The Indian arm of global ecommerce behemoth Amazon is gearing up to launch a private smartphone brand, Tenor, in January 2018. The development comes just over a month after Flipkart announced its entry into the country’s smartphone market with Billion Capture+.
For Amazon, this isn’t the first in-house smartphone that it has ever sold. The Seattle-headquartered online marketplace had previously launched two smartphone models, Tenor E and G, in India back in September.
In the global market, Amazon has doubled down in its efforts to strengthen its position through multiple private labels. In 2014, the company launched its 3D-enabled smartphone brand, Fire Phone, in the US. Manufactured by Foxconn, the phone came pre-equipped with a variety of Amazon services, including X-Ray, used for identifying and finding information about media; Firefly, a tool that automatically recognised text, sounds, and objects and Mayday, the 24-hour customer service tool.
While the Fire Phone was discontinued in 2015, Amazon is currently working with original equipment manufacturers (OEMs) to develop Prime exclusive Android smartphones. In June this year, it was also reported that the ecommerce giant was in the process of developing a new line of smartphone under the brand “Ice”.
Another product that the Jeff Bezos-led company is preparing to launch in the Indian market by early 2018 is its audiobook and entertainment service, Audible. The service, which allows users to listen to their favourite books on the go, is currently undergoing beta testing to make it more suitable for India, customers.
Amazon Tenor Vs Flipkart Billion Capture+
Two variants of the Tenor smartphone will be available on Amazon: one with 3GB RAM and 32GB internal storage capacity, priced at $168.6 (INR 10,999). The one version boasts 4GB RAM and 64GB internal storage and comes with a price tag of $199.3 (INR 12,999).