Business

Microsoft hopes Xbox Live is X factor

Microsoft, outmaneuvered in the battle for control of America’s living room so far by Google TV and Apple TV, is readying its first major offensive.

The software giant’s Xbox Live is preparing to unleash a host of fresh entertainment partners along with a redesigned user interface, deeper Facebook integration and a new voice-command search function as early as one week from today.

Xbox has been steadily tying with content and distribution partners such as HBO Go and Comcast to broaden its $60 a year offering, which was once just for gamers. Xbox has said it will add Vevo, YouTube, UFC, Syfy and Epix and scores of other not yet identified partners to its 35 million-member Xbox Live community as it aims to evolve it into a global “social entertainment network.”

“It’s a vibrant platform that is overlooked,” said Colin Gillis, senior analyst at BGC Partners. “It’s not just a game console, it’s a platform.”

Gillis said he sees the price of consoles coming down in the near future as Xbox Live becomes a more enticing opportunity.

“This holiday we will launch voice search across our entertainment partners on Xbox Live,” said Alex Garden, director of Xbox Live for the Interactive Entertainment Business, in a Nov. 22 statement about the $75 million acquisition of VideoSurf, a start-up backed by Facebook’s COO Sheryl Sandberg and former veep Al Gore.

When users call out, “Spiderman,” they’ll be served up all available content across the video partners, thanks to Kinect and Bing search integration.

In addition to gaming, users can currently watch Web services such as ESPN3 and Netflix through its Xbox Live service.