Heh, I didn't even had to say anything, you summed it up pretty nicely. MS is spending a lot of money, but a lot of it is wasted on PR...

I think the name confusing people would hurt at launch, but 3 years later I think people now realize its a new console.

Pricing is not really part of the marketing. That's grasping at straws. The high price is primarily due to the console being built around the tablet control, that's what I call poor design. Especially when you consider most games don't really need a gimmick like a tablet control.

Invest heavily in new 1st party IPs. Keep Halo and Gears as their version of Mario and Donkey Kong, but no longer rely on them. Give gamers a real reason to own an XBox much like how Sony did with the PS3.

Also I would stop buying timed exclusives and out that money toward the new studios. These deals do little in the short term and less in the long term. Some exclusive content for big multiplats though, because you know the competition is doing it. Also stop focusing on holiday releases and provide a steady launch schedule for exclusive games throughout the year, as this will create a much healthier image long term for the consumer.

The X1 will be set to be paving the way for the next XBox, there will be no talk of "winning the gen". However we will make the X1 profitable and put the next console brand in a much better spot for next gen.

First, turn Xbox into a Steam type service. None of this GFWL shit that's trying to make everything exclusive to their service, leave that for your first party games. Then, instead of toiling away at another console and spending too much in R&D, just hire a company to make two different spec machines with off the shelf parts. One at a mass market price, like $400. It'll be the high-adoption machine. The other, can be a higher spec machine at $600 dollars. Both play the same games, are crossplat with other devices that run the Windows 10 OS. Make Xbox available for as many devices as you can. That's more people that can buy live accounts across more platforms, rake in the dough.

Drop out and offer to help implement online gaming and achievement system for Nintendo consoles. Sony will kill themselves eventually, wouldn't even bother worrying about what PS does.

I would encourage the development teams to create new IPs that can be appealing. Sunset Overdrive appeared to be a nice new IP that they released in 2014 so they have to build upon that.

Offer a little more for Xbox Live Gold? I mean, besides being able to actually play online multiplayer and use other apps, there should be some sort of reward such as free games and such to encourage getting the membership and satisfy those who have used it as they would feel like the membership is worth it.

Give up in Japan

I would permanently drop the price of the 360 by $25.

Make more studio's and bring some old IP's back even some from the first gen Xbox.

Make a Lost Odyssey sequel and like someone suggested long ago build a place somewhere in Japan and work with Japanese developers so they can port some of their games on X1.

Make bundles for X1 this year for the following games:

#1: Make 2 bundles for Tom Clancy's The Division, one a regular X1 and the other the limited edition X1 console with that ring/logo that represents the "Strategic Homeland Division" in the game.
#2 One for Quantum Break a limited edition X1 with the logo of that butterfly that represents Monarch Solutions, also make a limited edition/collectors edition for QB.
#3 Make 3 limited edition Gears of War 4 X1 one a regular 500 GB console, another a limited Gears 4 1T edition with Gears 4 theme controller, and the last one a very limited 1T solid state hard drive Gears 4 console with the Elite Gears 4 controller.

Make more exclusives rather than putting half the stuff on windows 10, buy some Japanese studios and try to get more Japanese games on the system, get some other western studios for a variety types of games so they don't have to rely on Gears and halo as much. Idunno maybe some other stuff but thats the first stuff I would do.

This and keep going in the same direction Phil is taking the company, he is the right man for the job.