Amazon unveils larger, cheaper Kimdle Fire tablets, challenging the iPad

SANTA MONICA, California: Amazon.com Inc unveiled larger Kindle Fire tablets on Thursday, challenging Apple Inc's
dominant iPad with lower prices and a trove of digital content that
Amazon hopes will win it a bigger share of the booming tablet market.
The
world's largest Internet retailer lifted the lid on devices with price
tags ranging from $159 to $599. The new tablets come with ads known as
"special offers" that appear when screens are locked and in the corner
of the home screen, helping Amazon keep prices low.
Last year,
Amazon debuted a 7-inch tablet at roughly half the price of the $499
iPad. In just 10 months, it became the No. 2 tablet in the United
States, after the iPad.
Amazon's expanding lineup also intensifies a battle with Google Inc and Microsoft Corp, who this year entered their own competitors in the booming tablet arena.
The
latest aggressive pricing move, and Amazon's variety of gadgets,
furthers its goal of getting Kindle tablets into the hands of as many
buyers of its online content -- from games and books to video -- as
possible.
Apple,
by contrast, makes much of its profit from hardware sales. It sells a
single-sized iPad often touted as best-in-breed, at costs ranging from
$399 to $829, depending on storage capacity, screen resolution and
wireless connectivity.
Amazon, which began as an Internet
bookstore, will begin shipping on Nov. 20 an 8.9-inch version with a
high-definition screen, that works off either Wi-Fi or
fourth-generation wireless broadband, known as 4G. The costliest
version, at $599 for 64 gigabytes of storage, undercuts the
top-of-the-line $829 iPad.
"Their first Kindle Fire tablet was a
device that said 'See, we can tie all this together," but it wasn't a
strong enough device," said Forrester Research analyst James McQuivey.
"Now
they've really come ready to show that their device line-up is going to
be as good as their service line-up. They're tying those two things
together, and at a price that is very, very hard to compete with. It's
going to push everybody's else's price buttons -- including Apple's."
The
premium Kindle Fire HD has a 1920-by-1200 resolution screen, lagging
Apple's so-called "retina" display. At 8.9 inches, it is also slightly
smaller than the iPad's screen.
At the other end of the spectrum, the cheapest 7-inch WiFi-only Fire goes for $159. Apple's lowest iPad price tag is $499.
"Amazon
is able to sell these products at or close to cost, while Apple has 40
to 50 percent gross profit margins and has always been very cautious
with their product margins," said Scott Tilghman, an analyst at Caris
& Company.
"As Amazon is able to upgrade their products and have competitive hardware it may become more worrisome for Apple," he added.
Shares in Amazon closed on Nasdaq up 2.1 percent at $251.38, after hitting an all-time high of $252.70 during the session.
GLOBAL COMBAT
Amazon
competes with Apple, Google Inc and other technology companies in the
booming market for mobile devices, fast becoming the preferred tools
for consumers to access media over the Internet.
Apple is expected to unveil the iPhone 5 next week, and Microsoft and Nokia
launched their powerful Windows phone on Wednesday. Some analysts also
expect Apple to launch a smaller iPad Mini tablet this year to compete
with the 7-inch Kindle Fire.
Amazon Chief Executive Jeff Bezos,
taking the stage in Santa Monica, California, said the company wants to
make money when people use its devices, not when they initially buy
them.
While Bezos did not mention Apple by name during his
presentation, the company compared its new tablets to the iPad several
times in its press release describing the devices.
Amazon also
showed a comparison of the Kindle Fire HD 32GB 4G tablet versus the
iPad 3 wireless device on a big screen at the Santa Monica event. The
purchase price, plus the data plan, came to a one-year cost of $549 for
the Amazon tablet and $959 for the iPad.
Bezos also described the Kindle as a service, with hardware critical to its digital content business.
Amazon touted a $50 annual fee on 250 megabytes of data via AT&T Inc
as the world's most-affordable tablet-wireless plan. While that would
suffice for very light usage -- a user would not be able to download an
entire movie -- heavier consumers would have to pay for more data.
Amazon said users will be able to upgrade to more expensive 3- and 5-gigabyte data plans directly from AT&T via the devices.
The
new Kindle Fire HD tablets come with a front-facing camera, paired with
a customized, pre-installed application from Skype that allows users to
video chat for free, Amazon said.
The company also unveiled several new services to support the tablets, such as X-Ray for movies and Kindle FreeTime.
X-Ray allows users to look up information on actors in scenes without leaving the flick.
FreeTime
is a new parental control system that lets parents set limits on how
their kids use the tablets. For instance, a 30-minute limit can be put
on games, while read time is unlimited.
NEW E-READERS
Amazon
also showed off its new family of "paperwhite" e-readers, with sharper
screens and longer battery life. Like the Kindle Fire, they too will
hit store shelves in time for the crucial holiday season.
The 3G
wireless version that made digital readers mainstream will sell for
$179 starting in October, in time for the crucial holiday season. A
Wi-Fi-only version will go for $119, and the cheapest will carry a $69
price tag -- undercutting the cheapest Barnes and Noble Nook. - Reuters