Why is Microsoft to implement a membership system?

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Xbox Series X and Xbox Series S as Microsoft’s two generations of hosts, although there is no last generation price: 299 and $ 499, but they still have a generation of architecture, from GPU floating point operations I / O data throughput. All people are surrounding their hardware to speculate their running capacity, which in turn estimates that they will target the market and the future of the future.

Just like every time the host is in the world, everyone has learned: We started from hardware, to analyze how the company will compete for users, how to draw a blueprint.

I don’t dare to say that this discussion makes me aesthetically fatigue, but similar discussion is, the more I feel that it seems to be ignored: the host of each era is limited by the trend of the era, Each company will implement new policies to cater to even lead the era. So in my opinion, can it be able to contribute to the trend of the times, it is also a way worthy of in-depth discussion.

In short, we seem to pay too much “hardware”, and ignore “software”, only seeing XSX and XSS different on hardware panel, and ignored their back, Microsoft has been implementing, Constantly in-depth, unswerving important service policy — game membership system.

So my first question is: Is the XBOX membership system complied with the Times trend?

three entrances a target </ h3>

For Xbox, the game member system is XGP (Xbox Game Pass), a golden meeting, and a full-family bucket (Xbox Game Pass Ultimate). I didn’t dare to assert that the three membership service kernels had only one, but from Microsoft’s policies and specific implementations, XGP has always been the focus of Xbox business.

XGP means hundreds of games, including platform exclusive works, third-party works, and a large number of Xbox 360 games, cost is a cost per month, if it is the first join, there is also a strong Offer is available. In addition, XGP also enjoys a fixed discount of 7–8 fold in the game library.

Simply, XGP is a member system that fixed payment subscription, since the beginning of the 2017 Sino-year, a more common saying is that XGP is actually a rental game. Instead of truly buying games, players will not be up!

Indeed, XGP’s consumption is a lease, but there is no specific standard for scientific screening on the definition of “players”. Look at the user data will find that the third quarter of 2020 has exceeded 10 million in the third quarter of the 2020, and the increase of 42% increased.

Another suspicion of suspicion is more targeted: XGP is in Microsoft, it is not enough to earn money, so it is difficult to continue!

In this, the Xbox Game Market Director Aaron Greenberg has recognized: XGP is not so much earlier in the short term. It is still considered from Microsoft’s 2020 year earnings: XGP’s income is $ 1.47 billion, an increase of 22% year-on-year, with Microsoft’s fourth quarter of the total benefit of 38 billion US dollars, which is indeed 15% year-on-year. How much money is said, but this “not much” is relatively.

About “difficult to relatively”, Microsoft did not answer, but from September 17th, the PC version XGP fee will be raised to $ 10 / month, and EA Play rights will join XGPU at the end of the year. And do not require any additional costs. Phil Screws also revealed that Microsoft Cloud Game Service Project XCloud will join XGP at the end of this year, at which time players can open their XGP gaming experience as they want.

It is clear that Microsoft is full of confidence in the membership system represented by XGP, so it is still firm.

So the second question is, why?

Different industrial iron hit members </ h3>

why the problem, Microsoft should have already thought of, and only if the reaction time, Microsoft is not fast. of.

Amazon has already launched the Prime member system in 2005, and it is changed to “free shipping for 99 yuan before this”. Prime provides exclusive product discounts, annual specific free streaming media, free e-books, free games, and unlimited cloud storage services, the cost is the annual $ 99 PRIME member annual fee.

Costco is a more typical company as the largest storage store in the United States, Costco has been made into a model of the industry. There is also our familiar network flight (Netflix), domestic B station, iQiyi, including our unfamiliar music, super orangutan, light pig and other fitness fields have already begun to implement the membership system, and have been present Continuously, do not shake the exercise gesture.

For the above enterprises, the membership system has no reason to shake.

Prime brings 18.1 billion members to Amazon, breaking through 9.7 billion membership income. The Costco member fee revenue is $ 13.35 billion, and it is even a company that is a company that is profitable by a member fee. As for the network flight, the market value has reached 120 billion in 2017, the profits involved in members, accounting for about 40% of the company’s net income. This comprehensive floating scene, naturally also appeared on the B station, iQiyi, Master, Super Orangutan, etc. The company will launch a series of new member policies to rely on membership system, and achieve the goal of twisting within three years.

Member system is popular in all walks of life, confirming the Judging of Robbie Kelman Baxter, US Peninsula: the impact of the membership economy Will be as far as the industry revolution and the popularity of the car, and those leaders who ignore the membership economy will gradually be eliminated like carriage manufacturers.

Where is the member system to produce such power?

From why from </ h3>

a new business model is born, there are often two power promotion:

subjective On, it is a decision-making of operators. It is an objective, an external role in the market. And these two power, in fact, the same power map: changes in the times.

The change of the era has prompted decision makers to meet the development trend, thereby born new models, and also promoting the rules of the market, and changes in morphology, and matching mode must also follow. The membership system is also the same.

In fact, the membership system has long been there, and the early newspapers, magazines, etc., most of them are survived by subscriptions. Is traditional paper media gradually lost in the Internet age, because of the decline in quality? No, because the Internet age is coming.

The emergence of the Internet makes the birth of new products, the iterative cost is rapidly reduced, mainly reflected in time and human cost. In the past, a product is born or it takes a long time, most people, uninterrupted completion, but in the Internet era, these two costs can be used to make maximum reduction in the overall, integration, and reference (imitation) strategy.

So in the Internet age, product development is in a “sweet trouble”: on the one hand, the research and development of new products become easier, convenient, on the other hand, the new product may have not “new enough” “, I haven’t fully played a new effect, the new charm, because it is imitated, fine-tuning, thereby become less new.

For the R & D perspective, this is difficult to consider the place of order: it is necessary to get enough, or the competitors that lead to the same industry, it means that more time and human costs are needed, but When the product is launched, maybe it is not new enough, such a risk is equally ignored.

This kind of helplessness is particularly obvious in the game industry, and those who tend to innovate or trying to be less ordered, often in the launch of the two-level differentiation, from “death strand” “Control” is so; and the new year works, clearly being embarrassed by the players more than a year, but the income is full and long-tail effect. The hatchback contrast can get a fuzzy impression: in the Internet age, real innovation and iterative behavior, getting more and more difficult.

Another effect that has spawned to the Internet is “detrimenting”.

The status of the Internet is the state of the information. Specifies everyone, that is, the information accepted daily is already a massive level, let alone, deal with it, handle, reflect on this information. So the feedback on the new product, the product itself is made up, with the fake contemporary extreme extreme cases, online opinions often uniform, “objective real” is even more impossible. So for each new product, those most prominent feedback are often not the most objective or most professional, but the most alternative and biggest.

Because only the most alternative and most, you can set off the striped spray in the inflow state of the information. The Internet requires the “surviving” group effect, not “solid” authority effect. This is the “go-up” in the simplicity, and the centering will be in invisible, and the products have to be discussed, rather than developing, which is incorporated. Cost.

In the game industry, Xuanfeng activities tend to start when the product has not been formed, and the market cost will account for the big head of all costs. Therefore, the new product research and development has been in another kind of helpless: Xuanfeng is early, causing exposure, but the product is slow, it is easy to cause extensive dissatisfaction, if not, the product is launched, can’t afford it A wide range of forward internet effects. Internet era products innovation and iteration, accompanied by increasingly high loss of money.

Another thinking of consumption </ h3>

It makes the platform-level enterprise that operates a massive product feels up. Both want to solve this problem, need a new solution.

is to continue to increase product development, continue to expand product lineup? No, this is a loop that has never been solved in the Internet age, breaking this loop is the best way, or not to fall into this loop — member system is born like this.

The biggest feature of the membership system is to focus on the user, not the product, the operational technique of the membership system, is the advantage of integrating, forming prices and quantities for existing products. Consumers join.

Simple point, in the member system mode, the product is to create traffic entrance, the product itself does not have new and old points, only the combination of arranging. The only purpose of the company is through the membership system, changing the user’s consumption habits.

About user consumption habits, it is difficult to talk about the membership system to change the user, or the user’s needs have created membership system, and more important facts is that users in Internet age are in consumer The ingredients of sports are constantly decreasing, and their full-scale consumer behavior is increasing in a full-scale consumption.

This is determined by the Internet “Going to Center” and the derived “counter-authority” attribute, not the Internet era no longer likes to show off, but in the Internet era, single show off Can’t cause a wide range of social resonation, up to a small circle.

For example, in the past, we must prove that he is a game fan, take out a rare limited version, but in the Internet era, you may need a lot of game collection, it is best to full of a cabinet game. In short, the user is required to quickly reach the goal, and must win in quantity. This is because a single rare collection does not explain that you are widely involved in the game, and you have proved that there is a blind spot that I am involved, and a larger game number, it is implied with a more dazzling but very hidden. — — You are a senior player.

This situation is not a happiness of the game circle. In the case of reading a circle, the shopping circle has already been staged. How to prove that you are a hardcore mystery? How to prove that you love to buy buy? Not reading a paper book in the subway, but a bookcase that is filled with books; it is not a newly bought things every day, but a long shopping invoice.

So how to quickly arrested his bookcase, or extend your shopping invoice? — Join Members. Only membership can make you in the shortest time cost, get the most content advantage and show off capital.

Just as a luxury strategy executive expert, a sociology doctor ana andjelic perspective: the membership system is a tool for the modern eager economic (Aspiration Economy), which represents consumers from the sports consumption model, to self-satisfaction The trend of changing with the appreciation of consumer models.

Xbox new host attracts? </ h3>

has a bookmark of the membership system, we will observe the two new hosts, and we will find a more interesting consideration angle. The first is XSX, it is undoubtedly the top host of the technical level, and the target user is probably the traditional Xbox brand core user, which should be unquestionable.

Need not to note that a message on the XSX contract machine has recently been passed, it is said that Microsoft will provide Xbox All Access services for two hosts, similar to “contract machine”. The XSX contract fee is $ 35 / month; XSS is $ 25 / month, and the 2-year contract expires the host owner, and the contract also provides two years of XGP and Xbox Live services. Under the premise of contract aircraft, XSX will further reduce the cost of core users, and some non-core users will convert to core users, although it is impossible to say that XSX can be won in the host war, but at least make XSX has It is a huge advantage that the parties have neglected.

The focus is next XSS. Compared with XSX, this host has no optical drive, there is shrinking in GPU and memory, but is consistent with XSX in terms of CPU core. For the configuration such as XSS, the user who thinks it wants to develop should be a potential PC player.

First, you can eliminate a full mobile game player. It is not that mobile game players are absolutely impossible to have interest in host games, but mobile games and host games, a main leisure, grabbing time, one master immersion, accounting for independence, the two itself is in different fields, forcibly transforming The difficulty and cost are high, and the manufacturers will not be compensated.

Second, it is not possible to be the PS system host player or Nintendo host player. Because the top of the two has passed the host, it has formed a difficult-abrasive brand consumption habit, and the habits are difficult to change. We like “like” when we consume, it is likely to be just because “habits”, it is too lazy to try other parallel consumption fields, after all, trying the act itself must pay the corresponding time and money cost, in the habit being treated as a favorite Thereafter, this cost is depleted.

The rest is the PC player.

First, there is a overlap between the PC player and the host player group, whether it is specifically to the game content or a cognitive attitude of the game, and is not a state in which the two is not a statement of dog teeth. Second, the PC player enters the main threshold in the mainfield, in fact, the cost of money from the host body and the host game, this cost is higher than the PC game.

After all, the host can only play games, and does not have the integrated property of the PC. The price of the XSS $ 299 is not not described, and the XBOX member system further reduces the cost of the host game to the price range that PC players is more acceptable. Moreover, for PC players, all host games that have not played are new games, they are worth trying, and the membership system further reduces the error-in-one cost of the host game, free to pick it freely in massive game library. There is also a huge advantage of Microsoft’s first party masterpieces.

This is probably Microsoft has been repeatedly deep plowing PC platform, and the XGP membership system is expanded to the PC side. In fact, in addition to Microsoft, Sony has repeatedly emphasized and practicing the strategy of “will increasingly paying attention to PC platforms”. We have seen a lot of signs in the past year.

From the perspective of the member system, XSS is actually the boundaries of fuzzy PC and host. For Microsoft, especially in the context of constantly enhanced, Xbox’s unified properties of the brand are Constantly strengthened, the special attributes of the technology are constantly weakened, and the crude thoughts said that Xbox’s entrance effect is increasingly obvious, and Xbox’s future may not only the entrance of Microsoft game business, but the huge data under Microsoft rule. One of the entrances.

Thereby also produced another worry: will not be born because of the birth of the membership system, let Microsoft becomes more and more attention to the first game?

Different sounds </ h3>

The remarks about “Microsoft do not pay attention to the first party development” have always been existed, and the XBOX players can be blamed for the time recently. “Ring: Unlimited” demonstration, “War Machine”, Zhang Dengex XGP, word sentence tells money.

The Xbox players around me have also had such a spit: Now the interest of Microsoft’s first original works, it is far better than the expectation of the XGP game library, and it is better to look forward to the birth of the original IP, it is better to discuss it. What game is going to XGP? You look, “Row Dragon”, “The World” is gone, “Wild Dart” is also coming, or talk about this relatively actual!

In fact, the accusation of the membership system is not only for Microsoft or Xbox, jumping out of the game circle, and similar phenomena is not fresh in all walks of life. Many sociologists have pointed out that the membership system causes platform-based enterprises to unlimited the center of gravity to the user, which will cause the development of the product to be more difficult, causing creativity to be stranded until disappearing, the works of the market will be forever It is the similar, flat, bored, no nutrition, please users.

The spearhead of some economic scholars points to the origin of the membership system. One point of view is that the member system is actually a variety of data, which can only grow in large-scale enterprises, and these companies have started Limit the implementation of the membership system, in fact, it is constantly exacerbating the data monopoly. Big enterprises through membership, analysis, and control to induce user consumption, thus will born new type of oligarchy, which is clearly backed by the Internet, from this perspective, member system is a retrogression of consumption.

With my narrow level, it is impossible to distinguish these words, and the purpose of this article is only the world of Microsoft’s new host, providing another discussion angle from the perspective of the membership system. I personally think that whether it is two new Xbox hosts, or not so new member system, you are inseparable from other strengths, to Microsoft and Xbox, is the discussion of the membership system. Sony, Nintendo, Steam, EPIC Even more platform companies such as Apple and so on.

Anyway, the membership system has become one of the key business of Xbox, how is its role, is it, we still need to wait for the next action, perhaps a member of the company. Practice is further confirmed, maybe it will be broken by a higher mode, we may wish to wait and see.

Reference:

Tang Yong “E-commerce Enterprise Membership Strategy Discussion” </ i>

Shu Hui “Membership Marketing: Pixin Customers” </ i>

Wuwei “Communication Research” </ i>

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