Phil Spencer More Motivated On Gaining Consumer’s Trust, Rather Than Beating Sony

Xbox boss Phil Spencer (or Big Phil as I call him), is determined to regain the trust of consumers which was lost by the Xbox One reveal. When the Xbox One was first unveiled, it was met with much criticism due to it’s 24 hour online check ins, its DRM policy and refusing to sell Xbox One without Kinect bundled with in.


However since his arrival, Big Phil and the team at Xbox have done their upmost to win back the loyalty of their customers. During a recent panel at the 2015 GeekWire Summit, Spencer discussed and shared his thoughts on the subject

Whether it’s always on, used games, whatever the feature was, we lost the trust in them that they were at the center of our decision-making process,” he said. “Were we building a product for us, or were we building a product for the gamers? And as soon as that question came into people’s minds and they looked at anything, whether it was the power of our box, our launch line-up, microtransactions, what you find is very quickly you lose the benefit of the doubt.”

“You lose your customer’s assumption that the reason you’re building your product is to delight them and not just build a better and more maybe manipulative product.”

Big Phil

Despite Spencer feeling confident in the console’s current position, he states there are still some misconceptions dogging the console as it closes in on its second year on the market. For instance: during a a GameStop managers meeting, Spencer said many store supervisors came up to him stating they still have customers asking if Xbox One can play used games.

“Just to be clear, Xbox One has always played used games from day one,” he said. “But that perception that gets set early on, because consumers have five seconds to internalize your brand and your message and then they move on. They’re not going to spend time to read what we say afterwards. Regaining that trust and the mindshare with the customer, the gamer, is incredibly difficult.”

Spencer added the company is more concerned with current and potential customers regaining confidence in Xbox products that outselling its competitors.

“We’re not motivated by beating Sony, we’re motivated by gaining as many customers as we can.” That said, Spencer is still unsure whether the company can best Sony in the market as the company has a “huge lead and they have a good product,” despite the games line-up and content available on Xbox One which he “loves” and is extremely proud of.


Microsoft will announce its latest financial results on October 22nd, which should give us a better idea of how the console is doing on the market. With Big Phil at the helm of Xbox though, I believe the console can only go from strength to strength.

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39 thoughts on “Phil Spencer More Motivated On Gaining Consumer’s Trust, Rather Than Beating Sony”

  1. @XboxP3 and by saying that instead of we want to beat Sony, he is probably gaining sales.

  2. @XboxP3 thats exactly the way to go Boss Man.. I personally still hear a lot of misconceptions.. Just need more exclusives..

  3. @XboxP3 just admit the Xbox One was a giant mistake 2 years in we have yet to have a AAA game Xbox 360 had a AAA game a month

  4. @XboxP3 Glad to see #TeamXbox is back to IT’S ROOTS!! @HALO 5 is going to blow our minds! #XboxOne #YearOfGames

  5. Kain NL says:

    If they were concentrating more on the X1 being a game console more than making it a multi media box…the thrust will come back…but they are wondering off that path more n more!!!
    In stead of a RE mapping app for the Elite controller…CHANGE button protocol to let us use ALL those buttons and give us freedom to change them IN GAME!!!!
    AND for those of us not wanting to use, or not having, a Kinect. Bring out a low budget wireless headset….because they’re not even able to resolve the controller disconnect problem when not connected with usb cable!!

  6. @XboxP3 love elite pad and windows10, a way to attract pc gamers, but need improve resolution on 3rd party games, as Battlefront

  7. Damon says:

    @XboxP3 …Rather than beating Sony. #SavedYouAClick

  8. @XboxP3 “Motivated on gaining consumers trust”….so how about 343i and the current state of the MCC? no trust to gain there…

  9. Kain NL says:

    @XboxP3 So…you wanna regain thrust? Start to consider the X1 as a GAME console again…not as a multi media box!

  10. Kain NL says:

    @XboxP3 FIX the disconnect problem of controller when using headset when not hooked up to usb cable or give us a wireless headset

  11. Kain NL says:

    @XboxP3 In stead of a button REmapping app for Elite controller…CHANGE button protocol and let us use ALL buttons!!

  12. Frank says:

    @XboxP3 I wish Phil would stand by this considering he won’t let @YachtClubGames release a physical copy of Shovel Knight on XB1.

  13. db says:

    @XboxP3 Regain my trust by reversing anti consumer policies that you STILL use.Why is Shovel Knight not being released at retail?

  14. @XboxP3 luv you Phil. Keep it Up

  15. Love this guy. Best xbox boss ever.

  16. @XboxP3 don’t mind Sales Chart,mind who is the best,4 me best is XBOXONE win already ,best GamesServiceSW&HWSupdateController

  17. @XboxP3 might be a little to late,im affraid….hope im wrong tbh.

  18. thomas b says:

    @XboxP3 Phil is the best!

  19. @XboxP3 check out my article on Spencer and the console war:
    @8bitGrrl #Gamer

  20. @XboxP3 Doing great work, Phil. You should be proud. Keep rocking.

  21. Greg Wulf says:

    @XboxP3 you’re doing a great job Phil, I just wish you would answer some of my tweets. I know this is because you’re busy tho.

  22. @XboxP3 phil spencer for president #games #games #games

  23. Voretechz says:

    @XboxP3 Love you Phil! You are what Xbox needs!

  24. @XboxP3 By far the best thing to happen for the Xbox!

  25. Jay Pee says:

    @XboxP3 I’m just gonna say they’re lucky they have Halo. That’s the main reason I bought an Xbox One over a PS4

  26. @XboxP3 It’s not about the competition, in the end, it’s about getting as much sales as possible, not fighting each other.

  27. @XboxP3 So Sony and Playstation players are fighting a “war” that isn’t even going on?

  28. imurgod au says:

    @XboxP3 Phil is the man. Restored my faith. Xbox kills ps4 anyway. Better games, controller, live. Sony fans are blind

  29. X-RAY says:

    @XboxP3 Xbox should proud to have you. you’re the only boss/hero I’ve ever seen

  30. @XboxP3 Phil is the best thing to happen to X1. He’s pushing all the right buttons with consumers.

  31. Aaron Lee says:

    @XboxP3 by far the most humble VP Xbox has had and by far the best choice for the job. ??

  32. Adam says:

    @XboxP3 if that’s true then lower prices in the xbox store on xbox live in Australia! Paying more than a retail disc version

  33. @XboxP3 Definitely on the right path with the right focus. 1 thing: 1080p parity and Xbox would be back to 360 days.

  34. @XboxP3 You should of used More powerful hardware thats why PS4 is better. I own an Xbox one & it sucks how underpowered it is.

  35. @XboxP3 I thought Direct X 12 is supposed to improve gaming seems a lie

  36. Floorboss says:

    @XboxP3 Then bring in other games like SRPG and JSRPG games. I loved the old turn base games. The Last Remnant was good.

  37. Moreau says:

    @XboxP3 it’s about gamers… I want, Skies of Arcadia HD, why not Onimusha ,more $€ for Rare,IG and save Woolfe.

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