Amazon is once again preparing to return to the smartphone market. About a decade ago, the company launched Fire Phone, which despite great expectations proved to be a flop and had to be discontinued in just 14 months. Now according to a report, Amazon is working on a new smartphone project, which is internally named “Transformer”. The special thing is that this time instead of launching just one phone, the company wants to create a device which becomes a part of the entire digital ecosystem of the users and remains connected with their use throughout the day.
Reuters’ according toThis new smartphone is being developed under the devices and services unit of Amazon. Its aim is not to make just a phone, but to present it as a personalized device, which will remain connected to the users’ entire day-to-day digital experience. Deep integration of Alexa voice assistant can be seen in this, through which users will be able to easily access shopping, content and other services.
The report suggests that this project is part of Jeff Bezos’s old vision, in which he wanted to create a voice-based computing system like the one shown in the science fiction series Star Trek. This time the company’s focus is more on AI, so that the phone can be used even without traditional apps.
This new phone may have features that will make Amazon services like Prime Video, Prime Music and online shopping easier. Also, ordering food through partners like Grubhub can also be made simple through this device.
However, at present no clear information has been revealed regarding the timeline, price or launch of this project. According to Reuters, it is also possible that this project may be stopped midway due to strategic or financial reasons.
If this plan of Amazon is successful, then the company can once again challenge big brands like Apple and Samsung. But considering the failure of Fire Phone last time, the company seems to be very cautious about this new project.
