Ring of Red - MS Losing the Next Gen Battle

Found this on article on gamesindustry.biz and thought I would share it here.

Originally Posted by gamesindustry.biz Microsoft needs to act now on hardware failures - or risk losing consumer support. With all the accolades presently being paid to Nintendo for the astonishing success of the DS and the Wii, it's understandable that Microsoft occasionally seems a bit put out by the whole situation. After all, the Xbox 360 sailed through the seemingly ambitious 10 million unit goal which was set for its first year or so on the market, and is outdoing Sony's PS3 in most markets - a situation which few would have dared to predict only a few years ago. Given the circumstances, it's not hard to see why some more ill-advised comments from Microsoft executives regarding the Wii have seemed... Well, a touch bitter. Right now, Microsoft must feel like the kid who stayed up all night learning all the best combos in Street Fighter, only to arrive in school the next day and discover that everyone else in the class has decided to play marbles instead. Nintendo's resurgence, however, doesn't really detract from Microsoft's success in real terms. Right now, the Xbox 360 is winning the battle which it set out to win - namely, the battle with Sony's PS3 - and is showing no sign of relinquishing its dominance of the "real" next-gen market. I have always argued that this fight was Sony's to lose, and that remains the case; what's happened here is that Sony has slipped up badly enough, and fallen hard enough, to give Microsoft a clear shot at goal. The problematic PR, delayed launch and presently weak software line-up for PS3 are all fairly major concerns; the enormous price point, however, is the most serious issue. Prior to launch, plenty of people questioned whether the market would support that pricing level - Blu-ray drive or not. The answer has returned, loud and clear; no, the market will not support this price point. Every day that Sony leaves the PS3 on the shelves with this unattractive price tag attached gives its rivals more of a head start. With flawless execution, Microsoft could sail into the space which is being left by Sony's failures and build an Xbox 360 market share which would be practically unassailable. In some regards, that's exactly what it has done. Nobody can downplay the company's astonishing achievements with regard to software; the Xbox 360 has a compelling line-up of software on shelves, and an even more compelling line-up of exclusive titles in the pipeline. Games like Halo 3, Bioshock and Mass Effect make Xbox 360 owners feel good about their purchase, and provide compelling reasons for Xbox and PlayStation 2 owners to upgrade. Indeed, in the top ten Most Wanted games chart compiled from user data on GamesIndustry.biz's sister site, Eurogamer.net, seven of the top ten titles are Xbox 360 games. Two Wii titles (Super Mario Galaxy and Super Paper Mario) make it into the ranking; only one PS3 title, Metal Gear Solid 4, appears. It's obvious, then, that Microsoft is doing more than just making headway with the hardcore audience. Frankly, that battle is all but won, and the onus is now on Sony to demonstrate that it is capable of creating an offering for hardcore gamers that is as attractive as the one Microsoft has crafted. The obvious criticism - which is no less true for being so obvious - is that there's precious little evidence of Microsoft's software line-up managing to break out of that hardcore market. The company still lacks not only the kind of Singstar, Eye Toy and Buzz titles which drive casual market adoption, but also the Final Fantasies and Tekkens which appeal to the vast mass of "average" gamers who lie outside the hardcore market Xbox 360 has so far exploited. This is, at least, a well-understood problem, and one which is widely commented upon. It has, of course, done nothing to slow down Microsoft's race to ten million; but it may make the next ten million a lot harder to sell, and the following ten million almost impossible, if the issue is not addressed. However, there is another problem which Microsoft faces at the moment - one which the company has shown even less sign of understanding, or addressing. It is the problem of hardware reliability and customer service, an area in which the Xbox 360 has a track record that is nothing short of utterly appalling - and an area which Microsoft absolutely must address, or risk handing the goodwill of the market back to its rivals. Of course, this too is not a new problem. Microsoft has been slammed over the failure rate of Xbox 360 consoles, and its own poor customer service in dealing with that matter, many times before - British readers will undoubtedly recall that the firm was hauled over the coals on the Watchdog programme here only a few months ago. This problem hasn't gone away; in fact, from a consumer point of view, Microsoft appears to have done precisely nothing to address it. While the attention of the media may have turned to scrutiny of Sony's failings, the vast numbers of Xbox 360 owners who have been let down first by Microsoft's shoddy manufacturing, and subsequently by the company's arrogant and unfair policies with regard to customer service, have increased. Their voices are contributing to a groundswell of unrest and negative buzz which will hurt Microsoft very badly indeed if it is not addressed. The problem is clear. A large number of Xbox 360 consoles from launch onwards have shipped with manufacturing problems which have manifested themselves in the dreaded "three red lights" - an error code displayed on the front panel which means that the console has died, and needs to be returned to Microsoft for service. The number of systems which shipped with these problems is a matter of some debate, but it's clear that it is a far, far higher proportion than the company originally admitted. Early claims suggested that Xbox 360 consoles were only failing as often as you would expect from any piece of consumer hardware - a figure generally agreed to be around 3 per cent. However, entire batches of consoles at launch were failing en masse - and the reliability, although it improved, continued to be poor for months afterwards. Has this been fixed? Who can say - Microsoft has certainly made no promises regarding enhanced reliability for the Xbox 360 Elite console, so it's simply impossible to judge whether new machines rolling off the production line will be any better than their predecessors. Even giving the benefit of the doubt, that still means that millions of machines from the "unreliable" period of the console's manufacturing are sitting under televisions around the world. This, however, is only half of the problem. For a new piece of consumer hardware to display a high failure rate is damaging, but not seriously so, as long as the company has a good system in place to ensure that customers' systems are being repaired, and goodwill is being maintained. Unfortunately, Microsoft has made two massive blunders in this regard. Firstly, it has taken to shipping refurbished systems to customers whose consoles have died - not a huge problem in itself, but the reliability of these refurbished machines is also vastly suspect, which results in anecdotal cases where gamers have returned their consoles to Microsoft three or even four times, with each subsequent console suffering the same fault after a few months. These cases make compelling "horror stories" for consumers, and have been widely disseminated. Secondly, despite its shameful appearance on Watchdog, and being lambasted by the press over its behaviour, Microsoft continues to insist that British consumers whose consoles have failed after its 12 month warranty period must pay GBP 85 (around 125 Euro) to have the system repaired. Its customer service representatives are adamant on this point, refusing to budge even when it is pointed out that these manufacturing flaws are clearly Microsoft's responsibility under consumer law, regardless of the terms of the firm's own warranty. For Microsoft to rectify these problems will, of course, be painful and expensive for the firm. It is also absolutely essential if its head start over Sony, and the market goodwill it has built around its brand, are to be even remotely meaningful over the coming years. To hardcore gamers, consoles are "special case" items; they are early adopters, generally have a large disposable income, and are willing to accept all manner of problems and flaws in order to enjoy the games they want to play. However, they are a small - if vocal - market. To everyone else, to the vast ocean of consumers to whom Microsoft must now appeal, if the PlayStation brand is to be unseated, a console is just another piece of consumer electronics, and it is subject to the same standards you would expect from your DVD player, your digital camera or your toaster. You wouldn't buy a specific DVD player, no matter how nice the feature-set, if a friend had told you that he bought one last year and had to return it to the manufacturer three times. You wouldn't buy a certain digital camera if you heard that they routinely break down after 13 months, and you have to pay around a third of the original purchase cost to have them repaired. You wouldn't buy a toaster if your friend had that model of toaster, said it made lovely toast, but every couple of months it burns the bread and has to be replaced. Silly examples? Not in the slightest; this is exactly the thought process with which the average consumer, considering a next-gen purchase, is presented. The Xbox 360 may be a magical box of wonders to the hardcore gamers enjoying the likes of Gears of War and Crackdown, but to the rest of the world, it's just another piece of consumer electronics. If they hear horror stories about reliability and customer service, they won't buy it - end of story. Right now, those horror stories are proliferating; the word of mouth about Xbox 360 is that the games are great, but the hardware is a nightmare. If Microsoft is serious about reaching an audience with Xbox 360 which is bigger than the 20 million units achieved by Xbox, then that simply isn't good enough. It's time for Redmond to stop burying its head in the sand over this problem, and start coming up with solutions - before its unhappy customers become one of Sony's best assets.

Are MS shooting themselves in the foot with their hardware failure rate and shoddy customer service?

I have never had a problem with any of my MS consoles (Original Xbox and 2 360's), but I know a few of you have had more than one replacement.

How would you rate MS and their Customer Services?

I think its good to be honest. Very fast turnaround.

yeah im on my third and the support has been fine...but im in the UK..

Just had mine repaired and returned after a 7 day turnaround. Can't fault the repair dept or the Customer service dept, just a shame the unit was only 5 months old.

I would complain about the hardware failure rate, but not the customer service. When I sent mine back I got it back in a little over a week - most companies take weeks to send back fixed products.

I've not had a single major problem with my 360, I've probably had more problems with my Wii but that's more down to the erratic nature of the Internet Channel Trial which is thankfully over.

Anyway, I know a few people who've had to return multiple 360's and a few people we are unhappy with the Customer Service.

Mines been going fine for the past year and 3 months since I got it, been concerned at times but that's just paranoia expecting mine too because of all the complaints I've heard. You gotta keep your console some love guys so it doesn't break down. haha.

But in seriousness I would have to admit that this is a majour factor in the next gen console wars, I haven't read that massive quote because it;s too big btw lol.

I had 4 360 failures - the last one was only a week or so old, or i should say a week after i received it when it went. I kept the machines well ventilated, on an open shelf etc etc so i know i wasn't to blame for them..just i had a dodgy 360 and that was replaced by just as dodgy refurbed 360 and so on. I couldn't fault the customer service one bit really, though the last time my machine went took a bit longer to be returned. What always got me was i know the lad that works for UPS that collected mine and he said he was picking up around 30 a week and returning just as many 360 in and around my area! (he also said it was just as bad for Ipods!).

The 360 is a great machine - maybe it was rushed to market and the errors for this they will be forever paying for. Yes the PS3 is pricey...but it feel expensive and looks it - now im not turning this into 'that's better than this' thread, just saying that maybe MS can learn a little bit from Sony on how to keep their chips and overall system cool - because that's the 360 achilles heal.

Customer service has been ok .....but im on my 4th console now.....that is bloody awful.
Im my circle of 360 owning r/l friends at least 3 of them are on there 3rd , and 2 of them on their second. In fact i dont know anybody still on the original. In fact just Tuesday another went down.....7 days out of his 1 year warranty......boy is he pissed.
There does seem to be an acceptance they are ----....but we are probably in the hardcore/early adopter category.
Im sure casual gamers will not be so forgiving of such an unreliable piece of equipment.....and if it gets a reputation like that it may see its lead diminish rather quickly.

Customer service might be fine within warranty, but that's completely irrelevant. The problem is with 360s konking out after the warranty, forcing you to pay £85 for repair, when there should clearly be a recall. Microsoft are breaking the law when they refuse to repair your machine within 5 years of purchase, because that's how long a games console should be expected to last, and considering the unprecedented failure rate.

Well I've been one of the lucky ones since I've had my console from UK launch day and had no major problems with it at all (the odd freezing). However everyone I know in real life that has a 360 has had 2 units or more because the last one broke down or something else went wrong with it. Thats not a good sign. You'd expect the console to last you years, not days or months as in some cases.

I still can't determine how big of an issue it actually is since a lot of the claims are false. However, mine 360 has broken twice and it is really annoying. Once you send it out it comes back quick, but it is just so damn annoying for it to break that many times.

Just had my 360 die on Tuesday. Had it just under a year so it is still under warranty. I am still waiting for the shipping box to arrive. I'm going crazy not playing it. How many times do 360 owners go through this same problem before they get tired and get a PS3?

Hi

My 360 died on Sunday, phoned them and UPS collected on Tuesday,my experience of their support and repair so far has been good and can't fault it.

Time will tell!

(BTW Joined Console Monster some time ago, wife got pregnant (yes I am blaming CM ) so no time, my son is now 7 months old and I have to give him the spare controller when I am playing to keep him happy and his hands off my one!)

Great site btw

Gaz

Same, I've never experienced any problems with MS Support. They are always really helpful when I've called them.

Aminacrine, congrats on the newborn. Why not stick around and post more often? That's if you can get your baby to stop chewing on the mouse

My 360 has been perfectly healthy as i use a lens cleaner regularly and keep it away from dust which might help others as dust is one of the major causes of failiure. also try to keep the 360 on a level surface. it may sound trivial but it helps keep it safe. BTW the best position is standing. I had mine lying down one time and my Pro Evo game was scratched to bits!!

actually vertical scratches it, horizontal is the safer route

I had 4 360's tank. They had space around them and I even used an Ionic Air Purifier near the consoles. The problem is MS has still not resloved the overheating, freezing and disc scratching issues as even newly manufactured 360's are breaking. Maybe the solution is the 65nm CPU.

MS approach to the 360 has been a band-aid solution. Pter Moore was quoted as saying "Ya know, things break". I give MS a 0\100 on the way 360's are breaking down and the way MS is handling this.

It's been proven by a Dutch TV program that 360's can scratch discs even when the console is not being moved. MS response was that frequent use can do that. Instead of putting 4 rubber pads on the disc tray that would prevent discs from scratching, Ms puts a warning label on the tray cautioning not to move the console while a disc is in. The pads that would solve the problem as just as cheap as the sticker. Now I guess MS has to put a sticker on the 360 that cautions that frequent use may cause discs to scratch.

The way MS is handling the whole situation is just sad IMHO.

I totally agree with you there gEEzER. MS don't know when to stop spewing bull----. Honestly if any business wanted to continue making revenue then they should atleast listen the their consumers.

Not that they don't ofcourse but since that Dutch TV station clearly proved that not moving the 360 an inch, still causes scratching, they'd modify the build process of all forthcoming batches of the console.

It baffles me. If MS did fix the scratching problems they'd sell alot more IMO.

They just don't seem to care.