Word: microsoft
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Dates: during 2000-2009
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...Instead he's sitting in a suite at the Las Vegas Hilton wearing a sweater vest and talking about video games and laughing his head off. Gates is here for a trade show and to talk up Microsoft's new video-game console, the Xbox 360. In person Gates is not at all the stiff, unsmiling mandroid people make him out to be, or at least he isn't at this exact moment. He's loose and happy, cracking jokes and making fun of himself and talking smack about his competitors. True, his hair is weird, and his voice sounds...
...decent metaphor for what Microsoft is trying to do in making the Xbox 360. Microsoft, known more for its bullying business tactics than its technological innovation, is trying to act in a very un-Microsoft fashion. It's trying to be quick and nimble, radically innovative, and play well with others. It's trying to reinvent itself from the corporate...
...this isn't just a story about Microsoft. It's also a story about a sea change in American culture, which has embraced video games, formerly a despised hobby, as a vital force in pop culture. Gates and his team have spent the past 3 1/2 years working in obsessive secrecy to build the greatest piece of game-playing hardware the world has yet seen. And they don't want to sell it just to a niche audience: they're gunning...
...North American market. But the game-console business is a peculiar one: you have to spend a bundle on promotions, and you lose cash on every box you sell, hoping to make it all back by taking a cut of game sales. That hasn't happened yet for Microsoft. "At some point you have to decide, O.K., when do you stop investing to be credible in the marketplace and start investing to make money?" says Robbie Bach, Microsoft's chief Xbox officer. "A billion dollars of losses each year based on the hardware is tough to sustain...
Xbox headquarters is a surprisingly unimpressive place, a generic office park in Redmond, Wash., across the road from a large gravel pit. Microsoft's inspiring name for this low-rent nerd farm is the Millennium campus, and it's where the company's money-losing projects live. Not for them the manicured lawns and sculpted berms and softball fields and fancy cafeterias of Microsoft's main campus. They get the gravel...