If you threw Google Search, Google Goggles, SoundHound, Amazon's shopping app, Amazon's Prime Instant Video and Prime Music services and the world's biggest Yellow Pages into a blender, you might come out with a purée that tastes like what Amazon calls Firefly. Firefly basically comes down to a dedicated camera/listen button on the side of Amazon's new Fire Phone (Firefly for the Fire Phone - get it?) that leads to a multifaceted search function.

feature-firefly._V349415098_The Firefly button can be used simply take a picture or to scan text for phone numbers, scan QR codes, listen to a song and tell you its name or even watch a video clip and tell you which movie or TV show it came from (even which episode in the latter case). If you visit your friends and see their new entertainment center but don't want to ask them how much it cost, you could just push the Firefly button and look at the price for yourself in Amazon's shopping app. Firefly will allegedly recognize it and show you the exact same unit if it's available at Amazon.

Amazon's press release says the following about Firefly:

Firefly Technology-Illuminate Your World

Firefly combines Amazon's deep catalog of physical and digital content with multiple image, text and audio recognition technologies to quickly identify web and email addresses, phone numbers, QR and bar codes, plus over 100 million items, including movies, TV episodes, songs, and products. Simply press and hold the dedicated Firefly button to discover helpful information and take action in seconds.
  • Printed phone numbers, email, web addresses, QR, and bar codes: Firefly identifies printed text on signs, posters, magazines and business cards-make a call, send an email, save as a contact, or go to the website without typing out long URLs or email addresses.
  • 245,000 movies and TV episodes, and 160 live TV channels: Firefly recognizes movies and TV episodes, and uses IMDb for X-Ray to show actors, plot synopses, and related content-add titles to Watch List or download and start watching immediately.
  • 35 million songs: Firefly recognizes music and uses Amazon Music's rich catalog to show information about the artist-play more songs, add them to your Wish List, or download instantly to your Fire. Developers, such as iHeartRadio and StubHub, used the SDK to build Firefly-enabled apps, so customers can create a new radio station based on the song or find concert tickets for the artist.
  • 70 million products, including household items, books, DVDs, CDs, video games, and more: Access product details, add items to your Wish List, or order on Amazon.com.
If you happened to get a Fire Phone, would Firefly be a killer feature for you, or would you immediately look for a bootloader unlock and/or root from the development community?