If you follow start-up culture, you know that the ability to “pivot” — to change your business model on a dime — can be the difference between failure and major success. But sometimes established companies — even those often derided as dinosaurs — can reap the benefits of pivoting as well.
That appears to be the case with Microsoft and its Xbox 360. Designed to compete with the PlayStation 3 and Nintendo Wii for gamers’ hearts and minds, it’s become something much more valuable — the most popular conduit to the Internet in the living room. According to a new report from market research firm Forrester, the Xbox is the leader in the “connected TV” platform wars, bigger than Apple, Google, and any manufacturer’s “smart TV” offerings.