Amazon's Kindle Fire: The ultimate integration, services channel

Amazon's Kindle Fire: The ultimate integration, services channel

Summary: Amazon is going to use its Kindle beachhead to push its services, content and e-commerce. The Kindle Fire represents Amazon's most direct channel to the consumer.

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Amazon's launch of its Kindle Fire tablet is more than just a threat to Android tablets, Apple's iPad and Barnes & Noble's Nook. The Kindle Fire is ultimately a showcase for all of Amazon's services---including its cloud clusters---and a channel that integrates everything in one bundle.

To think of the Kindle Fire in mere competitive terms and label it with an iPad-, PlayBook- or Android-tablet- killer headline misses the point. Amazon is throwing its kitchen sink into a 7-inch tablet and using it as an end-point for its content and services. At the Kindle Fire press conference Wednesday, Amazon CEO Jeff Bezos said:

Amazon Web Services, Amazon Prime, Amazon Kindle, Amazon Instant Video, our MP3 store, Appstore for Android – we asked ourselves, is there some way we can bring all of these things together into a remarkable product offering that customers would love? The answer is yes. It’s called Kindle Fire.

Here's the laundry list of integrated Amazon services:

  • Streaming movies and TV shows via Amazon.
  • Apps via Amazon's app market.
  • Cloud storage.
  • E-books for adults and kids.
  • Magazine periodicals.
  • Music via Amazon's MP3 store.
  • A trial subscription to Amazon Prime.
  • And Amazon Web Services via the Fire's Silk Web browser.

Andrew Nusca nailed the Kindle Fire's importance:

The Fire finally gives Amazon a device to fully leverage the myriad types of content it already sells, including movies, TV shows, music, documents and applications. Bezos played up the device’s ability to display magazines (for which it had an extensive library already in place, aptly called “Newsstand”) and its use of Whispersync to download movies, TV shows and other kinds of content the e-Ink Kindle can’t handle.

Among all of Amazon's services, Silk/AWS may be the most notable. Amazon has found a way to use a Web browser to popularize its Web services---currently an enterprise play---to the consumer masses.

Also: Amazon's Kindle Fire just nuked the tablet market: Winners and losersBiggest story from the Kindle Fire presser: Silk browser | Amazon Silk - The biggest Kindle innovation is not hardware, it's software

In its blog post introducing Silk, Amazon outlined a hybrid browser that will offload some computing tasks to the cloud. Amazon said:

All of the browser subsystems are present on your Kindle Fire as well as on the AWS cloud computing platform. Each time you load a web page, Silk makes a dynamic decision about which of these subsystems will run locally and which will execute remotely. In short, Amazon Silk extends the boundaries of the browser, coupling the capabilities and interactivity of your local device with the massive computing power, memory, and network connectivity of our cloud.

Add it up and Amazon's Silk browser could forge a path to more effective mobile computing. IDC analyst Al Hilwa said:

While the split browser architecture is not new, Opera having been a player for a couple of years, I find the overall strategy to be an interesting spin on the me-too Android software we have seen so far, and possibly a game changer. In one fell swoop Amazon harnesses its commanding lead in cloud services, the content richness of a leading online retailer and its successful Kindle business strategy to deliver what might become one of most effective antidotes to the mobile bandwidth crunch.

The key element is that Amazon is going to use its Kindle beachhead to push its services, content and e-commerce. The Kindle Fire represents Amazon's most direct channel to the consumer.

More:

With Kindle Fire, Amazon looks to burn down Apple's house (first impressions) | CNET: To beat Apple, Amazon's trying to be Apple | The Amazon Kindle Fire is no iPad Killer

CNET live blog | Amazon’s Bezos unveils Kindle Fire; color tablet computer | Amazon’s Kindle Fire; At $199, finally a viable college tablet | Amazon’s Bezos unveils Kindle Touch, $99; Kindle, $79 | CNET: Amazon unveils trio of Kindle e-ink readers | Nook vs Kindle Fire specs | iPad vs Kindle Fire specs

All Kindle coverage

Topics: Amazon, Browser, Hardware, Laptops, Mobility, Tablets

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19 comments
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  • Huge ... Ice Age?

    With M$'$ Build conference just over ... AMAZON has timed this announcement brilliantly. If ... IF ... AMAZON can get the technology of the Fire right, then Windows 8 may be relegated to Ultrabooks.<br><br>Parents have been here: one child wants an X; the other child now wants an X; can they share? No way! Then why not two AMAZON's (with buying switched off until they understand the word 'budget').<br><br>HOWEVER<br><br>The business models for tablets proposed by Apple, M$ and now AMAZON ... remind me of the film THE DAY AFTER TOMORROW. Three gigantic storms engulfing the planet, sucking in all life ... until the storms abate and we enter a new Ice Age.<br><br>As long as we remember we are being sucked in and retain some control over the ice then things might work out OK.
    jacksonjohn
    • Say what?

      @johnfenjackson@...
      Get real - the market segment for Fre is completely different than Win8.
      Everything the Fire is aimed at I already do on my Transformer.
      Win8 - I want for the MS functionality and Xbox
      rhonin
  • RE: Amazon's Kindle Fire: The ultimate integration, services channel

    ...provided your American. Kindle Fire is one of a growing list of Amazon stuff which is US only. Like Amazon Cloud Player/Driver and the Android Appstore. Apparently this is because the Fire hooks into Cloud Drive which is in uncertain legal territory. (though I don't see why the Kindle Touch is US only...)

    In the US Amazon and Google (through Music Beta) are at last offering an alternative to iTunes -- but internationally, Apple remains the only game in town.
    The Star King
    • Lol Try using iTunes in any country

      where your access speed is 56kbps. (80% of the World). ITunes is useless and its wired solution.

      Its Actually easier to purchase a Kindle Fire and go cloud with Android with downloads that are very small.
      Uralbas
    • RE: Amazon's Kindle Fire: The ultimate integration, services channel

      @The Star King but no MICROSD slot is bigger issue. I guess they are trying to make it harder to root the device. I am so tempted to get one.
      jacjar1
      • I looked and said

        @jacjar1
        Nope.
        My Transformer already gives me all this and much more.
        Why buy the Fire?
        rhonin
  • RE: Amazon's Kindle Fire: The ultimate integration, services channel

    Amazon wants to tie everything into its services into this tablet. Will they allow you to upload your own content into their cloud such as PDF files and your own mp3 or movie collections?
    LoverockDavidson_-24231404894599612871915491754222
    • RE: Amazon's Kindle Fire: The ultimate integration, services channel

      @LoverockDavidson_ Of course you can.
      MSFTWorshipper
      • RE: Amazon's Kindle Fire: The ultimate integration, services channel

        @MSFTWorshipper
        Cool
        LoverockDavidson_-24231404894599612871915491754222
    • RE: Amazon's Kindle Fire: The ultimate integration, services channel

      @LoverockDavidson_ Yes. Use all the Amazon services on this small device. It'll be wonderful watching all those good movies on a small screen. It would be nice if there was a mini HDMI. But from specs I found all that it has is wireless and USB. How do you set that up for your TV? Anybody?
      craig.toshack@...
  • RE: Amazon's Kindle Fire: The ultimate integration, services channel

    The first video's broken. The audio stops a minute in.
    bradavon
    • RE: Amazon's Kindle Fire: The ultimate integration, services channel

      @bradavon
      Agreed - 45 seconds.
      jacksonjohn
  • The Bad Guys Are Licking Their Chops

    I can just see it now, all those bad guys out there who write malware licking their chops. They are probably all singing "Burn baby burn" and "Light my Fire"
    Nesivos
  • The ultimate data collection

    To me the Fire seems to be a privacy nightmare. On top of all the data Amazon collects from us, by using their service, they will collect every the address of every web page we visit through their Silk technology. They will store date, IP, and address for, they say, 30 days.
    Juergen Hartl
    • RE: Amazon's Kindle Fire: The ultimate integration, services channel

      @Juergen Hartl - I think this will be an interesting experiment. Apple is the King and will be for a while. Amazon could well be in the running for the Prince title! I much prefer either to Microsoft the Evil Beotch!
      The Danger is Microsoft
  • Amazon and Google are ALL about.....

    ads. Ads, ads, ads. Android devices are direct pipes into Googleland, where they mine your data to make targeted ads. The Fire is a direct pipe into Amazonland where, via the Silk brower in the cloud, they mine your data to make targeted ads. Yes, Apple does ads also, but not NEARLY to the extent of Google and Amazon. That's why Google and Amazon can afford to basically give you hardware/software for nothing. They're counting on you clicking their ads and buying their stuff.
    Userama
  • Wow.

    How silly it would be to think Amazon wouldn't make such a move. The customers are lining up because it will be so simple to use. It will also take your money easily too. Just terrible that they only subsidized a 7 inch screen for their good customers. Wear your glasses while watching your favourite movie. Sit close to your buddies while the action unfolds for that new action movie. Amazon... Bringing friends together and making them blind. I hope you cn hook it to a TV. Hmmm... Wonder if it supports 1080p. I'll have to check.
    craig.toshack@...
  • RE: Amazon's Kindle Fire: The ultimate integration, services channel

    7" is too small for me, I require at least a 10". i have a kindle, and is excellent for reading books, but too much messing about to do other things.
    Alan21
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