When you first look at the newly released Fire phone, it doesn’t appear to be groundbreaking. Yes, there are some extra cameras on the front and an Amazon logo on the back, but otherwise it could easily be mistaken for any number of other smartphones on the market.
So what makes it different? What’s the Big Thing that’s going to make millions of consumers give up their iOS and Android (and Windows) devices and buy the Fire Phone?
On the product page, Amazon touts a few hardware elements (such as 32GB of storage) and deal-sweeteners (a free year of Prime), but the pitch essentially comes down to this: The Fire Phone may look like other phones on the outside, but once you turn it on, the user experience is like nothing you’ve ever seen before.
Fire’s unique features
In particular, the company highlights four key UX features—Dynamic Perspective, Firefly, Mayday, and Carousel/Fire OS—that make the phone significantly different from other smartphones.
So, are these four features really that big of a deal?
Do they work? Are they truly innovative? Do consumers find them interesting and useful?
To find out, we ran a study with 53 mobile users. Here’s what we learned.