The document provides an analysis of the Kindle e-reader including its history and mission, current users, purchase cycles, strengths, weaknesses, opportunities, threats, and competition. It details Amazon's launch of the Kindle in 2007 and subsequent models, examines Kindle user demographics and geographic coverage. The analysis also includes a SWOT analysis and overview of competitors in the e-reader market.
The Kindle Fire: Amazon's Go To Market Strategy (2011)Kikuyu Daniels
"In all of Amazon’s commercials and advertisements for the Kindle Fire, the word 'tablet' is conspicuously absent. The only place one can find the word 'tablet' is embedded in the html code for the title of the Kindle Fire page on Amazon’s web site."
So, is the Amazon Kindle Fire a tablet or an overpriced e-reader?
The purpose of this paper is to use several predominant technology strategy frameworks to determine whether Amazon’s market strategy will allow the Kindle Fire to break into the tablet market or just become a higher priced version of its e-reader predecessors. In other words, what is Amazon’s go to market strategy and can it work?
I wrote this paper in 2011 for a Technology Strategy course in my MBA program. We were limited to ten pages, but I got little over zealous as you can see.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The Kindle Fire: Amazon's Go To Market Strategy (2011)Kikuyu Daniels
"In all of Amazon’s commercials and advertisements for the Kindle Fire, the word 'tablet' is conspicuously absent. The only place one can find the word 'tablet' is embedded in the html code for the title of the Kindle Fire page on Amazon’s web site."
So, is the Amazon Kindle Fire a tablet or an overpriced e-reader?
The purpose of this paper is to use several predominant technology strategy frameworks to determine whether Amazon’s market strategy will allow the Kindle Fire to break into the tablet market or just become a higher priced version of its e-reader predecessors. In other words, what is Amazon’s go to market strategy and can it work?
I wrote this paper in 2011 for a Technology Strategy course in my MBA program. We were limited to ten pages, but I got little over zealous as you can see.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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Winning PharmaSim Marketing Game StrategyLaura Winger
With a symphony of heavy data mining and simulation, my team was able to beat the competition (teams of fellow classmates) with no spending on pricey market research reports in this marketing game.
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Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
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Winning PharmaSim Marketing Game StrategyLaura Winger
With a symphony of heavy data mining and simulation, my team was able to beat the competition (teams of fellow classmates) with no spending on pricey market research reports in this marketing game.
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Kamal Allazov (MSc.)
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A comparison of eink and LCD; a comparison of kindle, sony, kobo, ipad and nook; which is greener? ebooks or tree books; ereaders and social media; implications for libraries
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Model Attribute Check Company Auto PropertyCeline George
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Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash, Dan
Mozer
Table of Contents
1.Amazon Company Information
A.Kindle History
B.Kindle Mission
2.Current Users
3.Geographic Users
4.Purchase Cycles
5.SWOT Analysis
A.Strengths
B.Weaknesses
C.Opportunities
D.Threats
6.Competition
7.Summary of Tasks
3. Company Information
Amazon.com was founded in 1994 by Jeff Bezos based out of his garage in
Bellevue, Washington.
After receiving large investments from two businessmen, Bezos began looking
for other ways to improve his website, he added book reviews, allowing the site
to attain a more community feel rather than just a vendor site.
By 1997, Amazon.com had pulled in $15.7 million in revenue, and officially
went public as a company.
By 1998, the site was offering items other than books such as CD’ s, movies,
electronics, video games, toys, and home improvement materials.
By 1999, the site has made over a billion dollars in sales
Amazon faltered for a short time in 2001 due to the economy with a reported
loss of $1.4 billion, which led to severe cut backs including laying off almost
1,000 workers.
Bezos’ solution to the failing company was to recruit other companies to sell
their products online. The profits Amazon shared with these companies from this
idea led to the resurgence of the site and ultimately saved the company.
Today, Amazon remains one of the most popular online vendors in the world.
History of the Brand
November 2007, Amazon.com introduced the Kindle, an electronic book reader
made to revolutionize the way we read books, newspapers, web blogs amongst
other things.
4. The original price of the Kindle was $399.
The price was eventually dropped to $359 in May 2008.
Shortly after the price $40 price drop Amazon made a few changes to the
Kindle including changes to its shape.
February 2009, a new Kindle was introduced, it was thinner, crisper, contained
a longer battery life, and had the capability to hold hundreds of more books.
In May 2009, a third version of the Kindle was released, this version contained a
screen 2.5 times the size of the original model’ s screen. It also made available
three of the largest textbook publishers works.
By July 2009, one company had illegally added books to Kindle users systems
resulting in Amazon issuing refunds to consumers whose devices these illegal
copies were removed from.
July 2009, USA Today’ s Best Selling Books List announced it would include
Kindle Book sales in their overall sales rankings.
The Kindle contains almost all books currently being published, and the most
obvious incentive in purchasing the Kindle is to save money on books.
Consumers can purchase new releases for just under $10, while hardcover
versions sell for much more.
In addition to buying Kindle books, users can read books in Mobipocket or text
formats with Amazon’ s email-based conversion service, as well as limited MP3
music support.
Mission of the Brand
5. The Kindle’ s purpose is to bring the art of reading into the 21st century and to
change the way we use social media. It is a conveniently portable device on
which readers can store hundreds of titles and bring them anywhere they go.
There is a subtle environmental goal for the device since this will reduce the
need for paper and cutting down trees.
6. Current Users
While there has not been much posted on the average age of Kindle users because
it is a fairly new product on the market, certain blogs have made it obvious that
since Kindle has been introduced to the market it has appealed more to the middle
aged and retired demographics.
According to one study that polled 700 Kindle users, 50% of all users are over 50
years old, and 27% of the total users who replied to the poll were over 60 years old.
A blog found on Amazon’ s website titled Average Kindle Owner’ s Age made it very
apparent that many user’ s young and old are buying the Kindle to help them read
because they suffer from arthritis or poor eyesight.
A video from Amazon’ s Kindle website featuring current users told the story of 13
individuals who own the Kindle. All people featured appeared to be over the age of
30, and all currently had stable jobs. Including a few teachers as well as two
business entrepreneurs.
Geographic Users
One major problem that faces potential Kindle users is the fact that it runs off of
Sprint’ s Wireless Network, causing some places to receive little or no connectivity,
which can limit where Kindle owners can actually use their device.
Purchase Cycles
With the Kindle’ s steep price ranging between $300 to almost $500, not everyone
will be going out and buying the Kindle on a sudden whim. Most people featured in
the Amazon user video received their Kindle at specific times of the year.
The Holiday season from November to January seemed to be when most people
received or bought their Kindle’ s.
7. However many bloggers also talked about buying it for the summer or beach
reading season as well.
With the addition of college text books being added to the array of books you can
purchase for your Kindle, in the years to come Amazon may see a steady increase in
sales during the months of July and August, the time when incoming college
students prepare for their first semester away from home.
8. SWOT Analysis
Strengths:
•Slim- just 1/3 an inch
oPortable, Stored Away Easily
•Light weight- 10.2 (lighter than typical paperback)
oGoes unnoticed while traveling, easy to hold while reading,
•Wireless- 3G anytime anywhere no monthly fees or service plans or hunting
for WIFI
oInternet accessible at any time, no contractual obligations for services not
rendered, pay as you go, access a large library at your finger tips
•Books delivered in under 60 seconds
oNo waiting, your kindle book doesn’ t need to be charged to download a
book
•Paper-like display- 16 shades of gray ( clear text and pictures)
oEasy to read, not losing any features a book offers,
•Long battery life- read for days without recharging
oTravel long distances without needing access to a charger, leave your
charger at home while vacationing on a trip
•Carry your library- Holds over 1,500 books
9. oChange your reading material at anytime, if you get bored switch books on
your personal library
•Read-to-me- can read anything to you unless the books rights holder made
feature unavailable
oIf your on a trip your child at home can continue reading their books even if
they are still learning to read, makes all books on tape, listen to your books
while driving
•Large selection- 350,000 books plus US and international newspapers,
magazines, blogs
oKeep up to date on world issues, access any paper with the portable
internet, no worries to purchase a daily paper with an online subscription and
daily updates
•Free book samples- download and read first chapters before you decide to
buy
oBrings the book store experience to you, no commitment book purchases
•Low Book prices- New York Times Best Sellers and New Releases $9.99
oSave money on books, expand your library with half the price, no need to
wait in line to purchase any books
•Eliminates eye strain
oRead for hours without a head ache or nausea
•No glare
oRead anywhere, anytime, in any position: indoor or outdoor.
10. •6 size fonts
oMade for any eye sight
•Simple to use
oMade for all ages
•No contracts
oNo obligations, no pressure to capitalize on your contract
Weaknesses:
•Price- Kindle $299
oKindle DX $489
Large income to make initial purchase
•Don’ t want to ruin it so would not want to take it everywhere
oExpensive and don’ t want to risk damages- don’ t want to risk it at the park,
the beach, at the kitchen table, at the pool, or near food, due to food, sand,
dirt, and other risks
•Battery life will wear down in time
oWith each use you take away from its battery life and eventually will need
to leave plugged in at all times or need to replace the battery
•Cannot lend books to friends
11. oThey have to pay for books.
•Have to have your kindle book working and charged to get to all your books
oWith a dead battery your no longer able to access your library
•Your entire library is lost if you lose or beak this one electronic
oIf you break your kindle book you need to rebuild your entire library from
scratch
•No colors
oNot kid friendly, can come off as boring.
Opportunities:
•Top of mind recognition in Ebook reader market
•Blogs, RSS feeds - live content
•Kindle to publishing/ newspaper industry as iPod is to music industry
•Continue to sign companies and organizations in addition to New York
Times, Washington Post, Boston Globe
oNewspapers, Magazines
oTo offer Kindle DX at a reduced price in exchange for long-term
subscription commitments
Cell-phone model
oExpands distribution outside of delivery areas
12. •Cuts cost of materials -trees, ink, delivery, waste (‘ green’ books)
•Global expansion
oMany partners and vendors
oLong-term contracts with wireless providers
oMulti-cultural marketing
•Linux operating system
oOpen source for developers
oAmazon released Kindle source code
okindle apps, plugins, upgrades, automation, web browser
•Text to speech – reads books to you
oEvery title is an ebook and audio book
oAudio books are a big business in itself
oAmazon offers DRM-free mp3’ s
•The More Kindle devices that become available, the cheaper prices will be
•Having already released 3 different Kindle devices, ranging from $149-$489 in
price, it seems they will shift focus to opening the kindle to third party
developers. Creating an SDK (service developers kit) where anyone could
make and sell applications would not only increase the Kindle’ s possibilities,
but also give it a sort of iPhone recognition for innovation (need to release
and market before competitors like iPhone). More Kindle in more places.
oThis will take the Kindle and digital reading to the next level with
unrestricted potential – see apps and add-ons from:
13. oFacebook, twitter, Apple iPhone and iTouch, etc.
oApps, games, plugins, expansion,
•The Kindle reader is essentially a format transition (hard copy to digital
copy)
oThis can be marketed in a similar fashion to the DigitalTV transition
o‘ this is where the industry is going, let the Kindle take you there’
•Authors can upload documents in multiple formats through Amazon’ s
Whispernet
oThis essentially turns the Kindle into a publishing company (similar to app
store for apple, facebook, twitter, etc.)
oCan charge between $.99 and $200 per download (authors receive 35%)
oThird-party companies can offer services for digital distribution and
marketing
“ Digital Distribution Agent”
Social media marketing geared specifically toward digital book authors
Distribution for full books, blogs, book annotation compilations, comics,
•Not releasing the SDK (Service Developer Kit) until taking advantage of all
options:
oTwitter progress updates – and facebook news feed, etc social sites
(automatic -allow users to change settings like facebook news feed)
3Gnetwork
Chapters, new books added, personal summaries, annotations, etc.
oUser profiles:
Social Networking Community (through 3Gnetwork)
14. Reading lists in profile, book history
Search/filter/browse by what users are currently reading and will read soon
(recently downloaded) – arrange reading order
Search for reading buddies (team-up option)
More than one buddy (Start Book Club)
•Message board, avatar, chat messaging, invite users, post/share links,
•Book club point systems and reading rankings, etc.
oCalendar with reading tracking and alarm features:
Set exactly how much you want to read
oSimple folder organization (this can be java-based or within the SDK)
Book categories, reviews, annotations, summaries
•Universities and Schools
oText-book subscription service
oProfessors can monitor reading, annotations, summaries (3Gnetwork)
Calendar tracking feature
oUpload study guides, supplemental material thru pdf conversion
•Java programming:
oFlash card, vocabulary game modules
o3G download, usb-connectivity, pre-load onto SD expansion card (Kindle-1)
•Team up with social reading sites:
15. oShelfari, GoodReads, BookCrossing, Revish
•Treating kindle reader and ebooks as two separate businesses
oiphone reader app expands user base
•Global expansion - many mobile carriers in other countries
Threats:
•Price - Can buy a laptop, pda, netbook, tablet pc, etc. for comparable price
(more features)
•There are many websites and sharing networks to illegally download ebooks
(Kindle offers pdf conversion)
•Can't resell/trade/pass along books
•Consumer electronics trend toward device convergence (kindle is only an
ebook reader)
•Source code released
oKindle clones and knock-offs to be developed by competitors
•Competitors will target kindle specifically because it is the front runner and
has top name recognition
16. •Cuts printing/ production/ delivery jobs
•Amazon.com sells other ebook readers, including Sony reader
•Releasing the Service Developers Pack too soon, other programmers make
money off features that Amazon missed taking advantage of first
•Weak annotation features (highlighting, margin notes, etc.) and lack of true
page numbers
Competition
Current
•Ebook Readers:
oNo wireless connectivity
oLess storage space
ohttp://www.popularmechanics.com/blogs/technology_news/4232344.html
ohttp://ebook-reader-review.toptenreviews.com/
ohttp://wiki.mobileread.com/wiki/E-book_Reader_Matrix
•Other Devices
oIpods:
Cons – irritating to eyes, no e-ink display, wifi (slower download speeds than 3G
Kindle) unless using iPhone
oPDAs:
Cons – irritating to eyes, no e-ink display
oNetbooks
Cons – large size, no e-ink display
oLaptops
Cons – large size, no e-ink display, no 3G
In Development
•Microsoft Courier Tablet
ohttp://computers.toptenreviews.com/netbooks/microsoft-tablet-courier-revealed-in-stunning-pics-and-
video.html?intcmp=Microsoft-Tablet-hmpgflash