Since its original release back in 2007, Amazon’s Kindle reader has consistently been the best e-book reader available on the market. That is the reason behind its success to date. Back in 2009, when almost all the electronics manufacturers was rushing to get an e-book reader of their own to market, any new reader which showed the slightest promise was instantly dubbed the “Kindle Killer”. This is due to the fact that the Kindle was, and still is, the industry benchmark.
The recent launch of the improved third generation Kindle reader has opened the gap between Amazon’s reader and the trailing pack even more. It’s worthy of note that the latest Kindle killer isn’t even an e-book reader at all, but Apple’s iPad. This is a very different device with a much higher price tag and, when looked at as an e-book reader, one which suffers in a number of areas in comparison with the Kindle.
The improvements in the third generation Kindle include a higher contrast screen, extended battery life, twice as much memory, faster page turns and an enhanced PDF reader. The same 6″ display is now housed in a smaller, lighter case – which is now offered in a choice of graphite or white. Amazon has also unveiled a Wi-Fi only entry level Kindle for customers who don’t anticipate the need for a 3G connection. This is on sale at just $ 139 – very close to the $ 99 value commonly held to be impulse buy territory for personal electronics. The 3G plus Wi-Fi model is priced at $ 189.
Almost unnoticed amongst the numerous technical enhancements, Amazon opened an independent Kindle store for UK customers. UK customers will no longer require to have an “international” Kindle shipped from the USA. This only took a few days to do – but some customers may have been put off by exchange rates and having to use a credit card (debit cards are more common in the UK). Amazon has just launched a major television advertising campaign in the United Kingdom and it may be that this, in conjunction with the “local” UK Kindle store could lead to a lot of sales for them. Should this prove to be a successful strategy for Amazon, they will probably open other Kindle stores for countries such as France and Germany who also have their own local Amazon Web stores.
Shortly after the release of the third generation Kindle Amazon had, for the umpteenth time, sold out of the devices. At the moment, customers are faced with a three to four week wait before their readers will ship. All things considered, there’s absolutely no sign that demand for the Kindle is falling off – which is hardly surprising given the quality of the product.
Up until now, reports of the death of the Kindle have always been premature, and that still seems to be very much the case. There’s no point comparing the Kindle with the iPad, they are very different devices. The Kindle is, by a long way, the best e-book reader available on the market. That’s why it will not only survive, but continue to sell very well – and it’s also why Amazon will remain an influential player in the future of the digital publishing market. Some people will prefer to continue to read conventional printed books – whether in hardback or paperback format. Others will switch to an e-book reader, in which case the Amazon Kindle will be the first choice (as will Kindle books). Others will be primarily interested in surfing the net, watching videos and playing games when they’re out and about, reading only the occasional e-book from time to time – and they will most likely choose an iPad. You will be able to get your reading material from Amazon, whatever your personal preference is.
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