Sony's 20 Feb Reveal Is 'Important For The Industry' - Microsoft

We don't really know what Sony is announcing on the 20 February, but it seems highly likely that it'll announcement its next-gen PS3 successor, presumed to be called the PS4 (shock!).

Speaking with MCV, Microsoft's regional boss Jon Grimes admits that the PlayStation Meeting will be important, but that Microsoft won't let itself get flustered by "industry chatter".

"Whatever gets announced on February 20th," says Grimes, "the majority of UK consumers won’t know."

“They’ll still want to buy the devices out there. Our job is not to get lost in the industry chatter, but to ensure that the consumers going into stores, going online, still experience Xbox.

"The announcement is important for the industry, but it is also important to remember who is buying right now."

Grimes also said "Ten years ago, to think we would be the leader in our second generation is a achievement," adding that "what has got us to where we are today is not going to be what gets us through the next ten years."

According to Grimes, Microsoft needs to "start from scratch when thinking about the future. Driving creativity, whether around marketing, retail or new business models, is key for us.”

This follows the news regarding an outspoken developer, who claims that - without radically changing their business models - Microsoft, Sony and even Nintendo could risk dropping out of the console market.