Microsoft's week revolved around social networking, with the company announcing preorder and release dates for its Kin One and Kin Two smartphones, targeted at a young and always-connected demographic, as well as the technical preview of a social-networking-site aggregator called Spindex. Microsoft Chief Software Architect Ray Ozzie launched FUSE Labs in October 2009 to focus company efforts on developing applications such as Spindex, but whether audiences attach themselves to Microsoft's social-networking initiatives remains to be seen.
Microsoft's week was all about the social: on May 5, the
company announced that its Kin One and Kin Two phones would be available for
preorder starting May 6, with an in-store rollout to follow on May 13. The
phones are geared toward a younger demographic-"the sharing generation," in
the words of Microsoft's Entertainment & Devices Division President Robbie
Bach, during the devices' April 12 unveiling in San Francisco-and accordingly
put a heavy emphasis on social-networking tools.
With its round shape and sliding QWERTY keyboard, the
Kin One resembles the Palm Pre; the Kin Two has a more rectangular shape,
and includes an 8.0-megapixel camera in addition to its own retractable keyboard.
Early reviews of the device have been decidedly mixed, with generalized praise
for the Kin Studio feature that uploads user content to the cloud. However, qualms from blogs and other tech sites included
the user interface, the relative expensiveness of the phones' data plan given
the younger demographic and some hardware issues.
At least some of those complaints could affect the Kin's
ultimate sales run, given the sheer number of factors needed to work in harmony
in order for the device to become a hit.
"Success will depend on how well Studio and Windows Live
support integrate with the phone, and since only Microsoft can deploy a new
service to the device, how well it does so is critical," Jack Gold, principal
analyst of J. Gold Associates, wrote in an April 13 research note. "Success
will also depend on what types of service plans are available, how they're
priced and how good the service is (i.e., the AT&T/iPhone fiasco would be a
killer for Kin). Finally, what specialized services will the carriers offer to
try and garner some of the potential cloud revenue?"
Verizon will be the exclusive carrier of the Kin phones in
the United States, while Vodaphone will take over those duties when the devices
hit the market in Germany, Italy, Spain and the United Kingdom later in 2010.
Whether the Kin succeeds as a franchise, though, the true mobile battle for
Microsoft comes at the end of the year, when the company rolls out its
long-awaited Windows Phone 7 in a bid to reclaim some initiative in the battle
against Google Android and the Apple iPhone.
social extended to Spindex, a Web service designed to aggregate
its users' various social-networking feeds onto a single screen, which
Microsoft revealed May 4. FUSE Labs, a Microsoft division devoted to building
software with a social connectivity focus, and the unit behind other recent
products such as Docs for Facebook, was responsible for creating the
"As you increasingly tweet, post to Facebook and capture
ideas with tools like Evernote, we want to help you get the most out of your
social activity by exposing the right information, at the right time, in a way
that's meaningful," Lili Cheng, general manager of FUSE Labs, wrote
in a May 4 posting on the Official Microsoft Blog. "Spindex, which we're
making available in early technical preview form, aggregates your social
streams (Facebook, Twitter, Bing, etc.), making it simple for you to find
what's new, see personalized trending topics, and generally make the most of
the time you spend being social on the Web."
The release of Spindex's technical preview, along
with Microsoft's April 29 unveiling of an upcoming version of Windows Live
Messenger that bundles everything from video chat and Bing search into the
user's message stream, re-emphasizes the company's focus on not only
baking social-networking applications into its platforms, but also aggregating
as much content as possible into those applications.
The overarching philosophy behind Spindex can be traced back
to Microsoft Chief Software Architect Ray Ozzie, who launched FUSE Labs in
October 2009 with a focus on "software and services that are centered on social
connectivity, real-time experiences and rich media." Both Ozzie's need to
create such a division, as well as Microsoft's push into Kin and Windows Live
Messenger, reflect the generalized influence of sites such as Facebook and
impulse extends beyond the consumer into the enterprise sphere: Microsoft
Communicator Mobile for Nokia devices, launched May 5, attempts to
incorporate social networking into the enterprise, by allowing users of Nokia
Eseries smartphones to check on colleagues' availability and then communicate
with them via e-mail, text, phone call or instant message.
Even as Microsoft showed more signs of embracing this new
paradigm, the company also took a look back-specifically, at its 4,200 public
and private newsgroups related to products and programs. Having found this
service wanting in comparison to its forums such as Microsoft Answers, TechNet
and MSDN, Microsoft
will start closing the newsgroups in June.
Since 2009, Microsoft has aggressively culled a number of
legacy projects, mostly aging software programs such as Encarta, as it seeks to
shift its corporate weight behind flagship products such as Windows and Office.
That strategy may have paid off with Windows 7, which analytics firms Janco
Associates insisted in a May 3 research note had
finally passed Windows Vista in terms of operating-system market share-but
whether Microsoft will enjoy the same sort of success in its social-networking
initiatives is something that won't be decided for several quarters, at least.
Nicholas Kolakowski is a staff editor at eWEEK, covering Microsoft and other companies in the enterprise space, as well as evolving technology such as tablet PCs. His work has appeared in The Washington Post, Playboy, WebMD, AARP the Magazine, AutoWeek, Washington City Paper, Trader Monthly, and Private Air. He lives in Brooklyn, New York.