Amazon did not do very well with their Amazon Fire Phone and now it looks like the company has some other plans for mobile.
According to a recent report by Ars Technica, Amazon is looking to get smartphone makers to integrate their services into smartphones.
Amazon’s New Strategy for Mobile Integration
Amazon has discussed working with phone brands at a “factory level” to integrate its services with devices in a deeper way than simply preloading apps as it currently does with some companies, says one person familiar with Amazon’s thinking. This would help Amazon gain a measure of influence over Android smartphone software, which is owned by a competitor, Google.
This new strategy could involve embedding Amazon’s services directly into the core of the smartphone’s operating system. This would mean that features like Amazon Alexa, Amazon Prime Video, and Amazon Music could be more seamlessly integrated into the user experience. For example, users might be able to access Alexa with a dedicated button or through voice commands without needing to open a separate app. Similarly, Amazon Prime Video could be more deeply integrated into the phone’s media player, making it easier for users to stream content.
Challenges and Potential Conflicts
There could be an issue here as the smartphone makers that Amazon are in talks with have deals in place with Google and these agreements mean that they OEMs have to include Google’s apps and services on their devices with Android. These agreements, known as Mobile Application Distribution Agreements (MADAs), require manufacturers to pre-install a suite of Google apps, including Google Search, Google Play Store, and Google Chrome, among others.
This creates a potential conflict for manufacturers who might be interested in Amazon’s proposal. On one hand, integrating Amazon’s services could provide a unique selling point and potentially attract a different segment of consumers. On the other hand, violating Google’s MADAs could result in losing access to essential Google services, which could be detrimental to the device’s marketability.
Moreover, there is the question of user data and privacy. Google and Amazon both collect vast amounts of data to improve their services and target advertisements. Integrating Amazon’s services at a factory level could complicate data management and raise concerns about how user data is shared and protected.
Examples of Potential Integration
To better understand what Amazon’s deeper integration might look like, consider the following examples:
1. Voice Assistants: Imagine a smartphone where Amazon Alexa is the default voice assistant, capable of controlling not just Amazon services but also third-party apps and smart home devices. This could provide a more cohesive experience for users who are already invested in the Amazon ecosystem.
2. E-commerce Integration: Amazon could integrate its shopping services directly into the phone’s interface. For instance, users could use their camera to scan barcodes or take pictures of items to search for them on Amazon, making online shopping more intuitive and seamless.
3. Media Services: Amazon Prime Video and Amazon Music could be integrated into the phone’s native media apps, providing users with easy access to their favorite shows, movies, and music without needing to switch between different apps.
4. Cloud Services: Amazon’s cloud storage could be offered as an alternative to Google Drive, giving users more options for backing up their data and syncing it across devices.
While Amazon’s new strategy for deeper integration with smartphone manufacturers presents exciting possibilities, it also comes with significant challenges. The company will need to navigate existing agreements between manufacturers and Google, address potential data privacy concerns, and convince both manufacturers and consumers of the benefits of their services. If successful, this move could significantly enhance Amazon’s presence in the mobile market and provide users with a more integrated and seamless experience.
Source Ars Technica, Techmeme
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