This is a post about my cowardice and the marketing power of Amazon. I want the relatively open and more book-like ePub electronic book format to win. But, after Amazon’s press conference last week, there is no denying that Amazon has Barnes & Noble on the ropes. I like my Nook; but, absent a white knight rescue, I don’t see the Nook product line surviving. I’m afraid it is all downhill from here for the Nook.
To make my cowardice complete, I just placed my order for the new bottom-of-the-line Kindle. This is the $79 wi-fi only Kindle; but, you know me - I’m actually paying a little more to eliminate the ads. I’m told that the ads are non-intrusive, but am unwilling to risk the ads. So. I’m out $109. What ebooks will I be buying from Amazon? Just the books that I expect to read more than once. This means that I’ll still be buying most of my books from Barnes & Noble and from eReader.com; that is my attempt to “do the right thing” and support the ebook standard that I want to win. I’ll risk occasionally having to buy an ebook again from Amazon … should the worst happen to Barnes & Noble.
What about the other Kindles from Amazon? Most of the eink models have 6” screens, and there is a case to be made for each most of them:
- Kindle Touch (Wi-fi only - $99/$139 w/o ads AND 3G - $149/$189 w/o ads): I’m not sure why one would want these models. The model with “free for life [of the product]” 3G data service is more costly than the Kindle Keyboard 3G, and the latter has no ads! Finger prints on a reflective eink screen do not seem like a good idea to me. It will be interesting to see the reviews of this unit.
- Kindle Keyboard (Wi-fi only w/ ads $99 AND 3G w/o ads $139): This is the model to get if you want 3G data service.
- Kindle DX ($379, ad free and includes 3G): This model is popular with those that need really large text. There are mixed reviews regarding its superiority for textbooks. I’m skeptical that textbooks demand the larger 9.7” screen; and, yes. It is about the size of an iPad.
- Kindle Fire ($199 Wi-fi only w/ ads): This is the darling of the technorati. Most see it as the Nook Color killer; some even see it as an Android tablet killer. It has a 7” color, touch sensitive screen, and it will have apps. It comes with email and access to 100,000 movies and tv shows (a mix of rentals and purchases). It will not ship until November 15, 2011; and it is likely to be backordered for months. If you are thinking of getting a Nook Color, get the Fire instead or at least wait to see what annoucements come from Amazon and Barnes & Noble in the new year. At $199, this is THE entry level tablet computer if you are not already invested in iOS or Android apps.
The Kindle Fire deserves the attention it is getting. Amazon has done very well with a product that no one seemed to want. You see, the Fire is virtually identical to the craptastic RIM PlayBook. How can the same hardware be deserving of both praise and scorn? It is all about software, use cases, and the app and content ecosystem supporting the hardware.
The RIM PlayBook has been a huge failure. RIM, the maker of BlackBerry phones, neglected to include an email client with the PlayBook. That’s right. RIM, a company synonymous with email, left the killer corporate app of the last decade out of the PlayBook! You see, the knuckleheads at RIM assumed that BlackBerry users would want to marry their PlayBooks to their phones; and a BlackBerry phone is all anyone needs for email, right? Worse still, the apps and content deals have never materialized. This is one of the biggest tech failures I have ever seen!
In contrast to RIM, Amazon is using the Kindle Fire as a gateway to many Amazon goods and services; and, of course you will be able to browse and access the Amazon store. While the selection of downloadable or streamed music, movies and tv shows is not yet the equal of Apple, it should be more than good enough for many consumers. Amazon is leveraging its experience with online book publishing tools to offer Fire users an email-to-Kindle Fire document service that works with web pages and basic Word and PDF documents. Of course Amazon will offer all the ebooks that the other Kindle devices can display. The color display will make magazines more compelling - even though I think an iPad is the better device for magazines!
There are other niceties in store for Kindle Fire users:
- Some prominent apps were mentioned or shown at Amazon’s press conference including Comixology. Unlike magazines, I think comics will work just as well as on the Fire as they do on the iPad - at least for those with younger eyes than I!
- Free cloud storage for all content purchased from Amazon
- Whispersync will work for Amazon Instant Videos just as it does with books. It will keep track of where you are in a book, movie or tv show; and make that “bookmark” available across the Amazon apps on other devices (e.g. some TVs) and platforms (iOS, Android, Windows, OS X, etc.).
Amazon also annouced a new web browser service for the Kindle Fire, Silk. Silk works like the Opera web browser; Amazon’s servers will cache content and even predict what you are likely to click on next … all intended to make your tablet-based web browsing experience more responsive. It even works with Flash! However, this is a double-edged sword as Amazon is going to “see” more of your online activity than even Google can see. While I am not disputing that Amazon intends no evil, I might be cautious with online banking and the like.
There are some negatives with the Kindle Fire:
- As is common in tablets of this size, battery life is only a little more than half that of an iPad. 7 or 8 hours is likely to be common; probably a little more if you turn the wi-fi off.
- 8 GB of storage, while common for Android devices, is paltry compared to the iPad (which starts at 16GB and goes up to 64GB). Think planes, trains and automobiles for why this might matter to you; remember, this device is wi-fi only.
- The first version will force some ads on you. Again, I’m told by those that I trust that the ads won’t annoy you; but there is also a reason why Amazon will eventually offer a more costly version of the Fire that is ad free.
- Speaking of other versions, there are fairly credible rumors of bigger and better Amazon tablets coming next year. So. If you were thinking of getting a Nook Color, then a Kindle Fire is what you want; but, if you were thinking of getting an iPad, I would hold off for a device that is more competitive with the iPad.
- While the Fire is built on the open source Android operating system, it will never be an Android logo device. You will get your apps from Amazon (and only from Amazon) - not Google’s app marketplace. This means a very limited number of apps to start with, and it may result in a limited app selection in the long-term. Thus, if you want a tablet computer to run apps, you may want to stick with an iPad or “regular” Android tablet. This bit about Amazon’s Android operating system differing from Google’s Android operating system deserves an explanation.
With open source software projects, one is generally allowed to modify the software without the permission of the project team. Depending on the software license used by the project, there may be restrictions - like returning to the project any changes that one makes to the base software; but you are generally free to do whatever you want to do with the software. The project team may choose to ignore your contributions; and, if that happens, you are free to start a new project with your version of the software. This is called forking, and this is what has happened with the version of Android that Amazon is using. Unless things change, there are now at least three versions of Android:
- the older fully open source project that is managed by Google,
- the newer resticted versions that Google’s Android hardware partners use,
- and the forked version that Amazon is going to build off of going forward.
While overly simplistic, this should give you an idea of what has happened and why mainstream Android apps may require modification to run on the Kindle Fire and future Amazon color tablets. The bad news is that the degree of modification is likely to get worse as the two branches of Android grow apart from each other. If you want to know more about the split in the Android OS world and what it may mean to Google and the other Android tablet manufacturers, read that linked story by Chris Ziegler.
The good news, at least for Amazon, is that they control their own destiny. No one can tell them what they can or can not do unless they run afoul of someone’s patents. This is not as bad for consumers as it may appear. Amazon is taking pains to emphasize that their app store is selling Kindle apps, and that shouldn’t cause much confusion. As long as Amazon sells enough tablets to customers willing to pay for apps, their app store should do alright.
The Kindle Fire is clearly designed to crush Barnes & Noble and the Nook Color, and it is almost certain to do so - hence my craven surrender to the inevitable - and the purchase of a Kindle. During their press conference, Amazon took some opportunistic shots at Apple, the iPad and Apple’s ecosystem. There is no question that Amazon is going to steal some of the iPad’s thunder as Apple is unlikely to engage in a price war with Amazon for econo-tablets. What may be of greater significance is the collateral damage Amazon may be doing to other Android tablets.
It is no secret that Android tablets are not clicking with consumers yet; a situation that Google hopes to address with a new version of Android due any day now. The one area where Android tablets have gained a little traction is with smaller econo-tablets - tablets that cost significantly less than an iPad. The problem is that Amazon has just laid claim to this space, and I doubt any other Android tablet can compete against Amazon on price at the low-end. We already know that Android can’t compete against the iPad on price at the high-end ($500 and up); one hopes that there may be some magic for Android tablets in the $350 price range.
I think the best analysis of last week’s events was by Nilay Patel of The Verge:
The Kindle Fire isn’t the first serious iPad competitor because it can outdo the iPad — it’ll compete with the iPad because it does far less. A few months ago, Steve Jobs famously called traditional computers “trucks” in comparison to his small, sleek iPad. It was an amusing and prescient metaphor, and it’s one that works just as well to describe the Kindle Fire: the iPad might be a car, but Amazon went ahead and built a motorcycle.
It is going to be interesting to see how everything plays out over the next few years. I am glad that someone is finally applying some heat to Apple in the tablet space. Here’s to better products at lower prices in the months to come!