Microsoft has said it is not satisfied by the Xbox One's slow start in Japan.
The console has sold 30,003 units in the country after around three weeks on sale - less than half what the Xbox 360 managed in its opening weekend.
"It's not as though we're satisfied with the current sales state," Xbox Japan boss Takashi Sensui told Famitsu (thanks, Kotaku).
"We hope to continue through taking user feedback and improving [the Xbox One] and offering content that everyone can enjoy. We are also aware that reaching out to let more people know about the Xbox One is vital."
But Microsoft remains hopeful that the console may fare better over time - although how long this might take, Sensui didn't say.
"The current console generation has become very long. We hope to lay out a long-term vision and to focus on publicity for our consolem," he concluded.
"Taking the first step was very important, and as for how to permeate the market from here, we hope to continue to do our best."
Xbox One notched up 25,674 units during its first few days on sale in Japan and then just 3015 units the following week (thanks, 4Gamer).
Last week it sold just 1314 units, barely tipping it just over the 30,000 mark total.
To put that into perspective, Xbox 360 had sold 62,135 units after its first two days. The original Xbox managed 123,000 in three days back at its launch back in 2002.
Japan's general decline in interest for home consoles is likely part of the problem, but the PlayStation 3, PS4 and Wii U are still all outselling the Xbox One by a huge margin - two to one for the PS3, and eight to one for Wii U and PS4. Microsoft has a long fight ahead.