The next Amazon phone won’t be made by Amazon

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According to The Information, Amazon is coming back to the smartphone arena. Their first try was a disaster in nearly every possible way -too many gimmicks, too pricey for example- but now they’re taking a far more conservative approach.

Instead of building a phone themselves, Amazon is going to launch several devices from third parties that will integrate Amazon operating system, Fire OS, onto those smartphones.

The bet now is not on the hardware side, and the attack goes straight against Android as a platform. Amazon has never licensed this operating system on the tablet market, but this data reveals they’re considering this on the smartphone side.

This is an interesting, more conservative strategy. They won’t risk that much and the move makes sense. They have replacements for several Google Play services (beginning with Amazon Appstore), so they have a pretty compelling alternative to promote their contents and services.

I really don’t get why Amazon didn’t do this in the first place.

Author: Javier Pastor

Javier Pastor is a technology journalist that has been writing about tech since 1999. He started writing for PC Actual in Spain, the leading printed magazine in the country, and in 2006 started to write online. First as the Chief Editor for The Inquirer ES, and after that for MuyComputer until 2013. That year he became senior editor at Xataka, the leading tech news website in Spanish with over 5M uniques/month (Aug'15, comScore). Xataka is part of Weblogs SL, a blog network that gets over 40M uniques/month and that has a wide catalog of publications in Spanish. The Unshut is his new venture and allows him to express his opinions and thoughts on everything touched by technology, and follows what he has been doing at Incognitosis, his personal blog, since 2005.