Kindle Not Looking to Compete with iPad
Amazon.com’s CEO Jeff Bezos is looking to put the e-tailer’s
Kindle device in the hands of the 10 percent of the population that are serious
readers. Those consumers, Amazon’s logic seems to suggest, are not likely to
want to own an iPad.
Speaking to shareholders at the company’s annual meeting
on Tuesday, Mr. Bezos said Amazon was looking at Kindle to be an e-reader and
nothing more beyond that, a la the iPad, according to a Wall Street Journal report.
"There are always ways to do the job better if you are willing to focus
in on one arena," Mr. Bezos said.
Amazon, for example, is not looking
to add a color LCD screen to the Kindle. According to Mr. Bezos, readability
on the black and white Kindle device is superior to the color reflective screen
found on the iPad. Eventually the Kindle may move to color but the technology
is "not quite ready for production," Mr.
Discussion Questions: What do you think of Amazon’s decision to not try
and compete with Apple’s iPad? Is the premise viable that "serious readers" would
prefer a dedicated reading device? With all the e-reader competition out
there, how do you see the market maturing?