Amazon Fire Phone to hit UK market by September 30

Amazon, the e-commerce giant is coming up with its smartphone to challenge Apple, Samsung, Sony and HTC in the smartphone market. After launching Amazon fire phone in United States in June this year it is now bringing its first smartphone to the UK and Germany on September 30, immediately before the launch event of Apple’s much-anticipated iPhone 6.
The reviews from arose the US were of mixed views but much is expected by Amazon in UK with its innovations such as Firefly and Dynamic Perspective, as well as its own Fire OS. The Fire Phone boasts a 4.7-inch 720p display, 2.2GHz quad-core Snapdragon 800 processor, 2GB of RAM, 13MP rear camera, 2.1MP front camera and a 2400mAh battery.
Officials at Amazon claimed that they focus the right apps that customers really want instead of focusing on the total number of apps as the Fire phone uses about 240,000 Amazon’s version of the Android software, lacking Google’s apps and services which numbers in 1.3m apps, available through the Google Play store.
Amazon’s smartphones have some key difference with its competitive smartphones including the Samsung Galaxy S5, Apple iPhone, Sony Xperia Z3 and HTC’s One M8. Its “dynamic perspective”, uses four front-facing cameras to track the position of the user’s head to create a simulated 3D experience that moves as the user moves their head.
Its Firefly app recognizes items using the smartphone’s camera allowing users to buy songs, books, electronics or anything else from Amazon with one click. The service will also recognise restaurant signs, wine labels, paintings and many more. Integrating its Prime on-demand video service and music store, the Fire phone is another gateway for Amazon into e-commerce and media services.
The Fire phone is set to be available till 30 September with a range of tariffs available for data, calls and texts including a new 20GB 4G data plan. It is also launching in Germany and may expand further into Europe.

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