Microsoft Phone Rumours Resurface

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Note -- this news article is more than a year old.

Rumours often denied that Microsoft could launch its own range of mobile phones have jumped back into life with the news that a media agency has been appointed to deal with "Project Pink". This is widely thought to be the code name for a smartphone running on Windows Mobile with its own unique user interface.

Although Microsoft has been thought to be working on a smartphone, any questions about a potential iPhone competitor have been dismissed. However, most queries were based around whether the firm was working on a phone version of its music player, Zune. The new "pink" product seems to be a totally new concept.

The marketing journal, AdWeek broke the news that Microsoft has now hired an ad agency, McCann Erikson for the Project Pink, and they just happen to manage the Zune advertising campaigns.

According to ZDNet, the new Project Pink is reported to be being developed largely by the Danger team that Microsoft acquired last year, and some reports suggest that former Sidekick manufacturers, Sharp and Motorola could be tapped to produce the Microsoft Phone. Danger is now a part of Microsoft's new Premium Mobile Experiences (PMX) team, a group within the Mobile Communications Business (MCB) of the Entertainment and Devices Division at Microsoft.

A Screen Digest report earlier this year said that it believes that Microsoft plans to unite the platforms currently separately powering media players (currently under the 'Zune' brand) and mobile handsets (Windows Mobile). Microsoft's experience in content distribution with the Zune marketplace and Xbox Live is also expected to push this strategy forward.

A research note by Canaccord Adams analyst, Peter Misek last year predicted that a future Microsoft phone ould be based on Nvidia's Tegra chipset with sales of between 5-10 million in the first year. Nvidia has said that its Tegra chips are aimed at Windows Mobile handset developers. Tegra is a heterogeneous processor architecture with multiple processors, each architected for a specific class of tasks - an 800 MHz ARM CPU, a HD video processor, an imaging processor, an audio processor, and a low power GeForce GPU.

However, he also expected the phone to be shown off at the February 3GSM Congress - and it wasn't.

On the web: Adweek - ZDNet

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Tags: microsoft  zune  windows mobile  windows  chipset  danger  sidekick  life  project pink  nvidia  tegra 

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