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Microsoft cuts Xbox price, goes after Nintendo

Posted Sep 04 2008, 07:36 AM by Douglas McIntyre
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Microsoft has decided that it would rather be the video game market share leader than make a buck at the business. (Microsoft is the publisher of MSN Money.)

Redmond cut the price of its Xbox 360 to $199. That drops it from its previous sticker of $279. The action may take some business away from the Sony PS3, but it is more clearly aimed at market leader Nintendo which has remained in the front spot for months with its $250 Wii.

According to MarketWatch, "This is a smart move by Microsoft ahead of the holidays, as this makes them the price leader," said Colin Sebastian of Lazard Capital Markets.

There is also a very good chance that the move will put the Microsoft device division back into the red. It struggled for years to make money.

In the fiscal year ending in July, Microsoft made $426 million on $8.1 billion in revenue in the unit it calls "entertainment and devices". It lost a total of $2.3 billion in the operation over the previous two years.

Some of the improvement in revenue at Microsoft's Xbox empire came from games, primarily Halo 3. It is not at all clear that this income can offset such a huge price drop for the Xbox game console.

Microsoft has never been against losing money to weaken competition. With the holidays coming, it has a chance to best it two large rivals.

The move puts Sony in a tough spot. It has been counting on a resurrection of its games division to help improve the company's multi-year lackluster earnings performance.

With cash still pouring from its software operations, Microsoft can afford to wage a price war in the video game market.

Top Stocks contributor Douglas A. McIntyre is an editor at 24/7 Wall St.    

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Comments

 

Thanks for dropping the price,2 weeks after I paid full price for the X-Box system for my son to take to college with him.Where is my rebate?

So when do these prices officially drop at retail stores such as Best Buy?

Hopefully Sony will get a grip and lower the price on PS3 to something reasonable. Once they do I will have a PS3 but not at the price of $399.

Thats alsome that the xbox 360 is going to be 200. But they should put some of their money to fix the xbox 360. The xbox 360 has bad problems with them,like having the ring of death.The ring of death happens to almost every xbox 360 and it stinks when it happens. i am 16 and dont have like any money so it sucks when it happened to me. I am a big halo fan and i can be on the xbox for at least 6 hours or even more playing every day. There's even other people how play every hour. I think if Microsoft cared for the customer they should make there device better suitable for hard core gamers. They should have kept the Bungi makers to keep making the alsome halo's. The other thing that would set Microsoft off to be one of the best game system is the xbox live. Xbox Live is when you play withother people across the world. To have Xbox Live you need to Pay for it. But from SONY'S game systems you can play on Live for free so that is the good thing about sony.

Microsort could drop the price of an Xbox to $100 or even $50 and I still would not buy it. Trying to go after nintendo with this so-called price cut is useless just like the Xbox itself.

Its about time to grip a 360.

Microsoft Japan is already actually paying people to take the machines, with little success. "We hope more people will be able to enjoy Xbox 360," said marketing marketer Takashi Sensui, "and we can stop enjoying quite so many of them. We also have this fine pile of HD-DVD drives ... Wait! Come back!" http://notnews.today.com/?p=63

Do you even know what you're talking about?  This price drop is not aimed at competing with nintendo.  Everybody knows microsoft and sony just can't compete with the wii, no matter their prices are. The wii is fun for everyone, where as the xbox is targeted for a narrow gaming audience.  The red rings of death also caused many people to switch consoles.  good luck losing even more money microsoft!

i have always been a loyal Playstation fan, but i might have to make a switch to Microsoft.  Sony has been prettied stubborn on making its system more affordable it these tough times. If there a price drop in the near future for PS3 it might be worth the wait. Till then my Ps2 will due, as long as Sony keep making quality games for it.

Even if they lose some money, $2 Billion should be no big deal for a company with revenues of over $51 Billion the previous year.  Much of that loss from the entertainment division was due to poor quality and huge warranty claims against initial XBox 360 units, but that seems to have been worked out.

The name of the game is market share, and Microsoft can and will of course make back the money somewhere else, e.g. licensing fees for the games, accessories, XBox Live, etc.  

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