The fact is US and UK are more price-sensitive than brand loyalty and unfortunately, MS used to be strong in these 2 markets. Now it will step by step turn towards to Sony as PS4 enjoy 100USD price advantage.
The other markets like mainland Europe and Japan are more brand loyalty than price-sensitive and they are owned by Sony. This is a huge advantage for Sony.
Overall, MS has no chance to beat Sony in the new gen. The only thing they can do is to occupy the market share as much as they can.
If we don't count Wii U, then if X1 can have 35% market share, then it would be acceptable for MS.
There is nothing more MS can do....