1. Kindles New Initiatives –Project2
Amazon H – Change the way, you stay
AmazonKindle isaverysuccessful productin the market and in E book category it has tapped more
than 90% of market share. But for B2C market, competition is increasing at a very fast rate and
industrymaturationpointisnot far away hence we want Amazon to target B2B market which is yet
to be evolved.
Digitization in hotels and restaurants
We are planning to develop a device Amazon H for the 4/5 star hotel/restaurant segment.
Imagine a customerchecking-in a hotel and along with the room key the hotel staffs provides him
the AmazonH. ThisAmazonH isthe complete guide forthe customer.ItcontainsA-Z information of
the hotel andits services.Thisdevice will give afreshexperience tothe customerandmakeshis stay
simpler. Amazon H will completely digitize the hotels and restaurants.
What is Amazon H
AmazonH is a device havingall the featuresof Kindle andthe AmazonHapplicationinstalledinit
that providesthe above mentionedservicestothe customers.Thisapplicationwill be hostedona
publiccloudandthe hotel ownerswill be chargedonperuserbasis.
Amazon H = Amazon Kindle + H application
Apart from all these services mentioned above it would also contain the short videos depicting the
operation of different utilities present in hotel premises like functioning of bathroom fittings etc.
This application would provide multi lingual support to the customers so it will help in reducing the
language barrier for the customer. Hence it will be a global device for a global customer.
Why hotels/restaurants will prefer Amazon H
 Thisproduct will be adifferentiatoramongthe hotelsandthusthe hotel thathasadapted
AmazonH has an edge to itscompetitors.
 It wouldsubstantiallyhelp hotel indecreasingtheirmanpowerandhence expenses.
 On the whole the processof the hotelswouldbecome more efficient,betterandfaster.
 Finally,customerswouldbe attracted towardsthese hotelsasthey wouldprovideapleasant
experience of Kindle andease of services.
AmazonH
Amazon H
Hotel Layout
Fun/Recreation
Hotel Events
/Information
Tap to assistance
Online billing
Food Menu
Online order
Places to visit
Amazing Amazon

2. Kindles New Initiatives –Project2
Market potential of Amazon H
We will target only 5 star hotels/restaurants in the initial phase of the launch of the Amazon H.
Currently there are around total 35000 5 star luxurious hotels present all over the world. This
industry is growing at a very fast rate. The latest data depicts that total size of this industry is $457
US billion dollars and expected to reach $550 US billion in 2016.
Why Amazon should invest in Amazon H
 The market potential inthisindustryisveryhigh.Itwould be an innovative product with no
competitor and hence as usual Amazon would be the first mover in this arena.
 Gradually with time this product can be penetrated into lower category of hotels
/restaurants and hence increase the revenue.
 Amazon has an edge to other competitors in this arena because of its cloud services and
ability to provide the services at the nominal cost.
 If successful,thisidea can be replicated into other industries like travel & tourism industry
(Thomas cook, Make my trip etc).
 Finally, this will boostthe sales/market share of theAmazon Kindle as customers will get the
real time experience of the device during their stay in the hotel
Value creation
The introductionof AmazonH will revolutionize the hotel/restaurantindustryandwill create a win-
win situationforall the stake-holdersviz.Amazon,hotelsand customersbycreatingasharedvalue
for everyone.
Vishal Gupta FT153098
ArchitRaj FT153071
Harikamal FT153109