Amazon’s satellite internet project, previously known as Project Kuiper, has been rebranded as “Leo.” This change signals a shift in focus from serving underserved communities to pursuing larger commercial contracts. Since its initiation in 2019, the project aimed to enhance global broadband access, but recent adjustments indicate a competitive positioning against SpaceX’s Starlink service, as Amazon has partnered with Airbus and JetBlue.
The original messaging around affordability and serving underserved areas has been downplayed. The new FAQ for Leo no longer emphasizes affordability, instead promoting fast and reliable internet for homes and businesses. Although it acknowledges the economic disadvantages faced by unserved regions, this demographic is not central to Leo’s current marketing strategy.
The updated website highlights features aimed at home and commercial users, with rural service mentioned only peripherally. Despite these changes, Amazon released a promotional video proclaiming a continuity in mission while showcasing diverse users engaging with technology.
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