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Ani ve čtvrtek nezůstáváme ochuzeni o zajímavé informace, které se dostávají na veřejnost v souvislosti se soudním procesem probíhajícím mezi společnostmi Apple a Epic Games. Vzhledem k tomu, že jádrem celého sporu je marže, kterou si nastavují provozovatelé digitálních distribučních sítí – v tomto případě App Store – řeší se zejména tato otázka a právě Microsoft, rovněž provozovatel digitálního obchodu, figuruje coby jeden ze svědků třetí strany, který má mimo jiné poskytnout oporu v dalším rozhodování. Za Microsoft byla u soudního slyšení přítomna viceprezidentka Xboxu Lori Wright, které se na fungování konzolového trhu ptal právník Epicu Wes Earnhardt.
Na doplňující dotaz, zda Microsoft někdy v historii na prodeji Xboxu vydělal, odpověděla viceprezidentka Xboxu ne.
Jedna z otázek směřovala k tomu, jak velkou marži vydělává Microsoft na prodeji konzolí Xbox, podle Wright je to však čistá nula. „To nevíme. Konzole prodáváme se ztrátou,“ řekla viceprezidentka Xboxu konkrétně, což ale vzhledem k obvyklé praxi není úplně překvapivé. Naopak, je v podstatě pravidlem – zejména u Sony a Microsoftu – že v prvních letech konzolového cyklu bývají zařízení dotována, aby dosáhla na konkurenční cenu, až později, s postupným zlevňováním výroby a jen pečlivým snižováním cenovky může konzole konečně přinést zisk.
Až druhá odpověď Lori Wright však byla mírně překvapivá, protože na doplňující dotaz, zda Microsoft někdy v historii na prodeji Xboxu vydělal, řekla znovu ne. Znamenalo by to, že ani jedna konzole ze všech čtyř generací ještě Microsoftu nepřinesla žádné peníze, byť u té poslední to zatím nikdo neočekával. Do tématu se na svém Twitteru hlouběji ponořil analytik Niko Partners Daniel Ahmad a popsal výše uvedenou skutečnost ohledně prodeje konzolí. Dodal ale, že Sony byla schopná s PlayStationem 4 přejít do zisku a podtrhnul, že Nintendo je na tom ještě lépe. Ve skutečnosti totiž nejnovější finanční výsledky Nintenda ukazují, že společnost dosáhla na rekordní tržby i zisk, který překonává i éru Wii či Nintenda DS a právě hybridní Switch funguje nejen coby oblíbená platforma s bezmála 85 miliony prodanými kusy, ale také jako zařízení, na kterém je možné vydělat.
Pro Microsoft ale ztrátovost konzole není velkou prohrou. Wright vysvětlila, že ztrátu vyrovnává prodej softwaru a pochopitelně i členství v předplatitelských službách, jako je předplatné Xbox Live Gold, ale především Xbox Game Pass. „Cílem je poskytnout spotřebitelům komplexní zážitek a plnohodnotnou herní platformu,“ uvedla Wright a jasně tak vytyčila, o co Microsoftu jde. Tedy za předpokladu, že o tom někdo dosud stále pochyboval.
6. 5. 2021
(aktuální (ne)dostupnost hardwaru neřeším – to je jiná kapitola 😀)
Docela bych rád viděl, jak tu zmiňovanou ztrátu z prodeje hw vyrovnává, kromě prodeje sw, konkrétně GP, který má pouze něco málo přes 20m předplatitelů (což – na dobu, po kterou je již na trhu, „slevové akce“, které dovolují pořídit GP doslova za pár korun a obří základně pc hráčů – je docela málo) a musí být prodělečný z podstaty věci. Minimálně do doby než, resp. pokud, MS dosáhne na stovky miliónů abonentů a zvýší poplatek za předplatné (tak jako Netflix, který byl roky v červených číslech, než nabral dostatečně velkou uživatelskou základnu a několikrát zvýšil cenu).