I don't think MS can really do that much in EMEAA. Xbox 360 is so much stronger than PS3 in the Americas because Microsoft is an american company. PS3 is so much stronger than Xbox 360 in Japan because Sony is a japanese company.
None of these companies are from Europe, so Europeans do not have any of these nationalistic feelings, they are unbiased in that respect when they buy consoles. And they prefer the PS3, simply because of all the advantages and additional features it has.
But in the end, it's the cost-benefit ratio that decides. The 360 is currently only 50-150 Euros cheaper than the PS3 in EMEAA, and the majority of Europeans is willing to pay that extra money for the PS3. That was different when the PS3 was more expensive, and it might change again if Microsoft reduces the price of the 360, so I would say a price drop has the best chances of helping Microsoft get above Sony in EMEAA.
