Kindle 'won't kill iPad' - but it's the most serious competitor yet
- Tech insiders praise tablet as 'the best shot' yet at Apple's tablet
- 'No plans' for UK launch yet - Amazon
- Analysts still predict Apple's iPad 2 will outsell Kindle Fire two to one
- Amazon 'loses $50 on every Kindle Fire' it sells
It's safe to say that Kindle Fire has ignited the most excitement yet from any tablet that has launched to compete with Apple's iPad. Even hi-tech devices such as Samsung's slimmer, lighter, faster Galaxy 10.1 have failed to generate the sort of frenzy cooked up by Amazon's $199 Android.
The price seems to have been what got most tech insiders talking - but a close second was Amazon's huge library of film, music and television, and the tablet's focus on delivering entertainment.
The technical features of the 7-inch tablet, however, met with a more lukewarm reaction.
Users get their hands on Fire, which will be priced at $199 - an Android tablet that offers access to streaming video, as well as e-books, apps, music and web browsing
Amazon, meanwhile, confirmed what the dearth of official announcements yesterday hinted at: there is no official launch date for Kindle Fire outside the US.
Given how much it relies on services such as Amazon's US-only video service, and the copyright issues involved, a pre-Christmas launch outside the US is highly unlikely.
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Those at the event, though, were highly impressed with their 'guided tours' of the new $199 hardware.
Apple still dominates the tablet market - and its iPad 2 seriously out-specs Kindle Fire. But tech insiders say head-to-head comparisons miss the point - the price, and the entertainment on offer, will be what draw users to Kindle Fire
Wired.com were enthused about the device - although aware it looked rather familiar, 'The Fire looks awfully similar to Research in Motion's failed BlackBerryPlayBook tablet, as both are seven-inch sleek black slates. Some may also hate the Fire's lack of internal storage space.'
'But Amazon, like Apple, has what all other tablet companies dont: streaming video-on-demand services, a massive library of MP3s, even itsown app store. Where all other devices have failed to seriously give Apple a run for its money, Amazon seems to have the best shot.'
Engadget went so far as to hold up a BlackBerry Playbook next to a Kindle Fire to prove how similar the devices were - PlayBook being a disastrous failure for RIM that resulted in a spate of reported redundancies at the company.
As well as being a portal to the world's biggest online store's digital offerings, Fire is a fully specced Android tablet that offers email, web browsing and apps
But after seeing the device, Engadget was more enthused, 'As expected,the thing is very clearly related to BlackBerry PlayBook, and that's not necessarily a bad thing. We liked the way the PlayBook feels in the hand.'
'What it won't have, though, is the number of physical inputs. It'll makedo with just a power button and nothing more -- if you want to turn down the volume you'll need to dive into the status bar.'
'Ultimately, though, the Fire is looking like a nice little device.'
Amazon's CEO Jeff Bezos launched four new models of Kindle yesterday - but the colour Fire tablet was by far the most talked-about. There is still no release date outside the US
WHAT THEY SAID: THE WORLD'S REACTION
Wired.com said, 'Where all other devices have failed tob give Apple a run for its money, Amazon seems to have the best shot.'
Engadget said, 'As expected,the thing is very clearly related to BlackBerry PlayBook, but it's a nice little device.'
This Is My Next Said, 'The 1024x600-resolution just looks downright impressive. Touch is very responsive and the viewing angles are quite wide. Seriously, seriously impressive stuff.'
Techcrunch said, 'This will be the break-out Android tablet.'Analysts as Kantar Worldpanel Comtech predicted success, 'We are yet to see any polished device from a well-known brand costing under 250.'
Ovum predicted, 'The pricing is critical - rivals have failed because they have matched iPad's price.'
Analyst Gene Munster at Piper Jaffray, said, 'Amazon will drive Android sales in 2012 - but iPad will outsell it two to one.'
Tech blog This is My Next also liked theunassuming form of the tablet, 'No glossy plastics (ahem - Acer and Samsung) or distracting patterns. And other than a Micro USB port for charging, a 3.5mm headphone jack, and some speakers on the bottom there are no other ports -- no, SD card slot, no HDMI, no camera. The grayish rubber back feels soft.'
'But the first thing anyone is going to notice about this thing is the 1024x600-resolution, 7-inch IPS display.'
'For $199, it just looks downright impressive,' said This Is My Next, 'Touch is very responsive and the viewing angles are quite wide. Seriously, seriously impressive stuff.'
Techcrunch wrote, The Kindle Fire is the device we were all waiting for and when it arrived it did not disappoint. The Fire is a 7-inch media device that plays well with all of Amazons media services including the book store, the video store, and the music store.
'It will probably be the break-out Android tablet of this season. Its not hard to see the appeal a price point far below the iPads but with all of Amazons media services built-in.'
All reviewers said that Amazon representatives carefully 'shepherded' them through their time with the device, so their might be hidden annoyances buried inside the Android operating system. But overall, reaction was very positive.
Analysts kept a cooler head - although even they seemed more enthused than about any previous Android tablet or other iPad rival.
Domi! nic Sunn ebo of Kantar Worldpanel Comtech said, 'Last Christmas there were many cheap, and in some instances below par products, but we are yet to see any polished device from a well-known brand costing under 250.
'In the meantime, the Apple iPad remains dominant with the latest tablet market share showing it makes up 73% of sales in the UK.'
Adam Leach at Ovum said, 'The pricing is critical to gain traction in the tablet market.'
'Rival manufacturers have failed to attract consumers as they have matched the iPad's price point without matching its content offering.'
Gene Munster at Piper Jaffray predicted that Fire would drive sales of Android tablets in 2012 - but iPad would still outsell it two to one. He said consumers might be put off by the small screen, but would be attracted by the price.
Apple is also making profit from the hardware upfront,' he said, 'Whereas Amazon is likely losing about $50 per Kindle Fire.'
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