While few observers believed Amazon (NASDAQ:AMZN) was finished with its hardware efforts, not many were prepared for this futuristic launch. The dominant online retailer has reportedly been hustling to introduce a 3D smartphone that would mark one of the biggest forays in the dimension. In fact, with additional devices in the works, Amazon could start making smartphone makers like Apple (NASDAQ:AAPL) start to feel threatened.
The Wall Street Journal has cited sources close to the company who report that Amazon’s 3D smartphone could be the next big splash from Jeff Bezos and company. Images would hover above the screen, while the user would not need colored glasses to enjoy the spectacles emanating from the phone. Additionally, Amazon has a (likely less futuristic) smartphone and an Internet radio player on tap as well.
So far, Amazon has proven a worthy adversary in the hardware arena. Its Kindle tablets (which run the Android OS) quickly became among the most coveted on the market. Why would it plan to go 3D with its first smartphone ever? Some analysts believe it could be a way of drawing the attention of the public in order to offer a well-made — if slightly more generic — phone in its place. Whatever its ultimate reach, the release of Amazon smartphones could damage BlackBerry (NASDAQ:BBRY) and Nokia (NYSE:NOK) as they struggle to remain relevant…
The release of the new Q10 from Blackberry was an effort to bring interest back for the once mighty phone manufacturer, though the results have been mixed so far. Nokia, for its part, has made a play recently with its new line of Lumia phones. The Lumia 521 and 928 are running Microsoft’s (NASDAQ:MSFT) Windows 8 while offering users a host of high-end features at an affordable price. These two companies are trying to muscle into third place in the smartphone game, while Apple and Samsung remain at the top of the heap.
From a company as consumer-oriented as Amazon, its presence in the smartphone game could be dangerous for competitors on all fronts. No company has proven as willing to listen to its customers and able to implement recommended changes while growing internally, sometimes at the sacrifice of quarterly profits. If Amazon were to think long-term on the smartphone front, the company could attract a number of satisfied customers away from industry heavyweights.