Amazon's new "Fire Phone" will be like crack for impulse shoppers, sporting a new feature called Firefly that is akin to an all-knowing personal shopper, with the ability to identify more than 70 million products using the camera.
But this new push by the e-commerce giant to spread its retail tentacles isn't going to disrupt the smartphone market. It likely will be about as popular as the Kindle — meaning it will capture less than 10 percent market share. It adds to a hardware lineup with a counterintuitive mission: not to make money off hardware sales, but to use the hardware to nudge consumers toward its revenue generators: Amazon Prime frequent subscriber programs, apps and of course, Amazon retail products.
The Firefly feature has its own dedicated button, allowing instant identification of millions of household products, and even identifies the songs and movies playing in the background. And it shows you how to buy those products — on Amazon, of course.
The phone — priced at $199 with an AT&T wireless plan — will ship late next month and includes some features meant to set it apart from Apple and Android. The Fire Phone includes the Mayday button, a crowning feature of the Kindle that provides excellent live tech support directly on your screen. It includes free unlimited cloud photo storage and some intriguing screen enhancements.
Special sensors adjust the Fire Phone's screen depending on how you hold, view and move it. The result, says Amazon, is that apps look more immersive and three-dimensional.
The so-called "Dynamic Perspective" sounds like an extension of the parallax view on my iPhone 5S (which continues to be little more than a distraction). But Amazon says the technology goes further, allowing users to scroll through text or turn to the next page by tilting the phone. If it works perfectly, this could be a nice little convenience. But if the phone starts turning the page and scrolling every time you flinch, it will be a giant, gimmicky annoyance.
Amazon had to include some technology because CEO Jeff Bezos didn't want to spend yesterday's announcement talking about furthering a culture of instant gratification and consumerism.
But I imagine that a few years from now, a small portion of Amazon's 250 million regular customers will regularly have products delivered to wherever they happen to be at the time, thanks to the Fire Phone. If only a small portion of those customers becomes even more addicted to Amazon, then the Fire Phone will have done its job.
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