Amazon might be taking another shot at building its own smartphones, according to a new report from NDTV’s Gadget 360. And unlike the company’s failed Fire Phone, the new smartphones — allegedly branded “Ice” — would have access to the full line of Google services and apps, including the Play Store.
The report notes that the Ice line would be targeted at emerging markets like India, instead of the more US-facing focus of the original Fire Phone. As such, the rumored specs for one of the Ice phones fall in line with that goal: a screen between 5.2 and 5.5 inches, 2GB of RAM, 16GB of storage, a rear-mounted fingerprint sensor, and a Snapdragon 435 processor. Gadget 360 claims that this specific model would retail for roughly $93 at launch, although that price could change before launch.
Per Gadget 360’s source, the Ice phone doesn’t have Alexa support, but, like the price, details aren’t finalized which means software, too, could change in the future.
The original Fire Phone was a failure for a multitude of reasons, including a focus on gimmicky features, an expensive price tag, exclusivity to AT&T, and a bizarre operating system. It sold extremely poorly, even with Amazon slashing prices only weeks after launch. But perhaps the biggest failure was the dearth of apps by not using Google Mobile Services, in essence leaving customers with a confusingly skinned Android phone that didn’t really run any Android apps. It sounds like Amazon is taking a different approach with the Ice line, by embracing Google’s services and targeting a different slice of the smartphone market than the Apple-and-Samsung-dominated high-end segment.
If the Ice rumors are true, Amazon could have a big opportunity in emerging market places. Google has made no secret of its desire to put Android phones in the hands of “the next billion users” with initiatives like Android Go and Android One; an Amazon hardware push would certainly go a long way toward getting Google there, while also boosting Amazon’s own user base of its own products.