![]() ![]() ![]() ![]() It remained unclear, however, where along the spectrum from dedicated console to PC Microsoft should position the Xbox. Indeed, the team intended to produce a machine somewhere between a standalone videogame console and a PC tailored to play videogames. The purpose of the visit was to convince Dell to manufacture Xbox videogame consoles running Microsoft software. Seamus Blackley-the chief instigator for the Xbox within Microsoft-and some of his colleagues were on a flight to Austin, Texas, where they had an appointment with Michael Dell, CEO of Dell Computer. Initially called "Project Midway" within Microsoft, the console project was intended to counter the perceived threat to the Windows franchise posed by Sony expanding the original PlayStation into a broad entertainment platform with the PlayStation 2. In September 1999, the Microsoft Xbox team was wondering which strategic choices would give it the best chance against the upcoming Sony PlayStation 2. EMBA Pro Blue Ocean Strategy for Microsoft Xbox: Changing the Game? case study ![]()
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