Methodology

2013 Front End Process

Tentpole Idea (1 or More), e.g. Kinect, Cloud Rendering,
Glasses
Value Proposition (i.e.
benefit/utility and
competitive
differentiation)

Consumer

Developer

Operator

OEM

Signature Experience
1

Signature Experience
2

Signature Experience
3

Signature Experience
4

HW/Content/Services
Platform
Requirements

H/W Platform
Requirements

Content
Requirements

Service Platform
Requirements

Cross Platform
Requirements

Engineering
Specifications/
Content Portfolio

Hardware
Specifications

Content
Portfolio/Genres
Plans

Cloud
Infrastructure/Servic
es

Cross Screen
Architecture

Signature
Experiences (i.e.
unified perspective
of the desired
consumer flow)

2013 Overview

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Why do we need a next gen Xbox in 2013?

Kinect V1
Xbox 360

Business Needs and Competitive Threats

Gen 7 (Xbox 360) console business will

decline in 2013.
New threats from Apple (AppleTV) and

Google (Google TV).

Gen 8 consoles will launch from

Sony/Nintendo (CY 2012-CY 2013).

Xbox 360 Limitations

No full fidelity AAA Games + Kinect V1

sensor

Will not support full range of XTV platform

scenarios (e.g. 1080p video + Video Chat +
HTML5 Apps)

Lacking modern entertainment capabilities

(e.g. Blu-ray, Native 3D output, 2x1080p
in/out)

Cant run always on/low power states

Cant run multiplexed or concurrent

applications and services
4

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

What are the Opportunities for a Next-Gen Xbox?

Modern Entertainment
Box
Blu-ray
Native 3D & Flexible
Video
output/Compositing
Video Acceleration
(2xHD video dec,
1xHD enc)
Multiple Power States

Full Power
Media Playback
Idle
Streaming
Standby

Competitive
Differentiation
Next-Gen AAA games
(4x-6x > Xbox 360)
Next-Gen Sensors
(Kinect V2, Glasses)
Exclusive 720 content
and experiences
Concurrent
apps/scenarios (i.e.
multiplex/concurrent
apps)

Appeal to Broad
Audiences
Full XTV support (i.e.
linear TV, TV apps,
DVR, Always on)
Online Content
(Netflix,
WebApps/Content/Svc
s)
Video/Music
Marketplace
Media Hub
A/V form factor
Quiet. Cool. Green.

Scale The Business

Embedded platform
architecture (unified
hardware portfolio)

Console

STB

Embedded TVs

Phones

Slates

Glasses
5

What is the IEB 2013 Consumer Offering?

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Xbox 720

Kinect V2

Hardware

Content

Xbox 720
4x-6x Games >Xbox
360
360
Full XTV Support
ODD (Blu-ray,
CD/DVD)
CD/DVD)
Online/Web content

Core Titles
The best core
content
content (Halo,
(Halo, Fable,
Fable,
GOW, etc)

Kinect V2 Sensor
Better 3D
Better
3D Play
Play Space
Space
(closer,
(closer, wider,
wider,
deeper)
Improved Voice Rec.
4
4 Player
Player tracking
tracking
Dedicated
Dedicated
Processing
Improved
Improved HD
HD RGB
RGB
Cam.

Broad Gaming
Kinect
Kinect Titles
Titles (Kinect
(Kinect
Sports, Kinectimals,
New genres)

Services

New Dashboard
NextGen interface
(NUI
(NUI enabled)
enabled)
NextGen Service
Experiences
Exclusive
Exclusive to
to Xbox
Xbox
720

Linear
Linear TV
TV
Bring your
your own
Bring
own
service
OTT video service
HD/3D
HD/3D Movies
Movies
Video
Video Marketplace
Marketplace
Blu Ray

XTV Applications
TV
TV App
App Store
Store

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

When: Xbox 720 versus the competition

PRODUCT: Apple TV next generation
PRICING: $99 (just announced and in market)
KEY FEATURES: Streaming, HD, Rent all
iTunes Content + Netflix. Small, Cool and Quiet
(no fan), and cheap.
VALUE PROP: 3Screen Synchronized Media.
Works w/your iPxxx

Apple TV
v.2

HOLIDAY: 2010
[KINECT]

HOLIDAY: 2011
[KINECT for
CORE]

PRODUCT: Google TV (Announced Android

OS Extension)
PRICING: Free to Consumer. Free to
Partner.
KEY FEATURES: Search, H.264, Adobe
Flash, Full Browser
VALUE PROP: Simplified EPG: broadcast +
internet

PRODUCT: ONLIVE Micro Console

(announced)
PRICING: $4.95/Month+Games.Console
Est <$99
KEY FEATURES: AAA Games, Instant
Access, Multi-Player
VALUE PROP: AAA Gaming For Less
(initial )$

HOLIDAY: 2012
[XTV on 360]
First Gen 8
Console

PRODUCT: Wii2 (heavily

rumored/blogged)
PRICING: <$249 (historical
assumption)
KEY FEATURES: HD, Digital Dist,
Local Storage, NUI
VALUE PROP: HD Video +
Accessible Gaming.

HOLIDAY: 2013
[XBOX 720 + KINECT
v.2]

PRODUCT: PS4
(Speculation)
PRICING: <$399 (historical
assump.)
KEY FEATURES: 3D,
BluRay, GoogleTV
VALUE PROP: Tech Forward.
All-in-One
7

Xbox 720 Overview

Note: Kinect V2 will
be an incremental
improvement over
V1
Higher accuracy
vs Kinect V1
Stereo imaging
vs mono

Kinect
V2

Improved Voice
Recognition
Better 3D Play Space
recognition (closer, wider,
deeper)
Four Player concurrent
tracking
Dedicated HW Processing
Better HD RGB Camera

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Xbox 720 (6x

Performance)
System Pool
App Pool
Native XTV/Video STB
Dedicated resources for
next gen gaming
V1/V2 Kinect Sensor
Processing
Dedicated resources for
Xbox 360 gaming (HW)
Connectivity for
Glasses/Sensors/Peripheral
s
True 1080p and Full 3D

How will we do it - Yukon Architecture Snapshot

Full Featured system
Core architecture
CPU Cores

EDRAM

6-8x ARM/X86 @ 2GHz

>32MB

GPU

Memory

64ALU @ 1GHz

Application

4GB, 128bit DDR4

QoS for App Pool

Mass FLASH
Storage

CPU Cores
3x PPC @ 3.2GHz

Back-Compat

MLC

Core system designed to be

scalable in frequency / number
of cores

Always
On

Video/Audio Accel

CPU
CPUCore
Core
1x Eagle @ 2GHz

2HD Dec, 1HD Enc, DSP, XMA

2x ARM/X86 @ 2GHz

Video Output

GPU

Flexible Resize / Compositing / 3D

48ALU @ 500MHz

NUI Offload

System

Skeletal Tracking Accel.

Security System

Flash Cache

Storage

SLC

ODD, HDD

Base IO
USB3.0, HDMI, DisplayPort, GigE,
PCI-E, SATA, 802.11n

Device Specific IO
HSDPA, WiMAX, W-HDMI, ATSC,
DisplayPort, LVDS

Perf Target
(x360)

Process

SOC Power

System
Power

SOC Cost

System Cost
(COGS)

Standby
Power

~8x

22nm SOI/
28nm G

~50W

~120W

~$50

~$225

<500mW
(SOC)

How will we do it - Key Hardware Features

Licensable architecture (both for incoming and outgoing licensing)
Power consumption optimized architecture ( always-on operation, low power media playback)
Binary compatibility for title through cost reductions (10yr lifecycle)
Support for alternate form factors / devices with different total system feature set
Split Application/System Resources: Allows Title compatibility through cost reductions and different device
types
Modular design to facilitate SKU updates later in lifecycle
Latest Core Technologies: DX11.1+, 3DTV
Updated Security Architecture: Apply learning from Xbox360
Dedicated Video/Audio Engines (decode, encode, transcode)
Embedded Memory: eDRAM, option for eSRAM
Flexible IO: Devices change over time and different form factors. Likely 2x2 802.11n WiFi, USB3, GigE
(WakeOnLan), SATA
Coherency: All devices (GPU/IO/CODECs/etc.) go through MMU, can be coherent with CPU

9/24 Agenda

Agenda

The Road Ahead

2011-2015

2013 Console
Value Prop

2013 Signature
Experiences

Consumer
Developer
TV
Operator
OEM

Xbox 720
Unique
Experience
s

The Road Ahead 2011 2015

Fortaleza Glasses [Cell

Radio/4G]
Radio/4G]
Revolution
Revolution in
in Mobile
Mobile

The Road to Fortaleza

201
201
5
5

Fortaleza
Fortaleza Glasses
Glasses [Wifi]
[Wifi]
Revolution
Revolution in
in
Living Room

Xbox 720 and Kinect V2

launches. One Box. Input
1.

201
201
4
4
201
201
5
5

201
201
3
3

XTV Pay TV service

launches on Xbox 360,
Phone
Phone and
and PC
PC
201
201
2
2

TV App Platform launches

on
on Xbox
Xbox 360,
360, Phone
Phone and
and
PC
201
201
1
1

14

Xbox
Xbox experiences
experiences served
served
up from the cloud.
Instantly
Instantly on
on any
any screen.
screen.

2011

Hardwar
e

High definition games

and entertainment
platform for all
consumers.

Sensor
s

Enjoy great
physical/social games
solo or with a friend.

Content/
Transmed
ia

Best games for the core

and broad. New
Hero/exclusive content.
Begin our TV story.

Service
s

Best Games and

Entertainment for
Everyone in the
family.

Deliver great TV
experiences.
One Unified Service.

3
Screen

Consumer
Positioning

Summary of Top Level Consumer Benefits and

Positioning
2012
2013
2014

XBL on Windows
Phone.
XBL on Windows.
XBL on Console.

World Class TV and

Web Entertainment
on the Xbox 360

Next Generation
Entertainment.
One Box. Input 1.

Interact with the

world in a
revolutionary way.
See for yourself.

2015
Latest and greatest
Xbox experiences.
Instantly on any
screen.

Next Generation
TV/Web on your Xbox
360. New Haptic
controller.

The Only box you need

for premium living room
entertainment

Breakthrough Heads up
and Hands Free Device

Enjoy premium
experiences on existing
or inexpensive
hardware.

Control your TV
experiences via
Gesture, Voice and
Touch
Broad entertainment
portfolio (Linear TV,
Apps, Hero Content,
Web Content)
Two way interactive
applications
Personalization Services
(New Guide,
Recommendations, New
Live Tiers)
Consume one
experience at a time.

Natural Input that

adapts to you and your
world

Seamless integration of
the digital world with
the physical world

Enhance your
experiences with
innovative local
sensors

Synchronized Web
Transmedia
Experiences across
your TV, Phone and PC

Contextual applications
and experiences for
your life.

Access to the latest

and greatest
experiences without
upgrading hardware

Enjoy multiple
experiences at a time.
Mix and match services
based on your needs.

Real time information

on people, places and
objects.

Instant on Experiences
Everywhere. Access
your entire
Entertainment library.

Synchronized Rich
Client experiences
across your TV, Phone
and PC

Largest and most

immersive screen, in
the living room and on
the go.

Exclusive Next
Generation Games and
Transmedia Experiences

Enjoy the Complete

Xbox experience, Any
Time, Any Where, Any
Screen.

2013 Console Value

Proposition

The ONLY box you need for premium living room

entertainment.

The BEST:
Gaming
Next Gen TV (full XTV
support)
Physical Media (Blu-ray, CD,
DVD)
Online experiences
Whole Home DVR:
Record in the background and
serve up to any device in the
household
Remoting Server:
Stream and play your AAA
games remotely to any device
Designed for your living room:
Sophisticated, silent, always
on, green device

Natural Input that adapts to YOU and YOUR

WORLD
Play with your entire
family:
Supports four player
full body tracking
Adapts to you:
Play seated or
standing
Adapts to your world:
Dont rearrange your
living room, Kinect
can see your living
room better than
ever

Exclusive Next Generation Games and Transmedia

Experiences

The Best Content:

Get all the latest and
greatest content and genres
(Halo, Fable, GOW,
Edutainment etc.)
Next Generation
Experiences:
The most realistic games
combining core AAA
content, live video streams
and rich meta-data in realtime
Concurrent Experiences:
Enjoy multiple experiences
at once. Mix and match
based on your needs (e.g.
watch football scores with

Synchronized Rich Client experiences across your TV,

Phone and PC

Gaming companions:
Leverage available screens
to enhance primary
gameplay. E.g. privately
select your play on your
personal screen and watch
the result on the big screen.
TV companions:
Learn more about an actor
on screen or where to buy
the dress she is wearing
without interrupting your
viewing experience
Play, Pause, Resume:
Start watching on one
screen, pause and pick up
on another, pause again and
return to primary screen. All
perfectly synchronized.
Move experiences
seamlessly across devices.

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

2013 Audience Value

Proposition

21

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Xbox 720 Value Proposition

Consumer
The only box
you need for
premium living
room
entertainment

Developer
Amplify your
creativity and
profit with
reach,
differentiation
and best in
class tools.

Operator
Acquire,
engage and
monetize high
ARPU
customers with
differentiated
experiences.

OEM
Differentiate
your offerings
and deliver
integrated
product
portfolios.
Drive new
service
revenue
streams.
22

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Consumers: The ONLY box you need for premium living room
entertainment

All Your
Entertainment. One
Box.
The best TV, gaming,
BluRay and online
experiences on one box
- designed for your
living room. Enjoy in
your living room or
anywhere in your home.

Natural Input that

Adapts to You and
Your World
Kinect sees your living
room better than ever
which means theres no
need to re-arrange
furniture. Play seated or
standing with your
entire family.

Exclusive NextGen
Games and
Transmedia
The latest and greatest
next generation content.
The most realistic
games combining AAA
content, live video
streams and rich metadata in real-time. Enjoy
multiple experiences at
once or on their own.

Synchronized Across
Devices
Use your phone, slate or
PC to enhance primary
game play or learn more
about what youre
watching on TV. Start
watching on any screen
- pause - resume on
another.
.
23

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Developers: Amplify your creativity and profit

with reach, differentiation and best-in-class tools

Target Multiple
Platforms
A unified Windows 8
foundation makes it
easier to build
integrated applications
across Xbox, PC, and
Windows Phone
environments.
Easier to port
applications across
devices.

Kinect with More

Build high fidelity,

differentiated
experiences with motion
based games for up to 4
people.

Manage Your
Franchise
New tools that make it
easier to create
captivating cross
medium and cross
screen (i.e., transmedia)
scenarios.
Real time consumer
analytics.

More Ways To Make

More Money
Flexible monetization
options for your
offerings. From code to
100s of millions of
customers with no
hassle.

24

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

Operators: Acquire, engage and monetize high ARPU customers with

differentiated experiences. Real time analytics for what your customers
want.

SUBS
SUBS

ARPU
ARPU
CHURN
CHURN

Acquire More
Customers

Increase Subs and reduce

SAC by leveraging a global
install base of Xbox 360/720,
Windows Phones, PCs and an
expanded set of CE devices
(including your STB).

Exclusive Experiences
Minimize Churn with
innovative and differentiated
experiences customized for
your service.

Know Your Customers

Better
Increase ARPU by giving
your customers what they
want. Increased analytics
for targeting and a platform
to deliver the best in class 3
screen experience.
.

25

CONFIDENTIALFOR DISCUSSION PURPOSES ONL

OEMs: Differentiate your offerings to sell more.

Build integrated product portfolios and drive new service
revenue streams.

Differentiate Your
Offerings

Increase
Profitability

Build a Unified
Ecosytem

Best of Xbox Live

Attract more customers

by creating more
compelling experiences
available only on your
devices

Leverage differentiated
experiences for
premium pricing.
Increase revenue
sources with our
platform

Increase customer
lifetime value by selling
additional devices. A
common architecture
allows you to create a
portfolio of unified
devices

Connect to the best

value added
entertainment services,
application marketplace
and leverage world
class content creator
platforms
26

2013 Signature Experiences

2013 Experience Ideation Goals

2013
experienc
es must
ONLY be
possible
on the
720
architect
ure

Should NOT be possible on the Xbox 360 + Kinect V1

Should NOT be directly possible on current gen

competitor platforms (i.e. Wii, PS3 + Move, Apple TV,
Google TV, etc.).
Experiences should NOT pick any obvious competitor
next gen scenarios (based on their observed
strategy/trajectory), unless we think we can do something
differentiated/superior/unique.
Should NOT require glasses or cloud processing. Those
will be layered in post 2013.

Next Generation Kinect Gaming

A new more accurate Kinect sensor with dedicated application

and system resources enables a whole new generation of Kinect
experiences. Experience full fidelity next generation graphics
with a full body high precision sensor.

Simultaneous Four Person Play

Play together with the whole family. Kinect v2 means better
playspace recognition, no controller required and everyone
playing together.

Feel the Experience with Props

Feeling is believing. Feel the crack of the bat, the kick of the
rifle or the shake of the wheel as you speed through the turn.

All Your Entertainment. Input One.

Simplify your world with one box that delivers all your
entertainment, including next generation gaming, linear TV,
movies, music, applications and more.

Transmedia Gaming and

Entertainment

With all your entertainment brought together, its easy to create

and mix gaming and video for completely new and innovative
experiences that break down the walls between TV, movies and
gaming. Watch and play a match of Tiger at St. Andrews and
see his shots inserted in real time in your game experiences.

Transmedia Games and

Linear TV
New entertainment experiences with multiple TV streams
incorporated into a single Game environment, e.g. enjoy your
virtual Sports Bar with your Fantasy Football league.

http://gamehints.com/b
raid

Transmedia Applications You Control

Full access to media and apps allow the consumer to control

their transmedia experience. Call up related content like game
hints or pull up your fantasy league ticker while playing Gears of
War.

Media Hub

Record TV in the background and serve up to any device in the

household.
Stream your personal videos, music, photos and more and play
them back from any device.
Start and play your favorite Xbox games from other devices like
phones and PCs with RemoteFX technology.

PC/Phone/Slate as companion
devices

Your entertainment keeps getting better with Xbox 720 by instantly

expanding the experience to all your companion devices. Your
phone, laptop, slate are seamlessly integrated into 720
experiences.

Pause and Play Across Devices

Take your entertainment everywhere. Start on one screen but
instantly pause and play it again from any other device makes it
best way to enjoy your TV, movies and music when youre on
the go.

Cloud Value Proposition 2015

Enjoy premium experiences on existing or inexpensive

hardware
Access to the Latest
and Greatest;
No New Hardware
Required

Access to the latest and greatest experiences without

upgrading hardware

Never need to
upgrade hardware
again.

Instant on Experiences Everywhere. Access your entire

entertainment library
All your
entertainment
served up from the
cloud.
Enjoy instant access
to Xbox experiences,
anywhere, anytime.

Enjoy the Complete Xbox experience, Any Time, Any Where,

Any Screen.

Cloud serves up full

immersion experiences
everywhere.
The game is all around
you in the real world.

Play. Pause. Resume. Across devices

Start watching on
one screen, pause
and pick up on
another, pause
again and return to
primary screen.
All perfectly
synchronized.

Business Model

Business Model Considerations

Launch Price Point

$299 (with Kinect V2)
Lifecycle
10 year lifecycle with >100 MM lifetime units
Profitability
GM positive every year of the lifecycle
SKU strategy
Flexibility to support multiple SKUS/Config over lifetime

Appendix

2011

3
Screen

Service
s

Content/
Transmed
ia

Sensor
s

Platfor
m

Busine
ss
Strate
gy

1. Broaden Xbox appeal to new

audiences via Kinect
experiences
2. Drive Profitable 360 EOL
(Console, Games, Services)
3. Launch Xbox Content
Creator Platform and TV
App Store
(XTV) on Xbox
1.HTML5
Webstack

360

1.Kinect V1 (Mono
vision/depth, i.e. single
camera/microphone)

1.Games for core and broad

(Kinect)
2.TV Apps
3.Hulu + Web/OTT content
4.New Hero 1st Party
Experiences
5.Simple Transmedia
1.Scotch/XTV Apps Platform
Experiences (No native
Services for Xbox 360,
platform
support)
Phone and
PC.
2.TV App Marketplace

1.Synchronized cross
screen/device TV
experiences via Scotch
platform

IEB Product Roadmap and

Strategy 2013
2012
1. Launch Xbox Pay TV service
(New B2B Distribution
Channel) on 3 screens
2. Launch Low Cost Xbox 360
(Xbox 361)
3. Solve Home Networking +
Content Passthrough

1. Launch Next Gen Xbox 720 +

Kinect V2 Sensor for core
and broad audiences
2. Deliver next-gen/720
Transmedia content and
services
3. Drive embedded XTV into
STBs/Embedded TVs

2014

2015

1. Drive Living Room disruption

via Kinect Glasses
experiences
2. Drive XTV distribution via
low cost embedded Xbox
solutions (TVs, STBs, Phones
and Slates)

1. Drive mobile disruption via

always connected Glasses
2. Cloud Rendering Platform for
gaming, video and apps.
3. Deliver instant on, ambient
Xbox experiences to any
screen, any where

1.Xbox 361: Low cost Xbox

360
2.NUI Remote for TV
experiences
3.HD Homerun + HDMI Pass
Through + Home Networking
1.Kinect V1 (Mono
vision/depth, i.e. single
camera/microphone)

1.720: > 6x perf + 360 back

compat. Always on, low
power, green.
2.Full XTV Platform Support
3.Transmedia 720 architecture
4.Embeddable architecture
1.Kinect
V2 (K2): (Stereo
(TV, STB)
sensors, i.e. two
cameras/microphones)

1.Kinect Glasses: New glasses

delivering ambient
experiences
2.New Xbox Embedded SKUs
(Phone, Tablet)

1.Cloud Rendering Platform +

Micro Console

1.Kinect Glasses + Band

(Living Room)

1.Kinect Glasses + Phone

(3G/4G)

1.Games for core and broad

(Kinect)
2.XTV Pay TV Service: Full
Screen TV @1080P,
Overlays (VC +Full Screen)
@720P
3.Hero 1st Party Content
1.New
360 dashboard
4.Additional
Web/OTT content
2.Social and Recommendation
Engine.
3.New Live Tiers

1.1st and 3rd Party Games

(launch portfolio/gaming) for
core/broad
2.Simulcast Transmedia
architecture on 720 console
(Consumer controlled)

1.1st and 3rd Party Content

for Glasses
2.Screen Zero Transmedia

1.1st and 3rd Party Content

for Glasses Mobile
Applications/Entertainment

1.New 720 Guide

1.Glasses Appstore

1.Wideband connected
glasses services

1.Linear/Pay TV content
delivered to 3 screens.

1.Companion screens provide

input/output capabilities

1.Kinect Glasses creates

Screen Zero Transscreen
experiences

1.Kinect Glasses create on

the go/location aware
experiences

2011
Best Games and
Entertainment for
Everyone in the
family.

The best games for the

core and broad.
New TV/Application
experiences you can only
get on the Xbox 360
New Live subscription
tiers providing user
flexibility.
New app store providing
interactive TV application
experiences.

3
Screen

Content/
Transmed
ia

Xbox 360 is the only

platform providing
innovative, high quality AAA
games, entertainment and
applications for all
Enjoy
great physical/social
consumers.
games solo or with a
friend.
No controllers required.

Service
s

Sensor
s

Platfor
m

Consumer
Positioning

Synchronized cross
screen/device gaming and
TV experiences.

Full Consumer Benefits and Positioning

2012
2013
2014
World Class TV
Entertainment on
the Xbox 360
Xbox 361: A new low cost
Xbox 360 for every
person and room in your
house.
XTV: Next gen TV
experiences,
Control your only
available
on the Xbox
TV/Application
360.
experiences via gesture,
voice and touch.
All in One Entertainment
(Games, Linear TV, Media,
Apps)
Enriched entertainment:
Enjoy two-way interactive
TV
New Pay TV subscription
offer.
Simplified Discovery and
Recommendations service.
New Entertainment Guide.
Social TV.
Watch TV anywhere,
anytime.
Stop and Start your
content across screens.

Next Generation
Entertainment.
One Box. Input 1.
Xbox 720: The
entertainment box the only
box you need for next gen
gaming and entertainment.
Enjoy XTV entertainment on
STBs
Kinectand
V2 TVs.
understands
your room and you better.
Your whole family can now
play together.
The best Next Generation
Games and Entertainment
for the Core and Broad, on
one box.
High fidelity Transmedia
experiences only on the
Next generation
guide.
Xbox
720.

Use your
Phones/Slates/PCs for
great
synchronized/companion
experiences with the Xbox
720.

Interact with the

world in a
revolutionary way.
See for yourself.
Xbox 720: The only platform
providing next generation
ambient (natural
input/output) living room
entertainment experiences.
Full immersion
entertainment
experiences in the living
room.
The game has broken out
of
the screen
and is all
Natural
input/output
around
you.
ambient entertainment
experiences unlike
anything else in the
market.
You are in the game.
Great games,
entertainment,
applications and services
for ambient experiences
available from Xbox Live.
New Screen Zero
Transscreen experiences

2015
Instant access to
Xbox experiences.
Any Time, Any
Where,
Any Screen.
Enjoy instant access to
Xbox experiences,
anywhere, anytime.
Xbox ambient (natural
input/output) experiences,
now available on the go.
Full immersion
experiences on the go.
The game is all around
you in the real world.
All your entertainment
served up from the cloud.
Hands free/Heads Up
ambient experiences on
the go.
Instant on access to your
entertainment.
Connected services
provide real time
ambient experiences on
the go.
Instant access to all your
entertainment on any
screen.
Great On the go/location
aware Transscreen
experiences

Consumer Facing Messaging (In Green)

Consumer
Positioning
Platform

Sensors

Content/
Transmedia

Services

3-Screens

2012

2013

2014

2015

World Class TV Entertainment on

the Xbox 360

Next Generation Entertainment.

One Box. Input 1.

Interact with the world in a

revolutionary way.
See for yourself.

Instant access to Xbox

experiences. Any Time, Any
Where, Any Screen.

Next Generation TV/Web

entertainment platform

The Only box you need for

premium living room entertainment

Breakthrough Heads up and Hands

Free Device

Enjoy premium experiences on

existing or inexpensive hardware.

A new way to enjoy TV on your

Xbox 360

All Your Entertainment. One Box.

Breakthrough Heads up and Hands

Free Device

Access to the Latest and Greatest;

No New Hardware Required

Control your TV experiences via

Gesture, Voice and Touch

Natural Input that adapts to you and

your world

Seamless integration of the digital

world with the physical world

Enhance your experiences with

innovative local sensors

Control your TV experiences via

Gesture, Voice and Touch

Natural Input that adapts to you and

your world

See the world in a new way

NEED CONSUMER STATEMENT

Broad Entertainment Portfolio:

Linear TV, Apps, Hero Content,Web;
2-way interactive TV applications

Exclusive Next Generation Games

and Transmedia Experiences

Contextual applications and

experiences for your

Access to the latest and greatest

experiences without upgrading
hardware

Interactive TV on your Xbox

Captivating Storytelling

Theres an experience for that.

Never wait for your hardware to

catch up

Personalized Services
(PEG, User/Social
Recommendations, New Live Tiers)
Personalized Entertainment

Rich concurrent consumption of

cloud delivered services

Real time information on people,

places and objects.

Instant on Experiences. Access your

entire entertainment library.

Configure your entertainment.

The information you want when you

need it

All your entertainment, at your

fingertips

Rich companion experiences across

your TV, Phone and PC

Freeflow experiences across your

TV, Phone and PC

Largest and most immersive screen,

in the living room and on the go.

Synchronized Across your TV,

Phone, PC

Play, Pause ,Resume across

devices

A big screen experience without the

big screen.

Enjoy the Complete Xbox

experience, Any Time, Any Where,
Any Screen.
Anytime, Anywhere, Any Screen

2011

3
Screen

Service
s

Content/
Transmed
ia

Sensor
s

Platfor
m

Developer
Positioning

Developer Benefits and Positioning

2012
2013

Target the largest

audience and most
profitable platform
for gaming and
entertainment.

Leverage innovative
XTV platform for
new monetization
opportunities.

360 SDK/Toolset: Lowers

dev cost of AAA/arcade
titles.
Scotch/TV SDK: Simplifies
creation of TV apps.
Build world class 2-Player
HD games with full body
gesture + voice.

Scotch/TV SDK: Simplifies

creation of interactive TV
applications
Target install base of Xbox
360, Windows Phones, PCs.
Build interactive TV
experiences with NUI
(gesture, voice and
touch).

Build traditional AAA

Game titles.
Create interactive apps
that works with or
alongside TV content on
the Xbox 360.
Leverage BI/CI services
A/B Testing, Instant
Publish, Direct audience
connection

Create rich interactive TV

experiences with new
monetization
opportunities.
Use franchise manager
tools to build Transmedia
Leverage BI/CI services
experiences.
A/B Testing, Instant
Publish, Direct audience
connection

Leverage unified
scotch/service to build
interactive TV and gaming
experiences synchronized
across screens.

Leverage unified
scotch/service to build
interactive TV and gaming
experiences synchronized
across screens.

Deliver next
generation
transmedia/transscr
een experiences at
low incremental
cost.
720 SDK: Low
dev cost for
next gen experiences.
Develop for an expanded
addressable market of new
devices (STBs and TVs).
Build high fidelity 4 person,
concurrent motion based
games.
Incorporate always
available HD Kinect V2 for
use
inhigh
core/broad
Build
fidelity,gaming
lifelike
experiences.
games out of reach of
current platforms.
Build high fidelity
Transmedia experiences
only on the 720.
Leveraged unified
marketplace/service to
market your franchises
experiences (Video,
games, apps, etc.).
Greater flexibility and
tools in how you build,
deliver and blend your
experiences across the
720 and multiple screens.

2014

Be part of the
entertainment
revolution. Deliver
next gen ambient
experiences on the
Xbox.

Be part2015
of the Cloud
+ Mobile revolution.
Deliver instant on
ambient
entertainment
experiences
everywhere.

New Glasses SDK: Low dev

cost for building glasses
experiences.
Target innovative new
platform.
Build next gen immersive
experiences that extend
beyond the TV.
Incorporate the living
room into your
storytelling.
Build an entire new genre

Glasses SDK: Low dev

cost for building
connected glasses
experiences on the go.

of ambient
entertainment
experiences that are
available no where else in
the market.
Deliver living room
experiences via the
Glasses Appstore

of entertainment
experiences to
revolutionize mobile
computing.
Deliver mobile
experiences via the
Glasses Appstore

Leverage Kinect Glasses

to create Screen Zero
Transscreen experiences

Create on the go/location

aware Transscreen
experiences

Build heads up/hands free

next gen immersive
experiences for mobile
computing. Incorporate
the real world into your
storytelling.
Build an entire new genre

Top Level Consumer Benefits and

Positioning
XTV
- 2012

3
Screen

Servic
es

Content/
Transmed
ia

Senso
rs

Platfor
m

Consume
r
Positioni
ng

World Class TV Entertainment on the Xbox 360

Next Generation TV/Web entertainment platform
Control your TV experiences via Gesture, Voice and Touch
Broad Entertainment Portfolio (Linear TV, Apps, Hero Content, Web
Content)
Two way interactive TV applications
Personalization Services (New Guide, Recommendations, New
Live Tiers)
360 provides single task consumption of services.
Synchronized Web Transmedia Experiences across your TV, Phone
and PC

Top Level Consumer Benefits and

Xbox Positioning
720 - 2013

3
Screen

Servic
es

Content/
Transmed
ia

Senso
rs

Platfor
m

Consume
r
Positioni
ng

Next Generation Entertainment. One Box. Input 1.

The Only box you need for premium living room entertainment
Natural Input that adapts to you and your world
Exclusive Next Generation Games and Transmedia
Experiences
720 provides richer concurrent consumption of cloud
delivered services
Synchronized Rich Client experiences across your TV,
Phone and PC

Top Level Consumer Benefits and

Positioning
Fortaleza Glasses
- 2014

Breakthrough Heads up and Hands Free Device

Seamless integration of the digital world with the physical world

Servic
es

Contextual applications and experiences for your life.

Real time information on people, places and objects.

3
Screen

Content/
Transme
dia

Platfor
m

Interact with the world in a revolutionary way. See for yourself.

Senso
rs

Consume
r
Positioni
ng

Largest and most immersive screen, in the living room and on the go.

Top Level Consumer Benefits and

Positioning
Cloud Gaming
- 2015

Enjoy premium experiences on existing or inexpensive hardware.

Enhance your experiences with innovative local sensors

Servic
es

Access to the latest and greatest experiences without upgrading hardware

Instant on Experiences. Access your entire entertainment library.

3
Screen

Content/
Transmed
ia

Platfor
m

Latest and greatest Xbox experiences. Instantly on any screen.

Senso
rs

Consume
r
Positioni
ng

Enjoy the complete Xbox experience, Any Time, Any Where, Any
Screen.

Additional questions to answer for Todd

Microsoft Wide Platform

What is the difference in building on non Microsoft device vs building on non microsoft
(i.e. android devices)?
What is the reason people will come to Microsoft platforms?
Elaborate on the Cross Platform Benefits anywhere.
How do you articulate the difference in year one vs year four.
Vertical compatibility vs horizontal compatibility. How does it run on the old.
What are our principles. Are we going to have Android or Microsoft. What do we want
to do about application versioning.
Case study for iOS, Android, Windows, Xbox, etc.
Value Propositions
Amp up the OEM stuff/Win on the OEM
Win on the content/exclusive on our platform.