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TV & Media

Entertainment Ecosystems Microsoft Xbox

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Report Summary:

Xbox has continued to build out an entertainment ecosystem based upon an ever growing collection of consumer hardware, software, service and content propositions. We expect that this is the final round of foundation-laying in preparation for a “great leap forward” with the release of the successor to games console Xbox 360. Microsoft has added Internet Explorer to Xbox Live, repositioned the music service by changing brand from Zune to Xbox Music, broadened distribution of Xbox entertainment (non-games) content to phones, tablets and PC and rolled out synchronised dual-screen technology Smartglass to the Xbox platform, Surface and Windows Phone. As the strategies of the companies large and broad enough to build ecosystems evolve, Microsoft’s positioning in an increasingly hard fought war is worthy of examination.

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