Abstract
On April 4, 2013, a video game website reported that the next-generation Xbox console—due to be released by Microsoft the following month—would require an always-on Internet connection in order to operate. The new version of the SimCity game that had been released earlier that year with an always-on requirement had been a disaster. Hardcore gamers reacted negatively to the news.When the Xbox One console was officially revealed on May 21, Microsoft effectively confirmed that it would require an always-on connection for validating digital rights. Predictably, gamers reacted negatively, a response that was exacerbated when Microsoft's president of the interactive entertainment business, Don Mattrick, made dismissive statements about their concernsAfter reading and analyzing the case, students will be able to: Address the challenge of marketing a product to multiple adjacent but very different customer segments Understand the need for a unified vision before going to market Develop a strategy that addresses the complexity of a world in which the company may no longer own the “loudest voice in the room”
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