Amazon CEO Jeff Bezos demonstrates features of his
company's new Fire smartphone at a news conference in
Seattle. REUTERS/Jason Redmond
Amazon.com Inc Chief Executive Officer Jeff Bezos has
unveiled a $200 smartphone called "Fire", equipped with a
3D-capable screen and an ability to recognize music and TV
shows, hoping to stand out in a crowded field dominated by
Apple Inc and Samsung Electronics.
Bezos, in a rare media appearance, demonstrated
three-dimensional display features on the 4.7-inch device,
from depth perception in maps and pictures, and the ability
to shift perspectives depending on how the user tilts the
"What if there were a thousand artists standing by to redraw
the picture every time you moved your head?" Bezos remarked
to hundreds of Amazon customers, reporters and industry
executives gathered in Seattle for the unveiling.
The smartphone joins Amazon's "Fire" lineup of tablets and
streaming devices. It represents the retail giant's attempt
to extend its dominance of online commerce into mobile
phones, which are increasingly being used to buy items and
The phone will start at $US199.99 for a 32-gigabyte storage
version with a two-year contract on AT&T Inc.
Shares of Amazon climbed 2.5 percent to $333.67 in afternoon
trade as Bezos expounded on the smartphone's features.