Amazon Ditches Affordability Pitch, Unveils New Name for Satellite Internet Initiative

Amazon's satellite internet program, previously known as Project Kuiper, has undergone a rebranding, with the company now referring to the initiative as Leo. The name change is part of a broader shift in focus for the project, which was initially touted as a means to increase global broadband access and bring affordable internet to underserved communities. According to Amazon, the name change reflects the network's location in low-Earth orbit, commonly referred to as LEO in the space industry. The company had previously emphasized the affordability of its service, with a mission to provide fast, affordable broadband to communities that were not well-served by traditional internet providers. However, as Amazon inked deals with Airbus and JetBlue, the company's language surrounding the service has changed, positioning Leo more squarely in competition with SpaceX's Starlink service. Amazon's decision to rebrand its satellite network comes as the company continues to work towards launching the first Kuiper satellites, which were initially scheduled for launch earlier this year. The project has been in development since 2019, with Amazon boasting that the network would provide global broadband access to underserved communities. However, the company's recent partnerships with major commercial entities have raised questions about its priorities for the project. Industry experts note that the rebranding of Project Kuiper to Leo reflects a shift in focus towards securing larger commercial contracts, rather than prioritizing affordability and accessibility. "The name change is a clear indication that Amazon is looking to position Leo as a commercial service, rather than a social initiative," said one expert. "This is a significant change in direction for the project, and it will be interesting to see how it plays out in the market." Amazon has not responded to requests for comment on the rebranding of Project Kuiper to Leo. The company's decision to shift its focus towards commercial contracts has raised questions about the future of its satellite network, and whether it will continue to prioritize affordability and accessibility in its service offerings. The rebranding of Project Kuiper to Leo marks a significant development in the ongoing competition between Amazon and SpaceX in the satellite internet market. As the two companies continue to vie for market share, it remains to be seen how their respective services will evolve and how they will impact the global broadband landscape.