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Forums - Microsoft - Kinect components cost $56 / £34

R&D, manufacturing, packaging, shipping, marketing, retailing...I think 149 is quite fair to start with. No one is forced to buy one.



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wow MS are making a big profit on kinect



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nickvasko said:

wow MS are making a big profit on kinect


How much?



kowenicki said:
greenmedic88 said:
scottie said:

I suspecty (assuming that analysis is true) that Microsoft is making a fairly healthy profit margin on the hardware, although that is not overly surprising - accessories have the highest profit margin of MS:EDD products by a considerable margin.

 

Also, isn't there a game bundled for that cost?

Proprietary HDDs, proprietary WiFi adapters, controllers; definitely. Those 1st two are among the most inflated in terms of supply/manufacturer's cost to actual MSRP.

Although I'm still inclined to think profitability on KInect peripherals is second to establishing it as a platform within a platform with the appropriate software sales. 

Call me a cynic, but I more or less believe the initial $149 MSRP is just an inflated price to help pay for the $500m marketing campaign. You're basically paying extra for the advertising that went into selling you the product. 

Thats not cynical, thats common business practice.  Who doesnt do this?  All products cost more early on to pay for R&D, Marketing etc.

 

That's about $50 more than what they could have feasibly sold Kinect for. 

That $150 price is based upon an estimate that they will reach 100% sell through at the max rate of production MS could deliver to retail through the holidays given the amount of time required to have the product ready for a holiday season 2010 launch. It was a tight window as R&D continued very close to the start of production of the finished product. 

In short, I think MS projected product shortages over the holiday launch season, even at max production (for the amount of time they had available to set up initial production) which gives them the leverage to charge more than what they might have had they had more time to set up production at higher rates. 

And MS doesn't usually do this. Everyone knows they initially sold the Xbox 360 at a loss despite the first year shortages. 



  • It is a budget for a longer period of time

  • Do you have any evidence of this? I've looked through news reports, and they are all either unspecific or they say it's for the holiday season alone. Where was it said that it's over a longer period of time?



    A game I'm developing with some friends:

    www.xnagg.com/zombieasteroids/publish.htm

    It is largely a technical exercise but feedback is appreciated.

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    DirtyP2002 said:


    $600 PS3 sais HI!

    I think every single product in this industry has the same pricing-curve. Start expensive, get cheaper later (the direct way - cut the price, or the indirect way - add more stuff).

    Somehow MS is the devil if they do the exact same thing.

     

    And could we PLEASE get rid of this 500 million marketing stuff? There are some things to consider:

  • MS can afford this and Kinect alone will amortise this
  • It is a budget for a longer period of time
  • It is not unfair business!
  • Sony has two of the mainsponsor slots for the UEFA Champions League (Bravia and Playstation 3) for years now and was the mainsponsor for the Fifa World Cup 2010 in South Africa. That is way more than 500 million USD. Somehow I never see people saying anything against it.
    I found this:

    (2) Advertising costs:

    Advertising costs included in selling, general and administrative expenses for the fiscal years ended March 31, 2007, 2008 and 2009 were 505,462 million yen, 468,674 million yen and 436,412 million yen, respectively

    http://www.wikinvest.com/stock/Sony_(SNE)/Filing/6-K/2009/F3523752

    If this is true and I am reading this correctly, 500 million is nothing. Feel free to correct me!

  •  

    The PS3 initially cost an estimated $840 to produce. They were sold at over a $200 loss per unit. 

    The Xbox 360 initially cost an estimated $550 to produce. They were sold at a $150 loss per unit. Despite inventory shortages during the debut year. 



    Rainbird said:
    scottie said:

    I suspecty (assuming that analysis is true) that Microsoft is making a fairly healthy profit margin on the hardware, although that is not overly surprising - accessories have the highest profit margin of MS:EDD products by a considerable margin.

    Also, isn't there a game bundled for that cost?

    Yeah, but it's developed at Microsoft, so the only cost is the disc and packaging and what else comes with that. That's not a whole lot.

    Well, and that cost to develop it - all those wages and shit. Alternatively, all the lost revenue that could have been generated from selling said game, or a different game made by the same team



    Demotruk said:
  • It is a budget for a longer period of time

  • Do you have any evidence of this? I've looked through news reports, and they are all either unspecific or they say it's for the holiday season alone. Where was it said that it's over a longer period of time?

    Assumed. I don't think there is any evidence to support "for a longer time" which is what, until the end of Q4 2010? Q4 2011?

    Generally speaking, announced marketing budgets for a product cover the initial sales period, but I'm sure there will be those who assume that in this one special case, for the sake of their argument, that budget covers marketing costs for anywhere between now and the end of this year until end of the product cycle. 



    greenmedic88 said:

    The PS3 initially cost an estimated $840 to produce. They were sold at over a $200 loss per unit. 

    The Xbox 360 initially cost an estimated $550 to produce. They were sold at a $150 loss per unit. Despite inventory shortages during the debut year. 

    Because if they actually tried to sell a PS3 at $900-100 no one would have bought one at all and max production would be sitting in warehouses. Same with the X360 if it was sold at $600-700 while the Wii was sold at $250.

    People need to get this in their heads. Sony & Microsoft were not looking out for you. They were both looking out for their bottom line with maximum profit and profit potential. However, Nintendo screwed both of them by sweeping in with a $250 system that made billions.




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    kowenicki said:
    Demotruk said:
  • It is a budget for a longer period of time

  • Do you have any evidence of this? I've looked through news reports, and they are all either unspecific or they say it's for the holiday season alone. Where was it said that it's over a longer period of time?



    Can you find the xmas marketing budget for Nintendo and Playstation please... I doubt you will see much if any difference.  Sony will probably be higher.. they have more territories to cover.

    They don't show them in their financials, but big marketing campaigns from Sony and Nintendo tend to be more than an order of magnitude less than that. Considering that Sony NDD entire costs over the christmas quarter last year were $2 billion, and that includes Vaio etc., the burden of proof is definitely on you if you're suggesting they spend something like quarter of their costs marketing PS3/Move etc.



    A game I'm developing with some friends:

    www.xnagg.com/zombieasteroids/publish.htm

    It is largely a technical exercise but feedback is appreciated.