With a prediction that Amazon will see 12 million of its Kindle Fire devices sold in 2012, taking 5% of the tablet market share next year, it’s no surprise that the web is filled with people talking about the Kindle Fire and the possibility of it being an iPad killer.
However, despite the many reviews which have done so, I don’t think it’s fair, or even viable, to compare Amazon’s Kindle Fire to Apple’s iPad.
I will start by being controversial and stating that I don’t think Amazon is trying to create a tablet to compete against the iPad.
I think they are going for a totally different market altogether.
First off, the Kindle Fire is not even comparable to the iPad 2 in terms of size. Instead of a 9.7” display, the Kindle Fire is just 7”, 0.3” wide, and weighs 0.89 pounds, making it thicker, and heavier than the lightweight iPad.
But perhaps most important is the difference in price. At £200, the Kindle Fire is half the price of the cheapest iPad, retailing at £400. For most of those who buy Apple’s products, price is a secondary consideration; it is the brand that they are buying into. But with Amazon pricing its tablet at a much lower level, it is reaching out to those whose primary concern is price.
Then, we have to consider functionality (which also explains the difference in price). The iPad can do pretty much anything, whereas Amazon’s tablet has been described by some as “an e-reader with extra features”.
The Kindle Fire has no camera, a shorter battery life, is button free except the power button, has no dedicated volume control and offers less access to the apps available in Apple’s App Store.
Kindle Fire offers a different experience
I am in no way saying that the Kindle Fire is any less of tablet. I am just trying to point out the differences between the two tablets to emphasise my point that it is unfair to compare these devices.
Look at it this way, the target market for the iPad is different to the target market for the Kindle Fire, making in my eyes, the comparison irrelevant.
Amazon has been hugely successful with its Kindle reader, and as the top online retailer whose recent service additions have also been gaining popularity, launching a tablet which integrates all of its services is the obvious next step.
Kindle Fire is the next extension of the Kindle e-reader
Before, Amazon’s customers had to rely on third party devices like computers and smartphones to consume their Amazon content such as music and movies. Now they have easy access to everything, including benefits such as Kindle Owner’s Lending Library and free two-day shipping (as long as you have Amazon prime membership).
Amazon is merely capitalising on the popularity of the Kindle and who can blame it?
Amazon is not trying to “kill” the iPad; it is marketing towards its customers, who are in the millions, and also marketing for consumers who want a tablet that is affordable and simple.
The Kindle Fire makes it easier to consume Amazon’s products and services, so if you’re already a fan of Amazon, then this is the perfect tablet for you (unless you want a more functional higher-end tablet with access to more apps).
Some people only want to buy into the Apple brand
However, some people are snobby when it comes to technology brands and there are those devoted Apple fans who wouldn’t dream of having a tablet computer made by anyone else. Then again, if you are a fan of Apple products, you are probably not in the right target market for the Kindle Fire.
But if you are planning on buying a Kindle Fire, or if you have already bought one, I found this great bit of advice on a forum;
“My wife and I love our new Kindle Fire. It’s lightweight, easy to use and has a great interface. The first thing I recommend anyone with a new Kindle is to install the nook app. We got our instructions from www.kindlemad.com through Google. It basically unlocks all the Andoird marketplace apps and unlocks the device. I am one very happy Kindle Owner!”
I would love to know your thoughts on this.
Do you think it’s fair to compare the Kindle Fire to the iPad? Have you bought a Kindle Fire, and wished you had bought an iPad instead?