Amazon unveils Fire TV Stick

Features such as data monitoring are specific to India as networks are patchy

Amazon.com has unveiled its content streaming device Fire TV Stick with a voice remote control to vie with products including Google’s Chromecast in India.

The device, which is sold in markets such as the U.S., U.K., Germany and Japan, has been customised for India and is priced at ₹3,999.

“Customers can instantly stream their favourite movies and TV shows right from the TV,” Amit Agarwal, Senior VP and Country Manager of Amazon India said that “Fire TV Stick is already a best-selling device in some of the other geographies we sell it in. We have taken it and made it better for India. Features such as data monitoring is specific to India. We also had to keep in mind that there are caps on data here, the networks are patchy.”

On Amazon’s plan to take the product, which has been enhanced for India, to other markets, Mr. Agarwal said the company is very focused on India right now.

India’s e-commerce industry, he said offered the company “immense” possibilities.

“E-commerce in India has probably not even crossed minute one…If I look at the amount of innovation that lies ahead of us, it’s immense. I don’t really think about what is in vogue today or not. One piece that will always be in vogue is the customer’s need.”

‘Opportunities galore’

“That will require significant innovation and innovation requires investment for long periods of time. If you look at Amazon globally, even today, it is day one for us… India is so early in its evolution that I think at least for the next 20 years, there are a lot of opportunities here,” Mr. Agarwal said.

“We will continue to add more selection in all the categories that we have. Our oldest category is books. We now have Hindi books store, Marathi books store, Malayalam books store…just adding selections in existing categories is so much opportunity,” he added.

“The benefit of being obsessed with your customers is that customers are always dissatisfied and that keeps you on your toes to work everyday to figure out on how to satisfy them and how to improve your service,” Mr. Agarwal said.

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