Amazon has failed to find favour in the mobile market with the Fire Phone, its flagship handset. And now company spokesperson, David Limp, has said that the price of the device is its biggest downfall, according to Fortune.
Mr Limp said that while the Fire Phone has been sold at the upper end of the market in terms of cost to the consumer, customers were actually expecting it to be a bargain smartphone, that followed in the footsteps of the Kindle Fire range of tablets, by offering exceptional value for money.
Since expectations were not met, the Fire Phone has been, by all accounts, a damp squib, failing to take off either in the US or here in the UK since its launch.
Tens of thousands of Fire Phone handsets are still sitting in Amazon’s warehouses, according to its recent financial performance report, while critical reception of the device has been mixed, with reviewers complaining about the interface, screen and media-scanning capabilities.
The Fire Phone might be a much more appealing prospect if it was priced at the bottom of the market, so Amazon may have to revise its tactics, if it wants this range to succeed or have a fire sale 😉