Amazon launched its Fire phone, currently a USA only phone and via AT&T. The hard facts or should I say stats are –

A Snapdragon 800 SoC, a quad-core Krait CPU clocked at 2.3GHz, Adreno 330 GPU, 2GB of RAM, a 13-megapixel camera with f/2.0 aperture and optical image stablisation, a 2,400mAh battery, 32 or 64GB of fixed storage, a LCD screen of 4.7-inches with a 720p screen resolution. And then there are six cameras on the Fire phone, the main camera on the back, a front-facing camera, and then the four head-tracking, infrared cameras in the four corners of the front fascia. These 4 corner-mounted sensors are the cameras which power the Dynamic Perspective feature via infra red.

So not class leading specs in all areas just different. Also Bluetooth LE is missing. Wearables won’t be so kind to your battery with this phone. Also, the phone is designed around using gestures for quick actions. Amazon are heavily promoting the 3D user experience and software design.

So what do all the cameras do? Track you head to allow so that you can tilt the screen to create 3D images, or bring up useful info. With games you could tilt the screen to peek around corners. The Firefly button allows the phone to identify movies, music, QR codes and much more. In other words a quick way to buy on Amazon.com. The Firefly hardware button with the phone off, becomes the camera launch button. Jeff Bezo also claimed the Fire phone’s camera is better than both the iPhone 5S and Samsung Galaxy S5. As they say the proof is in the pudding but it is a clever move. Instead of producing a phone that has everything class leading, Amazom just focused on one aspect that they believe is better than the rest.

The phone is priced at similar costings to other flagships and comes with all Amazon’s armoury of media and streaming services. Amazon Prime is included for just one year. Even though this is based on Android, it is not a Google android operating systems, so unless you hack it, you won’t get hangouts and other native Google applications. But you do get all of Amazon’s packages including free unlimited storage for all photos uploaded into its cloud.

In essence this phone is just like the Kindle Fire with its aim to drive more money through Amazon’s coffers but with some hardware and software differentiators.

But can Amazon really take on Google, Apple and Microsoft in this crowded mobile space. Answer, they have already and with a strong proposition that grows larger every day.

In 3 years time, the mobile landscape will in my honest opinion feature Amazon near the top. I also hope global reach of this phone occurs rapidly.