But it feels like Amazon has done little to make its mobile experience distinct from its desktop experience. It basically just ported its website into an app. The company went hard in the opposite direction when it released the Fire phone (which feels like a portal to the Amazon ecosystem), but the device flopped. In the US, about 60% of Amazon's holiday sales came from mobile last year.
But, more than that, we have to focus on things that Flipkart has that are unique to Flipkart, like understanding what the best mobile experience should be." "Of course, I have to understand everything Amazon has done well and then make sure that we are always lapping them. "The inherent being of the company can’t just change - it’s very hard for it just to suddenly become mobile-centric," he says. In India, 70-80% of online transactions could come from mobile by 2017. Amazon was built in a "desktop era" where people bought stuff online using their computers.
Soni believes that one of Amazon's biggest disadvantages in India comes straight from its core.
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