For any business to be successful, a profit needs to be made. While start-up businesses seek financial backing, larger corporations such as Amazon strive to stay on top. With ideas circulating and trends changing, there are no guarantees in remaining a pioneering company, especially in the smartphone market.
What are the first things you think of when you think Apple and Samsung? Operating system gurus? Cutting-edge geniuses? Both companies have dominated the mobile computing industry for years. After Apple’s iPhone launch in the summer of 2007, and Samsung’s introduction of the Galaxy in 2009, no smartphone has been able to contend. These small but versatile pieces of technology can be used as a telephone, music player, notepad, and even as a fully functioning computer. Tech-savvy companies have attempted to take a shot at the market, but have either sunk or have barely stuck around long enough until yet another advancement was presented.
So, the question is, how can companies hope to gain a competitive advantage and secure a large enough market share to stick with the best? Differentiate, then improve.
The idea of a new smartphone successfully puncturing such an innovative market seems pretty farfetched. What else could you possibly do to make a phone any smarter? Amazon feels they have that answer. But this could be a huge risk. Amazon’s already existing, and advanced tablet, the Kindle, features similarly high tech functions to a typical smart phone, such as the touch screen and application access, but Amazon will now be adding an entirely new function: 3D Imaging.
The new smartphone will feature Amazon’s key feature: retina-tracking technology. This feature will allow its user to view a three-dimensional screen that replicates a hologram. Amazon executives know they have to compete with industry leaders, Apple and Samsung, so their goal isn’t to become a market leader in a pre-existing duopoly, but to cement their position as the top online-retailer. Rather than attempting the near impossible, they figured they would introduce a smartphone that will change the shopping experience, promote Amazon products, and increase their own customer base.
The online shopping experience will never be the same. If what Amazon said about their phone is true, a customer will literally be able to test what it would be like to own their desired Amazon product. Let’s say for example, a customer is looking for a new couch. The 3-D system allows the customer to pull up the couch from the screen, view the couch in a 3 dimensional hologram, and place the image where they wish to put the couch. The customer can even walk around the couch as if it were really in the room.
They are not concerned with content consumption because Amazon’s numerous branded products are already offered to the public. Amazon is just looking at their smartphone as a new platform for consumers to purchase products on.
Will it be the next iPhone or Galaxy? Maybe. Will it serve as an extreme form of brand promotion and product access? Definitely.
Over and out,
Jack “The Intern” Virgie