"Amazon is not publicly saying so, but it would be smart for it to own the OS used in its proprietary streaming devices. Having full control over the OS running Fire streaming sticks, boxes, and TVs would give Amazon a stronger footing in one of the fastest-growing consumer tech markets. Seeking recurring revenue over hardware unit sales, TV industry players have been shifting focus toward software, and OS operators are seeing success in monetizing ads, tracking, and services."
"Vega would also give Amazon greater flexibility and power in integrating Alexa+, the new generative AI voice assistant that it's desperate to monetize, with its streaming devices. Because of the potential for generative AI to bring valuable smart TV capabilities, such as suggesting content based on conversational requests from viewers, Fire TVs may be one of Amazon's best shots at making money from its AI assistant."
Amazon intends to create a proprietary Vega OS for its Fire streaming sticks, boxes, and TVs, aiming to control the operating system that runs its devices. Owning the OS would strengthen Amazon's position in the streaming market and enable recurring revenue through ads, tracking, and services rather than hardware sales. Vega would facilitate deeper integration of Alexa+, the generative AI voice assistant, enabling conversational content suggestions and other smart TV capabilities. A proprietary OS would lessen reliance on Google and remove unnecessary Android code designed for smartphones. Lowpass cited anonymous sources claiming an announcement at Amazon's New York devices event, but the company has not confirmed.
Read at Ars Technica
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