrace the mobile- and cloud-first sector, but where does the Xbox brand fit in?
According to Nadella, Microsoft will “continue to innovate and grow our fan base with Xbox while also creating additive business value for [the company]”.
Nadella further elaborated on how the brand aligns with the new transition, citing that Xbox represents a point of diversification and that their gaming presence bleeds over and stimulates other company sectors.
“I also want to share some additional thoughts on Xbox and its importance to Microsoft. As a large company, I think it’s critical to define the core, but it’s important to make smart choices on other businesses in which we can have fundamental impact and success.
“The single biggest digital life category, measured in both time and money spent, in a mobile-first world is gaming. We are fortunate to have Xbox in our family to go after this opportunity with unique and bold innovation. Microsoft will continue to vigorously innovate and delight gamers with Xbox.
“Xbox is one of the most-revered consumer brands, with a growing online community and service, and a raving fan base. We also benefit from many technologies flowing from our gaming efforts into our productivity efforts – core graphics and NUI in Windows, speech recognition in Skype, camera technology in Kinect for Windows, Azure cloud enhancements for GPU simulation and many more.
“Bottom line, we will continue to innovate and grow our fan base with Xbox while also creating additive business value for Microsoft.”
The all-in-one gaming console remains one of the company’s largest investments for the brand itself, and its flexible entertainment options certainly defines a large portion of Nadella’s new “digital life” core focus. Nadella’s statements mirror those of Phil Harrison, who, back in September of last year, affirmed that Microsoft will support the Xbox One for a full decade.
It’s great to see that the CEO is embracing the Xbox One amid this transitional period, and the console may take on a new shape with Direct X 12 support as well as the purported cloud-based graphical enhancements.