Microsoft has a cloud based distribution network already with Live. This is a service like many others with varying points of access between Xbox 360, computers, mobile devices and soon some TVs. With Live and every other cloud based service the points of access for purchase are the same points of consumption. Every additional active Live connection which is made strengthens the cloud services overall market position. Outside of the direct control with Xbox 360 and Windows Mobile sales there isn’t however a strong way to increase direct adoption of the Live services. This effectively puts Live on a level playing field with other cloud based distribution services as none have clear advantages yet to take over a substantial portion of the market in order to dictate the standard model for cloud based media access.
Kiosks are one of two ways to increase the potential cloud user base significantly without having to first increase the device base. In contrast with online distribution networks, kiosks are still exclusively the property of the network owner. Unlike regular online distribution where there can be multiple online networks which overlap with their basic media distribution functions, the physical nature of kiosks means that retailers who participate with one kiosk based distribution network are far less likely to engage with a competing service. This means effectively that once a kiosk network is in place a competitor will find it much more difficult to break into the market.
The model for kiosk based distribution has already been proved by the success of various vending machine style DVD distribution networks such as Red Box. Where kiosks come into their own in comparison to a vending machine is that people no longer have to return goods to the machine and there can be no physical breakage of the product. A kiosk can also offer a far wider range of services between movies, music, books, games and other applications. A large kiosk based distribution service as a point of distribution can also support the expansion of the points of consumption by creating incentives for people to purchase Live enabled products such as consoles, mobiles, PCs, and internet enabled TVs by giving manufacturers incentives to support a dominant media distribution standard.
Creating a kiosk based distribution network over thousands of sites in America and beyond will be extremely expensive. Even with retailers bearing some of the installation costs it is quite likely that each site may cost several thousand dollars to bring online. Multiplied over 10s of thousands of sites the likely cost to implement a network of kiosks could possibly cost over a billion dollars. This is an achievable figure when considering that Microsoft already has a network of established consoles which are already able to take advantage of both USB sticks with one containing a removable hard drive which can plug into a kiosk. Effectively this means that users can either buy the licence to content for later or concurrent download on their Live enabled devices or they could download directly to their own media storage devices on site. Unlike other competitors Microsoft will be able to sell high value, high margin games directly to their customers which means that every site has a potential to bring in a lot of revenue, especially those sites which are situated in game stores like Gamestop.
Kiosks could help Live become the dominant standard for the cloud based distribution of media and it has the potential to bring in billions of dollars of revenue. It has a lot of risks attached to its implementation however at the moment Microsoft is one of the few companies which have the resources and market position to pull it off effectively. It will enable Microsoft and other partners to offer innovative new ways to satisfy the needs of their customers. Each site will be able to both sell and rent content to end users. Finally it will bolster Microsoft’s market positions in the console and mobile spaces by giving a tangible benefit to people who adopt Microsoft products.
Regards,
Richard
Note, unlike that other guy who says regards, I used my real name! Anyway, please don't rip me a new one just tell me what you think?
Kiosks are one of two ways to increase the potential cloud user base significantly without having to first increase the device base. In contrast with online distribution networks, kiosks are still exclusively the property of the network owner. Unlike regular online distribution where there can be multiple online networks which overlap with their basic media distribution functions, the physical nature of kiosks means that retailers who participate with one kiosk based distribution network are far less likely to engage with a competing service. This means effectively that once a kiosk network is in place a competitor will find it much more difficult to break into the market.
The model for kiosk based distribution has already been proved by the success of various vending machine style DVD distribution networks such as Red Box. Where kiosks come into their own in comparison to a vending machine is that people no longer have to return goods to the machine and there can be no physical breakage of the product. A kiosk can also offer a far wider range of services between movies, music, books, games and other applications. A large kiosk based distribution service as a point of distribution can also support the expansion of the points of consumption by creating incentives for people to purchase Live enabled products such as consoles, mobiles, PCs, and internet enabled TVs by giving manufacturers incentives to support a dominant media distribution standard.
Creating a kiosk based distribution network over thousands of sites in America and beyond will be extremely expensive. Even with retailers bearing some of the installation costs it is quite likely that each site may cost several thousand dollars to bring online. Multiplied over 10s of thousands of sites the likely cost to implement a network of kiosks could possibly cost over a billion dollars. This is an achievable figure when considering that Microsoft already has a network of established consoles which are already able to take advantage of both USB sticks with one containing a removable hard drive which can plug into a kiosk. Effectively this means that users can either buy the licence to content for later or concurrent download on their Live enabled devices or they could download directly to their own media storage devices on site. Unlike other competitors Microsoft will be able to sell high value, high margin games directly to their customers which means that every site has a potential to bring in a lot of revenue, especially those sites which are situated in game stores like Gamestop.
Kiosks could help Live become the dominant standard for the cloud based distribution of media and it has the potential to bring in billions of dollars of revenue. It has a lot of risks attached to its implementation however at the moment Microsoft is one of the few companies which have the resources and market position to pull it off effectively. It will enable Microsoft and other partners to offer innovative new ways to satisfy the needs of their customers. Each site will be able to both sell and rent content to end users. Finally it will bolster Microsoft’s market positions in the console and mobile spaces by giving a tangible benefit to people who adopt Microsoft products.
Regards,
Richard
Note, unlike that other guy who says regards, I used my real name! Anyway, please don't rip me a new one just tell me what you think?