Microsoft looks at Indian content for Xbox

PTI

New Delhi: Software giant Microsoft today announced the launch of online gaming services Xbox Live loaded with specially designed Indian content for the domestic market.

The services will be available in India from 5 November 2007 and the company has also tied up with ‘Seventymm’ for renting game services.

“After the successful launch of Xbox 360 a year ago, we are now offering more options for our Indian consumers on the console,” country manager of Microsoft (entertainment and device division) Mohit Anand told reporters.

The company has also tied up with UTV and Percept media for providing Bollywood movie content with the service and is also talking to various other players in the segment for developing India specific content.

When asked about the marketing strategy, he said emphasis would be on word to mouth publicity and will also be advertised through websites. The company has also installed over 1,200 display points across the country in all major retail stores, where customer can get first hand experience about the product.

However, Anand didn’t disclose any sales target for the product and said, lower penetration of broadband in the country and higher custom duties are two biggest challenge for the company.

“If duties are removed, the price of the product could reduce by 60%, making it affordable for consumers,” Anand said.