AMAZON IS BRINGING its Fire TV gaming and streaming service to the UK and will sell it online and in stores from the end of October.
The hardware is a streaming television and gaming alternative that will let couch surfers indulge in Netflix, Sky, Spotify, Youtube, and of course, Amazon Prime Video. It has been out in the US for some time. In the UK it will cost £79 and will be available through Amazon's website and high street store chains Argos, Dixons, Sainsbury's and Tesco. Amazon Prime members can pick one up for the special price of £49.99.
The system uses voice control to provide access to a "huge open ecosystem of entertainment", according to Amazon, and its technical features include a dedicated GPU and dual-band WiFi.
Small and smart is the order of the day according to Amazon founder and CEO Jeff Bezos.
"Tiny box, huge specs, tons of content, incredible price-customers love Fire TV, and we're thrilled to introduce it in the UK," said Bezos.
"Voice search that actually works means no more typing on an alphabet grid. Our exclusive new ASAP feature predicts the shows you'll want to watch and gets them ready to stream instantly. And our open approach gives you not just Amazon Instant Video and Prime Instant Video, but also Netflix, Sky News, Youtube, Spotify, and more."
This punchy package is lined up against rivals like Google Chromecast and Apple TV, which against the latter we are given to understand that Amazon Fire telly has three times the processing power and four times the memory at 2GB.
Amazon Fire streams video in Full HD 1080, and the unit is apparently small and unobtrusive. Amazon said that its Fire TV box is 17.5mm 'thin'.
The ASAP - Advanced Streaming and Prediction - feature is of interest. It will line up shows and movies that Amazon thinks viewers might enjoy. These will be wound up, buffered, and ready to fly when the user is ready to watch the show that the machine thinks it will like.
Fire TV can be controlled with a remote or with an Amazon games controller. The controller costs £34.99. The hardware will be out in the UK on 23 October. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home