The thinking behind the Microsoft Kin: what social-networkers want in a phone

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Deciding to target a young networking-crazy audience, Microsoft told us they built their phone based on thousands of interviews with customers – young cute people with sunglasses judging by the videos they showed. These are the findings that determined the architecture of their new Kin phone.

Three things they found out about the “Social Generation”:
1) Social life is priority number one – friends. And friends divide into three sorts: general randomer friends, the celebs or famouses they follow on Twitter or friend on Facebook, and their real real friends
2) Self-expression: posting magazine of their life, 3bn photos on Facebook every month – this is lifecasting
3) Good technology – what it to work when and where they want it to. Multi-screen digital life.

So Microsoft are targeting Facebook-crazy lifecasters, and they want to understand their core demographic “truly, madly, deeply”

Cranking social up a level in a new deeply social phone.

And cos it, like, “knits together kindred spirits”, they’ve called it the Kin.

Anna Leach

4 comments

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  • We will be doing a nationwide casting for the new T.V show PJ5 (Pajama 5) that we are shooting here in Atlanta created by Raven Symone father Christopher Pearman with Oz Scott director of The Cheetah Girls and producers Alvin & Calvin Waters. PJ5 was created for young women, ages 9 to 14 age group (tweens) providing them a forum where it’s always safe to discuss their fears, desires, ideas and aspirations with others without being judged or criticized. Young girls will be able to express themselves without the pressures usually found in the day-to-day settings they find themselves in (school, youth clubs, cliques, etc). PJ5 will bring exposure, and accessibility, to a place where girls are looked after and mentored by women who are very successful in their given fields who will be guest on the show. Carol’s Daughter will be our ideal sponsor for the casting that will start here in Atlanta in conjunction with Macy’s June 8 (Lenox Square Mall) and the T.V show. We feel this will benefit both parties greatly being that we are anticipating up to 5,000 people for the casting here in Atlanta alone and a very large audience for the show. We do hope that this is something you might be willing to consider. We can provide you with further details and a full break down of the likely costs of any deal and would welcome the opportunity to speak with you further about this.

    Thank you for giving this your consideration.
    Best Regards

    Alvin & Calvin Waters
    [email protected]
    404-438-2600

  • We will be doing a nationwide casting for the new T.V show PJ5 (Pajama 5) that we are shooting here in Atlanta created by Raven Symone father Christopher Pearman with Oz Scott director of The Cheetah Girls and producers Alvin & Calvin Waters. PJ5 was created for young women, ages 9 to 14 age group (tweens) providing them a forum where it’s always safe to discuss their fears, desires, ideas and aspirations with others without being judged or criticized. Young girls will be able to express themselves without the pressures usually found in the day-to-day settings they find themselves in (school, youth clubs, cliques, etc). PJ5 will bring exposure, and accessibility, to a place where girls are looked after and mentored by women who are very successful in their given fields who will be guest on the show. Carol’s Daughter will be our ideal sponsor for the casting that will start here in Atlanta in conjunction with Macy’s June 8 (Lenox Square Mall) and the T.V show. We feel this will benefit both parties greatly being that we are anticipating up to 5,000 people for the casting here in Atlanta alone and a very large audience for the show. We do hope that this is something you might be willing to consider. We can provide you with further details and a full break down of the likely costs of any deal and would welcome the opportunity to speak with you further about this.

    Thank you for giving this your consideration.
    Best Regards

    Alvin & Calvin Waters
    [email protected]
    404-438-2600

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