Microsoft's Yusuf Mehdi: We Need To Educate Consumers

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...That's disgusting. Stating that Microsoft is banking on the average buyer of the Xbox One not being informed about what they are purchasing.

There are no words to describe the amount of arrogance, stupidity, and sleaze that goes into a strategy like that.

And the terrifying part...he's not completely wrong.

Krantos:

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.

It really does beg the question: Microsoft, can you...possibly...fuck yourself...any harder? First we had Mr. "Deal with it", and now we have Mr. "Our customers are stupid". I mean, HOLY HELL! Even if this is what you think and believe (and can maybe even prove) behind closed doors around the water-cooler in the office, you just don't get up on stage in front of YOUR ENTIRE CUSTOMER BASE and actually tell them this stuff. It's just stupid!

At this point, Sony and Nintendo don't need to do a damn thing more. Microsoft executives have pretty much conceded the next console generation before even getting out the gate.

"We Need To Educate Consumers"

Wow. Just... wow.

So we need not to be informed or convinced: we need to be EDUCATED.....

WHY THE FUCK are these people allowed to spout one condecending remark after another? does MS give out free Meth in the cantine?

I love how Microsoft is basically saying the exact same crap Sony was saying when they revealed the PS3.

$100 is a piddling amount? Who the hell are they selling consoles to? Last I checked a 20% price difference in a luxury object was not something to be cavalier about in this economy.

Karloff:
"There's a lot of education we have to provide to make sure that people understand," says Mehdi.

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."

I'm honestly pretty interested in the Xbone. I kinda like the idea of games locked into my account, I have redownloaded Blizzard's games many times and appreciate how I will always have them. I think its cool as shit to command my xbox open apps. The thing does feel pretty futuristic, but too much for me. I mean I still have internet issues sometimes and still play on a standard TV most of the time. I mean I'm sure there will be the day where these issue are nonexistant, but its certainly not gonna be by the end of this year, for me atleast.

That said, a business model where you actively bet on people not paying attention to what they're dropping $500 on and write-off the nerds that actually do pay attention to the product....I dunno, sounds kinda fucking retarded.

I also kinda thought it was an accepted idea that nerds set the trends in this market. We decided what the fuck is good and people follow our lead because we would know, we live this shit.
(^I think I got this idea from MovieBoB, a lot of blockbusters are pretty nerdy)

Edit: Also, I feel like if you're banking on people not being educated on the Xbone, you shouldn't piss on core gamers so much because the one thing we're good at is bitching and harboring resentment. I think the internet is still on fire about how much the Xbone sucks and you just keep feeding the fire.

Bahahaha, that's rich.

I'd like to point out that form some perspectives education 'namely literacy and math' was to enable more and better control over those in servitude. From conditioning them form an early age for obedience and allowing indirect control over their doings by written orders.

It's disheartening to see fairly lukewarm reactions to the developments in the past decade that strongly indicate that what M$ is trying to pull is not unique but even now a fully fledged zeitgeistig development around the world. PRISM is essentially the same thing (and would also have access to your living room, complete with cameras and microphones.)

It can already be - has already been - argued to what an overwhelming say corporations have on the policies that 'free' countries -- who are supposed to serve the citizen -- make. Capitalism is no longer the bringer of choice, freedom and democracy. It has become the end goal, and democracy has become the enforcer of corporate interests and keeping the consumers in line.

This is paranoia. I don't believe it to be unfounded.

... I quite like the sound of having my game library where ever I go and while my friends play one of my games, I can still play it too. That does sound nifty.... Shame about the DRM shit, used game shit, the kenict shit, always online to play shit, price shit, having my friends vetted shit (fek, I have friends that won't be on the list coz your not releasing the thing in their country), the pointless middle man tv shit.... Have I missed anything?

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

We have. It's called the PS 4. Get over it. If I want a console that was so "cutting edge" it has to do everything worse and half assed because our mastery over that technology is still in it's infancy I'll buy a WiiU. At least the WiiU tries to innovate without shafting its customers.

Ultimately all these big claims of just you wait and see are bunk. They're depending on systems that are largely untested and wholly dependent on your internet connection speed (if you think the 1.5 megabyte requirement is enough to make any good use of cloud tech in terms of added processing then you should look into it more. In all likelihood games that really take advantage of the cloud will require faster internet connections meaning their will be a tiered system of games with the most powerful requiring high speed connections) as well as their server support(say bye bye to every cloud dependent game the second they go into the red). In other words even if you have reliable internet unless you have the best you'll lose out on games (most likely the best exclusives too as cloud dependence would be a major reason to keep it exclusive) and instead of no backwards compatibility it won't even be able to run half it's own games going into the future. This isn't even going into the extra bandwidth cost if you don't have access to unlimited internet.

The Kinnect technology is still fairly weak sauce too. If Nintendo can only get passable tracking when you have the sensor in your hand I don't think the camera is going to be superior. Not to mention what if I just want to sit down and play instead of doing jumping jacks to try and get my guy to swing a sword. Work on the technology sure but making it mandatory is just going to lead to the same pointless wrist flicking controls and controller shaking that most games had with the Wii only it will require even bigger gestures because there is no sensor on the person. Not to mention voice commands which probably don't know every language and certainly would have trouble with accents not to mention recognizing context inflection and such. It will fail some of the time and there is nothing worse then controls that sometimes don't work. Stop pretending we're in the future and build on today. PS4 is slowly integrating cloud and has it's own eye technology as a peripheral for some games. In other words they are building ground up rather then top down like Microsoft is while hoping the innovation will eventually come to justify the issues of the technology.

Educating people is entirely what they are trying to prevent. Fortunately what they forget is that while most people don't look into these things they tend to ask their friends and other people with knowledge on the subject before they buy. Everybody doesn't need to know about the issues just enough to create enough word of mouth to make it common knowledge. I've already convinced 3 people not to buy the xbone and I'll probably convince more before it comes out. If every hard core gamer convinces 5 other people to get a ps4 (an argument made easy by the price point)The Xbone will get some sales sure but it'll be nothing compared to the other consoles.

image

Microsoft creates a terrible console. And then proceeds to brand all detractors as half-wits in need of education?

Keep going, MS. Sony doesn't have to do any work at this point to drive PS4 sales.

"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."

XBOX ONE! BUILT BY STUPID PEOPLE, FOR STUPID PEOPLE!

Yep! that does indeed seem to be their chief marketing strategy.

"It's a big market."

That Sony now dominates.

Anyone else read "educate" and thought indoctrinate? Seriously I think that you have provided ample info about your product and even NON-gamers are starting to notice the stench.

Let me just run this through Google Translate: Execu-speak to English.

"People are fucking retards. You could hand them a gun and tell them shooting themselves in the face would make them lose ten pounds and they'll do it. As long as you tell those inbred hicks in the Southern USA that they can get porn on their XBox they'll snap it up! As for gamers... fuck 'em. Give them a new Halo and a new CoD and they'll buy it regardless. Thank God for the mentally retarded people who keep us in business!"

It's just too convoluted. They have all these rules, statutes, and limitations that it's ridiculous. You shouldn't need to educate your consumer on a EULA (which is essentially what all of this is, a very complicated EULA). People want something you can plug in and play.

If their push is for digital, they should do something like Sony did with the Vita and simply make it much more convenient to buy digital games, which coincidentally can never be sold or bought used. Make digital downloads cheaper than retail, have sales a la steam, and maybe even through in a few perks. It would help if you had a massive harddrive to facilitate all of this.

Or hell, just take out your optics drive and make it purely digital. It would be controversial, sure, but it wouldn't be this clusterfuck of a catastrophe they're dealing with now.

And Microsoft needs an education in how to design products that the consumer wants. These are, as others have said, luxury items. There shouldn't be any necessary evils. There should be no other consideration than what the consumer wants, and if you've failed to meet those expectations, then you've failed in your job, and others will be happy to sit there and let you drive the customers to them.

Am I twisting the guy's words or did he just say that the Xbox will be good for those who don't know any better? Because that's what it sounds like to me.

"Educate Consumers"

Oh, I see. It's not that you have a bad product, I'm just too stupid.

When your marketing plan is to hope people are too dumb to pay attention to details, it's probably something to keep to yourselves. And I think even the most casual of consumers who only want a fancy remote control are going to pay attention to a $500 price tag.

Vault Citizen:
Am I twisting the guy's words or did he just say that the Xbox will be good for those who don't know any better? Because that's what it sounds like to me.

no that's pretty much their whole marketing angle i think...

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

hmmmm where have i heard that one before oh yes, communist russia.

I sense that Microsoft just graduated from EA school of giving "protecting our shit ideas" interviews

It's not that we don't understand your console's features. The cloud idea would be really cool, since we've moved on from memory cards and it would be nice not to lug my 360 halfway across country every time I go home. It's the way you're going about revealing it and everything else. Or not revealing, as the case may be.

Either fix it, or clarify things. Insulting and alienating consumers makes it worse, and also makes you look ridiculous. You're a corporation, not a kindergartner. Stop pointing fingers.

And get rid of Big Brother, because I don't think even people who pick it up on a whim want to be watched constantly.

"Here at Mircrosoft, the unedumacated consumer is our best customer :) "

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

hmmmm where have i heard that one before oh yes, communist russia.

I was thinking when they passed Obamacare without anyone actually reading it.

Microsoft need to slow down, I'm trying to keep track of everyone they are giving the finger to and they just keep lining up more people. So far it's anyone without a decent internet connection, the countries the Xbone isn't launching in, gamers and now pretty much all electronics consumers.

But clearly I'm an idiot so I mustn't understand their marketing strategy. Maybe pissing people off is how this echo-gnome-icks works?

Microsoft: Customers don't like change.
Changes Windows radically and are surprised at the backlash.

Seems legit to me Microsoft.

Also I'm pretty sure its Microsoft that need educating on how to do digital distribution correctly so the consumer actually benefits and thinks you are pretty cool and not a bunch of anti consumerist dickheads. See: Valve and Steam for more info on how this works.

That and they need to learn that cloud data storage is generally supposed to be something that is useful so you can access your valuable data and such anywhere not something used as a pitiful excuse to shove Orwellian like spyware down peoples throats.

CriticalMiss:
Microsoft need to slow down, I'm trying to keep track of everyone they are giving the finger to and they just keep lining up more people. So far it's anyone without a decent internet connection, the countries the Xbone isn't launching in, gamers and now pretty much all electronics consumers.

But clearly I'm an idiot so I mustn't understand their marketing strategy. Maybe pissing people off is how this echo-gnome-icks works?

Don't forget to add Windows users to that list with their basically saying deal with it to the outcry of the crappy tablet interface and lack of start button on the PC version of Win 8.

Some of this shit is just plain insulting.

"There's a lot of education we have to provide to make sure that people understand" or to take the PR shine off it, there's a lot of propaganda we need to spread to make sure people buy into it.

"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." Bolded your problem right there fella! When the world has GOOD internet everywhere then you can implement this. Remove this stupid limit.

"As for DRM and used games, limits and potentially fees are a necessary evil" of course they are, we don't need them silly freedoms and we should feel like pirates, I agree that we should be buying games and then basically tipping you with "potential fees".

"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." I'll take the PR shine off this one as well ... We do want to support everybody in that system, excluding the consumer, but we want publishers to like us more".

"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." Here goes that PR shine again ... We are hoping a wide range of people don't realize the shit we are trying to pull off, so when they get the console home and realize how we fucked them, they can't do fuck all 'cos we already have there money ... SUCKERS!

No wonder he is the head of marketing, although his plan of "how many stupid people can we trick" isn't exactly on par with a grand master chess player.

"we don't think most users care about details, so we hope our details will win the most people over"

Rip Microsoft

Change is good when it's done properly.

Unfortunately you guys are going in the right direction but are just failing badly.

I gotta say, I'm honestly sick of hearing about the Xbone at this point. Maybe when it comes out I'll analyse it further, but until all the information is out there I'm done with this bullshit.

Wow, yet another arrogant, insulting twat who is blindly ignorant of basic PR emerges from the woodwork. So far we've been told we (gamers that is) don't appear to be their main customers, to not bother buying the console if we don't want or aren't able to be online and now we are told we need educating on what to expect. Pardon me but generally manipulating the market is usually done subtly and shit talk like this belongs in the boardroom.

You can tell consumers they should like the taste of shit all you want but it won't make it happen

"Consumers don't always love change"....

Yes we do, or we'd all be playing the original Xbox and the xbox 360 would have flopped. We like change like; improved graphics, more multiplayer space for more competitors on a single server, different titles and genres, games in general.

The change that consumers DONT like is the kind that's going to limit and rip them off. Saying 'no sharing your games!' isn't anything to do with integrity or whatever else they're claiming. It's wanting to squeeze every penny from the consumer. It would be like charging someone for condiments or McDonalds charging you fifty cents for a straw and napkin.

I used to love the xbox. I'm thinking of moving over to Sony.... Sorry Microsoft but you suck.

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

I think we in the know are more than educated on what your providing.

"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."

Ah banking on the old most consumers are to stupid to look anything up and will just buy it because it's new and shiny eh?

I wonder if Sony had that same though process before the PS3 came out... I mean after all Ps1 and 2 were such smash hits the PS3 sold amazingly right out the gate right? it was what only an extra couple hundred bucks at launch right? It worked out so well for them.*massive sarcasm*

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

Well I wouldn't say it's a big market for you pal considered you cut out a lot of countries and an actual continent from being able to buy your latest product. China, India and Africa are just three markets that are going bye bye. Not to mention alienating most countries that aren't America with all your gimmicks that really only apply to some Americans and only work in America.

You know who I think will suffer a lot from the ignorance of customers, Gamestop and other game retailer employees. Especially when little timmy wants to trade in his used games only to find out he cant and the furious parents who don't understand why he can't. Either that or when the internet doesn't work properly for people with bad connections and they can't authenticate and the parents think the xbox broke because it wont play games and try to return it for a new one or something. I can see so many scenarios where the employees of these places will be berated because ignorant consumers just buy whatever and assume it'll work just like the last one.

Microsoft needs to get out of their Redmond bubble and see the world.
I interviewed with them in Redmond; the whole thing is a weird, 40,000 person echo chamber. For those who don't know. all development and engineering takes place in Redmond only. None of their other locations across the world are involved, or even in the know, about most of what's being made while in development. Not, at least, until it's close to launch.

This puts them into a very isolated situation where only a small set of people who can provide input. Microsoft pays well, Redmond has good internet; thus when everyone you know is always online, is technically savvy, has large enough living space for the kinekt, everyone lives in America, and has enough money that $500 is nothing... you start to think that's basically everyone.

If they had actually attempted to validate the market at all they would have seen this was a bad idea.

And, while I also agree that most consumers aren't knowledgeable I think it is frankly hilarious to assume that doesn't matter. Most consumers aren't knowledgeable, and thus likely won't even know when the new xbox is releasing. If they do, they won't care enough to line up to get one.

What tends to happen is the early adopters and people who know these things are consulted by the "uneducated consumers". If my sister wanted to stream movies and ask me what she should get, a PS4 or XBone, I'd tell her PS4. And trust me, before she spends 400 - 500 dollars she's going to do her research on to what is the best option for her. This is what MS doesn't understand, not everyone is making 80 - 300k a year in MS dollars.

When the vast majority of the people who are technically savvy are against your consoles, some of these people will be in a sort of consulting role for their friends and family. And they WILL be consulted because, for most people, $500 is actually a lot of money.

What a fucking cunt.

""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.""

So here is MS throwing the publishers under the bus again to try and justify draconian rules. They could do everything they want with the "Digital" without having all those restrictions in place. I really want PS4 to succeed just to put MS in the ground over their BS.

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