Why kindle fire will fire?

2 years, we have seen too more “iPad Killer” dismal. Amazon’s Kindle Fire $ 199 will be listed on 15th of this month. Why Kindle Fire will fire?

Why not look at other flat fire . Hardware to catch up (or even beyond) iPad is not difficult, but who better than Apple’s software and hardware integration? Even if the design and iPad as well (who did?) invisible “user experience”, but also to fight. More on the word of mouth? cost control? brand awareness? marketing capabilities? … Apple’s big move too much.

Android camp into a fight argument fight collective advertising of this vicious circle: the homogenization of the “iPad killer” Most of the high-priced to sell $ 500 … afford the price of a human hair not buy iPad buy a cottage? the face of machine sea tactics, iPad market share did not fall but rise! IDC latest data?: Apple flat-panel market share rose to 68.3% from the 65.7% (80% + U.S. ), and Android tablet as a whole fell to 26.8%.

This proves: blindly Apple only death! The only way to stay alive, is determined “not to go iPad way”. unlike the iPad more chances! because then simple: you want to iPad, and not bad money has long been the market’s only potential users or bad money, or no demand on the iPad. Kindle Fire strategy must be: low and different competition . In fact, Kindle Fire not only thought to do “iPad killer” Android tablet in order to avoid the homogenization of all promotional materials and even deliberately avoided the word Android! not even tablet (tablet ) words did not appear! $ 199 Kindle Fire is smaller and lighter and cheaper “reading” device: only 7 inches, no 3G, no GPS, no camera, no Mic, but more than a USB …. You get it?

 

it desperately shouting: I’m not iPad, I’m not Android, I am absolutely does not Tablet! my Kindle! I do not do the iPad’s ! iPad do nothing??

iPad can not do, is “non-fruit powder” to it! Apple been criticized primary points: closed, “not human” “trouble” … fruit powder that most Apple products, the most convenient and user-friendly, “non-fruit powder,” says: I did not want to USB; Bluetooth transfer pictures … This article does not actually have to jailbreak Apple’s idea to dwell on, as long as the recognition of “non-powder” can be a reasonable demand (there is reasonable). In fact, the design concept had no right or wrong, the product corresponding to different targets in different customer base is the market segmentation (Market Segmentation). In addition, iPad price is high, not enough light (9.7 inches was too much) … Amazon for these “iPad can not do” to solve the . Kindle Fire a lot of “to Andrews” of work: Based on the Android 2.x for a large number of secondary development, including browser-based services such as Amazon are made, you could not find Google’s shadow and it should be called the Amazon system OS (later called aOS absolutely fly!) can be met is, this system does not necessarily iOS , must be very open, so that “non-fruit powder” with the convenience!

you can laugh Kindle Fire hardware configuration, but do not forget the price of its 60% cheaper than the iPad! to buy $ 499 iPad (3G to $ 629 onwards) is the need for adequate reason, even in the rice country, not just to buy cheaper goods, while $ 199 does not require much justification. In addition, to pay $ 199 and $ 499 of products hearts expectations are certainly different: you only spend $ 199, must do not expect it to have $ 499 in performance. how to talk to than the iPod Touch? Kindle Fire shall iPod Touch and the minimum price the same, the hardware is a comprehensive win, not to mention rich cloud service ( Detailed text at the end)! Amazon intention is clear: the middle of life and life on the iPod and iPad inserted to foot — not bad money, fruit powder, whatever you want, all other potential users over here!

 　to analyze the strategic level, we must shell Zuo Si (Jeff Bezos) about. Bezos so interpretation of the Amazon:

two kinds of profitable ideas: high profits or puerile, and we are the latter. (There are two kinds of companies: those that work to try to charge more and those that work to charge less. We will be the second.)

Amazon’s mission: to provide consumers with all the necessary … on the Internet. (Amazon strives to be the e-commerce destination where consumers can find and discover anything they want to buy>

most Readers not familiar with Amazon, because it is too low-key: Most of Amazon’s investment in areas visible to the consumers in the rice country, the traditional Amazon store selling all “legitimate” commodities in recent years to develop digital services, as well as Amazon Basics (own brand electrical appliances), Amazon Fresh (grocery), Amazon Studios (film) …’s business dazzling.

mobile competition in the Internet age did not just end equipment, but resources and business integration , is platform level of the competition and the entrance of the fight! Apple’s hardware (Mac iPhone iPad) soft (iOS OSX iTunes/App Store) with the user locks into their Ecosystem (ecological system), while the layout of content and resources in the Amazon for many years, “soft” power far more than Apple. 2007 launch of the Kindle reader is to test the water “hard” part of the first step.

 

Kindle Fire padded business chain will last a short board , from “soft + hard “platform level to form surround! and November 15 is very appropriate time!

1, the traditional Thanksgiving + Christmas shopping season.

2, Android 4.0 has just released a 4.0 version of Android will later Army bombing in 2012, a large number of x86 + Windows 8 flat after birth, can meet the competition will only become more intense. now is a competitive vacuum!

different from Apple’s “innovation + roots + high-margin product lines of light,” Amazon’s core strategy is: mass content of the user + mass + small profit margins. popular say is: cabbage price, and consequently the sale, west of the east does not make a profit … (See: The Long Tail). Although the impact of low-cost short-term profits, but to secure more customers. the long term, the number of users and repeat frequency of purchase in order to increase geometrically complicated, even if every transaction profit (or even part of the loss), total profits are enormous. The data show that the existing 137 million in the U.S. Amazon users, sales? old customers contribution to A loyal customer LTV (lifetime value long-term gains) than the COGS (Cost of goods sold cost of sales). the strategic significance of the number of users grow much larger than the short-term profits. (Jingdong Amazon a good student …)

attack is the best defense . tablet market is Apple’s inherent territory, grab the hands of the Amazon as long as the user is from Apple to win! does not seek to make money, is The so-called “barefoot afraid of the wearer.” According to reports?, even $ 199 Kindle Fire and lose $ 50 each! In addition, to strengthen the barriers to competition, the Amazon in the previous quarter in infrastructure (cloud) and copyrighted content generous investment 1.3 billion U.S. knife! (Q3 earnings?)

so generous daring shot from the Amazon has the second highest industry ARPU (Average Revenue Per User per user income): 1 user=$ 189, this is just mean! Kindle Fire users will definitely buy (than average) more digital products (high margin), the actual users of the net profit per subsidizing of far more than $ 50! This is exactly the Kindle Fire will not (not) to enter the Chinese market, the main reason.

bird they are playing cloud, but Amazon’s cloud-cloud is the industry’s most cattle Amazon’s early 06 began to cloud computing in business, leading the entire five-year Apple. fruit powder is actually used in the iCloud long before Amazon’s cloud services: the background is the famous Cydia Amazon Cloud!

 

Joe developed iCloud before trying to use 800 million acquisition of Dropbox knife rejected. Dropbox is that you know who drive what? AWS (Amazon Web Services) is referred to the Amazon cloud services: EC2, CloudFront, RDS , S3, CloudFormation covers cloud computing, content delivery, database, storage, deployment, management … to see AWS-driven company: Dropbox, Adobe, Twitter, NASDAQ, NASA …

able to fight with Apple’s” seamless integration “,” ecosystem “,” user experience “only Amazon!

 

for iPad + iTunes/App Store + iOS seamless integration, counter-magic is & ldquo Amazon ; aOS “+ Niubi cloud-driven massive resources”: No I have , people have my lowest!

Amazon Appstore: Android App Store , lower prices, as well as “trial” function: cloud free with a half-hour virtual machine (running in the browser window)

Amazon Prime?: Senior Member, unlimited free delivery and 13 000 + free movies/TV shows and books.

Amazon Instant Video: Amazon Video on Demand resources than iTunes, priced slightly lower (Prime users some free)

Amazon Cloud Player: multi-device synchronization, the cloud without having to download the player.

Kindle Store & Kindle Cloud Reader: more than 1 million books (Apple iBooks only 20 million) multi-device synchronization cloud to read (iBooks do not support the Mac has to read)

Amazon MP3: The average price of less than iTunes 20%

Amazon Cloud Drive: Free 20GB network disk can store Any content

Amazon Silk browser : AWS cloud technology-driven, pre-rendered pages and content compression, through EC2 server cluster buffer read-ahead, the page load even faster than the iOS Safari.

must provide under another brand awareness and sales channels in the shadow of Apple, n non-iPad tablet actually only a collectively – soy sauce: XOOM, Galaxy Tab … you do not know anything else, right? but listed in 2007 (prior to iPad2 years) Kindle is different: at least in the United States, a household name synonymous with Kindle is the electronic read: Kindle is the e-book, e-books that Kindle! Amazon and the goodwill of the nation’s leading shopping experience, its own online sales channels, than in other large channels Android tablet cost savings. The advertising fee? Amazon. com traffic ranked 14th worldwide, every day, hanging in the Amazon Johnson Home strong push, but also need to spend money advertising what?

of course, also the first version of Kindle Fire shortcomings: no 3G, too small for the limits of storage should be low-cost considerations. Although the cloud unlimited storage can make up for the small local capacity, but this requires more high-speed Wi-Fi. m countries with 10M or 50M Wi-Fi has already spread (University of 100M +), but the Wi-Fi signal, after all, as 24 × 7 for 3G/4G convenient personal forecasts, as costs continue to decrease, Amazon will launch early next year, the flagship version of the Kindle Fire: bigger screen, with 3G/4G, larger capacity, price is still $ 199 , while the old price to 150 the following section, and low-end black and white screen Kindle e-ink form of low third-order high echelon, better market segments.

Ultimate may have the new Kindle Fire hardware parameters of the positive and the strength to fight iPad To know the $ 499 iPad is hundreds of knife making profits, profits and even subsidizing hardware to give up the Amazon, the price to $ 199 iPad at the same level hardware not difficult. will persist as long as the low price Sike, provide a good experience, a lot of fruit powder may mutiny.

Kindle Fire do not do” iPad Killer “, but it has become the fastest-selling history of the plate (order number close to 2.4 million iPad2 first month of sales, forecast years breaking 500 million). iPad tablet market thriving 1 + n pattern will be rewritten into 2 + n pattern.

 

before people ask: iPad or not? now people begin to ask: iPad or Kindle Fire?David Beckham may not always be Joe, but this does not prevent the Amazon to become the next Apple, or even beyond. step back said that even if Apple never reach the height, but not a bad idea breadth win by Amazon . can be met is that the face of Kindle Fire, can survive, perhaps only the iPad. In fact, Kindle Fire is not claiming to be from Andrews flat “ Android Tablet Killer ” …

There’s one more thing …

Christina is only 47, Beckham is still alive (the subtext is …) Amazon has just acquired a company called Yap’s voice recognition company?, why do you think David Beckham should?