3 Tiers of Non-Customers

3 tiers of non-customers

First Tier:” Soon-to-be” non-customers.

For Microsoft KIN, the first tier of non-customers could be the teenagers who always connect devices for their social life on Facebook and Twitter. Even though the KIN phone was aimed at users of social networking and Microsoft described the phones' target customers as men and women between the ages of 15 and 30, teenagers are a huge market.

There are mainly two reasons: firstly, it is the price. The KIN phones were too pricey, they weren't exactly smartphones, but they were priced like one. The KIN One cost $130, and the Kin Two cost $150 with a two-year Verizon contract. However, all KIN phones require a data plan, that means a $70 a month minimum on the bill. For most of teenagers, that is a lot of money to be handing over to a cellphone company. Secondly, no apps and no games. Though KIN forced a data plan on its users, they are incomplete smartphones. KIN phones have a browser and can access social networking sites through widgets. But Microsoft crippled the overall functionality of the device by not allowing apps or games on the phone.

Second Tier:”Refusing” non-customers.

For Microsoft KIN, the second tier of non-customers could be the other smartphones users who choose Iphone, Motorola or HTC instead of KIN. KIN is a device that would make it easy to share photos, videos and access social networking feeds, however, almost every smartphone today can do that, and at times better than KIN.

Third Tier:”Unexplored” non-customers

For Microsoft KIN, the third tier of non-customers could be customers who don’t know what KIN is. Compared with other mobile-phone makers, for consumers, they are familiar with its word processors that its smartphones.