Jeff Henshaw talks 360 multimedia

The UK's Official Xbox Magazine has managed to spend some quality time with Jeff Henshaw, the man who turned the Xbox from a games console to a multimedia centrepiece for the home. He's also responsible for the Guide, and some of the new features in Xbox Live and the Marketplace.

With a little sly dig at some rivals – There are other companies out there that want you to own a brand 'S'
console. They want you to own a brand 'S' TV and a brand 'S' digital audio player and a brand 'S' portable gaming device – he talks on living room convergence, Microsoft and Apple, casual gamers and Xbox Live. Microsoft are clearly focused on convergence–the Guide and the multifaceted functionality of the 360 make this clear–but it's interesting to see quite how single-mindedly they are going after the market. In Microsoft's world, all you need is an Xbox.