Amazon's Kindle Tablet: Aimed at iPad or Nook Color?

Amazon's Kindle Tablet: Aimed at iPad or Nook Color?

Summary: Amazon's Kindle Tablet is about defense as much as it is targeting Apple's iPad. The reality is that Barnes & Noble's Nook is one popular Android tablet.

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Amazon is expected to launch its Kindle Tablet this week in New York and it's a bit fuzzy whether the device is about targeting Apple's iPad or defending against Barnes & Noble's Nook.

The strategic positioning probably lies somewhere in the middle.

As for the offensive part of the Kindle Tablet launch, the moving parts go like this:

  • Amazon can subsidize a tablet via its Prime subscription service and media sales.
  • Movie, music and e-book services can be bundled into one comprehensive offering.
  • Amazon is one of the few companies that can provide integration similar to what Apple offers.

But Amazon's Kindle Tablet is also about defense. The reality is that Barnes & Noble's Nook is one popular Android tablet. While other companies have tried to launch direct iPad rivals, Barnes & Noble went the hybrid route. The color Nook is a handy Android tablet/e-reader.

Also: Barnes & Noble beefs up Nook Color's tablet status with more apps

Amazon has to answer that tablet/e-reader bell.

Stifel Nicolaus analyst David Schick said in a research note that the Kindle Tablet is a chance to "return serve with refreshed devices." It's unclear whether Barnes & Noble can ultimately compete with Apple and Amazon, but it has fared well with its Nook color. The biggest threat to Barnes & Noble will come if Amazon aggressively subsidizes its Kindle Tablet to hit the sub-$200 mark.

Related:

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

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9 comments
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  • I have a Nook Color

    and I use it about half the time for ebook reading, the other half for cruising the web and audio/video stuff. I bought it mainly because the microSD card let me cheaply expand the memory and quickly move movies and music into the device.

    It's a great form factor for personal consumption because it fits in a jacket pocket, which is a must for me on the move. But it's not big enough to do "serious" work like editing a document or a spreadsheet. I've gotten a lot of use out of it for $250!
    terry flores
  • Are there any numbers on Nook sales?

    keep hearing how good they are selling but haven't seen the numbers.. "good" is how much?
    doctorSpoc
    • B & N are very tight lipped about sales

      @doctorSpoc

      http://www.digitimes.com/news/a20110328PD203.html

      From last March
      dragosani
    • RE: Amazon's Kindle Tablet: Aimed at iPad or Nook Color?

      @doctorSpoc The problem with the Nook Color is, people who like the traditional E-Ink display will not like the backlit screen. Yes many of them bought it but still use their old e-ink models.

      I suspect the Nook Color is close to 4 Million units and since they modified the front end it can be considered a tablet as it runs limited apps and can play video.
      slickjim
  • RE: Amazon's Kindle Tablet: Aimed at iPad or Nook Color?

    It is aimed at the Nook Color period!
    slickjim
  • it's a Nook-killer . . .

    Amazon knows the iPad is a success they can't go head-on against. So whack the Nook and take that market share and leverage this to keep the price down . . . .
    pete_w_flynn@...
  • RE: Amazon's Kindle Tablet: Aimed at iPad or Nook Color?

    I don't think any mainstream dealers in the UK even stock the Nook, so, in the global market, is it really a big deal?
    alec.wood@...
  • Gimme

    my Windows tablet. These cheap copycat tablets got nothin.
    Monkeypox
  • qxtsxaz 76 bzy

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