Amazon is really getting into interactive TV

Back in January, Amazon acquired Lovefilm to strengthen its position in the online video market. It has now bought Pushbutton a London-based digital agency specialised in interactive television content and services for new platforms such as Internet Protocol Television (IPTV), internet-enabled TV sets and tablets. Pushbutton counts the linkes of Sky, BBC, Virgin and Microsoft among its clients as well as Lovefilm, for which it has developed applications on Sony’s “Bravia” Internet-enabled TV range as well for the Playstation 3.

What does this acquisition tell us?

  1. It’s all about content – Like the acquisition of Lovefilm, Amazon’s focus is very much on finding lucrative content related opportunities. The increase in number of app-enabled TVs is such an opportunity.
  2. Bring on Netflix! With US online content behemoth Netflix looking to expand into Europe in 2012, Amazon (and Lovefilm) will need all the content firepower that they can get.
  3. The Amazon tablet? With Amazon rumoured to launch its own tablet computer later this year, this acquisition of Pushbutton will help Amazon design and develop user interfaces and experiences geared for tablets.

Main learning point: Amazon is clearly on a path to expand its content catalogue as much and as quickly as possibly. Acquisitions such as those of Lovefilm and Pushbutton do make a lot of sense in that context. Not only is Amazon extending its catalogue of online content, through Pushbutton it now also has the expertise available in-house to design and develop interactive experiences around that content.

Related links for further learning:

http://thenextweb.com/uk/2011/07/28/amazon-acquires-london-based-tv-app-company-pushbutton/

http://paidcontent.co.uk/article/419-amazon-buys-lovefilms-iptv-app-designer-pushbutton/

http://www.geekwire.com/2011/amazon-buys-pushbutton-adds-universal-movies

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