Light Reading

Amazon Gets on the Stick Too

Mari Silbey
3/18/2014
50%
50%

The Amazon set-top that Bloomberg said would launch last fall is now reportedly in the queue for next month. And it's no longer a set-top, but a streaming stick. (See Amazon Set-Top Slated for Fall.)

According to the Wall Street Journal, Amazon.com Inc. (Nasdaq: AMZN) will sell the new Android-based gadget through its website and through retailers, including Staples and Best Buy. Meanwhile, Techcrunch is reporting that the device will be an HDMI adapter like Google (Nasdaq: GOOG)'s Chromecast and the latest offering from Roku Inc. (See Roku Sticks It to Google.)

Unlike its competitors, the Amazon streamer is said to be a source for gaming as well as video. The details aren't yet confirmed, but it's possible that the Amazon stick will stream existing PC titles in addition to offering access to Android games. Dave Zatz of Zatz Not Funny recently found evidence of an Amazon Bluetooth gaming controller that could pair nicely with a game-oriented HDMI stick.

On the video side, Amazon is likely to promote its own Instant Video offering, but multiple outlets also suggest the company's new retail gadget will ship with Netflix and Hulu Plus support. Netflix service, at the very least, should now be considered table stakes in the retail streaming market.

Even as more big brands jump on the streaming stick bandwagon, it could be a while before US cable operators follow suit. Although the cable companies like the idea of deploying cheaper hardware, vendors are still working out the kinks to make sure that an HDMI adapter could support a full premium television service.

Verizon Communications Inc. (NYSE: VZ) apparently has fewer misgivings. Chairman and CEO Lowell McAdam said earlier this month that the set-top it acquired through the acquisition of Intel Corp. (Nasdaq: INTC)'s OnCue assets is "a little bit bigger than my thumb." However, it's not clear if Verizon would offer the OnCue device with a fully-fledged FiOS TV service, or if it would use the hardware to market a lighter pay-TV package. (See Can Cable Stick One on Chromecast?.)

— Mari Silbey, special to Light Reading

(15)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Page 1 / 2   >   >>
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/27/2014 | 10:38:32 PM
Re: Amazon Gets on the Stick Too
It's sad but it's true. They should write more about this in books that we're forced to read when we're young. So we understand the dynamic better.
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/24/2014 | 9:38:24 PM
Re: Amazon Gets on the Stick Too
@pcharles09, ah, the fear of missing out. 
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/24/2014 | 9:21:13 PM
Re: Amazon Gets on the Stick Too
I guess so. It's probably the fear that once I cancel one of them, they'll magically decide to offer a show I like.
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/19/2014 | 2:18:48 PM
Amazon Gets on the Stick Too
@kq4ym, interesting thought.  I am almost thinking in the Google/Amazon race that Google could win?  But this will be interesting to watch and yes, I fully agree they must have some target strategy in mind, given the competition; just look what they did when they entered the crowded market with Kindle.

 
kq4ym
50%
50%
kq4ym,
User Rank: Light Sabre
3/19/2014 | 1:48:22 PM
Re: Amazon Gets on the Stick Too
Amazon's entry into the stick wars could be a game changer, pun intended. Gaming is a large industry and if enough of the younger crowd buys into the Amazon world it may just know Google's Chromecast down a step or two. Anyone entering that field now has to come with something unique or cool to outstep Google.
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/19/2014 | 1:04:39 PM
Amazon Gets on the Stick Too
@Ariella, there you go!  Clearly something that provides what consumers want would be an edge.  Making the consumer king could go a long way towards Chocolate Chip!
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/19/2014 | 1:01:14 PM
Amazon Gets on the Stick Too
DOShea, Gaming would be an interesting mix.  That also brings up the question of whether or not Amazon has a target market (i.e., demographics)? 

 
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/19/2014 | 8:56:48 AM
Re: Amazon Gets on the Stick Too
@DHagar, yes, we need chocolate! Or at least chocolate chip!
DOShea
50%
50%
DOShea,
User Rank: Blogger
3/19/2014 | 8:34:36 AM
Re: Amazon Gets on the Stick Too
The story suggests there might be some differentiation here in the Amazon stick if it offers gaming. Otherwise, all things being equal, that either leaves us with price deciding a winner, or the notion that many sticks will exist and customers will go with the provider with whom they already have the strongest relationship.
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/18/2014 | 8:31:46 PM
Amazon Gets on the Stick Too
@pcharles09 - good assessment.  They are entering a "crowded field".  It will be up to them to provide something truly unique.  I don't think anyone else could do it and it will be questionable if they can - but if anyone can, I believe they have the network to pull something together that becomes viable.  Another "vanilla" version won't cut it.
Page 1 / 2   >   >>
Flash Poll
From The Founder
The New IP is actually bigger even than business. Like another hugely important tech that Light Reading is digging into right now, the New IP has the potential to change the world by fundamentally advancing what it is possible for people to achieve with communications.
LRTV Huawei Video Resource Center
Huawei Shares Its Vision of the Future of Mobile Networks Innovations

2|26|15   |   2:30   |   (0) comments


Mobile broadband is changing our lives. It's reshaping the Internet, industry, and society. It allows us to freely connect with one another anytime, anywhere. At this year's Mobile World Congress, Huawei will share its latest insights and newest ideas and technologies that will shape the future of MBB. They will showcase their end-to-end MBB solutions that will ...
LRTV Huawei Video Resource Center
Accelerate Digitizing, Boost Digital Business

2|26|15   |   6:14   |   (0) comments


A new digital revolution is leading us to a better connected world. Together with millions of digital partners, Huawei will help CSPs to build their digital service ecosystem and aggregate a wide variety of digital services. In this video, we find out how Huawei is going to help CSPs implement digital operations.
LRTV Huawei Video Resource Center
The Secret Recipe to Enabling Hyper-Growth Industries

2|26|15   |   3:38   |   (0) comments


With a number of successful cases on network capability exposure, Huawei is going to share the secret recipe to enabling hyper-growth markets with a step-by-step approach.
LRTV Documentaries
BTE 2015 Is Bigger & Even Better

2|25|15   |   03:13   |   (4) comments


This year's Big Telecom Event (BTE) in Chicago is going to provide more opportunities than ever for networking, getting to grips with key industry challenges and opportunities and, equally as important, having some fun.
LRTV Interviews
Light Reading ICT Leaders Roundtable at MWC 2015

2|12|15   |   1:07   |   (2) comments


On Sunday March 1, 2015, Light Reading will host an ICT Leaders Roundtable in partnership with Huawei. At this half-day event, CIOs, analysts and researchers will discuss key industry trends like virtualization in the cloud with a specific focus on new business models. Located at the luxurious Renaissance Hotel near the Fira Barcelona, space is limited so please ...
LRTV Documentaries
Going Green in 2015

2|12|15   |   02:04   |   (0) comments


Energy efficiency is set to be an incredibly hot topic in the telecom industry this year.
LRTV Custom TV
SDN & NFV: Where Are We Going From Here?

2|11|15   |   11:27   |   (0) comments


Vitesse Semiconductor CTO Martin Nuss gives his perspective on why SDN and NFV should be tightly interconnected and how he sees the industry moving forward.
LRTV Documentaries
Time for Gigabit Europe?

2|9|15   |   01:27   |   (4) comments


Gigabit broadband networks are springing up all around the US and they'll soon become more commonplace in Europe.
LRTV Interviews
Brocade Brings New IP Vision to 2020 Vision Executive Summit

2|3|15   |   4:23   |   (0) comments


In December 2014, Light Reading gathered telecom executives in Reykjavik, Iceland to discuss their vision for high-capacity networks through the end of the decade. The intimate, interactive meeting was set against the backdrop of Iceland's spectacular natural beauty. As one of the event's founding sponsors, Brocade's Kelly Herrell shared his company's strategy at ...
LRTV Interviews
Brocade's Kelly Herrell on the New IP

2|2|15   |   12:36   |   (0) comments


In December 2014, Steve Saunders sat down with Brocade VP of Software Networking Kelly Herrell at Light Reading's 2020 Vision executive summit in Reykjavik, Iceland. They spoke about Brocade's approach to the New IP, the future of the telecom industry, and more.
LRTV Huawei Video Resource Center
Dr. Dong Sun Talks About Carriers' Digital Transformation & Huawei’s Telco OS

1|29|15   |   6:28   |   (0) comments


Dr. Dong Sun, Chief Architect of Digital Transformation Solutions at Huawei, discusses how telecom operators can become digital ecosystem enablers and deliver optimal user experiences that are in real-time, on-demand, all-online, DIY and social (ROADS).
LRTV Huawei Video Resource Center
Huawei's Chief Network Architect Talks about Network Experience & Operators’ Strategies

1|29|15   |   3:39   |   (0) comments


In the digital age, network experience has become the primary productivity especially for telecom operators. In this video, Wenshuan Dang, Huawei’s Chief Network Architect, discusses how carriers can tackle the challenge of infrastructure complexity in order to enhance business agility and improve user experience.
Upcoming Live Events
March 17, 2015, The Cable Center, Denver, CO
April 14, 2015, The Westin Times Square, New York City, NY
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
All Upcoming Live Events
Infographics
Net neutrality, broadband services and the current outlook on data consumption, as presented by the New Jersey Institute of Technology.
Hot Topics
10 Weirdly Useful IoT Devices
Eryn Leavens, Copy Desk Editor, 2/24/2015
Small Cells Enabling Location Services
Sarah Thomas, Editorial Operations Director, 2/25/2015
MWC: Let the Madness Begin
Ray Le Maistre, Editor-in-chief, 2/23/2015
FCC Adopts Title II Rules
Alan Breznick, Cable/Video Practice Leader, 2/26/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Check out Light Reading's interview with Jay Samit, the newly appointed CEO of publicly traded SeaChange International Inc. With a resume that includes Sony, EMI, and Universal, Samit brings a reputation as an entrepreneur and a disruptor to his new role at the video solutions company. Hear what he had to say about the opportunities in video, as well as the outlook for cable, telco, OTT and mobile service providers.
G'day! And welcome to an entirely new feature on Light Reading -- our weekly "CEO-to-CEO" interview.