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Posted by Sarah Rotman Epps on September 28, 2011
Today Amazon revealed its new Kindle lineup, including a touchscreen E Ink eReader and Amazon’s first color touchscreen tablet, the Kindle Fire. I can’t say I’m surprised. The day the iPad launched, my colleague James McQuivey wrote that Amazon should “go head to head with Apple on a media tablet.” In March of this year, I wrote that “iPad 2 won’t have much competition in 2011, unless it’s from Amazon,” and more recently I published a report outlining the competitive advantages and disadvantages Amazon’s product strategists will face if they launch a tablet.
Looking back at that report, here’s what we got right:
And here’s what we missed:
Overall, after seeing the device, our call and recommendations are the same. Amazon will sell millions of tablets, and the rapidfire adoption of the Kindle Fire will give app developers a reason—finally—to develop Android tablet apps. Apple’s place as market leader is secure, but Amazon will be a strong number two, and we expect no other serious tablet competitors until Windows 8 tablets launch.
Update: To be clear, after today's announcement we are going with the low end (3M) of our previous estimate of 3-5 million units sold this holiday season, because Amazon isn't shipping the Kindle Fire until November 15, fairly late in the holiday season.