Microsoft unleashes new Xbox in Japan
US software giant Microsoft went on the offensive on the home turf of its Japanese rivals Saturday, launching its sleek new Xbox 360 console ahead of the holiday season in a tough battle for business.
Some 200 game fans queued up for the main launch event that began at 7:00 am at a music store in central Tokyo's fashionable Shibuya district.
"We signal the beginning of what we believe will be market leadership even here in Japan," Xbox marketing head Peter Moore said at the launch.
Yoshihiro Maruyama, who heads the Xbox division in Japan said: "We are feeling a very positive response. We want this machine to attract a far greater number of Japanese users than the previous model."
When Microsoft brought the first Xbox game console here in 2002 it was nearly two years behind Sony's PlayStation 2 and it has trailed ever since. This time Microsoft is doing its utmost to avoid history repeating itself.
The next-generation Xbox 360, which costs 39,795 yen (330 dollars), comes ahead of next year's launch of PlayStation 3 and Nintendo Revolution.
But despite its early market entry, consumers Saturday appeared muted in their enthusiasm in contrast to the excitement generated at the console's US debut on November 22.
Only some 10 people were in line when a central Tokyo outlet of the Bic Camera consumer electronics chain opened its Xbox sales counter at 7:00 am.
Customer reactions "are a bit subdued," a senior store official said, adding that fewer than 50 consoles were sold in the first two hours.
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