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In November 2001 Microsoft entered the hotly contested video games console market shared by Sony and Nintendo with it's Xbox console. In a market that has traditionally only been able to support 2 contenders, increased consumer demand driven by changes in technology and consumer behaviour has given Microsoft hope of muscling in on a highly lucrative market.

At the time of the Xbox's entry, the latest generation console market was already approaching the second stage of it's product life cycle. The "market growth" stage, where Sony whom previously had dominated it's duopoly with Nintendo and had already sold it's Playstation 2 console 20 million times over. Microsoft had a lot of catching up to do and it was riding on the technological superiority of it's console and a highly publicesed launch to be competitive. The entrance of the Xbox brought a worthy contender to Sony's dominance of the video game consoles market. The year of Xbox's entry into the market saw a flurry of......

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Approximate Word Count: 890
Approximate Pages: 4 (250 words per double-spaced page)

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