Kennedy+M+FInal+Report+Proposal

Kennedy M

TO: Proximity Mobile Team FROM: McGregor Kennedy DATE: April 12, 2010 SUBJECT: Final Report Proposal

Since the release of smartphone’s from companies such as Apple and Google, Microsoft has seen a decrease in revenues. To combat these new competitors, Microsoft is introducing a new line of social networking phones entitled ”Kin1” and "Kin 2". These phones are targeted towards younger generations who use Facebook and Twitter frequently. I propose to write a report on how Microsoft plans to rebuild their name in the mobile market with their new devices.


 * Need**

Social Networks are now taking a stronghold in mobile usage.

· Facebook & Twitter are of great importance to the majority of Gen-Y users. · Gen-Y users want social network updates directly to their device. · Users would like all messages (text, facebook, twitte r etc.) in one place on device.

Microsofts “Kin” will provide a friendly interface, allowing for easy access to notifications and updates. Although other phones allow use of social networking programs, Kin is the first to have live updates directly to the home screen.

Clients of Proximity who wish to target Gen-Y users need this report in order to understand the dynamic connection between social networking and mobile devices.


 * Topics**

The proposed report, “ Microsoft’s revival through mobile social networking,” will cover the following topics: · Microsoft’s previous mobile software · The convergence of social networking and mobile devices · The need for live social networking updates in mobile devices · Marketing implications of Microsoft’s new devices.


 * Sources**

The following items are key sources for the report. With this device being revealed recently, I will still need to gather more information as it arises.

Bass, D. (2010, April 12). //Microsoft Unveils Kin Social-Networking Mobile Phones (Update3)//. Retrieved April 12, 2010, from Business Week: http://www.businessweek.com/news/2010-04-12/microsoft-unveils-kin-social-networking-mobile-phones-update3-.html

Diane Bass’s article details Microsoft’s move and implications of making their first phone rather than their previous mobile role of designing operating systems for other phone manufacturers. She believes that this could create a problem between Google and Microsoft, as they are currently viewed as partners. Both companies now have their own devices coming to the market as well as operating systems that they sell to other manufacturers. Phone manufacturers could see choosing one companies operating system over the others’ controversial.

Grandy, L. (2010, April 12). //VIDEOS: Robbie Bach and Microsoft Kin Mobile Phone Launch//. Retrieved April 2010, 2010, from Technorati: http://technorati.com/videos/article/videos-robbie-bach-and-microsoft-kin/

Leslie Grandy posted this article which included several videos from the press release of Microsoft’s Kin. The videos allowed me to view the phone in action, seeing how smooth the operating system runs while viewing their social networking themed home screen. It also allowed me to hear what their top executives had to say about their motive behind creating this phone.

Harvey, M. (2010, April 12). //Microsoft unveils KIN phones to target social networking generation//. Retrieved April 12, 2010, from Times Online: http://business.timesonline.co.uk/tol/business/industry_sectors/technology/article7095759.ece

Mike Harvey’s article discuses how Microsoft’s Kin is trying to break into Gen-Y consumers by associating everything to do with friends on one page. He explains that the phone is not a complete Smartphone, but a feature phone allowing for optimal internet access.

Holwerda, T. (2010, April 12). //Microsoft Unveils Kin Mobile Phone//. Retrieved April 12, 2010, from OS News: http://www.osnews.com/story/23146/Microsoft_Unveils_Kin_Mobile_Phones

Holwerda discusses the negatives of Microsoft’s Kin. He exploits the fact that applications cannot be downloaded to the phone and that it is targeted for users who are "obsessed" with social networking rather than just a member of it. He does point out advantages such as this phones unique design, branching off from the many "iPhone clones".

Ziegler, C. (2012, April 12). //Microsoft Kin One and Kin Two announced: Windows Phone roots with a social slant (updated with video)//. Retrieved April 12, 2010, from Engadget: http://www.engadget.com/2010/04/12/microsoft-kin-one-and-kin-two-announced-windows-phone-roots-wit/

Ziegler’s article focused on comparing the two new devices; Kin 1 and Kin 2. He revealed all the features that each phone had to offer, showing that the Kin 2 is capable of more memory storage and has a higher screen resolution. He noted that other then appearance wise, both Kin devices appear to operate the same.