# data[].attributes.headline
Answer the questions in the case study and a few additional questions:

# data[].attributes.subject
Answer the questions in the case study and a few additional questions:

# data[].attributes.body
1.What was driving Amazon's entry into the smartphone market?  Is is it an ego trip?
2. How does  it fit in Amazon's vision to be the earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online?
3. Where in the strategic management process did Amazon go wrong or how could this have been avoided?

# data[].attributes.body
1.Increase market share of their products. They hope people with their devices would stop using Google as a middle-man to find products. It hopes to achieve making it's customers 'amazon people' attached to all the products it owns. I suppose this is pretty egocentric.

2.It's very customer centric in that amazon wants to supply everything a customer currently uses their device for, but ultimately linked to amazon's specific versions of those things. Also see above.

3.They oversold the innovation aspect. They failed to take into consideration past mistakes (microsoft struggling to sell 20,000 units for example, while having their own manufacturer producing 200,000).
They decided with no background experience to go toe to toe with the giants - assuming that customers would break their trend of not wanting to switch brands.

Other than product collaboration not really adding anything particularly ground-breaking to the market.
They made the assumption that people would want to swap not only their phones, but also their subscriptions to an amazon service.

# data[].attributes.body
1. Amazon is a technology business. It seems that they are trying to keep up with their competitors. A benefit to them having smartphones means they can up sell their other services.

2. This will greatly fit in with their vision. They already have smart technology people use in their homes. This would be another device that would help easy access to things such a shopping through Amazon.

3. They were too late to the game. Once people choose devices such as a phone, it can be quite hard to deviate from this. Huawei for example seems to have some great features to their phones but I have personally noticed people's comments on no matter what comes from that phone, they will stay with the device they currently have. The benefits package connected to buying the phone is a good idea and could become a better selling point compared to their competitors.

# data[].attributes.headline
1. Amazon see an opportunity to innovate in a way that will complement their existing products and services, as well as drive more sales to their platform. Additionally, they have leverage to capture some of the smartphone technology market share.

# data[].attributes.subject
1. Amazon see an opportunity to innovate in a way that will complement their existing products and services, as well as drive more sales to their platform. Additionally, they have leverage to capture some of the smartphone technology market share.

# data[].attributes.body
The firefly seems to be produced with Amazon's vision "to be the earth's most customer centric company" in mind. The ability to use the phone to search for product images/text on adverts and be directed to the amazon store to but it would support this. Also the 12 months free subscription to amazon prime would influence the phones user to shop with amazon then elsewhere due to the postage perks.

# data[].attributes.body
Lucrative

# data[].attributes.body
Amazon Case Study
1. They see this as an opportunity, whilst it could be perceived as an ego trip, i think they want to keep up with technology and competitors, such as iPhone and Samsung.
2.
3.

# data[].attributes.headline
1. Amazon trying to saturate the market. It would seem to be an effort to ensure that every consumer item in all areas from homewares through tech are bought through their existing set up. 

# data[].attributes.subject
1. Amazon trying to saturate the market. It would seem to be an effort to ensure that every consumer item in all areas from homewares through tech are bought through their existing set up. 

# data[].attributes.body
2. Perfectly. Total fingertip conveniance.
3. Perhaps ultimately people like to have choice. This " all in " approach might feel a little restrictive to some people. "All powerful Amazon" people dont like to feel manipulated.

# data[].attributes.headline
2. The technology contributes to their aim of dominating consumer attention

# data[].attributes.subject
2. The technology contributes to their aim of dominating consumer attention

# data[].attributes.body
An opportunity for Amazon to sell more of their own products, to trick consumers into free subscriptions they are likely to continue to pay for and to force the consumer to purchase Amazon products through ease, without shopping around. Clever but dangerous to offer a device that is as expensive as industry leads without an established reputation. Consumers may stick with a brand and operating system they are familiar with and could be apprehensive to switch e.g. android or ios. Vision could be that the more consumers there are using Amazon products, the easier it is to collate data to appeal to that audience.

2. It links other Amazon products - you get 1 year free Prime and in that time you now couldn't imagine life without it so are more likely to pay the annual subscription. You may not have subscribed in the first place if it wasn't a benefit of their new product.

3. The product is too expensive without having yet gained a reputation. The selling points of the device are how it allows easy access to their other products, not why the phone is fit for purpose in itself. I can access an Amazon app on my iPhone and can live without the 3D display.

# data[].attributes.body
1. Trying to keep up with the market (Apple & Samsung). There is a want to get their existing customer base whether that be past or present to buy more of their products. By placing their device at the top of the market with well established brands when the device has not even been relsead yet seems like an ego trip as they clearly think high of themselves

2. Fits in perfectly, gives customers the instant connection to purchasing items off Amazon.

3. They have not taken into account any previous mistakes made by other companies (Microsoft struggling to sell 20,000) meanwhile Amazon plan to produce 200,000 units per month!

# data[].attributes.body
Gives consumers a platform that has Amazon at the forefront

# data[].attributes.body
1. It was driven by wanting to get consumers to buy more of their products and to find out more information about consumers so that they could provide more targeted advertisements to them (Fire Sports). I think it's a bit of an ego trip - they've placed their phone at the top of the market in terms of price with Apple/Samsung products who are established brands.

2. I think it fits into their plan in terms of collecting customer data to provide targeted products and also allowing customers to buy anything they want from Amazon in on place. Wouldn't be my definition of customer centric as not necessarily offering the best customer experience, just an Amazon customer experience.

3. I don't think Amazon have paid enough attention to external factors, such as cultural and political factors where society is more aware of larger companies using their data and don't necessarily like it.

# data[].attributes.attachment_link.description
See all the wonderful things Andrew Bradley has made