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.