Live From Amazon’s Phone Event

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The Next Generation Of Atari

If the rumors are true — and we’re pretty sure they are — Amazon is launching a phone today. Sadly, the company won’t offer a live video stream, but we are here at the venue in Seattle to bring you a live blog of all the goodness.

While we have a pretty good idea that some kind of 3D mode powered by head tracking is likely the marquee feature of the phone and that it will have four IR cameras to power this and be exclusive to AT&T. According to our own Matt Burns, it will also sport a Qualcomm Snapdragon processor and 2GB of RAM, along with a 4.7-inch, 720p screen.

The event starts at 10:30am PT/1:30pm ET and we will bring you a play-by-play of all the action below.

Kyle Russell June 18, 201412:11 pm

Here’s the product page for the Amazon Fire Phone. It’ll be released on July 25.

Kyle Russell June 18, 201412:05 pm

That wraps up the presentation!

Kyle Russell June 18, 201412:04 pm

Video: “Firefly is like making the world a hyperlink.”

Kyle Russell June 18, 201412:03 pm

Video showing people using the features shown off today. Tilt controls seem to make one-handed use a lot easier with the big screen.

Kyle Russell June 18, 201412:02 pm

Kyle Russell June 18, 201412:01 pm

Kyle Russell June 18, 201412:01 pm

Will include 12 months of Amazon Prime.

Kyle Russell June 18, 201412:01 pm

That’s for the standard 32 GB model.

Kyle Russell June 18, 201412:00 pm

The Amazon Fire Phone will be $199 on contract or $27 per month through AT&T Next.

Kyle Russell June 18, 201411:59 am

Has 4G LTE, in case you were wondering.

Kyle Russell June 18, 201411:58 am

You can pre-order the Amazon Fire Phone today.

Kyle Russell June 18, 201411:57 am

“What makes the phone different are four key features: Dynamic Perspective, Firefly, Fire TV/Fire Phone controls, and Mayday.”

Frederic Lardinois June 18, 201411:54 am

Frederic Lardinois June 18, 201411:53 am

Kyle Russell June 18, 201411:53 am

Ralph de la Vega from AT&T is on stage.

Kyle Russell June 18, 201411:52 am

The Amazon Fire Phone will only be on AT&T.

Kyle Russell June 18, 201411:51 am

Can set a photo album to be reachable with a single swipe from the lock screen.

Frederic Lardinois June 18, 201411:51 am

Kyle Russell June 18, 201411:50 am

A tilt brings up your Camera Roll in messages, can send photos really quickly.

Frederic Lardinois June 18, 201411:50 am

Kyle Russell June 18, 201411:49 am

In Calendar, tap on an event, tilt to bring up quick responses if you’re running late.

Frederic Lardinois June 18, 201411:49 am

Kyle Russell June 18, 201411:49 am

Showing off “small touches” throughout the phone.

Frederic Lardinois June 18, 201411:48 am

Kyle Russell June 18, 201411:47 am

Developer in video: “SDK was so intuitive, I often didn’t have to look at documentation.”

Frederic Lardinois June 18, 201411:46 am

Kyle Russell June 18, 201411:46 am

Dynamic Perspective SDK also available now.

Frederic Lardinois June 18, 201411:44 am

Kyle Russell June 18, 201411:42 am

Bezos apologizes to the machine learning team for boiling down years of work to two minutes.

Frederic Lardinois June 18, 201411:42 am

Kyle Russell June 18, 201411:42 am

Beards, glasses, and hair make face-tracking difficult. Had to use machine learning, which required a ton of data. Used robots to move cameras around mannequins in thousands of lighting situations.

Frederic Lardinois June 18, 201411:41 am

Frederic Lardinois June 18, 201411:41 am

Frederic Lardinois June 18, 201411:40 am

Frederic Lardinois June 18, 201411:40 am

Kyle Russell June 18, 201411:39 am

Uses four cameras to have a super-wide field of view and depth perception. They’re infrared, so it works in the dark.

Kyle Russell June 18, 201411:38 am

Field of view on front-facing cameras too narrow to track your head from the average distance most use their phones.

Frederic Lardinois June 18, 201411:37 am

Frederic Lardinois June 18, 201411:36 am

Kyle Russell June 18, 201411:36 am

Originally used mounted IR points on your head, like Oculus.

Frederic Lardinois June 18, 201411:36 am

Kyle Russell June 18, 201411:36 am

Explaining how Dynamic Perspective works.

Frederic Lardinois June 18, 201411:35 am

Kyle Russell June 18, 201411:35 am

It looks good — like a 3DS without the headaches.

Kyle Russell June 18, 201411:34 am

“The idea of angry tofu delights me.” We’re about to see the 3D effect in games.

Kyle Russell June 18, 201411:33 am

Tap a lyric to skip the song to that point.

Kyle Russell June 18, 201411:33 am

Music app includes lyrics, accessible by tilting phone.

Frederic Lardinois June 18, 201411:32 am

Kyle Russell June 18, 201411:31 am

Recency Carousel on the Fire Phone is like a mix between apps and widgets. Useful notifications show up right beneath your apps.

Frederic Lardinois June 18, 201411:30 am

Kyle Russell June 18, 201411:30 am

Recency Carousel for selecting apps is back from the Fire tablets. Also has App Grid, where you can pin apps or content.

Kyle Russell June 18, 201411:29 am

Touch the screen to stop, lift to continue reading.

Kyle Russell June 18, 201411:28 am

Tilt controls for books — or you can have books automatically scroll at a set speed.

Frederic Lardinois June 18, 201411:27 am

Frederic Lardinois June 18, 201411:27 am

Kyle Russell June 18, 201411:26 am

Tilt phone to move around web pages. Demonstrating with a Washington Post article.

Kyle Russell June 18, 201411:25 am

Lots of tilt controls throughout the interface that work together with Dynamic Perspective.

Kyle Russell June 18, 201411:23 am

You can see elements underneath other on-screen elements. You can look *under* icons on the screen.

Frederic Lardinois June 18, 201411:23 am

Kyle Russell June 18, 201411:22 am

You can look around things in a 3D map representation.

Kyle Russell June 18, 201411:22 am

Bezos showing how this works with maps.

Frederic Lardinois June 18, 201411:21 am

Frederic Lardinois June 18, 201411:21 am

Kyle Russell June 18, 201411:21 am

It’s like looking into a painting.

Kyle Russell June 18, 201411:21 am

Dynamic Perspective: phone re-draws 3D images at 60 frames per second.

Kyle Russell June 18, 201411:20 am

“What if there were 1,000 artists around to redraw what you’re seeing?”

Frederic Lardinois June 18, 201411:20 am

Kyle Russell June 18, 201411:19 am

Video explaining perspective for techies.

Kyle Russell June 18, 201411:18 am

Bezos talking about the introduction of perspective in art 600 years ago.

Kyle Russell June 18, 201411:18 am

Looks like we’re about to talk about head-tracking 3D tech.

Kyle Russell June 18, 201411:17 am

Kids using Firefly and showing to adults. Cute.

Kyle Russell June 18, 201411:17 am

Showing the TV ad now.

Kyle Russell June 18, 201411:17 am

Firely SDK is available now.

Kyle Russell June 18, 201411:16 am

Vivino made an app that gives information about bottles of wine.

Frederic Lardinois June 18, 201411:16 am

Kyle Russell June 18, 201411:16 am

MyFitnessPal made an app that can determine nutrition info from food your camera sees.

Frederic Lardinois June 18, 201411:15 am

Kyle Russell June 18, 201411:15 am

Gives access to all of the functionality in the Firefly app.

Kyle Russell June 18, 201411:15 am

There will be a Firefly SDK for developers.

Frederic Lardinois June 18, 201411:14 am

Kyle Russell June 18, 201411:14 am

Controls on side of phone: volume, camera, and Firefly.

Kyle Russell June 18, 201411:14 am

Firefly has a dedicated button.

Frederic Lardinois June 18, 201411:14 am

Kyle Russell June 18, 201411:13 am

Semantic boosting: Firely can tell if a phone number doesn’t exist, which improves image-to-text conversion.

Frederic Lardinois June 18, 201411:12 am

Frederic Lardinois June 18, 201411:11 am

Kyle Russell June 18, 201411:11 am

Firefly can recognize “over 100 million items.”

Kyle Russell June 18, 201411:10 am

Firefly can recognize art, pulling up the Wikipedia entry.

Frederic Lardinois June 18, 201411:10 am

Kyle Russell June 18, 201411:09 am

Firefly can listen to show, let you access the specific scene on Amazon.

Kyle Russell June 18, 201411:09 am

See a CD, play a song on it using Amazon or another music app.

Frederic Lardinois June 18, 201411:08 am

Frederic Lardinois June 18, 201411:08 am

Kyle Russell June 18, 201411:08 am

Firefly makes it so you can buy things you see in the real world instantly.

Kyle Russell June 18, 201411:07 am

Firefly can detect phone numbers, movies, books, games, CDs, food just by pointing your camera at them.

Frederic Lardinois June 18, 201411:06 am

Kyle Russell June 18, 201411:06 am

About to show off a new feature called Firefly.

Kyle Russell June 18, 201411:06 am

Available in the “quick actions menu,” a pull-down from the top of the screen.

Frederic Lardinois June 18, 201411:05 am

Kyle Russell June 18, 201411:05 am

Yup, Mayday accessible at any time on the Amazon Fire Phone. Works on Wi-Fi or cellular, response in 15 seconds or less.

Kyle Russell June 18, 201411:04 am

This is probably about Mayday.

Kyle Russell June 18, 201411:04 am

Video showing smartphone users don’t know how to deal with their settings.

Frederic Lardinois June 18, 201411:03 am

Kyle Russell June 18, 201411:03 am

Immersion reading, or seamless transition between Audible and reading, built in.

Frederic Lardinois June 18, 201411:03 am

Kyle Russell June 18, 201411:02 am

Pandora, Spotify, iHeartRadio, and more will be on the phone, so not limited by Amazon Prime Music’s small-ish library.

Frederic Lardinois June 18, 201411:02 am

Frederic Lardinois June 18, 201411:01 am

Kyle Russell June 18, 201411:01 am

ASAP: predictive caching of video you might want to watch.

Kyle Russell June 18, 201411:00 am

Second Screen lets you send videos to a variety of set-top boxes.

Kyle Russell June 18, 201411:00 am

Showing off Prime videos on the phone. Considering it’s CGI, not sure what the point is.

Frederic Lardinois June 18, 201410:59 am

Frederic Lardinois June 18, 201410:59 am

Kyle Russell June 18, 201410:58 am

Tangle-free cables on the included earbuds. WHAT WIZARDRY IS THIS

Kyle Russell June 18, 201410:57 am

Dual stereo speakers, Dolby virtual surround.

Frederic Lardinois June 18, 201410:57 am

Kyle Russell June 18, 201410:57 am

For free.

Kyle Russell June 18, 201410:57 am

Unlimited storage of photos in Amazon Cloud Drive.

Kyle Russell June 18, 201410:57 am

Instant access to camera, don’t even need to turn on the screen.

Frederic Lardinois June 18, 201410:57 am

Frederic Lardinois June 18, 201410:56 am

Kyle Russell June 18, 201410:56 am

Comparing photos from Samsung S5 and iPhone 5S. It’s competitive.

Frederic Lardinois June 18, 201410:56 am

Kyle Russell June 18, 201410:55 am

Optical image stabilization adjusts lens 100 times per second.

Kyle Russell June 18, 201410:55 am

13 MP camera, f/2.0 lens

Frederic Lardinois June 18, 201410:55 am

Kyle Russell June 18, 201410:55 am

Quad-core, 2.2 GHz processor, Adreno 330 graphics, 2 GB of RAM.

Frederic Lardinois June 18, 201410:54 am

Kyle Russell June 18, 201410:54 am

590 nits screen: super bright for outdoor use.

Kyle Russell June 18, 201410:54 am

4.7-inch IPS screen. Optimized for one-handed use.

Frederic Lardinois June 18, 201410:53 am

Kyle Russell June 18, 201410:53 am

Gorilla Glass screen, rubberized frame.

Kyle Russell June 18, 201410:53 am

It’s called the Fire phone.

Kyle Russell June 18, 201410:52 am

He just pulled it out. 

Kyle Russell June 18, 201410:52 am

“How would it be different?”

Frederic Lardinois June 18, 201410:52 am

Kyle Russell June 18, 201410:52 am

Reasons they would: hardware expertise, millions of customers, the Prime ecosystem.

Kyle Russell June 18, 201410:51 am

“Is Amazon going to build a phone?”

Kyle Russell June 18, 201410:51 am

Bezos talking about the children’s book he sent to journalists before this event. Says his mother is in the audience.

Frederic Lardinois June 18, 201410:50 am

Kyle Russell June 18, 201410:50 am

Amazon/Kindle #1 and #10 on YouGov Brand Index

Frederic Lardinois June 18, 201410:49 am

Kyle Russell June 18, 201410:49 am

American Customer Satisfaction Index: Amazon #1 four years running.

Kyle Russell June 18, 201410:48 am

Recipe for trust: do hard things well, repeat.

Frederic Lardinois June 18, 201410:48 am

Kyle Russell June 18, 201410:48 am

You don’t ask for trust, that never works.

Kyle Russell June 18, 201410:48 am

“What’s the most important thing Amazon has done in the last 20 years? I think the most important thing is earning the trust of customers.”

Kyle Russell June 18, 201410:47 am

“It’s incredibly encouraging to see the tone of these comments. Reputation is a trailing indicator of excellence.”

Frederic Lardinois June 18, 201410:46 am

Kyle Russell June 18, 201410:46 am

Bezos is talking about the change in tone about the Kindle line since its launch, shows a quote from TechCrunch’s review of the Kindle Paperwhite.

Frederic Lardinois June 18, 201410:45 am

Kyle Russell June 18, 201410:45 am

What about hardware? Same ideology leads to success.

Kyle Russell June 18, 201410:44 am

Showing tweets from Amazon Prime fans.

Kyle Russell June 18, 201410:44 am

Try to be a great service for “one customer.” If you can be good for one, you can be good for millions.

Kyle Russell June 18, 201410:44 am

“Prime isn’t leaky. People use the service, they love the service, and when it comes time to renew, they renew.”

Kyle Russell June 18, 201410:43 am

“We seek to be renewal worthy.”

Frederic Lardinois June 18, 201410:43 am

Kyle Russell June 18, 201410:43 am

“Patience, persistence, and obsessive attention to detail” are keys to success.

Kyle Russell June 18, 201410:42 am

Bezos credits the launch of Prime Instant Video, Kindle Owners Lending Library, and the Kindle Fire.

Frederic Lardinois June 18, 201410:42 am

Kyle Russell June 18, 201410:41 am

Graph of Prime members since 2005. Steady increase until 2011, when it shot up.

Kyle Russell June 18, 201410:41 am

60,038 people applied to come to this event.

Kyle Russell June 18, 201410:40 am

Jeff Bezos is on stage.

Kyle Russell June 18, 201410:40 am

Apparently there are Amazon fanboys!

Frederic Lardinois June 18, 201410:40 am

Kyle Russell June 18, 201410:39 am

They’re showing videos of Amazon customers who applied to come to this event.

Kyle Russell June 18, 201410:38 am

Lights going down now. Here we go.

Kyle Russell June 18, 201410:38 am

7 minutes behind schedule. Bloggers are getting antsy.

Frederic Lardinois June 18, 201410:36 am

Kyle Russell June 18, 201410:31 am

The room is just about full, we expect this to start any moment now.

Frederic Lardinois June 18, 201410:25 am

Kyle Russell June 18, 201410:24 am

Now we’re in the venue. It’s small, so we’re pretty close to the stage. Amazon is playing better music than Apple did at WWDC.

Frederic Lardinois June 18, 201410:13 am

And we are still in line. Just in case you were wondering.

Frederic Lardinois June 18, 20149:50 am

We are in line — and there is coffee!

Frederic Lardinois June 18, 20149:49 am

Frederic Lardinois June 17, 20147:05 pm

Frederic Lardinois June 17, 20147:00 pm

It’s a phone!