Commenting on the launch of Amazon’s first mobile handset, Fire Phone, Ernest Doku, telecoms expert at Uswitch.com, says: “Arriving so late to the over-crowded smartphone party requires tactical consideration, and Amazon has covered all bases with a handset which is both big on spectacle and packed with features.
“Amazon already has two very effective power-ups in its armoury: brand power and reams of content that smartphone users can soup up their mobiles with. Add those to a quality handset and the mobile market may well have a Trojan Horse on its hands.
“However, focusing on the Fire Phone’s impressive faux-3D display, luxurious build and 13MP camera in isolation is completely missing the point.
“Amazon’s killer blow lies in its deep connection to the Prime subscription service. The Fire Phone is rather a gateway into its millions of books, movies and music on-demand, making the device key to a very appealing package.
“The Fire Phone distills the best of the Amazon user experience in Firefly, where a single button on the device turns your world into a shop window. You like it, you snap it, and you can buy it – but, naturally, only from Amazon.
“Amazon actually only needed a half-decent smartphone, offered at the right price, to compete in the short term. It’ll make its money from the books, films and music that users buy, so to go above and beyond to offer a phone of this quality should really impress.
“However, offering exclusivity to a UK network could be suicide, even if pricing is on a par with the US.”
Maja Hauke
Phone: 0207 148 4663
Email: maja.hauke@uswitch.com
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