The e-reader trend originally started with the Kindle, and it has continued to dominate the market. Since Apple released its potentially game-changing iPad, Amazon has been scrambling to keep up with its competitor. "The iPad has a touch screen, color, prettier software, audio and video playback, 100,000 apps," writes the New York Times. "For the Kindle, with its six-inch monochrome nontouch screen, the iPad was your basic (full-color) nightmare." With the price range comparable, the Kindle became the digital underdog overnight.
Technology is all about who can make the fastest, smallest, most bang-for-your-buck device in the market. That is exactly Kindle's strategy to survive in the marketplace. This week Amazon announced its newest version of the e-reader, the "Kindle 3." Amazon decreased the body size of the device by 21%, yet the six-inch screen remains the same size. The new Kindle weights only 8.5 ounces, which is a third the iPad's weight. Additionally Amazon lowered the price to from $400 to $140. For clients whose main objective is to use the device for reading, buying a Kindle seems an easier decision than purchasing a $500 iPad.