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Amazon Fire Phone sales launch at Telekom

* The first Amazon smartphone goes on sale today at Telekom
* The premium device is available from just EUR 1 with the MagentaMobil M rate plan, plus one year of Amazon Prime included
* Amazon complements mobile phone store by a smartphone with mobile communications contracts, exclusively with Telekom


The Amazon Fire Phone is now available to buy exclusively from Telekom. Amazon’s first smartphone - Fire - offers incredible value with unlimited cloud storage for photos taken with the device, 32GB of memory standard, world-class on-device customer support with Mayday and premium hardware. Fire phone offers completely new and unique services such as the Firefly object scanning and identification feature, the innovative sensor-based dynamic display (“Dynamic Perspective”), and the Mayday service offering access to Amazon customer service agents via video chat. Fire Phone users of these features benefit from the Telekom network which offers top network availability and bandwidth. With the MagentaMobil rate plans, the smartphone is available from as little as EUR 1. Customers who purchase a Fire Phone before the end of the year will also be given a full year of Amazon Prime membership worth EUR 49. As of today, a further component has been added to the strategic partnership between Amazon and Telekom: Telekom mobile communications contracts will now be sold via Amazon.

“We can’t wait for our German customers to experience Amazon Fire Phone for themselves,” said Jorrit Van der Meulen, Vice President, EU Amazon Devices. “Fire offers an amazing value for customers with access to Amazon-exclusive content and services, including one year of Prime, Mayday, ASAP, unlimited cloud storage for photos, premium hardware with 32GB of memory standard and innovative features like Dynamic Perspective and Firefly.”

“We are proud of the fact that we are once again able to offer a revolutionary smartphone exclusively to Telekom customers. The device has impressive, never seen before functions, and all at an unbeatable price,” explains Michael Hagspihl, Director of Marketing at Telekom Deutschland GmbH. “We offer a genuine premium device at a non-premium price. And in the best network.”

The Fire Phone costs just EUR 59.95 in the basic MagentaMobil S rate plan (EUR 39.35 per month). With the MagentaMobil M including cell phone rate and higher rate plans (EUR 49.95 per month), the phone can be purchased for just EUR 1. The Fire Phone can also be obtained from participating specialist retailers exclusively with a Telekom contract.

Device highlights
Amazon’s Fire Phone offers completely new options for the mobile Internet. With the Firefly object scanning and identification features, users can find movies, music, books, artwork, web addresses, phone numbers, products, and much more with just a touch of a button. Fire phone recognizes more than 85 million elements in total and can display helpful information on them.

Dynamic Perspective uses a newly developed sensor system with four cameras and infrared LEDs. This technology determines in real time how users hold and move the Fire Phone and allows for particularly intuitive gesture control of the device and single-hand operation. Dynamic Perspective also enables an even more gripping representation of games, apps, and maps in a completely new perspective.

Another highlight is the video-based technical live support: when users press the Mayday button on the device a video call with an Amazon expert is set up with a response time goal of 15 seconds or less who can provide help in relation to all the device’s functions. If customers have any questions on Telekom services, they are forwarded directly to a Telekom call center free of charge.

Apps and developers
The Amazon App Shop has seen tremendous growth since the Fire phone launch. With the availability of the device in Germany, Fire customers will find great local titles such as Hotel Suche HRS, Das Telefonbuch and internationally recognized titles such as Angry Birds Stella, Plex, LEGO Star Wars: The New Yoda Chronicles and Soundhound as well as the Telekom customer service and Entertain to go. Learn more about the Fire developer SDK at

Mobile communications contract sales partners
From now on, the strategic partnership between Amazon and Telekom will expand to also include sales activities in Germany. Today, Amazon starts the sale of smartphones with mobile communications contracts at Initially, Telekom will be the exclusive partner for this Internet platform where customers can purchase smartphones and contract-based cell phones with the new MagentaMobil rate plans. When a new contract is concluded via the new sales channel, most rates will include a HotSpot Flat rate and an Amazon gift voucher worth EUR 50. It is possible to order contracts with over 100 mobile communications device available from

Fire Phone campaign
Telekom and Amazon will promote the Fire Phone sales launch in Germany together. TV and radio spots, out-of-home media, and an advertisement highlight the benefits of the smartphone that is exclusive to Telekom. The campaign focuses on the innovative Dynamic Perspective and Firefly technology functions. DDB Hamburg has produced the campaign’s creative design together with S&P L.A., Amazon creative agency. MediaCom from Düsseldorf, Germany, as well as Initiative, Hamburg, are responsible for media planning. The TV spot will be launched on October 1, 2014 on all wide-coverage broadcast stations.

About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with over 142 million mobile customers, 31 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2013). The Group provides fixed-network, mobile communications, Internet and IPTV products and services for consumers, and ICT solutions for business and corporate customers. Deutsche Telekom is present in around 50 countries and has approximately 229,000 employees worldwide. The Group generated revenue of 60.1 billion euros in the 2013 financial year - over half of it outside Germany.

Amazon opened its virtual gates in July 1995. The company follows three principles: customers are more important than the competition – inventiveness – long-term thinking. Customer reviews, 1-Click purchases, personal recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire Phone, Fire tablets, and Fire TV are just some of the products where Amazon has assumed a pioneering role.


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