SEATTLE - Amazon.com will introduce two new versions of Kindle e-reader, on Thursday, one for $ 139, the lowest price yet for the device.
Even Amazon hopes to convince casual readers that they need a device for digital playback. By pulling another ball into a price war e-reader that led to the year-end season of holiday shopping, e-commerce giant has consumer electronics manufacturer is also signaling the intention of battle with Apple and its iPad and other e-reader manufacturers like Sony and Barnes & Noble.
Unlike previous Stimulates the $ 139 "Kindle Wi-Fi" Connect to the Internet using only Wi-Fi instead of a mobile network as Stimulates others do. Amazon launches a model to replace the Kindle 2, which will sell for the same price as the model, $ 189. Stimulates are two new smaller and lighter, with higher screen contrast and crisper text.
"The equipment market for us has been so successful that we will continue," Jeffrey P. Bezos, Amazon CEO, said in an interview at the headquarters of the company. "I predict there will be a 10th generation and 20th generation of Kindle. We are well positioned to be experts in reading devices purpose-built."
When Amazon introduced the Kindle in 2007, Mr. Bezos has described as a must-have for frequent travelers and those who read "two, three, four books at once." Now, Amazon hopes that $ 10 less than the less expensive reading devices Barnes & Noble and Sony's new Kindle has broken the psychological barrier of cost to readers, even casual or family wanting Stimulates Multiple.
"At $ 139, if you go to read the pool, some people may spend more than a swimsuit and sunglasses," said Bezos.
Some analysts predict that e-readers could become gift that year vacation hot. James L. McQuivey, senior analyst specializing in consumer electronics for Forrester Research, said a price war could for the first time in at least reduce the price of an e-reader at least $ 100, often the tipping point for impulse buying gadgets.
Amazon has reduced the price of Kindle at a speed that is unusual even for electronic gadgets. Last year, the price of the unit was $ 259, compared to its starting price of $ 399 in late 2007. In June, hours after Barnes & Noble has dropped the price of its meals e-reader $ 199 Amazon has dropped the price of Kindle to $ 189. The Kindle DX, which has more than one screen of 9.7 inches, is $ 379.
With the latest announcement from Amazon, it is a new price war. Barnes & Noble offers a Wi-Fi version of the meal $ 149 and offers the reader Sony Pocket Edition, which has no Wi-Fi for $ 150.
Of course, the price is a human factor to consider before making a purchase. Product quality, adequate stocks and marketing appeal are equally important, said Eric T. Anderson, a marketing professor at Northwestern University's Kellogg School of Management.
But as the e-reader market has become cluttered there are many alternatives is the only way they can create demand by lowering prices, "he said.
However, IPAD price of $ 499-and-up has not stifled demand for this device. While IPAD is much more than books display, customers often choose between, and are willing to pay more for the IPAD as it is an Apple product, "said Dale D. Achabal, executive director of the Institute of Retail Management at Santa Clara University. "The price level is Apple can go a bit higher than the level of prices of other companies should not go to the same ease of use, functionality and design," he said.
Apple said it sold 3.3 million iPad since it was introduced in April. Amazon did not release revenue figures Kindle, but says sales have tripled in the month after its last price drop.
Two of the most fascinating aspects of IPAD - a color screen and touch screen - are elements that some customers were nostalgic about the Kindle. Keep waiting, Mr. Bezos said. http://jodnet.blogspot.com
"There is never a Kindle touch-screen that inhibits reading. It must be done in a different way. We can not be" me-too a touch screen, "he said. Earlier this year, Amazon Touchco bought a start-up specializing in touch screen technology, but current technology adds touch screen reflections and glare and makes it difficult to switch hands when playing for long periods of time , he said. The color is also "not ready for prime time," said Bezos.
Stimulates the news, which will be available Aug. 27 have the reading area even six inches that stimulates earlier, but weigh about 15 percent less and 21 percent smaller. The Boosts are twice more storage, up to 3,500 pounds.
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