After Amazon’s first effort in the smartphone market came up short more than a decade ago, it appears the retail and technology giant is trying again, and with the help of a former Xbox boss.
Reuters reported that Amazon is working on a new phone, known inside the company as “Transformer,” and it will be AI-driven and meant to push people to Amazon’s products and services.
Amazon is said to be developing this phone via its “ZeroOne” unit, which sources said is a team with the goal of creating “breakthrough” products. J Allard, the former Xbox boss who helped created the original Xbox and the Zune music player at Microsoft, is leading the team.
It’s interesting to see the former Xbox boss taking another shot at the smartphone market with Amazon. Innovation often comes from learning from past experiences, so it will be exciting to see what they bring to the table this time around.