Amazon CEO Jeff Bezos launched the Fire smartphone, the company's latest foray to engage Prime customers, sell you more stuff, and recruit developers to make the e-commerce giant the No. 3 mobile platform. The smartphone launch also was positioned as a front end to the customer relationship.
What remains to be seen is whether the smartphone, which gives Amazon a small screen to integrate with your life, will be viewed as innovative or gimmicky. A key feature is dubbed Firefly, which recognizes objects around you and compiles them into a list you can act on. Think shopping, people.
The Fire device also adds 3D features to capture views and sense what vantage you are viewing the screen. "We call this dynamic perspective," said Bezos.
AT&T will offer the Fire phone exclusively. Pre-orders start today with two-year contracts at $199 and under the AT&T Next one-year installment plan. AT&T has been a long-time Amazon partner on the Kindle 3G service. The Fire device ships July 25 and includes 12-months of Prime. Existing Prime subscribers get 12 months anyway.
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