The Kin, Microsoft's new smartphone, is the

US giant's latest attempt to take on Apple

and Google in the mobile phone market.

The Kin's distinctive design features include

the familiar Windows tiles, and a

connected smart watch for emailing, voice

calls and social networking on the go.

Microsoft sees the smartphone as

increasingly important, as analysts suggest

that the next generation of web users will

mainly access the internet on mobile

devices and not PCs. Microsoft's US smart-

phone market share has recently declined

from 19.1% to 15.1% as Apple has maintained its 25% share and Google has increased its share

from 3.8% to almost 9%. It is thought that the success of Apple's iPhone is largely due to the

company's asset-led marketing orientation.

Please answer the questions as brief as you can.

1. Explain how Microsoft's 19.1% market share would be calculated. [2 marks]

2. Analyse two ways Microsoft could increase its mobile phone market share. [8 marks]

3. Outline three characteristics of the smart phone market Microsoft is operating in.

[6 marks]

4. Discuss the benefits mobile phone producers could gain by adopting a more social

approach to marketing their products. [8marks]