What Is Kindle Fire - a Tablet or Something Else?

What is Kindle Fire - a tablet or something else?

The Kindle Fire is something other than a tablet. While it offers many of the same features as a tablet such as gaming, access to applications and video content, it is widely cheaper than the vast majority of tablets. Part of the reason the Kindle Fire is cheaper than the tablets is because of the quality of the Kindle is far worse than other tablets like the IPad and this is because Amazon designed the Kindle to be in-between a E-reader and tablet.

Who should Amazon target with the Kindle Fire - which customer segments are most promising and how would they use the product?

I believe the two target markets Amazon should target for their audience is children and higher education. To begin children have a heavy influence over their parents buying decision and with the Kindle Fire priced at $200, the Kindle is priced very good for parents to buy them. Also, “Children under the age of 12 used them frequently [Tablets] and the primary children’s use was to play games.” (Goodman, 2014) Kids love to play games and if Amazon markets the Kindle as a gaming device, children will force their parents to buy more games and apps on their kindle or parents kindle. Higher Education is a fairly untapped market for electronic devices right now and with college students starting to use textbooks less and less, the Kindle would make a great device to have students buy textbooks on. One of the biggest problems Amazon would face with bringing textbooks to the Kindle is, “This would mean updating the file formatting significantly.” (Goodman, 2014)

How should the Kindle Fire be positioned against the iPad and other tablets? This is best determined by deciding what the Kindle Fire is - hardware or something else

Amazon should position the Kindle Fire as a device for those who have mixed attitudes towards the differing devices and are also seeking a bargain of a price. Positioning the Kindle Fire as a cross over between an e-reader and tablet allows Amazon to capitalize on this market share until other competitors enter the market. There is already so much competition in the e-readers market and tablet market, so having Amazon start a market segment allows them to open up abundant opportunities.

What, in your view, is the business model Amazon is pursuing for the Kindle Fire?

In my view the business model Amazon is pursuing is to connect with as many customers as possible with offering a new innovative