Amazon challenges Apple and Barnes with new low-priced Kindle DX portable reader

| Posted on: January 29, 2013

Online retailer Amazon has introduced its Kindle DX portable e-reader to expand in a market where Barnes and Noble Nook leads with a share at 37 percent while the Kindle is second at 16 percent.

In addition, the new Kindle DX was launched in response to increasing market competition and the success of Apple’s iPad with 3 million sales in only a few months, while global e-reader sales were at 1.43 million in the first quarter of 2010.

The Seattle-based company unveiled the new latest generation Kindle DX with a new price of $379, down from its launch price of $489. The new Kindle DX, which would begin shipping on July 7 with a pre-order booking starting July 1, is coming with free 3G wireless coverage at home or abroad in over 100 countries, said the company.

The new Kindle DX has a 9.7-inch screen with new graphite enclosure, high contrast electronic ink display and 50 percent higher contrast than the current models, the company said in a statement. The company claims the battery life of the new Kindle DX comes with 1 week on a single charge with 3G wireless, and 2 weeks without wireless usage.

“With 50 percent better contrast and darker fonts, you’ll find it easier than ever to read wherever you happen to be, whether it’s outside in bright sunlight or under the low light of your living room. We’re excited to offer the new Kindle DX with free 3G wireless at the lower price of $379,” said Steve Kessel, senior vice president, Amazon Kindle.

Apple’s iPads sell for about $499 from the website. RBC Capital Markets estimated iPad’s total shipments will reach 8.13 million units worldwide by the end of the year, which would translate into at least $4 billion of revenue, Reuters reported on May 29.

Manufacturers are slashing prices of E-readers, with Amazon and Barnes leading the drive since June 21. Barnes and Noble dropped the price of its Nook 3G and Wi-Fi from $259 to $199. It also introduced a Wi-Fi only version for $149. Amazon dropped the price of its Kindle from $259 to $189 on June 21.

Borders announced it was bundling a $20 gift card with its $149.99 Kobo e-reader, which hasn’t even hit the market yet. Borders has an additional e-reader available for $119 called the Aluratek Libre. It also plans launching a Borders e-book store for users to buy titles for their devices.

Toshiba too launched a dual-screened mini notebook PC on June 21, which can be used as an e-book reader, adding competition to Apple’s iPad and Amazon’s Kindle. The new gadget will go on sale in Japan in late August and later in Europe, the United States and other markets.

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