Amazon was planning an expansion into more and more product categories was planned which did not live up to the expectations of either the consumers, marketers, or the company. Amazon Fire Phone was expected to be competing with the high end smartphones of today which includes Apple iPhone and Samsung Galaxy and Google Nexus etc. But after the phone was launched, not only the company but the people who bought and the tech critics brutally down voted the Amazon’s Fire Phone.
Amazon was price tagged at $199, unlocked though, whose rates were matching the prices of market dominators Apple iPhones and Samsung Galaxy phones. After not living up to the expectations, Jeff Bezos has learnt the lessons from the dramatic failure of the first Fire Phone. Hence analysts now believe that after failing with its first phone, it will be difficult and harder to become established as a major smartphone player in the market when compared to Apple and Samsung. According to Forbes, “It had a limited distribution in the United States. It was available either SIM-free (which is not as powerful an option as it would be in Europe) or as a subsidized handset on AT&T. With choices that match ‘the Facebook phone’ that was the HTC First, it would have been a surprise if it had been a big seller through the network.”
However despite of failing so badly, there are a few ways by which the Fire Phone can be saved in the market and reinvent itself as a true competitor of other smart phone market dominators.
It is believed that the phone must have a better value for money. As Forbes report, “Value for money is not just about cost. Subsidizing the handsets Amazon could not go any lower the 99 cents in the US, and bundling the handset with a year of Amazon Prime membership made the financial side of the equation look attractive.”
Moreover, it will have to change its user interface in order to attract the masses. A well reputed analyst of Forbes said that the user interface on the Fire Phone, like the Fire Tablets, is a bloody mess. This is a real problem, because if people are put off by how the phone behaves you’ll never sell any.