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Microsoft launches social marketing phone

Microsoft has launched a new phone called the KIN, which is targeted at younger users and geared specifically for social networking purposes.

The software giant has said that the KIN, which has two handset versions, has been created with the particular aim of helping those who want to stay in touch with friends and family and share content.

The phones are fitted with a high-resolution camera and will be the first to use the Zune music service from Microsoft. They will also have a multi-touch screen and slide-out keyboard.

Manufactured by Sharp, both KIN handsets are due to go on sale in the States in May. They will be launched in Europe later this year by Vodafone.

Rumours had abounded in the industry that the new phones were going to be called Turtle or Dove, but Microsoft opted for KIN. Robbie Bach, president of the entertainment and devices division at Microsoft, said: "This is a phone that knits together a tight community of kindred spirits…, the phone personifies true kinship between people, technology, friends and customers.”

The KIN heralds a departure for Microsoft which has up to now supplied its software to phone makers. For the first time, with KIN, Microsoft will have control over both the hardware and software elements of the phone.