Retail giants Amazon have had unrivalled success with their Kindle branded eReaders and their Android dominated Kindle Fire, so the possibility of them stepping into the smartphone market may be a logical step for the company. Aspired by Apple and build a locked-in infrastructure by fulfilling the needs and contents requirements of users, it’s suggested that an Amazon smartphone will follow the same heavily skinned Android form as the Kindle Fire with users able to download content exclusively from the Amazon Appstore.

“The lock-in effect of a great content ecosystem shouldn’t be under-estimated,” Markkanen said. “If Amazon builds up a sizable customer base for its devices, and many of those customers find its content offerings appealing enough, then that would mean a tougher market environment for Apple, as well.”

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