8 years ago, Jeff Bezo’s unveiled and presented Amazon’s FirePhone to the world. Given the phone’s impressive capabilities, and nascent developments such as the metaverse and holographic Ads, the FirePhone deserves serious consideration, in terms of a relaunch. The problem was not the phone itself, it was a great phone. It packed a great technology stack punch. However, Apple as well as Samsung’s entrenched market share posed an overwhelming hindrance for a new entrant. If Amazon seeks consultants; the opportunity to begin a conversation would be appreciated. Helping with an end to end strategy and execution of how the FirePhone can get into the hands of consumers will be great.
“3D adverts in the consumers’ pocket is perhaps, one of the last unconquered bastions of Digital Advertising. Any company that controls the pipes of distribution controls a great deal, it would be the darling of brand advertisers.”
Although Amazon moved on with the Echo, which is exceptionally successful, the original intent and use case of the FirePhone is still compelling and more relevant today. It was a great product with inherent capabilities to change consumer behavior.
Reasons to Consider Relaunching
As part of tech’s sine qua non; Google, Amazon, Microsoft and Apple (GAMA), a distribution device in the hands of consumers would be compelling. Previously, all four companies had phones on the market; Microsoft relinquished its competitive position and retired its phone. The FirePhone should not be seen, or treated as, we have our phone now. It possessed a unique use case, which customers adored and would love more today. FirePhone’s differentiation will work in its favor to put it back on the map. Pessimists and detractors may conclude that; in the consumers mind, the number one and two spots are already taken, those were the same people, or individuals with similar mindsets who relegated Amazon to www.amazon.toast
Proper product placement, product integration, the right partnership strategy and an ingenious distribution strategy possesses the potential to revive and place the FirePhone in the hands of millions. Going against Apple and Samsung in a conventional manner will not work. The methodology has to be approached differently. Once the phone’s unique use-cases are presented to fill the void; consumers appetite for a change can be tapped into. The FirePhone had a lot of proponents. The phone’s capabilities could propel us faster into a future which will benefit different constituents; consumers, brands, agencies, App creators and Amazon. FirePhone’s fundamentals, coupled with recent developments in consumer technology creates an opportune time to relaunch the the phone.
