Review on The Mayday Feature of Kindle Fire HDX
OK, here’s the crazy part. Besides the improved hardware, the biggest addition to the Kindle Fire line is the new Mayday button. Mayday is, simply, a button that appears in the drag-down settings panel at the top of the Fire’s screen. You press on the button, and a small square pops up in your screen indicating you’re in the Mayday queue. A few seconds later, a human head is saying hello, and asking how he or she can help you. It’s maybe the most convenient and impressive and potentially creepy and certainly audacious thing in recent memory.
The technician can then speak with you (your mic is active, but the camera isn’t, so they can’t see you) and guide you around the screen. They can see everything on the screen that you can, and draw lines or arrows, circle things, or even interact with the menus themselves if you authorize them to. So a technician could go in and raise or lower volume, pop into your audio library to show you where to find something, or literally anything else.
Security details were a bit vague—we saw that the video feed is paused while passwords are entered—but it’s unclear if you can restrict the content that a Mayday operative can see, like work emails or Shades of Grey or hardcore bondage selfies inspired by Shades of Grey.
To be clear, this is incredibly ambitious, and CEO Jeff Bezos said that Amazon expects to be inundated with calls when the HDX comes out (and almost definitely around the holidays), but overall is hoping to answer each call within 15 seconds. 15 seconds and you get a real human is talking to you, about anything you want—no convincing a computerized phone line or an unhelpful FAQ page that you really do need help. And certainly no scheduling a Genius Bar session. As goofy as this seems (and in person, it’s tremendously goofy, especially if you don’t know what to expect), this could totally change how customer service works.