A summary

Kindle tablet. Amazon as well cooperates with Kava System, Denmark Education Inc, and Double Helix Games to run its business. 1. 2 Vision/Goal The vision Of kindle e-reader is to make accessible in less than 60 seconds for every book, written in any language, in print or out of print, and carry the same ease-of-use, deep incorporation and superior selection of content such as movies, TV shows, music, magazines, APS, and games (Yarrow 2013). 1. 3 Product portfolio 1. 3 A. Kindle e-reader Kindle 1st generation The first generation of Kindle device, cost at $ 69, with less than 6 ounces screen that fit easily in a pocket.

Also, it can download books in 60 seconds by using Wi-If and store more than 1,000 books. The battery life can hold up to 4 weeks with wireless off (Amazon 2014). Kindle DXL Kindle DXL features a sophisticated design with a sleek and slim as a magazine and is ideal for displaying material, such as graphics, PDF, magazines, newspapers and blobs. Compared with the previous version, DXL has a larger screen which is 9. 7. The battery life of the DXL can be up to 1 week with a single charge with wireless and two or three weeks with wireless off. Kindle DXL can store up to 3,500 books, newspapers, magazines and documents (Amazon 2014).

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Kindle Paperweight Most sophisticated e-reader that ever built with 62% pixels and 25% contrast, longer battery life, thinner and lighter design built to read in all lighting conditions. It is the latest generation of Kindle with the smallest and lightest, many fonts and faster page turns (Amazon 2014). 1. 3 B Kindle Fire Kindle Fire HAD It features a custom definition display unusually high, exclusive Dolly audio with dual stereo speakers, laptop-grade Wi-If with support for dual-band, dual-antenna and IMO for quicker streaming and downloads, sufficient storage for HAD content, the latest processor and graphics engine.

Additionally offered in two screen sizes such as 7 “and 8. 9” (Amazon 2014) Kindle Fire HAD The features of HAD come with new HAD display with perfect color accuracy, reduce glare and improved brightness. HAD uses the fastest processor and the first tablets with a quad-core 2. 2 Ghz processor. Thus, HAD offered Mayday button that connected 24 hours to experts from Amazon. Moreover, it comes with new entertainment, more than 1 00,000 APS and games in which it is available in the Amazon app store and enhanced battery life of up to 1 7 hours (Amazon 2014) 1. Milestone and important events From international website retailers, Amazon Expand its product line to e- book market by launching Amazon Kindle in 2007 that doing well in terms of sales. Hence, Amazon launched the second generation of Amazon Kindle 2 in 2008 that improved in terms of design. In 2009, Amazon expands their kindle book reader application to Apple phone and pod Touch. Moreover, Amazon launched Kindle HAD with global wireless in 2010 and launched Kindle Books application to other platforms such as, Blackberry, Mac, pad, and Android.

Furthermore, in September 201 2, Amazon launched the new Kindle Fire HAD. Lastly in 2013, Amazon is introducing Kindle Fire HAD on September 2. Present Scene analysis 2. 1 New product or innovation description Kindle fire HAD is an improvement tablet from previous generation Kindle fire HAD. According to the Amazon Inc (2014), HAD offers ultra-light design at 13. 2 ounces, which 34% lighter than the previous generation. HAD version offers high resolution (2560×1 600) and own the best pixel density of 339 pip that way beyond standard HAD compared to the last version. For its hardware, HAD use 2. GHz quad-core Snap Dragon 800 Processor to process three times quicker than previous generation and combined with 2 KGB of RAM that helps to launch the application faster, speed-up website loading time and, perform various tasks. HAD supported by New Adored 330 processor that visualize console quality graphics on the tablet four times better compared to the previous generation and the battery duration improved to 12 hours in active mode. For Camera, the new 8. 9 PM cameras also added in this product to capture high-resolution photo with HAD and panorama imaging and recording in IPPP.

In terms of connection, HAD now support the newest G LET technologies to perform mobile broadband (Amazon Inc 2014). For Support, Amazon added “Mayday’ features that connect the Kindle fire HAD tablet users to Amazon customer service by using live video call directly from the tablet. Moreover, HAD uses android Moist 3. 0 for its operating system The new HAD model obviously brings the advantages as it has more power and more pixels compared to the Kindle HAD. In this case, Amazon has done incremental innovation on their HAD model.

According to Garcia & Collation (2002), Incremental innovations can be defined as an innovation Of the product that provides new features, benefits, or improvements to the existing technology in the existing market. Amazon has done improvements in term of the product technology of its HAD by putting top-notch processor that able to handle more tasks compared to the previous version, improved graphic card, and better display in term of image quality and resolution that goes beyond normal standard high definition.

Moreover, the product develops the live video assistance technology named “mayday’ that does not available at previous versions of kindle. 2. 2 Market description & position According to Amazon Inc (201 4), HAD tablet was designed to increase productivity, provide education, and entertainments for its users. The device is able to do several tasks such as watching high definition movies, hearing music with world-class audio quality, reading e-books, playing games with console-quality graphic, and connected to social networks rapidly. It was basically designed to work and play.

According to the press release from Amazon Inc (2014), Amazon for its Kindle targets kids and families due to its educational and entertainment functions offered. Based on marketer analysis, Amazon may look based on their demographic factors such as age from 9 to 45 years old, currently pursuing education in all level, and currently eave low to medium income level. Further, Amazon as well may look into cryptographic segment that relates to lifestyle of generation Y, whereby the generation was born in digital age that familiar with Internet, wireless networks and video games (Elliot et al 2010).

Amazon positioned HAD as the tablet that offers high quality outcome for its users to enhance productivity and provides entertainment as it supported by the powerful processor and graphic card to perform more tasks and visualize high definition graphic for entertainment purposes. The design is relatively lighter and bolder compared o its direct competitor, Apple pad Air. Moreover, the product enter to the tablet market with low price strategy which costs USED $454 for WIFE+G LET Version, which is relatively cheaper compared to Apple pad Air that costs SAID $629 (Apple Inc 2014). . 3 Comparisons with competitors There are two direct competitors and one indirect competitor for Kindle Fire HAD. For the direct competitors, it is Apple’s pad Air and Samsung Galaxy Note 10. 1 -inch, 2014 edition. According to Phenomena (2014), by comparing the Kindle Fire HAD to its competitors, the HAD have 339 pixels per inch splay (PIP) compared to pad Air’s 264 PIP and Galaxy Note’s 299 PIP. As for the operating system, the HAD uses Amazon’s Fire SO while pad uses the ISO, and Galaxy Note uses the Android (4. 3) Touch.

However, the aesthetic of the pad Air made of anodized aluminum whilst the HAD and Galaxy Note are made of matte plastic. Next, the battery life of HAD is about 7 hours and 44 minutes with maximum brightness and is 90 minutes more than pad Air, also 13 minutes extra battery life compared to Galaxy Note. Lastly, the price of the HAD starts from USED $379 whilst the price of the pad Air and Galaxy Note tot Starts from USED $499. Moving on to the indirect competitor, it will be the famous Apple’s phone 5. Comparing the HAD to the phone 5, the HAD has only a slight advantage on the display as the phone 5 has 326 PIP.

Besides that, the phone 5 uses the same operating system as the pad Air which is the ISO. As for the aesthetics, phone 5 is also made of aluminum compared to Kindle Fire Hade’s matte plastic. Lastly, the price of phone 5 starts from USED $199. 2. 4 Current competitive strategies/ outcomes The predecessor of the Kindle Fire HAD, which is the Kindle Fire HAD, was munched on November 2012; and then the HAD was launched during November the following year. Therefore, it can be said that Amazon is innovating their products once a year. The strengths that Kindle Fire HAD possesses is it has a great 8. -inch screen, excellent performance by its blistering fast Snapdragon 800 processor, and having loud and clear speakers (Trusteeships 2013). Besides that, it also has the Mayday response system which provides good response time for customer service. It has also the unique Overtime APS which are clever and innovative, different compared to its competitors’ APS. Meanwhile, the weaknesses are such as its Fire SO is too restrictive, having a poor app store compared to its competitors, especially Apple’s App Store and Google Play Store; occasionally having APS malfunction, and also extra Storage is pricey for users.

Words Count: 1650 3. Summary This assessment basically talks about how Amazon is being innovative from their online selling service by venturing into making smart tabs. The Kindle tablet is the product of their innovation where they wish to make information accessible for every book in any languages on their e-reader. There are also overall types of Kindle was launched before their latest product was launched, which is the Kindle Fire HAD. It also covers about the insights of the Kindle Fire 1st generation, the Kindle DXL, the Kindle Paperweight, the Kindle Fire HAD and the Kindle Fire HAD.

Besides that, the milestone and important events regarding the Kindle tablet was also discussed. The study of Amazon’s present scene analysis is also carried out, which includes the new product description, the market description and position, the comparisons with their competitors, and also the current competitive strategies or outcomes. The new product description talks about how has the tablet improved from the previous generations. According to the website, it is stated that the features of the new product has improved and enhanced, therefore better than its predecessors.