I think the question is whether they are able to position themselves in a way that people can recognize a real additional value. "For normal smart phone stuff I

I think the question is whether they are able to position themselves in a way that people can recognize a real additional value. "For normal smart phone stuff I would use my Android phone. But I really also want to do X and that is something only Amazon does well." I don't think they can provide a real USP that can't be copied by the Android and Apple guys fast, though.