Microsoft's Yusuf Mehdi: We Need To Educate Consumers

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Microsoft's Yusuf Mehdi: We Need To Educate Consumers

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"This is a big change, consumers don't always love change," says Mehdi.

Audience reaction to the ongoing saga of the Xbox One is pretty much what Microsoft Xbox Chief Marketing and Strategy Officer Yusuf Mehdi was expecting, but then this is a big change, and people don't always like change. "There's a lot of education we have to provide to make sure that people understand," says Mehdi. He went on to add that "we're trying to do something pretty big in terms of moving the industry forward for console gaming into the digital world. We believe the digital world is the future, and we believe digital is better."

There's plenty of benefits in cloud connection, Mehdi claims. You'll be able to take your library with you wherever you go, so long as there's a decent connection. You can even digitally loan copies - up to a limit of ten - and there could be other, as yet undefined benefits. "You can imagine the capability to have different licensing models, different ways that people have to access games," says Mehdi. "This all gets unlocked because of digital." As to what those different ways could be or what they might mean for the industry, Mehdi was reluctant to go into details. As for DRM and used games, limits and potentially fees are a necessary evil, Mehdi claims, as Microsoft needs to keep publishers happy as well as consumers. "We do want to support everyone in that system, beginning with the consumer," he said, "but we want publishers to get paid for the great IP they work on."

And the negativity? Well, it may not matter so much to Microsoft. Sure, core gamers complain, but the folks who don't really pay attention and who just want a fancy box will be fine with Microsoft's Xbox One. "In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."

What about the extra $100 you'll be paying for the Xbox One, over the PS4? Again, Mehdi doesn't see a problem with that. The Xbox One will deliver so much increased value over the PS4 that a piddling $100 will be neither here nor there. "Ultimately consumers will decide which is better," Mehdi said. "It's a big market."

Source: Ars Technica

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That last line cracks me up. Makes me happy to find plenty of value in retrogaming with stuff published over 10 years ago. Consumers need an education? I think Microsoft needs an ass kicking and I hope they get it right in the Xbone and Windows Tablet, err 8.

"Customers don't like a change."

This is sort of true. I mean if you were a customer, would you like the change from a normal body to a normal body with a halberd shoved down your arse? Education my arse, Microsoft you need the education. If I didn't know better I'd say they'd be insulting customers.

So basically Microsoft is trying to accomplish what Steam has done, but far worse with big-brother DRM measures,higher prices and a complete lack of understanding on why Steam worked in the first place.

What increased value? Are they serious? PS4 looks to be much better console, and $100 cheaper.

"There's a lot of education we have to provide to make sure that people understand,"

You might wish to start with your own employees, so that they stop contradicting themselves, leading to unnecessary confusion.

As for DRM and used games, limits and potentially fees are a necessary evil, Mehdi claims, as Microsoft needs to keep publishers happy as well as consumers. "We do want to support everyone in that system, beginning with the consumer," he said, "but we want publishers to get paid for the great IP they work on."

Shouldn't that say developer, not publisher? They are the ones who actually make the damn game. Not many people really care what publishers think, seeing as they cause most of the problems within the industry.

"In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."

Which is what you are relying on of course, because those that do pay attention have pointed out the many flaws.

"Ultimately consumers will decide which is better," Mehdi said. "It's a big market."

That we will. That we will.

Maybe they need to open some Reeducation camps: http://en.wikipedia.org/wiki/Reeducation_camp ?

Obviously their customers don't yet quite understand how all negative features benefit them and need some good old indoctrination to be helped.

Wow, it's like, Microsoft are living in a bubble.

It just boggles my mind how ridiculously anti-consumer this is, and the sad thing is, it probably won't fall flat on it's arse.

It represents everything wrong with blind, uninformed consumerism.

Read as "we need to RE-educate consumers". They must really think that just continuously forcing this shit down our throats will make us just accept it. I don'tthink this guy read into the ME3 saga too much. If something as small as that caused months of rage, this one will go on for years.

"In a broader set of community, people don't pay attention to a lot of the details. We've seen it in the research, we've seen it in a lot of the data points."

I think he's seriously underestimating the power of the internet, and especially social media.

Maybe five years ago the criticisms of the Xbox One would have been limited to obscure specialised gaming sites, but when MS's every blunder is being splashed across Youtube, Facebook and Twitter at lightning speed even casual consumers are going to sit up and take notice.

We need to educate consumers!

As to what those different ways could be or what they might mean for the industry, Mehdi was reluctant to go into details.

We'll get back to you when we figure out what it is, exactly, we plan on educating you about!

He says both "In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."

and

"The Xbox One will deliver so much increased value over the PS4 that a piddling $100 will be neither here nor there. "Ultimately consumers will decide which is better," Mehdi said. "It's a big market."

The people who don't pay much attention are going to go for the cheaper product that seems to give the same features, and might ask people who are more 'into' games as a thing for advice. On the whole, what does the gaming community's response to the Xbone seem to be? Not so great.

You're right, Yusuf. People tend to dislike change. Do you know what people dislike more? A company that acts like total pricks towards their consumers and pretend nothing is wrong with their product or their company when the majority of reality says the opposite.

Keep talking, retards. You're already given yourselves enough rope to hang everyone working at Microsoft, lets go for the population of a small city.

"educate consumers" Oh I'd say we've learned enough about your console.

Daystar Clarion:
Wow, it's like, Microsoft are living in a bubble.

It just boggles my mind how ridiculously anti-consumer this is, and the sad thing is, it probably won't fall flat on it's arse.

It represents everything wrong with blind, uninformed consumerism.

Is there anything that's right with it?

we're trying to do something pretty big in terms of moving the industry forward for console gaming into the digital world. We believe the digital world is the future, and we believe digital is better.

Someone needs to educate him in the meaning of the word "forward". You are forcing people to connect to your servers once every 24 hours. Everyone who wants to play a game on your console is relying on your servers being up and functioning for no reason at all. That is completely idiotic.

"As for DRM and used games, limits and potentially fees are a necessary evil..."

Sony begs to differ.

Did Microsoft sit around a table deciding what people hated rather than listen?

Your biggest issues are your stupid online checks, used games and that extra $100 for a webcam that no one really wants. Not to mention the fact the only reason you need cloud processing is because you loaded your console with so much junk only half the RAM is available to actual games.

Oh and your nice TV functions? They only work within the US on launch, way to exclude the majority of the world. If anyone needs educating it's you, the internet isn't 100% reliable in most countries (especially yours from what i've heard) yet you keep banging on about how the cloud will change everything...

So far i'm unsure if Microsoft even understand what it takes to use cloud technology effectively in the ways there proposing, the only way which cloud has been effective so far is within the database industry really.

Sixcess:

"In a broader set of community, people don't pay attention to a lot of the details. We've seen it in the research, we've seen it in a lot of the data points."

I think he's seriously underestimating the power of the internet, and especially social media.

Maybe five years ago the criticisms of the Xbox One would have been limited to obscure specialised gaming sites, but when MS's every blunder is being splashed across Youtube, Facebook and Twitter at lightning speed even casual consumers are going to sit up and take notice.

I certainly hope so. This attitude of 'most consumers are too dumb to care, so we can get away with anything' that MS seems to have going is sickening.

Jhooud:
We need to educate consumers!

As to what those different ways could be or what they might mean for the industry, Mehdi was reluctant to go into details.

We'll get back to you when we figure out what it is, exactly, we plan on educating you about!

This is exactly it right here. I think Microsoft should educate itself before it decides that the consumers need to be educated. He can't state reasons why this benefits the consumer because it freaking doesn't. Outside of a slightly easier (and more restictive)way to share games, none of these things do anything to benefit the consumer. Required online connections do nothing to help the consumer out. Restricting trade-ins to approved partners does nothing to help the consumer out. Giving publishers more control of how games are bought and sold does nothing to help the consumer out.

It is transparent that even Microsoft can't actually spin these things to be beneficial in any specific way, so they stick to nebulous claims that don't actually mean anything.

What about the extra $100 you'll be paying for the Xbox One, over the PS4? Again, Mehdi doesn't see a problem with that. The Xbox One will deliver so much increased value over the PS4 that a piddling $100 will be neither here nor there. "Ultimately consumers will decide which is better," Mehdi said. "It's a big market."

Sounds familiar. I wonder where we heard that line before...

"Obviously, it's a higher-risk strategy-as all new inventions are-but if the PlayStation 3 lives up to its total potential, I don't think anyone will be worried about Nintendo or Xbox's cheaper price." Sony CEO Howard Stringer, in 2006, in defence of the $599 price point of the PlayStation 3. We all remember how well the PS3 sold before the price cut, don't we? ;P

Who is this Mehdi guy... OOOOH OKAY. Princeton graduate. Okay. Gotcha.

A 'I think I know what is best for everyone' type.

Also you just said he wants to please PUBLISHERS. Okay. That's cute.

I'm still not budging here Microsoft, not even to 'seem educated' in what you clowns seem to think it means.

I seriously cannot comprehend how rapidly they are going down hill, it's like a guy from Sony took over and is making them crash and burn but it's worse, it's actually themselves basically committing business suicide.

Ultimately he has good points, so long as there's a strong internet connection and their servers hold.

But last conference Microsoft held they said only 1 sharable copy, now 10? Get it together Microsoft.

Karloff:
"In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."

....

Karloff:
"In a broader set of community, people don't pay attention to a lot of the details"

..........

Karloff:
" people don't pay attention to a lot of the details"

.......................

REALLY!?!?!

You realize he just admitted that what people have been saying. Microsoft is counting on people not paying attention to what the console does. It's "in the data".

They are legitimately gambling on people not paying enough attention to be bothered by this. I mean... shit. That's what the conspiracy nuts have been saying since this thing was released, but he just admitted it was true.

That also explains why MS is being so uninformative about the questions surrounding the console. They don't want people asking questions and are just trying to deflect them long enough for the flames to die out. They don't want people to know the details, just to buy the thing.

This guy just admitted they are counting on consumer ignorance to sell the console. Good god, if MS doesn't get hurt big time this generation, I'll have seriously lost hope for the consumer.

Captch: Internet Explorer, Please Type: "Great for Win 7." god dammit Microsoft.

Sixcess:

"In a broader set of community, people don't pay attention to a lot of the details. We've seen it in the research, we've seen it in a lot of the data points."

I think he's seriously underestimating the power of the internet, and especially social media.

Maybe five years ago the criticisms of the Xbox One would have been limited to obscure specialised gaming sites, but when MS's every blunder is being splashed across Youtube, Facebook and Twitter at lightning speed even casual consumers are going to sit up and take notice.

It's all over my Facebook right now. And most of my Facebook friends aren't gamers. They really don't like the mandatory connection here in Canada. Mostly because it costs $100 a month for an internet connection that can support the Xbox One. And no one living in an apartment complex will be able to get a 1.5 mbs connection. Almost everybody is on a slow connection or not at all. My one friend has the fastest connection you can get in our small city and it peaks at 5 mbs and costs $150 a month. That's not slow by any means but it's expensive as fuck.

"There's a lot of education we have to provide to make sure that people understand,"
"the folks who don't really pay attention and who just want a fancy box will be fine with Microsoft's Xbox One."

translation: Con the rubes who don't know any better, that'll teach 'em!

Good Guy Microsoft: teaching consumers to do their research.

hutchy27:
I seriously cannot comprehend how rapidly they are going down hill, it's like a guy from Sony took over and is making them crash and burn but it's worse, it's actually themselves basically committing business suicide.

\

crash and burn implies some kind of period (no matter how short) between impact, and fire. (in the case of a console, a honeymoon period)

this isn't that. these guys seem to have thought that a lead bomb dosn't fall fast enough, so they straped more rockets to it.

this baby gonna explode

the captcha is "heartache" exactly what MS fanboys are fighting down right now as they try and defend this POS

So we need to be educated. Microsoft have been doing a great job of not answering questions, and if we really need to be educated then they should really start. I'd love to hear what they have to say about why the $100 extra is worth it, you know besides things and stuff.

Karloff:
And the negativity? Well, it may not matter so much to Microsoft. Sure, core gamers complain, but the folks who don't really pay attention and who just want a fancy box will be fine with Microsoft's Xbox One. "In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."

It is absolutely disgusting that they're admitting to relying on consumer ignorance to sell consoles.

But you know what? They're wrong in thinking that the core gamers don't matter. The core gamers are your early adopters. They are the ones who line up on day one to get a console. They are the ones who spend the most money on games. They are the ones who, when asked by their less informed friends months or years down the road which console they should get and why, are going to be answering PS4. They're the people who are going to keep you going in the early days and influence friends decisions later on. If they honestly think they don't matter at all then they really are the idiots I think they are.

And if Microsoft doesn't think that what friends say they bought matters to the less informed users out there, I will point them to the Xbox 360 and it's success. I know an awful lot of people who bought 360's because it was what their friends had and it was going to let them play games together online.

And now they're calling us uneducated. Good grief, your self-dug grave has already reached the proverbial China, MS. Stop talking already.

Karloff:
..."In a broader set of community, people don't pay attention to a lot of the details," said Mehdi. "We've seen it in the research, we've seen it in a lot of the data points."...

Holy fucking hell!!! Microsoft executives truly just don't learn! Apparently the firing of Mr. "Deal with it" didn't get the message through the concrete skulls clearly enough.

Karloff:
..."Ultimately consumers will decide which is better," Mehdi said. "It's a big market."..

Yeah, it certainly is a big market, one that you are apparently hell-bent on exiting. Tell you what, as one Ars Technica poster put it, we'll educate YOU on how not to treat your customers (by not buying your shit)! Let's see you deal with it!

I mean the outright conceited arrogance is beyond shocking. Well, as I have continuously said time and again, a company hears and understands only two sounds, the creak of your wallet opening and the slap of your wallet closing. All other sounds are just noise to be ignored. Mr. Mehdi's response to the public outrage seems to bear this out quite clearly. Microsoft will not hear or understand a DAMN thing until the entire game community collectively closes their wallets. Only then will they finally get the message.

Also, Balmer needs to be fucking fired, too. This shit starts at the top and trickles down. I didn't like Microsoft all that much under Gates, but, at least, you had to respect the man and his company for how they were able to steer the computer industry and be somewhat responsive to the needs and desires of the customer base. However, now, they're just a collective of arrogant fuck-ups who just blindly throw shit at the wall in the hopes that something sticks.

Microsoft just needs to be quiet and sit in it's corner until launch day, because every time one of their representatives opens their mouth I feel a primal urge to punch my monitor so hard that it creates a wormhole directly to their face.

Sixcess:

"In a broader set of community, people don't pay attention to a lot of the details. We've seen it in the research, we've seen it in a lot of the data points."

I think he's seriously underestimating the power of the internet, and especially social media.

Maybe five years ago the criticisms of the Xbox One would have been limited to obscure specialised gaming sites, but when MS's every blunder is being splashed across Youtube, Facebook and Twitter at lightning speed even casual consumers are going to sit up and take notice.

I'm a PC gamer with $2000+ custom rig and I've heard about all the flaws despite having no interests in consoles, a friend of mine is a casual gamer who got a 360 and not a PS3 and he's heard about all this nonsense and plans to get a PS4, this begs the question about who HASN'T heard about what's going on with the nextbox.

Who is this media blind loyal army of customers Mircosoft is counting on to win this war? WHat the hell are the advantages of the cloud?

PS. Anyone else's chat box being blocked by a AD popup? I can't fix the WH above because it's under a AD for some football thing.

And his plan for success is to count on the ignorance of the public. Wow.

Gawd willing, Consumers will educate Microsoft on arrogance and bad product.

Their strategy better damn well out-gun Nintendo's flaky marketing for the Wii U.
But as Microsoft has yet to convince the world of Windows 8, I'm not placing any bets on them.

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