According to Wall Street Journal, Amazon is currently in the testing stage with suppliers in Asia with a launch expected in Christmas shopping season. With almost five million units of Kindle Fire sold last holiday season a new Amazon device would add another twist to the complex smartphone wars.
On the surface it looks as if the Amazon smartphone will run on Android but it will certainly be a Google-less Android which will be a customised version that will hook into Amazon natively for content and apps. An Amazon smartphone will reduce the company’s current dependence on Apple and Google-owned mobile platforms to deliver digital products to the increasing mobile market. Now it looks like Amazon has played it clever by using the enemy’s strengths against them.
Google has however, fired back against Amazon’s Kindle Fire with their Nexus tablet and Nexus phones in an attempt to give users a great Android experience.
On the whole, Amazon has shown that they are capable of launching and marketing device platforms winning a significant number of consumer and enterprise wallet shares.
In the mobile market we know for sure that smartphones are taking over with the wars only just beginning.