Skip
Current Issue
This Month's Print Issue

Follow Fast Company

We’ll come to you.

Amazon recently announced its new Kindle app for the iPad. Many critics are asking, could Amazon’s shift to a robust e-reader, such as the iPad, make the Kindle obsolete? Wired notes, the iPad "makes the Kindle itself look rather old-fashioned." However, e-reader hardware might not be Amazon’s end-game strategy. From the get-go, books have been Amazon’s bread and butter, and the e-commerce giant is not losing site of that goal with some fancy hardware. Amazon understands its strengths: e-commerce, not hardware. On average, Amazon sells 6 Kindle e-books for every 10 physical books in its online store, according to TechCrunchies. Just as Amazon’s online book marketplace grew the website to a multi-billion dollar company ($24.5 billion in revenue, 2009), e-books are Amazon’s next scalable platform. The hardware? Most likely a vehicle for its e-books, nothing more. At the time of its release, the Kindle filled the market gap for e-readers. Now, with Apple’s iPad, the need is filled, and then some. The iPad’s incredible, full color display and interactive features blows Kindle’s black and white e-reader out of the water. Amazon is smart to realize it cannot compete with powerful industry titans, like Apple and Microsoft, on the hardware front. The e-commerce site can, however...

To read more about the Kindle App for the iPad, go to Sparxoo, a digital marketing, branding and business development blog.

loading