New Phones for a New Generation

In May, Microsoft will release two new phones, the Kin One and Kin Two. However, these phones are directed explicitly to the social-networking generation. The younger demographic is expected to leap for this phone in competition with the iPhone.

The New York Times published an article about the exciting steps Microsoft has taken appeal to the 15-30 year olds-- the demographic for which they are aiming. The phones are closely synched with different social networking sites like Facebook, Twitter, and MySpace. They are touch screens, link with Zune music, and have high-powered cameras and video capabilities. Microsoft has been in need of a technological boost since their numbers went down in 2009. They are hoping this new younger-generation savvy phone will pick up their sales.

The most important aspect of this campaign will be advertisements. The advertising consultants at Microsoft will have their hands full trying to appeal to the younger generation. The iPhone has done a great job roping in teens and young adults with its applications and easy access to the internet. The Kin One and Two are said to be the best competition for the iPhone. My mass media class talked about the way advertisers select a certain demographic and switch all their focus to said demographic—especially using propaganda. The audience is meant to see the certain product and be inclined to buy it. Advertisers know their audience and what they want.

It will be interesting to see how the new Kins will compare to the iPhone. I know the iPhone is extremely popular with all my friends, so seeing the Microsoft equivalent will be exciting. Responding to the wants of teens and tweens across America is a brilliant strategy. We’ll have to see if they have the smarts to swing over the Apple generation to get their Kin.

-Betsy