“I’m very optimistic for this next generation of consoles,” Robert Nashak, BBC’s EVP for digital told GamesIndustry.biz.
“It’s been a while. I think we’re going to see Microsoft, for example, really get it right – not that they haven’t in the past. You’re going to see this next Xbox be a true home entertainment system. I think they’re going to have a system when you get into Xbox Live that’s going to be very seamless; you’ll see more frictionless billing.”
A true home entertainment system would almost certainly include blu-ray as well as media streaming but it’s the prospect of ‘frictionless billing’ that may raise some eyebrows, especially as the great PSN Hack of June 2011 is still very fresh in the many minds.
To clarify, ‘frictionless billing’ is a term used to describe a simplified payment mechanic. The customer uses one account, in this case Xbox Live, and anything they purchase whilst on Xbox Live would be charged automatically to their Xbox account rather than multiple online vendors. Think of it as Amazon’s 1 Click purchasing or buying magazines or comic books through iOS apps but for every retailer on the Next Xbox.
The BBC’s commercial arm find this idea enticing because it means they can sell more products.
“One of the things I’m interested in is can we cross-merchandise our stuff on the system,” said Robert, “When you go to iTunes and you look up Dr. Who, you get the TV show, you get the app, you get audio clips – it’s all there on the same thing. ”
“We sell and rent a lot of video on Xbox, through Netflix or through the Xbox video service. We have a great partnership with Forza where we’ve integrated it with Top Gear. We’ve been trying to do as much as possible cross-merchandising, so that people get a sense of all the different ways a brand can get into their life.”
“Creating new strategic gateways into these brands is important, and if Xbox does its job right I think Microsoft is going to develop a great cross-merchandising place for us.”
With the possibility of hundreds of retailers joining Xbox Live I have to wonder if the current Microsoft Points system will continue on to the next generation, many stores may find it difficult to price their goods in points rather than pounds.
Source: GamesIndustry.Biz.
Peter Chapman
I find this kind of predatory thinking really egregious. Look how easily he slipped this sentence in: “… people get a sense of all the different ways a brand can get into their life.” as if it was a normal, or even a good, thing.
Consumers don’t give a shit about getting your brands into their lives and pretending that you’re doing them a favour by shovelling as much of your shit into their laps as possible singles you out as a particular kind of evil. They want the things that interest them but if you like Doctor Who and want to watch the newest episode, do you really want to be ‘up-sold’ the latest message tone too? Surely if you wanted a message tone, you’d have searched for a message tone.
What this guy is talking about here isn’t offering more opportunities for customers to gleefully roll around in their favourite things, it’s pushing his products on them to make a bit more money. It’s saying “oh, you fancy a quick pint after work? Well, how about six pints and half a bottle of vodka? If you were a real beer fan, you’d be fucking smashed by now. Go on, have a shot of tequila while you’re here.”
There’s nothing wrong with people trying to sell their stuff, but don’t pretend like you’re doing me a favour when you’re begging for my money.
yiddo
Absolutely spot on.
cam the man
Yep, tell it like it is instead of hiding behind the flannel.
ron_mcphatty
Yep, totally correct, and predatory is absolutely the right word. I’ve got to be honest, until I read your rant Peter I didn’t clock the sinister side of the story. They’re sly buggers these marketing types, but then it’s a tough business and I suppose they have to be.
bunimomike
I know what you mean, Peter, but this is always the way. It doesn’t make it any less skullduggerous but it makes perfect sense. Heck, even I want to know about a franchise if I like the game. LittleBigPlanet being a good example. I’d actively want to know about Dynamic Themes and other paraphernalia to do with the franchise if it exists. It’s just how shameless Microsoft are going to be about it that really worries me – especially when we see how they’ve transformed the current dashboard.
Sales departments have been trying to tell us for years as to what we should/might like. This is just a digital extension of that, horrid as it feels. I hope that they’ll do it in a moderately consumer-centric fashion where they still look after us first and foremost. If not, I will have zero interest in the console.
Peter Chapman
oh yes, I’m completely aware that this is the funnel down which all advertising is tumbling. I just feel a bit icky about it :)
bunimomike
Aye. Agreed. Once you’ve sold your soul as a salesman it gets easy from there on in. Sure, you’re not allowed to procreate but you would’ve only sold them too so it’s a moot point. :-)
blast71
If the BBC really want to get their brand into your lives why don’t they stop charging a licence fee and start advertisements on their channels.
jimmy-google
Sounds to me like you’ll have to get all your video, music etc… through xbox if you want to use it on xbox which is fine unless you want to access it on other hardware. What happens when you buy music from xbox live, for example, and want to use it on your ipod, or vita or Playstation?
If it’s a generic store they’ll use so you actually buying from say itunes etc… then fine but I don’t see it.
I can’t really see you have a lovefilm subscription and paying for it through xbox live so will that mean everything will an xbox specific service rather than accessing services you can you can use on multiple devices?
Tuffcub
Actually paying for Lovefilm via Xbox Live is exactly the kind of thing it sounds like they are moving to. Lovefilm dont care who pays them the money, you or Xbox, as long as they get it.
Kris Lipscombe
Not necessarily. Take Comixology as an example. If I buy a comic on my iPhone it charges my Apple account, but it’s still accessible on my laptop etc… I think that’s more what they’re going for here, which make sense to me.
Bilbo_bobbins
not for me thanks. I would rather choose where I buy my stuff. I wouldn’t want everything going through xbox. Its like iTunes, its a piece of crap and I would never buy anything off of it.
KeRaSh
The more I hear about the 720 (sorry, I’m calling it that until they give it a proper name), the less I want one. Not that I wanted one to begin with, but apparently there was still room to want it even less.
stonyk
Agree here with all the negativity on the next xbox however its highly likely everything crap on the xbox will be included on the ps4
CR8ZYH0RSE
If this is as good as he’s making it out to be it would of been picked by their own “BBC Click”.As it is it’s just a “public awareness campaign”.8)
Tuffcub
“Frictionless billing” sounds like something lesbians would do.
Peter Chapman
It’s like the result of one of those “how to get your lesbian stripper name” type things.
bluewolf
Call me old fashioned, but I just would like to play games on my next gen console.
Cort
Between 2008 and 2010 Microsoft and many gaming journalists and commentators attacked SCE for not focusing 100% on gaming. For a sustained period in or around 2008 Aaron Greenberg heavily criticised Sony for allowing non-gaming content and features such as an internet browser, saying gamers didn’t want all that “crap” on their console..
In 2013, …….
RudeAwakening
Microsofts new money pit!