& cplSiteName &

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  | 
Oldest First  |  Newest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/18/2014 | 5:29:37 PM
Amazon Gets on the Stick Too
Mari, interesting questions.

I vote that Verizon will go with the pay-lite and offer a package to attract the markets they don't already dominate.

I can imageine that Amazon has more choices in that they can play to their markets and their partnerships, including special packages with Netflix.  They may be able to put together a very competitive offering.

What role do you see for set-boxes in the future?
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/18/2014 | 6:13:50 PM
Re: Amazon Gets on the Stick Too
I wonder what, if anything, will differentiate the Amazon product from Chromecast, Roku, and Apple TV. Seems like the marketplace is getting crowded with extremely similar products. 
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
3/18/2014 | 6:19:40 PM
Amazon Gets on the Stick Too
@FakeMitchWagner, agreed.  In the listing you provided I think Apple will be hard to beat. 

I think, however, that Amazon may again come up with an "angle", like with an attractive streaming arrangement with their partners, that could be competitive.  Otherwise, they are going to have an uphill swim - as you point out, it is getting crowded.
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/18/2014 | 8:00:36 PM
Re: Amazon Gets on the Stick Too
That sounds tough (an 'angle').

I have Netflix, Amazon, & Hulu. After a while, it all starts to look & feel the same. I mean we notice from time to time that one service has something another doesn't content-wise, but that's the only real differentiator.

So unless Amazon can get some incredible conten package that the others don't already have, it seems like just another play in an already played-out market.
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/18/2014 | 8:05:34 PM
Re: Amazon Gets on the Stick Too
@Pcharles09 Is that why you keep all 3, because they all offer somewhat different content? 
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.
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.
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!
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)? 

 
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!
Page 1 / 2   >   >>
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Interviews
Can Cable Climb Upmarket?

12|7|16   |     |   (0) comments


Carol Wilson and Alan Breznick assess cable's prospects for winning more enterprises in a landscape rocked by corporate M&A activity.
Women in Comms Introduction Videos
TalkTalk Exec: Find Your North Star at Work

12|7|16   |   3:38   |   (1) comment


Women need to find their purpose, a professional North Star, and create a personal board for themselves, according to Alex Tempest, director of partners at TalkTalk Business.
LRTV Interviews
Verizon: Beware Unknown Unknowns

12|7|16   |   04:58   |   (0) comments


Chris Novak, director of the Verizon Enterprise Solutions Risk Team, explains that enterprises who don't conduct a thorough audit of their assets often leave some things unprotected because they don't know they exist. Many times these unprotected assets are part of corporate M&A activity but left unshielded they can become a hacker's playground, he tells Light ...
LRTV Interviews
ETSI's CTO Talks NFV, 5G & NGP

12|5|16   |   09:45   |   (0) comments


Adrian Scrase, CTO at standards body ETSI, talks about the various initiatives and specifications developments related to NFV, 5G and NGP (next-generation protocols) that will underpin next-gen networks.
Women in Comms Introduction Videos
Korn Ferry Consultant: How to Find, Cultivate & Be the Best Talent

11|30|16   |   4:10   |   (2) comments


Erin Callaghan, a managing consultant for Korn Ferry Futurestep, shares strategies for companies to improve how they recruit and for women to ensure they don't get lost in the pipeline.
LRTV Custom TV
We Can Make the World More Sustainable

11|29|16   |     |   (0) comments


GeSI is a global e-Sustainability Initiative organization bringing together 40 big multinational companies around the world. According to GeSI's report, information and communication technology can make the world more sustainable. Luis Neves, chairman of GeSI, shared with us his opinion at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
Finding a New Way to Engage Customers & Drive Revenue

11|29|16   |     |   (0) comments


Mobile revenues are declining. Digicel, a player in the Caribbean telecommunications/entertainment space, has found a new way to engage customers and drive revenue. John Quinn, CTO of Digicel, shared with us its story at Ultra-broadband Forum (UBBF2016)
LRTV Custom TV
Do You Really Need Gigabit Infrastructure?

11|29|16   |     |   (0) comments


Altibox is the biggest fiber-to-the-home (FTTH) player and the largest provider of video and TV in Norway. They started out with zero customers in 2002. Now they have close to half a million households and companies attached to their FTTH business. Nils Arne, CEO of Altibox shared with us their story and insight on 5G at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
BTís Openreach Strategy & Its Updates in 2016

11|29|16   |     |   (0) comments


A lot of developments at Openreach this year in terms of strategy and planned investments. Peter Bell, CIO of Openreach BT, shared with us the updates of Openreach at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
ITU: The Broadband Is Our Future

11|29|16   |     |   (0) comments


At Ultra-broadband Forum, Houlin Zhao, Secretary General of ITU, discussed how important it is for countries, companies and everybody to be working together to help to build the broadband and digital economies (UBBF2016).
LRTV Custom TV
Tackling 5G in Dallas

11|28|16   |     |   (0) comments


Here are our highlights of the 5G North America show in Dallas, Texas with Light Reading's Dan Jones.
LRTV Interviews
Cox Prepping for Virtualization Trials

11|14|16   |     |   (0) comments


In this video interview, Cox's Jeff Finkelstein discusses MSO's plans to test managed business services in early 2017 and tackle Distributed Access Architectures.
Upcoming Live Events
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
Cable Nodes Becoming a Choke Point
Brian Santo, Senior editor, Test & Measurement / Components, Light Reading, 12/5/2016
WiCipedia: After-School Coding, Salary Probing & Pro-Parenthood Companies
Eryn Leavens, Special Features & Copy Editor, 12/2/2016
Consolidated Snaps Up Fairpoint for $1.5B
Iain Morris, News Editor, 12/5/2016
Altice FTTH Bill Could Hit Almost $9.6B in US
Iain Morris, News Editor, 12/1/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Animals with Phones
Live Digital Audio

Even when there's a strong pipeline of female talent in the comms industry, it tends to leak all the way to the top. McKinsey & Company says women experience pipeline leakage at three primary points: being unable to enter, being stuck in the middle or being locked out of the top. Each pipeline pain point presents its own challenges, but also opportunities to stop the leak. Wireless operator Sprint is making a conscious effort to improve its own pipeline from new recruits to the C-suite, and it wants the rest of the industry to do the same. In this Women in Comms radio show, WiC Board Member and Sprint Vice President of Enterprise Sales Nelly Pitocco will give us her take on the industry's pipeline challenges. Pitocco, who joined Sprint in May and has spent 20 years in the comms industry, will also offer solutions, share how Sprint is tackling the challenge within its own organization and take your questions live on air.