What I find fascinating about Amazon's Fire phone isn't the gizmos such as the 3-D imagery or the camera scanner that helps you get more information about products.
Rather, I like that Amazon is thinking a lot about how phones ought to work.
The iPhone and its Android smartphone rivals are so much alike that companies have been suing each other for stealing ideas. The Fire phone uses Android, but Amazon has modified it to the point that it's barely recognizable.
That means the phone offers new ways to navigate, discover and, of course, shop -- all enabled by new features from the world's largest online retailer.
That doesn't mean everyone should rush out to get a Fire phone.
Many apps available for iPhones, Android and even Windows phones aren't available for the Fire yet. Some features didn't work as well as I anticipated. I couldn't use the Fire's Siri-like voice search to get weather or directions, for instance. And when I used Amazon's Maps app to get directions to the U.S. Capitol, I got the town of Capitol, Montana. Talk about getting lost.
Amazon may fix some of these issues by the time the phone ships Thursday, and other fixes will likely come through future software updates, but consider that it took Amazon's tablet computer two years to become a strong contender to Apple's iPad.
The Fire has a 13-megapixel camera and a screen that measures 4.7 inches diagonally, a comfortable size for one-handed use.
It's available in the U.S. through AT&T starting at $200 with a two-year contract and $650 without one. That's on par with other high-end phones, plus you get double the storage and a free year of Amazon's Prime membership with Fire. Still, Amazon.com Inc. has typically undercut rivals on just about anything else sold on this planet.
Price parity could make it tough for Amazon to compete in a crowded smartphone market, despite these features:
-- Dynamic Perspective.
Using four infrared cameras, the phone gauges where your head is and redraws images on the screen continually so they appear 3-D.
Beyond aesthetics, the technology lets you tilt the phone slightly for more information, such as Yelp ratings on nearby restaurants. If the information is covering up, say, a street name on a map, just tilt it away.
With tilts, you can scroll down as you read news articles or switch between the front and back of dresses when shopping. You can control game characters without touching the screen. Swivel the phone as though you're turning a doorknob to unveil a menu of options or supplemental information such as song lyrics. (continued...)
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