Amazon finally launched its first smartphone, the Fire Phone, in July. While the company can be forgiven for not getting everything right on the first try, the decision to charge $199 with a contact, or $649 without one, was delusional. The smartphone didn’t have the features or hardware specifications to justify the price. Amazon quickly realized its mistake, and lowered the price. But it still missed the buzz that comes with a product launch.
Even though Amazon has struggled to sell the Fire Phone, the company shouldn’t give up. The contextual menus and gesture navigation are promising, and the smartphone market needs companies that dare to do something different. So I am looking forward to what Amazon has in store for next year.