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Analysts Weigh In On Xbox 360 Price Cut

Tom Ivan's picture

By Tom Ivan

August 28, 2009

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Analysts have been weighing in on Microsoft’s decision to cut the price of the Xbox 360 Elite, with some predicting a less than stellar sales boost based on the console’s new $299 price point.

“Although we think the recent hardware price cuts could help resuscitate demand for game consoles and drive some additional software sales, we note that there is already a $299 core-gamer focused platform on the market: Microsoft’s Xbox 360 Pro,” offered Cowen and Company’s Doug Creutz. “As such, we do not expect the impact of either Microsoft or Sony’s price cuts on overall hardware and software sales to be as significant as the impacts from price cuts on the PS2 in the last cycle.”

EEDAR’s Jesse Divnich suggests that the price change is “unlikely to provide any significant increase in sales for the Xbox 360 in the near term… Some would argue that Microsoft’s new pricing scheme represents more of a pseudo price drop than an actual price drop since consumers looking to purchase a core Xbox 360 system will still have to pay $299, as they had prior to the new hardware line-up.”

Divnich also suggested that, “over the next year, Microsoft will most likely reposition the Xbox 360 Elite model closer to the $249 price point to both pressure Sony and attract potential Nintendo Wii consumers. From a strategic standpoint this would then allow Microsoft to introduce the new Natal model in 2010/2011 at the $299 price point and still have an option for consumers cheaper than the Sony PlayStation 3.”

Colin Sebastian of Lazard Capital Markets noted: “We view the Xbox price cut as a proactive measure to maintain market share and boost momentum ahead of the key 2H selling period. We expect that the combined impact of lower prices on PS3 and Xbox 360 hardware will drive incremental unit sales in the near term, while a sustained recovery is more dependent on the popularity of upcoming key titles such as Halo, Assassin’s Creed, and Call Of Duty.”

Dr.Wily's picture

what happened to not reacting to anything that Sony does?

He continued, "We’ve had a very clear strategy for a long time now and we’re not going to change that. We’re not going to react to anything that they do. We know what we’re doing, we’ll be in full supply shortly, we’ve got great content on the way, and we’ve got fantastic third-party support. If Sony happens to stumble – and we know first-hand that there are a lot of challenges in a worldwide launch – then we’ll be in an incredibly strong position to take advantage."

When asked if he felt that Sony was forced to conduct a worldwide launch based on Microsoft's lead, he said, "I have a philosophy: Leaders don’t react. I don’t know what went into Sony’s minds. I think we’ll have to see what happens. They said they’ll launch worldwide? We’ll see if they can pull it off. It’s very challenging. It may be they did it because we did it and it may be because it’s what customers want. Hopefully it’s because it’s what customers want."

http://www.edge-online.com/news/kim-ps3-launch-leaders-dont-react

German's picture

Do you realize that the whole article is about what analysts think is gonna happen with the hardware price cuts and what analyst think/believe Microsoft is doing? Shane Kim wasn't even mentioned in the article and it was EEDAR’s Jesse Divnich who made the assumptions.

No one from Microsoft say anything for the article so technically they maintain their position of not reaction to what Sony does. Finally you are citing an article over 2 years old!!! You know that a lot of things change in 2 years right?? So the whole point of even mention the article is useless since the questions being made to Kim where when Sony was the market leader and MS was trying to catch up so those answer were based on that reality.

Right now Nintendo is king, Microsoft is the hardcore choice for gamers and Sony is recovering from past mistakes and is in third place plain and simple. Now I do hope they recover and put on a comeback since I plan to get a PS3 slim.

Indrema's picture

I think this is being over-emphasized. It's not some great new strategy. This is a matte-black, 120GB video game console. At face value, there would be no justification to have this on the shelf for more than the PS3.

At differing prices, consumers would ask for comparisons. At the same price, questions are more likely to be game related. It was simply a matter of course.