Some will question the wisdom or need for such devices, but to the extent Amazon wants to retain relevance and sales in the content business, a branded device, optimized for Amazon's own content store, would be similar in intent to Amazon's Kindle line of devices.
The point is that what people do on tablets, they do on smart phones. And many online activities start on smart phones, and are finished on other devices such as tablets and PCs.
Amazon might not want to miss that part of the transaction value chain.
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