The Xbox was initially developed within Microsoft by a small team which included game developer Seamus Blackley. Microsoft repeatedly delayed the console, which finally emerged at the end of 1999 following interviews of Bill Gates. Gates said that a gaming/multimedia device was essential for multimedia convergence in the new times of digital entertainment. On March 10, 2000 the "X-box Project" was officially confirmed by Microsoft with a press release. According to the book Smartbomb, by Heather Chaplin and Aaron Ruby, the remarkable success of the upstart Sony PlayStation worried Microsoft in late 1990s. The growing video game market seemed to threaten the PC market which Microsoft had dominated and relied upon for most of its revenues. Additionally, a venture into the gaming console market would also diversify Microsoft’s product line, which up to that time had been heavily concentrated into software. According to Dean Takahashi’s book, Opening the Xbox, the Xbox was originally going to be called "DirectX-box", to show the extensive use of DirectX within the console’s technology. "Xbox" was the final name decided by marketing, but the console still retains some hints towards DirectX, most notably the "X"-shaped logo, which DirectX is famous for, along with the "X" shape on the top of the system. As time progressed, Microsoft’s J Allard was responsible for the hardware and system software development. Ed Fries was responsible for all game development on the platform. Mitch Koch was responsible for sales and marketing and all three reported to Robbie Bach. This team was also primarily responsible for Microsoft’s follow-up product, the Xbox 360.