Xbox 360 Brand Unfazed by Hardware Failure Rates, Microsoft Says

Despite a staggering volume of hardware failure reports and a billion dollar warranty extension, Microsoft president of entertainment and devices Robbie Bach says that Xbox 360 brand has remained largely intact.

"[Damage to the Xbox 360 brand is] something we have absolutely tracked," Bach told VentureBeat. "The amazing part of that whole situation is that when we look at brand preference, customer satisfaction, willingness to recommend, none of that data has moved through that whole process.

"The No. 1 complaint I get from people is that it is taking you too long to fix the console," Bach added.

Since the launch of the console, the Xbox 360's failure rate—reportedly stemming from cost-cutting modifications made to the system by Microsoft—has affected a broad range of consumers. While the company estimates hardware failure volume around 3%, other reports have suggested as high as 16%.

"In the ordinary course of something like this, you would expect it to show up in the customer reaction data. We just haven't seen that," Bach continued. "It speaks to the fact that they love their games and Xbox Live. Does it frustrate them? Yes. On the other hand, they know we're taking care of them. People have a certain amount of respect for that."

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  • reply
    June 13, 2008 12:15 PM

    imo it has more to do with the competition than what people think of the 360 brand...if the ps3 had a better launch and hadn't taken so long to get a decent library up then I don't think people would be so fast to recommend a 360 when such a large amount (majority?) of people have had problems...and while the wii is popular...the attach rate shows just how much people care for it's games...

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      June 13, 2008 12:35 PM

      Sorry, but the PS3 *still* doesn't have a decent library. 2 or 3 or 4 or 5 decent or good, or even great games does not make a decent library.

      With that being said, I have three 360s and so far I've only had one break. I do however have friends that only have one 360 and have had it (and its replacements) break 4+ times.

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        June 13, 2008 2:56 PM

        'eh? Most console games are released on both the PS3 and 360. Their libraries are nearly identical, save a handful of exclusive titles to each system.

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          June 13, 2008 4:29 PM

          And most of those games are still better on the 360.

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      June 13, 2008 12:47 PM


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        June 13, 2008 4:10 PM

        It's not even a good blu-ray player, though. Sure, most others are even worse, but it's not good when there's no IR remote (and the 3rd party ones suck apparently), no LED (or whatever) time/chapter display on the front of the unit, no possibility of region-free. Yes, it actually plays blu-ray movies and it's probably future-proof in terms of new software features (which, let's face it, hardly anyone really cares about so long as the film itself plays), but it's a compromise solution at best.

        A HTPC is the best blu-ray player at the moment, IMO. Even that isn't perfect (and is fairly expensive if you don't want one for other reasons), Hopefully consumer units will improve but it's taking bloody ages and kinda ridiculous that the PS3 is still considered "the best" when there are pretty big things wrong/missing with it.

        Now, having said that, I don't see anything wrong if someone interested in both games and blu-ray gets a PS3 as a stop-gap blu-ray player, until better ones come along. I just have a problem with it being considered a good blu-ray player or the best blu-ray player (HTPC is better, at least in my mind).

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          June 14, 2008 2:35 PM

          You have a weird idea of what makes a good blu-ray player.

          I don't see how not having an IR remote matters at all, unless you're talking about an IR receiver, which I could see for people with programmable remotes and such. I'm sure I'd just end up with the Sony remote.

          I can't see how the LED time/chapter display on the unit matters at ALL. I can't even remember ever caring about that on DVD. In fact I think I'd rather NOT have yet another thing in my entertainment center emitting light. That kind of info is one button press away from being on-screen. (and it's no less interrupting to the movie than looking away from the screen entirely to see the brightly lit countdown that's always there)

          And isn't the no possibility of region-free an issue with blu-ray itself? Are they actually going to make region free players?

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            June 15, 2008 5:39 AM

            the HTPC BR players can be region-free, I believe

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        June 16, 2008 2:42 AM

        If the 360 didn't have such a huge headstart you may have seen many more games for the PS3 by now.
        You must remember the PS3 isn't as far in to it's lifecycle yet.

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      June 13, 2008 2:20 PM

      The "attach rate" of Wii games seems to be pretty strong... looking at their sales figures.

    • reply
      June 13, 2008 3:51 PM

      Correction: minority

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