Stating how it's difficult to use phones these days, Bezos also announced that Mayday will be coming to the Fire Phone. That's the 24 / 7, 365 days a year live customer servicesupport that the Kindle Fire has as well. Bezos said that Mayday will take less than 15 seconds to answer and will work over 3G/4G as well as WiFi. And, most importantly, it's free.
Here's something new: the Fire Phone will also ship with something called Firefly. It's a feature that uses the phone's camera to recognize books, DVDs, phone numbers, QR codes, CDs, URLs, games, bar codes and more. It also uses the phone's microphone to listen to songs too. If it detects an item, you can quickly tap a button to purchase it from Amazon. Firefly can also recognize art. It pulled up a Wikipedia entry for Cornflowers by Sergei Osipov, as well as Man with Red Hat by Vitrtore Carpaccio. Indeed, it recognizes over a hundred million items, including street signs. It's such a key service to the Fire Phone that there'll even be a dedicated Firefly button.
Saving the best for last, Bezos also announced that the Fire Phone will indeed have a 3D interface. But unlike other 3D phones, that 3D interface will follow you around thanks to Fire Phone's unique head-tracking system that he calls Dynamic Perspective. It uses four cameras to do so, each with a 120-degree field of view and infrared light. They use a global shutter instead of a rolling shutter.
In a demo on stage, he showed that it changes a picture's view as you move around. You can tilt the phone around and peek underneath blockages on maps, or go forward and backward in a slideshow. It also works in a web browser, a la Smart Scroll on Samsung phones. A small tilt will let it scroll slowly, a larger one will have it scroll faster. The same mechanic also applies to e-books. You can play games by tilting the phone around too.
The app grid also inherits much of the same navigation mechanic. You can either choose to have a carousel style grid similar to the Kindle tablets, or a more Android-like look. The carousel version is slightly enhanced from the tablet version -- you'll be able to see the first few emails without having to launch the mail app, and the latest pictures of the camera app. The Music app has a three-panel design that consists of navigation on the left, album art and controls in the middle plus lyrics on the right.