"Jay Horwitz at Jupiter Research agreed that market timing is important. But being "first mover is never an automatic," he said, citing past first movers -- like Atari's Jaguar console -- that eventually failed. "At the end of the day, it's about software; it's about what you can do with the machine," said Ed Williams, an analyst at Harris Nesbitt in New York.

Expect a storm of hype this fall as the date draws near for the arrival of Microsoft's Xbox 360, the first of a new generation of video-game consoles.

But the big question for Microsoft Latest News about Microsoft and its competitors is, how big a deal is being first on store shelves?

Microsoft thinks getting its console out in November, several months before Sony's Latest News about Sony PlayStation 3, is critical in capturing market share from the reigning game champion.

Balancing Price and Performance

But several analysts say the real test will be which console has the right mix of great technology at the right price. The consoles' performance and price levels won't be known until the machines arrive.

In May, the big three of the console world -- Nintendo Latest News about Nintendo being the third -- all unveiled some details of their latest models. The new consoles will all have faster, more powerful computer processors, which will lead to a new generation of more realistic games.

The Xbox 360 and the PlayStation 3 will have entertainment features -- like music and movie capabilities -- beyond gaming.

Sony is the market leader for the current generation of consoles, with a 43 percent share last year for its PlayStation 2 Latest News about PlayStation 2 in the U.S., according to Jupiter Research, a market research firm. That compares with 19 percent for the Xbox Latest News about Xbox and 14 percent for Nintendo's Game Cube.

Microsoft's Xbox came out in late 2001, long after PlayStation 2 was launched in 2000.

"There is a lot to be said for Microsoft getting out there first," said Anita Frazier, an entertainment industry analyst for NPD Group, a market research firm.

Might Be Like the Tortoise and the Hare

Jay Horwitz at Jupiter Research agreed that market timing is important. But being "first mover is never an automatic," he said, citing past first movers -- like Atari's Jaguar console -- that eventually failed.

Several analysts said the games that are developed for the new consoles could be critical for their success because video game fans tend to be more loyal to games than consoles.

"At the end of the day, it's about software; it's about what you can do with the machine," said Ed Williams, an analyst at Harris Nesbitt in New York."