(PRWEB) September 07, 2012
Yesterday in Santa Monica, California Amazon announced the release of a new family of Kindle e-readers, this is on the back of a recent announcement that Kindle Fire has sold out in the US. The new Kindle Fire offers a lighter approach in tablet design, to compete with the market leaders Apple. Whilst clearly not an iPad, the newest Fire draws on the key elements desired by users for day to day functionality and entertainment. In addition, Amazon is hoping to pull in a new audience to re-enforce their growing entertainment base in online movies and music downloads. They surprised the market by introducing a larger Kindle with 4g capabilities and geared directly towards the iPad market. A newly refined e-reader called paperwhite was also introduced and all of these products are now available for purchase on the Amazon site for pre-order and release in October.
Amazon will launch its Kindle Fire e-reader in the UK this October, British retailers Currys and PC World revealed today. The two Dixons Retail group stores disclosed the news at a ridiculously early pre-Christmas press event today when they listed Amazon's tablet in their list of predicted top 10 best-selling items.
Controversially, this comes at a time when Tesco Superstores announced the purchase of We7 a digital music service, Blinkbox a movie streaming service to compete with Amazon LoveFilm and finally, Mobcast a well-developed e-book platform. It seems that whilst Amazon have been waiting to decide whether the UK market is ready for this kind of technology, Tesco have chosen to take the leap of faith early.
Supermarkets have made huge profits by selling books, DVD's and CD's in the last decade and it seems apparent that they are hooking into the new digital trends and intending to take on the likes of Amazon and Apple for the market share. Sainsbury's also bought digital books venture aNobii in June, and Morrisons acquired online retailer Kiddicare last year. It seems that the supermarket chains have realized that buying into the digital market secures more than just interim profit. Like Amazon, they are seeking to encourage the development of stronger customer relationships with these products. Amazon currently hold the ‘all in one solid’ brand leader title and cross fertilize this relationship by encouraging a wide reaching client base to buy their products. But this is an area that could be exploited by many of the leading supermarket chains, especially Tesco.
However, Tesco are not planning to enter the ferocious hardware battle and have wisely chosen to allow this turf war to take place in absentia. They are focusing their attention on the ‘eco-systems’ backend content and purchasing power. Will this have a knock on effect on the power of the Kindle product to survive? Currently, Tescos stock the Amazon Kindle and it will be interesting to see how this relationship develops as Amazon pushes forwards their own digital entertainment stores online in the UK.
Amazon appears to be widening their entertainment base by trying to ensure that the Kindle Fire HD (second generation) price is kept at a reasonable level £159 for a 16gb Fire HD, £199 for 32gb HD and only £129 for a basic Fire. It has been said that they have suffered huge losses in the sale of the first Kindle Fire. But this is all part of a long term strategy to ensure that they woo their customers with a decent price and a wide range of products to support the technology. It seems that to achieve this line of attack they are in the process of developing a significant gaming market. By using highly addictive games they hope to plug the gap in their entertainment offering.
Tom Packer, CEO of MyDeals.com commented, "The UK market is crying out for a reasonably priced tablet; it looks like Amazon are on to a winner with the prices they announced".