Now that Microsoft has finally managed to iron out its production issues for the next-generation console, the Redmond giant appears to be stepping up a gear, ramping up the orders for Xbox 360 chips from its Taiwan-based partners.
According to a report on the Digitimes website, translated from the Chinese language Commercial Times, the company has notified its Taiwan-based semiconductor partners that chip orders will be seriously ramped up, beginning this month.
The report claims that orders in the second quarter of the year are likely to double those of Q1, suggesting that Microsoft is making a determined effort to ensure that supplies of the machine are not only sufficient to cater for the current consumer demand, but plentiful enough to meet the traditionally hectic holiday season at the end of the year.
The company suffered considerable shortages in several territories following the tri-continent launch which began in the US last November, and continued component shortage issues have led to the retail supply only just beginning to filter through in any meaningful amounts.
With the imminent launch of both the Nintendo Revolution and Sony's PS3 in November, the last thing Microsoft needs is any further stock shortages that could damage its considerable market lead on its competitors.
The company recently announced plans to target Eastern Europe with the console, and following less than impressive sales in Japan, Microsoft has reaffirmed its commitment to conquering the Japanese market, making a concerted move to drive sales in the region with new promotions, locally relevant software launches and the introduction of a number of exclusive bundles and limited edition packages tied in with the World Cup.