Amazon Kindle Fire Claims an Important Market Position

Abstract

Could an e-tailer successfully compete in the tablet pc wars? Amazon seemed to think so.

Apple thought they had the tablet pc market all wrapped up for the 2011 holiday season with their popular iPad tablet posting record sales. That was until Jeff Bezos, CEO of Amazon, the Internet retailer, surprised the mobile computing industry with his introduction of the Kindle Fire, an entry level tablet priced for a mere $199 compared to iPad’s $499. The leading e-tailer had unexpectedly introduced a new mobile device within the mobile device market that promised to be the first credible threat to the leading iPad.