Microsoft CEO Steve Ballmer views Xbox 360 as a "family entertainment center" rather than "a gaming console".

The exec told USA Today that the Xbox platform now appeals to a wider audience than just 15-year-old boys, although not yet wide enough for his liking.

It might not be music to the ears of core gamers, but he wants Kinect, its family friendly software, and Xbox 360's media and social networking offerings to draw more female consumers to the brand.

"... You go to your average 15-year-old boy, and he will say 'I'll take an Xbox.' I want that average 15-year-old girl as excited about the Kinect, and we haven't done as good a job drawing in that broader set of demographics," Ballmer said.

"If you want to know where is the consumer heat, the things that people want to get their hands on, it's Xbox and Xbox Kinect. I think about my own family. My wife used to say, 'No, no, that's the machine the boys use,' and now she says, 'Yeah, I want to go watch movies. Let's go play the dance game.'"

Ballmer continued: "It opens up accessibility to family entertainment because with the Kinect, you control these systems with your body, with your voice. We've opened up the world of content in TV, movies. You just sit there and say 'Xbox' or 'play movie.'

"Xbox isn't a gaming console. Xbox is a family entertainment center. It's a place to socialize. It's a place to watch TV. We have Hulu coming. It's the only system where you are the controller. Your voice, your gestures, your body."

Ballmer also said Windows Phone 7 was off to a strong start, and that the platform can compete with the big mobile players like Apple.

"There's a lot of competition, but we've got the best-looking phones on the market. We've got the greatest range of alternatives, the phones, the software, the craftsmanship. It is as good or better than anything out there. We have a lot of work to do. But, we're in the game. We sold 1.5 million into the carriers."

Earlier this month, Ballmer said Microsoft would officially support Kinect on PC at "the right time", although shortly after, Microsoft PR provided us with a statement saying its current focus with Kinect is on "transforming games and entertainment on Xbox 360".

http://www.computerandvideogames.com/ar ... ?id=283736

Just because you're thinking it doesn't mean you should say it

In other news: Fuel Duty isn't a tax, it's an environmental surcharge.

Havent the console manufacturers been touting this kind of thing for years anyway? The Philips CDi, Panasonic 3DO, even the PS2 was used as a DVD player. Look at PS3 adverts that it "does everything". This is what they want, a single box under the TV that does games, media, social networking, web, music, etc etc.

Bit of a non-story IMO.

If I remember right, Sony tried to claim the PS2 was a computer to avoid tax in the EU or something...

As an "entertainment centre" the PlayStation 3 blows the 360 straight out of the solar system.

I can't comment on the PS3 but the Xbox is pretty good and I still think of it as a games console that has broadened out to cover home entertainment.