E-commerce giant Amazon’s (AMZN) attempt to reap the benefits of the fast growing consumer electronics market expanded as it launched the Fire phone. While many analysts have been super critical about the move, some have been supportive too. In this report let’s analyze what are that will boost Fire phone adoption. But before that, let’s talk about all that makes a smartphone successful.
So, is it the specifications, or the build quality, or the operating system, or is it its ecosystem? Well, all of these. Apple (AAPL), Google (GOOG), and Microsoft (MSFT) all offer great devices and have very well built operating system and supporting ecosystems, and these have helped the companies reach where they are today. Though Microsoft may not have been that successful, we can’t say that its offerings are not up to the standard. So, let’s take a look at the factors that will drive Amazon’s success.
Amazon has a reputation of re-doing already successful things and benefiting from that. The same is the situation with the Fire phone. The special feature that the device offers is 3D display. So far no other smartphone maker has come out with this feature. Google is said to be working on this feature, however, Amazon made the first move and is sure to benefit from that. The company has a very specific reason behind adding the feature – facilitating online purchase.
The device comes with a feature called Firefly that allows users to quickly take pictures of real world objects and search for them on Amazon’s e-commerce platform and buy that. The 3D display aids the process greatly as the user can get a better idea about the object from the picture. Moreover, the display adds fun to images. For someone who is looking to get something innovative and different, the handset offers a perfect match.
Successful Operating System
Amazon devices are powered by the massively successful Android operating system. Ever since the Kindle tablet, Amazon has been using a highly tweaked version of the OS. The company has customized it to focus on what it has to offer instead of what Google wants to highlight. This certainly limits the usability of the OS, but many seem to not mind this change – the overwhelming success of Amazon tablets vouch for that.
Apple’s ecosystem has iTunes, iCloud and App Store. Google’s ecosystem is equipped with Google Play and Google Drive. Microsoft has app store and One Drive. But what does Amazon have? Well, a lot actually. To begin with, buying Amazon gadgets make sense for all those who are hooked on to its Prime services. Secondly, Amazon devices have their own exclusive app store. Thirdly, the company also offers cloud storage. So, it checks on all the correct boxes!
But, apart from these, Amazon ecosystem also offers brilliant shopping experience that so far other devices are not able to offer. Surely there are third party apps that are doing quite well. However, the integrated and fluidic nature of the online shopping experience that Amazon provides sets it apart.
The online retailer aims to maximize its presence in the e-commerce space and the Fire phone has a crucial role to play in Amazon’s strategy. The company wants to make online shopping as easy as breathing. A smartphone is always with its user and thus it becomes the most convenient tool for shopping. Amazon has launched a gadget that can compete well with its rivals, and offers a connected user experience among Amazon services. Already reports of the product receiving good customer acceptance have started coming in - the 32GB Fire phone is the bestselling device on Amazon.com. It looks like the company is all set to create record once again.