How Amazon's phone could blow your mind and change the industry

Credit: IDGNS San Francisco

Amazon truly thinks different.

One thing is clear about Jeff Bezos. He means business. Amazon Web Services went from a side-project to the most important service in one of the most important areas of technology, cloud computing. Amazon Prime Instant Video went from a nice add-on with reruns of old shows to a serious Netflix competitor, complete with original content and, now, HBO shows. And Kindle went from an expensive e-book reader to a family of devices and services designed to keep us locked into Amazon's ecosystem -- most recently with a new TV box.

Given all this, it's almost certain that Amazon will release a smartphone at some point. It's definitely working on one.

What makes this a beguiling possibility is that Jeff Bezos always seems to pull an rabbit out of his hat. Amazon sometimes copies other companies straight-up, but that seems to be the exception, rather than the rule. As Bezos himself put it, while Amazon pays attention to what other companies are doing and sometimes decides to follow them, it likes to put its own “spin” on it.

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