Microsoft's former chief experience officer and chief technology officer for the entertainment and devices division J Allard believed Xbox would kick off a new era for the global software developer.

"In many ways, I thought about Xbox as the starting point for a second Microsoft," Allard told GamesTM in an interview. He thought the Xbox could help move Microsoft to become a company "totally focused on consumers, entertainment and artists."

Allard pointed to Apple, noting how it's seen enormous success with its "focus on consumers, media, consumption and non-PC form factors." He expressed disappointment that Xbox didn't become something even more than it already is.

"Yes, it was a success in the gaming category," he said, but he had hoped it would have served as a jumping-off point for Microsoft to introduce "a consumer-minded platform, brand and set of products and services" that would have been complimentary to the Windows and office productivity side of Microsoft's business.

Allard said there was internal pressure to make the Xbox into a device that would help drive the success of Windows. However, he believed "being a smash hit" for the company, as well as building up its presence to encompass "consumer, entertainment, media and artistry," was the key to helping Windows.

"It always felt like asking Windows to serve Xbox and Xbox to adopt Windows was a recipe to slow two great teams down," he said.

Elsewhere in the interview, Allard spoke of the distracting influence HD-DVD on Xbox 360 had for his team.