Amazon releases video of mystery device

Teaser video rumoured to be for mystery 'holographic 3D phone'

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Amazon releases video of mystery device Jeff Bezos, founder of Amazon will launch the mystery device on 18 June. (Getty Images)
By  Helen Gaskell Published  June 5, 2014

Amazon has released a mysterious video for a mystery product which it says will be launched on 18 June in Seattle, by founder Jeff Bezos.

The 50-second video shows a series of people reacting to a hand-held device that the viewer cannot see. The video participants appear to be tilting the device from side to side, and move their heads accordingly.

It is described as "super awesome" and "crazy", one participant said: "It's very real life and incomparable to anything I've seen" while another claimed it moved with her and someone else said that it was pretty cool and they would use it a lot.

According to The Telegraph, the product is believed to be a holographic 3D phone, which monitors the position of and projects to each of the user's eyes through four front-facing cameras, creating a stereoscopic, three-dimensional image without the need for 3D glasses.

The device is reported to feature an additional four front-facing infrared cameras that work with other sensors to facilitate the software's 3D effects as well as the standard rear and front-facing cameras.

These four cameras are reportedly situated in each of the four corners on the face of the phone, and are used to track the position of the user's face and eyes in relation to the phone's display.

It is rumoured that the device will feature a Qualcomm Snapdragon processor, 2GB of RAM, and will run a heavily customised version of Google's Android operating system similar to the version that powers Amazon's Kindle Fire tablets.

The phone's display will measure 4.7 inches diagonally and have comparatively low pixel density, featuring 720p HD resolution compared to 1080p HD resolution on many rival devices.

Speaking about why Amazon needs to launch a smartphone, Ronan de Renesse, principal analyst at Analysys Mason said: "Key mobile players Apple, Facebook and Google have entered, or are planning to enter, the ecommerce space which Amazon dominates. This is therefore in part a defensive strategy."

"Amazon already possesses many of the assets needed to successfully launch a smartphone: a known brand, the ability to offer quality devices at a lower cost than most competitors, a powerful distribution channel, and an existing ecosystem of content and services. Amazon will not and does not intend to become a global smartphone manufacturer. Amazon's smartphone launch roadmap will be similar to its Kindle Fire range, targeting only a few select countries, starting with the US and the UK."

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