Why Have Amazon Released So Many Kindle Apps?
Hamish Hayward | July 12, 2010The Kindle reader has been a fantastic product for Amazon since it was first released in November of 2007. Amazon’s strong association with both electronics and books made the Kindle the ideal product for them and, after an upgrade to the Kindle 2.0 in February of 2009, followed by the launch of the large format DX model in the summer of the same year, it went on to become the number one selling product on the Amazon site.
During the 2009 festive season, the Kindle became Amazon’s most gifted product ever. On Christmas day 2009, Amazon sold more Kindle books than they did physical ones for the first time. In all probability this would have been due to people who had got a gift of a Kindle downloading a book or two to try it out. Nevertheless, it was a noteworthy event for both Amazon and the Kindle.
However, there were times when it seemed as if Amazon was a somewhat reluctant manufacturer. They went out of their way to make sure that Kindle books could be read – even without a Kindle reader. Currently, Amazon has released Kindle “Apps” for a huge number of alternative devices. These include the PC, the Mac, the iPod Touch, the iPhone, the new iPad, the Blackberry and any device which runs Android. On the face of it, Amazon seemed to be their own main competition.
However, with the release of the Apple iPad, the method in Amazon’s apparent madness became clear. The launch of the iPad produced a downward trend in the prices of e-book readers as Apple fans rushed to get their hands on the new iPad. On the other hand, e-book prices started to edge upwards.
Prior to the release of the iPad, Apple had negotiated a deal with the major publishing houses which allowed them to set the price of the e-book editions of their publications at pretty much whatever level they liked. The only rider was that the same e-book could not be offered at a lower price for any other reader – Amazon’s Kindle for example. Up until that point it had been Amazon’s policy to price e-books at $9.99 or less. Apple’s deal, much to the delight of the publishers, pretty much blew that out of the water. At first glance, Amazon looked to have been hit pretty hard by the release of the iPad.
A more considered analysis of the situation reveals that Amazon’s release of Kindle Apps for so many different devices was nothing short of inspired. Each App is actually an outlet for Kindle books – and with a higher average e-book price, Amazon will be able to sell Kindles for less but still make money over the lifetime of the reader by selling their Kindle books at higher prices. Even if the iPad were to wipe out Kindle sales completely – an unlikely event – Kindle books will continue to sell. And if another reader or tablet computer comes along there will, no doubt, be an “app for that” as well.
Check out the Amazon Kindle for yourself and view the wide range of Kindle accessories available to help you personalise your reader.
