![]() ![]() So, pre-loading the Kindle Fire and its other devices with its new AmazonLocal daily deals and other of its services is a way to permeate and stimulate connections between consumers, marketers, content providers, goods and services in all corners of its $65 billion annual sales marketplace. The marketers and content providers who create a new interactive presence and level of participation in that richly assimilated setting can take advantage of Amazon’s intricate support web.Īmazon’s Kindle Fire strategy is designed to bring consumers closer to the bigger, most important play, which is everything that Amazon sells and everything it does to support those sales. Marketers and content providers can follow consumers from their point of entry into the Amazon ecosystem and deep to individual products, services, recommendation chains and social networks where valuable viral connections do all the heavy lifting. Some of these connections are also being facilitated by Amazon’s rollout of diverse new “revenue growth runways” such as verticals in consumer staples as well as footwear and apparel international expansion, Amazon Web Services, and digital media offerings. That represents a unique pipeline for marketers, as well as content providers, wanting to connect with consumers on very specific fronts, or any interest, subject or location that can be parsed by the magic of algorithms. That all-encompassing connection is secured by Silk, Amazon’s new proprietary Web browser that delivers instant EC2 cloud computing Internet access to all media and communications on its tablet devices. The Kindle Fire is “a service” that provides “seamless integration” to all things Amazon for the world’s largest online retailer. ( Best Buy immediately discounted Research in Motion’s PlayBook by $200 last week.) Pre-orders for Kindle Fire are already topping Amazon’s online electronics offerings.īut that’s not the only or smartest way to assess what’s going on.Īmazon founding CEO Jeff Bezos, one of the most understated visionaries of our time, said it best in an interview. The surprisingly low $199 price point will especially undercut smaller competitors and force more affordable hardware and software economics-even at Apple. That overriding dynamic makes Amazon’s entry into the e-tablet wars a very different value proposition than all of its competitors, including Apple. Its inventory of 18 million songs, books, movies and television programs-as well as a healthy dose of Android apps-are hook offerings that lead to everything else. It often indicates a user profile.Īmazon is willing to sell its core tablet device at a loss (of about one quarter its list price) and at painfully low margins because it is an efficient point-of-sale storefront in its expansive connected e-retail ecosystem. ![]() Account icon An icon in the shape of a person's head and shoulders. ![]()
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