Microsoft's Yusuf Mehdi: We Need To Educate Consumers

[RJ 17]

"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.

 

[loa]

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.

 

[Shoggoth2588]

"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.

 

[sturryz]

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.

 

[BloodRed Pixel]

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!

 

[GodzillaGuy92]

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

"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.

 

[Vrach]

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.

 

[panosbouk]

(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.

 

[bz316]

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

 

[lacktheknack]

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

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

 

[blackrave]

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

 

[Lightknight]

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.

 

[Baresark]

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.

 

[blackrave]

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!

 

[GonzoGamer]

"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.

 

[Jadak]

"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.

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.

 

[Fox12]

Microsoft's Yusuf Mehdi: We Need To Educate Consumers

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

Audience reaction to the ongoing saga of the Xbox One [http://www.escapistmagazine.com/news/view/124942-Xbox-One-Limited-To-21-Countries-At-Launch] 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 [http://arstechnica.com/gaming/2013/06/microsoft-defends-the-xbox-ones-licensing-used-game-policies/]


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.

 

[Sehnsucht Engel]

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

 

[Xan Krieger]

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.

 

[remnant_phoenix]

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.