Microsoft Kin was a brief but fascinating chapter in the world of mobile marketing. Launched in 2010, this social networking-focused phone aimed to capture the attention of teenagers and young adults. With a unique operating system based on Windows CE, the Kin platform seemed poised for success. However, poor sales and a lack of promotion led to its swift demise.

The Birth of Kin

Microsoft's Kin project began under the codename Project Pink in 2008. The company acquired Danger Incorporated, creators of the Hiptop or T-Mobile Sidekick, to gain a head start. With a rumored investment of around US$500 million, Microsoft poured resources into developing its new mobile phone platform.

The Unveiling

On April 12, 2010, Microsoft sent out invitations for the Kin's unveiling event in San Francisco. The tagline "It's time to share" hinted at the phone's social networking capabilities. Although the event featured a presentation by Robbie Bach, president of Microsoft's Entertainment and Device division, it was later reported that the Kin project had been delayed due to Windows Phone development issues.

Marketing Mishaps

The Kin's marketing campaign was criticized for an online video advertisement that depicted a male teenager taking photos under his shirt. The ad was deemed "downright creepy" by Consumer Reports, implying it promoted sexting. Microsoft responded by deleting the "inappropriate" portion of the video. This controversy surrounded the phone's initial launch and contributed to its poor sales.

Discontinuation

After only 48 days on the market, Microsoft discontinued the Kin line in June 2010. Verizon Wireless returned all unsold phones to Microsoft, effectively killing the project. The planned European release was also canceled.

A Brief Comeback

In November 2010, Verizon Wireless re-released the Kin ONE and TWO with a reworked feature phone operating system, now known as Kin ONEm and Kin TWOm. This revised version did not require a data plan and was marketed as a limited-feature phone. Although this attempt to revive the Kin failed, its legacy lives on as an interesting footnote in the history of mobile marketing.

Lessons Learned

As Rob Enderle, principal analyst of Enderle Group, noted, "The Kin was a mistake from Day One." The project's poor timing and lack of promotion led to its downfall. The failure of Microsoft Kin serves as a cautionary tale for companies looking to enter the mobile market: ensure your product is well-received by consumers before investing heavily in marketing efforts.

Target Keywords: mobile marketing