Global e-commerce major Amazon on Wednesday launched its internet streaming device, Fire TV Stick, in the Indian market, priced at Rs 3,999. Keeping in mind India's issues with data and connectivity, the company has made Fire Stick customised especially for this country.
The device will be available on Amazon India and select retailers like Reliance Digital and Croma. It would compete with devices like Google Chromecast, Amkette's EvoTV and Apple TV, among others.
The company said that the device could be plugged into any high-definition television and turned into a smart TV that can stream video and audio content, apps and games on television.
The company added that it wanted to provide the maximum content possible and the Fire TV Stick would not only stream content from Amazon's video service Prime Video, but would also source from its biggest rivals Netflix and YouTube, as well as Indian players such as Hotstar, Voot, Eros and Airtel Movies.
A global e-commerce marketplace giant, Amazon only has its Kindle e-book readers selling under its own brand in India. "We launched Amazon Prime video in December 2016 and we have seen a tremendous response. Now, Fire TV Stick is set to transform TV viewing and make the Prime experience even better," Amazon India Senior Vice President and Country Manager Amit Agarwal said.
As an introductory offer, buyers of Fire TV Stick and annual Prime subscription will receive a Rs 499 credit back to their Amazon Pay balance. Besides, customers purchasing Amazon Fire TV will get also get free 100 GB high speed data via Airtel broadband/Airtel 4G Home Wi-Fi to enable them to consume online content on their TV.
Also, the company said that there was a 3-month free premium subscription for Eros Now. Users could also avail of six months of ad-free streaming on music streaming website Gaana, as well as a month of ad-free streaming on Voot and Voot Kids.
The device also has audio command support that is available in English and Hindi. Agarwal said Amazon Prime video service ensures that the streaming is smooth, irrespective of patchy Internet connectivity conditions often seen in India.
Amazon in December last year launched its Prime Video streaming service in India, which is included as part of Amazon Prime membership that costs Rs. 499 per year.