Excerpt: It could also help Amazon succeed where it failed with the Fire Phone, which flopped in part because it was too expensive to be a viable alternative to the iPhone.
“This time around, Amazon could be taking a different approach and trying to partner with a leading carrier in the pay-as-you-go space,” said Diana Gordon, managing director of the Shop+ unit at media company Mindshare. “By opting to work in the more affordable space, they may have better success a second time: They could follow their tablet/e-reader strategy which has been successful, by offering a more affordable option than the iPad to the masses.”
For more insights from Diana and others, read the full piece in Adweek.
