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Amazon’s Latest Move in Tablet Market

http://www.usatoday.com/story/tech/2012/11/15/kindle-fire-hd-shipping/1706731/

 

This article discusses Amazon’s November 15th release of the Kindle Fire HD.  The move was a premature one for the company, who “want to get a jump on holiday sales”.  The Fire HD is the second generation Fire, featuring a larger screen, improved sound system and capabilities, and overall being billed as a media-friendly device.  Amazon is also selling the device through more retailers, aiming to increase the Fire HD’s exposure.  Furthermore, they are offering 4G coverage for the device starting November 20th.

 

The Fire HD is Amazon’s second venture into the expanding tablet market, currently dominated by the iPad and new iPad mini.  Also in competition for market share are Samsung with a variety of android tablets, Google with the Nexus, and Microsoft with the Surface.  With such an influx of supply to the market, and demand predictably increasing during the holidays, it is beneficial for a company to try and get the first punch in the dogfight that is electronic device retail this time of year.  By making such a bold move, Amazon is jockeying for the spotlight, hoping to stand out before another move is made by the competition.  This move is part of a market that follows cascade-like tendencies during the holidays.  First one company introduces the newest product, than another introduces something “better”, and then yet another comes out with similar technology for less.  The cycle can be vicious.  Amazon’s move happens to be the largest in the market at the moment, but it happens to follow the market-leader’s previous move of releasing an iPad mini with similar capabilities to the iPad.  Much like Amazon stole Apple’s thunder, another company will presumably swoop in and steal Amazon’s spotlight with a newer product, upgrade, or marketing campaign.  Regardless, Amazon made the power move that they were capable of at the time, followed the cascade tendencies of the market, and can now only hope that they end up closer to the top of the waterfall than the bottom when the season is all over and the fight has been settled.

 

 

Academy8

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