Microsoft has launched a phone called the Kin, targeting younger users and focused on social networking. The software company states that these phones are specifically designed to assist individuals who enjoy staying connected with friends and sharing content. Equipped with a high-resolution camera, this phone is also the first to access Microsoft’s Zune music service. This launch aims to counter competitors such as Apple, Google, and Research In Motion's BlackBerry. Manufactured by Sharp, the two Kin handsets will be available for sale in the US in May. In Europe, the Kin models will be accessible via the Vodafone network and will be launched in Autumn 2010. Prices have not yet been announced.
"This is a phone that knits together a tight community of kindred spirits...," said Robbie Bach, president of the entertainment and devices division at Microsoft. "The phone personifies true kinship between people, technology, friends, and customers."
Both phones feature a multi-touch screen and a slide-out keyboard. The home screen remains active and displays the latest events among someone’s group of friends, such as text messages, tweets, or shared images. The phone includes an area known as the “spot” where owners can drag content like videos, then decide how to share it and with whom. It works with popular social networks like Facebook, Twitter, and MySpace. Additionally, anything created on the phone is mirrored online, organized into a timeline, and can be accessed from any web browser. The Kin phones will be the first to work with the Zune music service.
"Social is the DNA of this phone," said Microsoft’s Derek Snyder, one of the product marketing managers involved in its development. "Social is the fabric of this experience."
The Kin represents a shift for Microsoft, which has typically offered its software to phone manufacturers. With Kin, Microsoft will control both hardware and software. A question following the launch was whether Microsoft was entering the feature-phone market too late. Blackberry maker RIM leads the business smartphone market, while Apple’s iPhone dominates among consumers.
"Sure, Microsoft has fallen behind in this space but there is a lot to like here," Van Baker, vice president of research at Gartner, told the BBC. "They are not deemed very competitive in the marketplace and largely considered an enterprise play, and this is their effort to enter the consumer space in a good way," he said. "I think it is a good entry."
Ina Fried, senior writer at CNET News, believes Microsoft isn't trying to compete with the iPhone. "This is a feature phone for people who want their phone as a way to stay in touch with those they care about, the ones who are always on Facebook or Twitter." However, she questions whether the feature phone market—positioned halfway between a basic phone and a smartphone—will remain large. "Traditionally, many didn't buy smartphones. But more and more of them are now purchasing their first BlackBerry or iPhone. This is a big market today, but the question is, will it stay a big market?"
According to research firm Canalys, Microsoft's software currently holds about 9% of the smartphone market, placing it fourth globally behind Symbian, RIM, and Apple. In early 2010, Microsoft launched the latest version of its mobile operating system, Windows Phone 7 series, which will replace Windows Mobile. The next OS will integrate other Microsoft products, including its Bing search engine, Zune media marketplace, and Xbox Live video-game network.