mobile phone recycling in the UK will get a boost in momentum as Microsoft unveils its "Project Pink". Microsoft recently announced that their Kin handsets were being introduced to the UK, the first smartphones ever to be launched by the company in partnership with Sharp Electronics.
Nokia currently dominates the UK smartphone market with a 46.9% share, followed by iPhone and BlackBerry with 20.5% and 18.7% respectively. But the software giant Microsoft is in no way lagging behind, having briefed direct marketing agency Wunderman and media agency Universal McCann on a multi-million pound drive to back the UK launch of its Kin handsets.
Sporting touchscreens and slide-out keyboards, the two handsets are expected to compete with the Apple iPhone. The highlight of the smartphones is its social networking feature, which will enable the users to use social networks to their fullest.
Alexandre Mars, Head of Mobile at Publicis Groupe, believes going into the social media space is a smart move for Microsoft. He said, "The power of Microsoft is huge and it has all the pieces of the puzzle, but just needs to figure out how they fit together."
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