The Fire Phone has performed poorly critically and commercially. An Amazon executive admitted to the handset’s pricing being off; however, it was much more than that. The company’s vice president of devices in Europe, Jorrit Van der Meulen, had no issue acknowledging the Fire Phone is a failure. The expectations were high for Amazon and the handset did not deliver on any level. Van der Meulen sat down with The Guardian to discuss the Fire Phone’s status.
The company has gained a ton of knowledge from analyzing the performance of the Fire Phone. Amazon is “undeterred, but we’re not immune to the criticism either.” Specifically, Van der Meulen clarifies that the company has put its ear close to customer and journalist reviews. With this understanding, Amazon is suited to deliver a much better product in the future.
Not every product Amazon launches is an instant success. Look no further than the Kindle e-readers. The first version was not very good and Amazon kept at it. Now, it is the most dominant e-reader line in the market and has spawned best-selling tablets. Van der Meulen says “The number of times we’ve been written off or received lumps because of short-term speed bumps – the list is really, really long.”
The Fire Phone is a project for the long-term; therefore, Amazon is not worried about the immediate results being poor. While there has been a considerable amount of backlash due to Amazon locking Fire Phone users into its ecosystem, nothing will change. Amazon makes money “when people use the devices” and not when the device is actually purchased.