Microsoft shakes up Danger
16 April 2008
Microsoft shakes up Danger
Software giant Microsoft has completed its acquisition of mobile company Danger and has immediately set about restructuring the firm.
On Wednesday, the Redmond Giant revealed that Danger, creator of the Sidekick/Hiptop gadget and its associated software, will become a part of the new Premium Mobile Experiences (PMX) team, a group within the Mobile Communications Business (MCB) of at Microsoft.
The PMX team will focus on consumer facing mobile projects and is led by Roz Ho, corporate vice president of Premium Mobile Experiences. Danger co-founders Matt Hershenson and Joe Britt will join the new organisation, reporting directly to Ho.
Microsoft acquired Danger in February, giving it a stronger presence in the mobile space. The maker of the niche but popular Hiptop, and later the Sidekick devices, was co-founded by Andy Rubin, the guy who went on to form another, highly secretive mobile software firm known as Android in 2003.
Google snapped up Android for an undisclosed sum in 2005 and has kept quiet about the deal until last year's unveiling of the Android mobile platform and its team of supporters known as the Open Handset Alliance.
Microsoft seems intent on capitalising on Danger's connection with a customer base that is young and enthusiastic, internet-savvy and socially inclined - a community naturally identified with by Sidekick poster girl Paris Hilton.
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