Microsoft's Yusuf Mehdi: We Need To Educate Consumers

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Ah finally. I wondered when they were going to say that it was the consumer's fault for not liking their patently bad product. Oh, and that they're banking on the rest of the world not knowing the details about it. You can't have a complete PR shitstorm without one of these, good on them for going with both.

Man, they don't even give their feet a 24h rest before shooting it anymore. I know it's just a stump at this point, but pretty soon they're gonna blast away the entire legs too.

Thankfully, normal people seem to be taking note of the ludicrous policies of the xbone. Hell, my mother knows why no-one should buy it and has actively discouraged a friend from pre-ordering one for the kids. This is the same woman who hasn't played a video game since the original sonic, and even then she wasn't a fan.

People with some medium presence on the internet are having this shoved in their faces and it's amazing.

Yes Microsoft, digital distribution IS better, you know what else is cool? Steam prices. GOG style ownership. No 24 hour checkins which you still haven't justified and no required camera to play games. Show me why it's worth the downsides and then we'll talk, all you have so far is bullshit.

Unfortunately, Mr. Mehdi, your chief problem is that we are well educated, not undereducated. We can fully comprehend the abusive business practices that stem from the precedents your trying to set. I believe you wish more to force us into abusive relationships, much like paying $60 a year for online gaming when PS3 was free, as well as EA forcing online passes on to us. The unfortunate thing about the pay for Live service, is that Sony has adopted it, because enough of us didn't vote with our wallets and allowed you to set that precedent.

The message that we, as informed consumers will spread now, is to not buy the Xbone, and diligently work to make sure none of our friends buy, although Sony and even yourself have made that quite the easy choice. You want to fuck the consumers. Prepare to lose you job, you fucking suit wearing monkeys.

Captcha: "with bells on"

I'll be to Xbone's funeral with bells on!

DVS BSTrD:
"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?

Weeeeelllll....The PS4 is probably going to dominate over the more Orwellian console simply because of it's cost. So in this case the lying, oblivious and greedy company is probably going to get shafted by "blind, uninformed consumerism" simply because the lying, oblivious and greedy company is lacking the one trait the "blind, uninformed" consumers want, cheap products. I'd call that a boon.

Idiots.

"The possibilities are endless with the new digital system!"
"Really? How so?"
"Erm, well, we haven't really figured that out yet entirely but trust us, everything will be better!"

Sure Microsoft, sure.

Also they're looking at their research all wrong. They shouldn't think "Well these guys will buy it anyway so who cares?", they should think "Wow, all these people might have bought our console if not for this." This CEO will not last long with the current mentality methinks.

Need to educate me? I grasp what you're trying to do with this console, so you'll have to trust me, when I say that I've already decided which console I'm going to support if any. All I can say is thank god I got a PC.

Educate my nuts M$! I'm not buying your water cooler, renting your software, watching you sports and advertisements or using your service.

3 generations in a row, you've done nothing for me! XD

"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.

Well surprise, surprise...yet ANOTHER MS guy who can't really get into the details of the advantages of their system other than "You can play your library from anywhere!*"

*so long as "anywhere" has a good connection.

On a more serious note, though, if I were this Mehdi guy, I would issue an immediate order to have Mattrick's big mouth sewn shut. If he did, it'd be the best PR/Marketing move MS has made since the XBone reveal.

Yeah,yeah "you just don't get it".
Heard it before. Anything else?

And I do believe people know there are a ton of advantages that far outweigh the inconveniences.
Problem is, those only benefit microsoft.

Karloff:
"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."

So a couple of weeks ago I voiced my thought that Microsoft was reminding me of a cult trying to open a portal into the Stygian pit and/or call forth Demons of the Netherworld into this plain of existence...only instead of that they're trying to bring about another gaming crash so they can rebuild the games industry in their twisted image. This quote seems to support my stupid, stupid theory.

---

Ya know when Microsoft could have convinced us that an always-online system that watches and listens to everything you do would be a good thing? Perhaps some kind of trade show or, convention...some kind of press conference or forum like those known to occur at that one expo some people have heard of...E3 I think. What do I know though: I'm just an uninformed consumer with spotty internet who likes playing Super Mario offline and without a camera watching and gauging my emotional response.

So the only reason I don't like the Xbone is because I'm dumb... According to Microsoft.

Buying the PS4 simply because it's the console for dumb people not smart enough to enjoy the Mensa level console Microsoft built.

Educate those backwards Consumers -
I hope he like me kicking his balls constantly - 'cause that's what I learned from him to do.

Just craving the M$ New Speak!

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

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."

...Seriously, does Microsoft somehow just not know that we can understand English? This is legitimately mystifying.

Karloff:
You'll be able to take your library with you wherever you go, so long as there's a decent connection.

Except no, you won't, because not only will you not be able to get a library at all if you don't live in the 21 countries Microsoft is launching Xbox One Live in, if you visit one of them or move, your games will stop working altogether.

And he's right, they do need to "educate" us, although that's a terrible use of the word in the crap-hole of a situation they're sitting in. They need to "tell" us (not as big a word, but much more on the ball) what that always-on will provide. Because for now, the most visible thing about what it will do is restrict you from playing games you've purchased (or even using the consoles) in not even one, but a number of ways.

(How long until we can say back to Microsoft "Deal with it?")

Since they say that we need to be educated, although I found it totally insulting, educate us in your damn press conferences instead of ignoring or dodging those matters.

They really failed to sell the product. Every business who wants to sell you something, even if it is shit they try to convince you through marketing-PR why you need that shit and at the end you find yourself getting that shit while you didn't even need it. Microsoft didn't even do this.

I love how Yusuf Mehdi doesn't seem to understand the difference between "change" and "getting totally fucker over"...

Uhhhhhhh... I thought their last hope was for consumers to remain uneducated...

As they say, a little knowledge is a dangerous thing.

Getting kicked in the balls is uncomfortable at first too
But after few hundred kicks nerves in your balls will die and you won't feel a thing.
Doesn't mean that getting kicked in the balls is a good thing.
And no amount of "education" will fix that

This is a joke, right? This has to be. What CEO would explain that they knew we wouldn't like it but fully believe that people will just pay $500 and be cool with it?

I mean, they're probably right, but to say it is just... wow.

He used the wrong word... he means to say "consumers need a reeducation". The thing is that people understand value reasonably well. An economist, who's name escapes me, pointed out that you could try your hardest to sell ashtrays made out of dog crap, and no matter how cheap it is, people aren't going to buy it... well not enough people to keep a business that does that afloat anyway. He is talking like the steps that MS have taken are necessary in order to push consoles into the digital age, but he has no idea what he is talking about. He is just a talking head using very very loose reasoning to back up their horrible DRM ideas. That is why he means reeducation, because MS doesn't need to change their values to meet consumer demands/needs, consumers need to change what their idea of value is so MS can sell their new console. It's actually pretty hilarious when you think about it.

Also

"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."

Have these guys heard of Valve?
Well, Valve really did moved industry towards digital distribution with Steam
MS? MS are just trying to abuse digital distribution as much as possible, for their own benefit.
See Mr. Mehdi? We aren't that uneducated as you claim.
Maybe you should educate yourself before opening your non-existing-god-damned mouth?
Please, do it for your own sake!

mjharper:

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.

Well, they have gotten away with a lot this current generation. To tell you the truth, I was kind of expecting all this.

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:

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.

Apparently he doesn't see the program here either. He's correct on both points, I agree that the bulk of the community likely won't even notice the 'features' earning all this bad press.

And I agree that $100 dollars extra isn't a huge deal if the console ends up being superior in optimal conditions.

However, the two points contradict one another. $100 may not be much, but it's only something people will view that way if they are aware of the advantages. As he just pointed out, most people won't care for many of the details, and have no sense of that 'increased value'. You're not going to sell them on paying more for value if they're not aware of that value.

For most people, console appeal is going to come down to two things, games of interest and reputation. People will get it if they want to play the games, and fanboyism paired with community popularity will always spur sales. If those two factors are at similar levels, one being 20% more expensive becomes a bit of a problem.

Karloff:
Microsoft's Yusuf Mehdi: We Need To Educate Consumers

image

"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

Permalink

I wouldn't mind a model where I could download my games, as long as those games belong to me. That's why PC gaming is so attractive. The problem is that the Xbox requires a regular internet access to work at all, and once the servers are closed all the games I buy are presumably gone. If they had an online system where you're games carry over to the next console automatically, and where you can play your downloaded games without any form of online verification, I would support it. Online games could also, potentially, be much cheaper. Look at Steam.

The problem isn't "consumer education," it's the fact that they're taking all the control away from consumers. Gamees are still going to be sixty bucks, regardless of what happens, and the only justification for this is greed.

This is some great comedy. XD Microsoft fucking themselves over repeatedly lately, while Sony and gamers makes fun of them.

He has actually come out and said they're gonna rely on stupid people to buy to console. This guy is as bad as Don Mattick telling people to not buy the Xbox One.

Educate yourself, Microsoft:

I know how your console works, and that's exactly why I DON'T WANT IT.

It's not because I'm "uneducated," "uninformed," or "ignorant" about the Xbone. Quite the opposite, actually, because I am informed, I see your machine for the un-consumer-friendly, disrespecting of consumer rights and freedoms, piece of junk that it is.

Roll that up in your burning console future and smoke it.

Bam.

Do I really need to say ANYTHING more? We know what we want, boys. Leave us alone.

The question is, are the restrictions worth it for the pitiful amount of extra capability you've delivered? No. Digital games probably are the way of the future. But we don't have to embrace them right now if all it's going to mean is a dubious or restricted used games market, the ability to play our games on another console without the disc (what I've always wanted -_-), and an arbitrary check-in system that'll render the Xbone unable to play games at all if there's ever a problem with the internet.

Quite frankly, whatever revolutionary steps forward the Xbone has taken have manifested themselves as petty bullshit that serves to restrict what the consumer can do with their product. So good luck convincing anyone it's the wave of the future, Yusuf. Looks like your market is narrowed right down to people who can't be bothered finding out what they're buying before they buy it.

Uriel-238:
Is it me or does this sound exactly like the GOP after their loss in 2012 saying that not enough messaging was why they lost the presidency?

I was actually thinking of Romney/Ryan's healthcare plan. You know the "we have a plan, it's a brilliant plan, only the two of us know what it is but we want you to vote for us on it with NO clue what it is" plan.

Mother of God, that was easily the most condescending horse shit I've read in a while... From Mehdi, not you Karloff! :P

Seriously, Microsoft, I knew you were more or less the most out of touch of all the big game companies, but I actually rather like my 360 and its games.

It's a shame that a lot of decent titles are looking likely to launch on the Xbone, but I honestly can't justify the expense for a machine that's designed to trample all over my consumer rights and ram unnecessary crap down my throat.

I'm jumping ship anyway. I'll continue to enjoy my Xbox as long as its supported, and beyond that.

Microsoft? Hey Microsoft, give me that shovel please. I think the hole is big enough.

I never thought we would get to the point where Microsoft fucking up with the Xbone would stop being funny. Am I broken? I think Microsoft broke me. The whole "we're relying on our customers being stupid for this to be successful" thing is supposed to be something a cartoonishly evil villain does when he forgets the mic is on and it's broadcasting to everyone. Except this time there doesn't seem to be any restraint and that they were aware of the mic being on the whole time, without shame. It's official. Microsoft has reached the level of cartoon villain.

There's little I or anyone can say that doesn't point out the idiocy of the condescending. However, he is right. People need education.

Consumers have become lazy. A lot of the time, brighter and shinier means worth our dollar, yen, euro, or peso. You give me two things that I couldn't have before and lived pretty well without, and I'll be ok with the five things you take from me. We have had threads already devoted to re-educating the rest of us that the Xbox One isn't as bad as we thought. And unless these were people planted three to five years ago for this very reveal, I'm going to say these are real people willing to deal with what Microsoft wants to take from them. That's their deal, I honestly wish them luck.

But we all have a hand in this. From DLC to even buying games with DRM... Companies are smarter than we think. Medhi's comments not withstanding. We've shown a tolerance for accepting less. A game's not complete, you can buy the game 'the way it was meant to be played' with day one DLC. DRM that isn't even functioning correctly and prevents you from even playing the game. DLC that isn't DLC but it's in the product. They just withheld it from us and made us pay extra for it.

We ate it up. We decry Diablo 3, it sells millions. We decry Mass Effect 3, it sells millions. We decry Simcity, it sells millions. Without a unified front, why shouldn't Microsoft pat our heads and tell us we'll understand when we're bigger when they take away our toys, only to be given back at their say so?

Without at least 90% of gamers saying we will not take your practices any more, and the loss of income that comes with that which will teach that 'we' in the company's mindset doesn't matter as much as 'we' the very people who you expect to give them their income... Why should they even give a fuck that a good majority of us are angry? I hate to say it, but we have lost. We have lost big time. Not due to their practices, but to our own fractured ranks.

At the time of this post, The Xbox One is number one in video game electronics.

I mean, that's it. Before we accepted day one DLC, on disk DLC, always online, DRM... all these buzz words that we willingly accepted to play with the new shiny... if any company came out with a console like this, it would have been laughed out of existence. If you told gamers of 2003 they get to have the next game system, but they don't own it, they'll have to pay for an upgraded internet service just to have enough bandwidth to run it, and when the company decides it's done with the system it'll turn into a brick because no servers to connect? You would have been run out of business even before the first product went out. The backers would have saw the response and ran for the hills, not willing to lose their money on such an obvious loser.

But now? Just look up to the links. We don't care. We're willing to be robbed and told to allow it without any resistance. And we listen.

Mehdi couldn't be more right. We need an education. We need a united front. Because our Luxury just changed ownership from us to it, to it owning us. And we're ready to pay 500 dollars for the license transfer*.

*Pun intentional

Legion:

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.

Hey, it's a lot of work signing those checks!

The stupidity of this statement made me physically sick. DRM is not a necessary evil. Publisher survived without DRM before therefore it is not necessary. All you guys are being is greedy corporate dicks that are trying to have as much control on your customers as you can. Well know what Microsoft, Sony right now is offering a better experience than you so I'm taking my money to them. Deal with it.

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