How Will Amazon's Fire Phone Compare to the Rest? Should "MayDay" Evolve into a Virtual Assistant?

A couple weeks ago, Amazon unveiled their latest device to hit the market soon, the Fire Phone. As noted in the video, it has the look of standard smartphones, but inhabits a couple new features unique to the Fire Phone. For example, Dynamic Perspective takes 3D display technology to a whole new level. "The display is meant to give viewers a sense of looking deeper into the screen (technically called positive parallax) rather than creating images that "jump out" (negative parallax)." (How 'Dynamic Perspective' Brings 3D to the Amazon Fire Phone). 

With innovative components such as Dynamic Perspective and Firefly (a universal product scanner that allows you to identify and buy objects, in real time), you would think Amazon has a chance to compete with the top brands in the smartphone space (e.g. Samsung, Apple, and more). But with all these new features, a lot of technical support questions will follow. Similar to Amazon's Kindle Fire HDX, the Fire Phone will have a MayDay button to provide 24/7, live support via video chat. Using this as a first line of defense for support can quickly become expensive and time consuming. According to an analyst, Dan Miller, at Opus Research, "If the MayDay 'rep' continues to be a live agent, it will be a matter of training, workforce optimization and knowledge management. Yet I still maintain that, for MayDay to be done right, it is just a matter of time before it turns into a fully automated intelligent assistant, in which case it will depend on advances in life-like automated speech, natural language processing (NLP), artificial intelligence (AI), and machine learning (ML)." (Amazon's "Fire" Phone and MayDay Will Redefine "Mobile Assistance"). 

With the increasing volume of MayDay users approaching, do you agree that Amazon will need to turn MayDay into a Virtual Assistant? What about  the absence of a 'butler-style' Virtual Assistant (i.e. Siri, Google Now, Cortana, etc.). Will this effect sales and/or user satisfaction? Leave a comment and let us know what you think. 

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Virtual Agents Enhance the Customer Experience within Handheld Devices

Lately, there has been much news about trusted brands expanding product lines to include mobile devices, as well as consolidation among vendors. Top PC manufacturers are starting to realize that to stay a competitor in the industry they need to branch out to the tablet, smartphone, and wearable device markets. For example, Lenovo recently acquired Motorola Mobility from Google with the desire to strengthen its position in the smartphone market (Lenovo to Acquire Motorola Mobility from Google). Also, Dell has been reaching beyond PC’s to solidify its stake in the tablet and mobile arena. Big name companies are also preparing for the wearable device boom. Intel jumped on the wearable train and acquired Basis Science, a provider of high-end fitness trackers, along with a few other companies that specialize in wearable tech (Intel Buys Fitness Band Maker Basis Science). Amazon's recent announcement of a smartphone, further validates the demand for not only mobile devices, but enforces the consumer desire for streaming media on the go. 

While Virtual Agents are known for the ability to troubleshoot issues and answer questions about desktops and laptops, they are also flexible enough to live on handheld devices. Their lightweight characteristics give them the ability to adapt to almost all environments. In fact, noHold's CEO has talked about a future where websites take a more proactive approach and begin by asking the visitor a question first; comparable to a concierge style Virtual Agent.

Do you see the future of websites (via PC’s or mobile devices) being more proactive, intuitive and interactive? Will trusted brands start using this concierge-like approach to seamlessly guide users through their websites? Leave a comment and let us know what you think.   

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