Xboxist

With Kin, Microsoft's Mobile Strategy is Clear

The launch of two new smartphones, the Kin 1 and Kin 2, opens up a sizeable beachhead for Microsoft in the crowded mobile space (check out the Microsoft Kin specifications). It has long been the company's intention to use its considerable resources to mount a credible assault on the marketshare of current mobile phone competitors like Nokia and Apple. We can expect to see Microsoft develop its own media and gaming ecosystem around this new smartphone lineup, as it seeks to capitalize on both its entertainment and consumer electronics expertise.

Although the Redmond, Washington company has struggled with its Zune and Zune HD lineup of portable media players, it has garnered a core base of loyal users. It has also managed to differentiate itself from offerings by main competitor Apple, by offering distinct features and services not found in the iPod line.

Now, Microsoft looks set to perform a similar move with its Kin phones. Unlike the iPhone, these devices feature tactile sliding keyboards, similar to smartphones made by Nokia. Many customers still prefer the precision of a tactile keyboard, even though Apple's multitouch technology has made inroads.

Having chosen a name that reflects one's connection to close friends and family, the key word with the Kin phones is connectivity. Microsoft emphasizes that social networking is built into the design of phone right from the start. The hardware design was developed in partnership with Sharp to create sliding phones with large touch screens. There are two models called Kin 1 and Kin 2. Kin 1 is small and compact, making it possible to fit into a pocket and to operate with one hand. Kin 2 has a larger screen and keyboard, in addition to more memory, a higher resolution camera, and the ability to record high-definition video. The 5 and 8 megapixel cameras in both phones are designed for use in low light with image stabilization and a bright LumiLED flash.

Now comes the connectivity part.

The Kin phone automatically brings together feeds from Microsoft and third-party services such as Facebook, MySpace and Twitter all in one place, making it easier to stay connected. Customers can also select their favorite people, and Kin will automatically prioritize their status updates, messages, feeds and photos.

The phone can also quickly share files and multimedia online through the Kin Studio. Almost everything created on the phone is available in the cloud from any Web browser. Photos and videos are freed from the confines of the phone and presented in an online visual timeline so they are easy to view and share. The Kin Studio automatically backs up texts, call history, photos, videos and contacts, and populates a personalized digital journal so it's easy to go back in time to relive a crazy weekend or recent birthday. Because everything can be stored in the cloud, there is never any danger of running out of memory on the phone itself.

Finally, the phones will integrate most of the features of Microsoft's Zune media player. Kin will be the first Windows Phone to feature a Zune experience -- including music, video, FM radio and podcast playback. With a Zune Pass subscription, customers using Zune software on their PC can listen to songs from Zune Marketplace on their Kin while on the go, or load their personal collection.

We haven't heard anything about the gaming potential of this phone, but we expect it to be high. Since it is powered by the NVidia Tegra chip, it can handle 3D graphics applications. It is also telling that the phones bear the same distinctive green highlights from Micorosft's Xbox brand. We expect Microsoft to unroll a powerful new mobile gaming platform later this year, and Sony is expected to reveal its own PSP gaming phone soon. Perhaps we'll hear more about Microsoft's plans at this year's E3 event in Los Angeles.