Amazon's Fire phone: a smoke signal of things to come?

Mark Curtis

For years, Amazon has maintained that the success of its devices – such as the Kindle Fire tablet – depends not on the hardware, but on the services it provides.

This commitment to service thinking has just been amplified with the recent launch of the Amazon Fire phone. In a bold move, the digital powerhouse has set itself up for a much bigger opportunity, breaking new ground and turning the phone into a powerful services hub.

Amazon's Fire phone intends to bridge the gap between the physical and digital worlds. It is the first truly integrated interface for people to seamlessly transition from online into the real world, and vice versa. By allowing people to capture, save and acquire experiences – including sensory ones – Amazon has created a platform that can profoundly influence the role of its services in people's lives.