Given its commercial success on tablets, can Amazon ignore smartphones, the most important personal device market for content consumption?
On paper the Kindle smartphone project has more opportunities than challenges.
But penetrate the competitive smartphone market is difficult and risky.
smartphone is of strong interest for Amazon.
To emerge from the crowded smartphone competition, the Amazon value proposition should rely on 3 pillars:
- An attractive device offer and state-of-the-art environment (form factor, design, accessories, etc.)
- An innovative user experience (user interface, access to Amazon services, etc.)
- A reasonable price (not cheap but not too expensive)
We believe the risks are worth taking for Amazon.