Amazon must innovate with its launch strategy to succeed with an own-brand smartphone
June 13, 2014
Amazon is holding a launch event on June 18 for a new hardware product.
Previously, Amazon launched the Kindle eReader (2007); Kindle Fire tablet running Android (2011); and the Fire TV streaming video box (2014). An own-brand smartphone would be a natural next step which Amazon will have at least considered. But Amazon must ask itself: Is launching a smartphone really the best strategy? We set out what Amazon must do to succeed with an own-brand smartphone in this very challenging market.