Amazon’s Kindle Fire tablet has only just launched this past Monday and yet it may have captured the attention of consumers over older tablets. In a poll asking which brand of tablet people expect to buy, the Yankee Group found that Amazon was the no. 2 response behind Apple. The 13 percent responding Amazon exceeds that of Samsung, Motorola, Research In Motion and HP, all of which have had tablets on the market for 6 to 10 months prior to the new Kindle Fire.
The survey size of 230 is small, so taken alone, I wouldn’t come to any sweeping conclusions about tablet brands. But when added to other datapoints, the survey should at least concern the current Android tablet makers. Essentially, a new tablet device that competes very well on price and focuses on a few primary mobile activities may be more desirable than a higher-priced slate that’s been available for some time and offers a wider feature set and greater flexibility. Surprisingly, Barnes & Noble doesn’t appear in the survey, so my guess is that it wasn’t an option to choose.
As a second datapoint — and out of curiosity –I created a Google Trends graph for all of the tablets / brands over the past 30 days. I left out the TouchPad because at this point, it’s not for sale. What happened when I ran the trend chart? The Kindle Fire came in second to the iPad here as well:
The Fire, as well as the just launched Barnes & Noble Nook Tablet are both priced under the $ 320 median costs consumers are willing to pay for a tablet, according to data from IMMR. And we don’t need a survey to validate this data: Just look at the HP TouchPad fire sale for $ 99 slates, which sold out in hours.
These results also speak to Amazon’s brand and ecosystem. The company is already known as a top-tier retailer of digital and physical goods. Plus, it has something that Motorola, RIM and HP don’t have: A direct selection of Android applications, books, movies and videos. I recently did a mobile media store comparison between Apple, Amazon and Samsung showing that only Apple rivals Amazon in this area, which is key for a consumption-driven device.
For $ 199, I was generally impressed by the Kindle Fire after just 30 minutes of use. I have a Nook Tablet review unit arriving soon and will share thoughts as soon as I can, but it’s becoming clear that one way to compete against the iPad, isn’t to compete directly at all. Instead, a better strategy may be to keep the price down and limit the feature set by compensating with a strong media ecosystem.
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