chapter 10 product concepts--------TRADEMARK

I question the future of Amazon Kindle.
 Just like Apple's iPod, amazon's Kindle has a unique look that is easily recognizable . but HOW LONG is this  look, along with  the "not-so-new-anymore" e-ink technology going to be part  of Kindle's brand identity?
with no protection over the Design of a Kindle . it has been pirated in the far east. (see article below)  those cloned product can easily distract potential buyer who didn't do enough research on the product ------the major advantage of a Kindle over other e-reader is its easy WIFI distribution channel and  its impressive book selection.

FOLLOWING  ARTICLE WAS PUBLISHED  ON http://www.pocket-lint.com/  

 

Amazon Kindle gets cloned

Wannabe gadget spotted

13 July 2009 9:23 GMT / By Amy-Mae Elliott

• inShare

Spot the difference between this Chinese Kindle clone and the real dealfrom Amazon. Okay, so the characters displayed on the screen might give it away.

The device - due out in Japan for around $210 at the end of the year - is called the WEFOUND, presumably as in we-found-this-Kindle-and-decided-to-copy-it.

----------------------------------------------------------

PLEASE GO TO THE EXTRA PAGE IN MY BLOG TO READ MORE ON THE E-INK TECHNOLOGY : 

after research, i found out that the Kindle's E-ink technology is made by a Taiwanese company, Prime View International, Inc. (PVI) (now, E Ink Holdings Inc ) they make e-ink displays for not only e-readers; indicators;cell phones, the technology is also used on computer keypads; watches and smart credit card.........................

who is using E-INK :http://www.eink.com/customer_showcase_eReaders.html

http://goodereader.com/blog/electronic-readers/what-is-e-ink-pearl-and-e-ink-triton-technology/

http://www.geek.com/articles/gadgets/e-ink-promises-thinner-lighter-higher-resolution-and-color-e-paper-displays-2011095/

http://en.wikipedia.org/wiki/Electronic_paper

http://techworldtop.com/concept-tablet-electronic-ink#more-1276

chapter 18 sales promotions and Personal selling

With this weeks topic on sales promotion and personal selling, i found very little information since Amazon Kindle does not use personal selling at all. it's distribution are mainly web based through Amazon.com. you can also buy selected kindles at some BESTBUY and TARGET (Target sales Kindle in selected stores only, to find out which Target store sells Kindle please click here).

In terms of sales promotions, Kindle has an on going promotion of Free shipping when you buy any Kindle device. but there is hardly any discount other then that.there was an $30 discount offer, which ended this October.

When you are on your search engine, you might come across a lot of Kindle discount code. to save you time and energy, i can tell you now to stop click on those advertisement. because after spending hours watching YOUTUBE video on it and clicking through them myself, i have found that most of them are either for Kindle accessories or Kindle discount for countries other than the U.S.(mostly in UK since i searched in English)
However, Kindle books are cheap comparing with hard copies. Kindle e-book are normally priced at $9.99 each,on top of that, Amazon unveil a monthly collection of 100 Kindle books for $3.99 or less. those promotions influence consumers a great deal. after all, Kindle is not only a electronic product, it is a book delivery service.

I also think it would be unrealistic for Amazon to give any further discount on Kindle. the retail price for Kindle dropped from more than $300 to what is now at $79 to $149 (depend on model). according to the unofficial-blog-Kindle (article linked) the cost of making a Kindle 4(retail at $79) is about $113. so Amazon is, in fact, losing money selling the new Kindle device.*(Amazon doesn’t loose money on Kindle 4 non-touch. Even with retail component prices, manufacture costs come very close to what device sells for. Kindle with special offers has been around for a while so it is safe to assume that Amazon know how much money they are going to make from advertising in the long run and it is reflected in $30 discount and the fact that you can remove special offers from your device for the same price of $30. It also seems that there is still room left for price reductions in the future.)
But why is Amazon "giving" Kindle out?
in my opinion, the low price help Amazon eliminate nook from its competition and gain compatibility with Apple products. its trying to gain market share to its full potential.
to read more please go to this link

"Kindle is a decade long investment in a media consumption and distribution ecosystem"-----Business Insider

chapter 17 Advertising and public relations

Amazon uses several approach when it come to the product advertisement of Kindle.

execution styles of advertising that was used on Kindle's TV commercials includes :slice-of-life; spokesperson and fantasy

 the TV commercial A uses typical consumer as spokesperson. a regular guy who has a Kindle explaining  the benefit of Kindle to his friend---- Kindle's ability to hold thousandths of books and magazines in its light weight body. this was one of the first Kindle TV commercials. this one was designed to attract new users who like to carry books with them just like the girl in the commercial. the other commercials in this same advertising campaign also showcased Kindle's 60seconds WiFi book down lode and more.

this second commercial, which still features typical consumer, is a fine example of a comparative advertisement. this commercial showcased the e-ink technology which allow users to read in the sun and the fact that it is very affordable.both are advantages towards its competitor in this case Apple's I-Pad.    the 3ed commercial is an example from  the second   TV commercial campaign that Amazon used. it features blithe music and dramatic image of  a girl getting in to the scenes of the book that she was reading on Kindle. this commercial bring a fantasy to viewers. It takes viewer to the magical world of books and give that feel of reading brings joy and Kindle makes it easy.

the last two examples are the latest TV commercials of Kindle."THE BOOK LIVES ON" is the new slogan. This series of commercials uses lively music and regular Kindle users in a normal setting, it  not only illustrated the merit of Kindle but also gives the idea that kindle has become part of our daily life.

chapter 6 consumer decision making

On a rainy afternoon, as I was seating by my window reading the definition of subculture from my Kindle DX. I stared to wonder who the Kindle users are.

As a kindle owner myself, I analyzed the reasons why I got Kindle in the first place:

              As a student, I purchase second hand text book on amazon.com. When Kindle first came out, I saw the advertizing on the website. At the moment, I didn’t really pay much attention to it. Until one day (that was about 2 years ago) I saw one of them lying on my boyfriend’s bed, it’s smaller and lighter than what I had expected. I went online to do some more research that day after I got home and made a decision to buy is because I m just so tired of carrying books with me on the train and not able to read it. (imagine a girl on the subway with a one shouldered hand bag filled with textbook; jacket and coffee in one hand and book in the other while she is trying to hold on to something and wondering if someone can just please turn the page for her )

its ever easy free standing in a subway cart.......

              After receiving my kindle, the first thing I did was to download a whole bunch of classics that I love but wasn’t able to get to for a long time. (Since I moved to my tinny apartment in New York, most of my books are either in my storage unit or at my parents’ house in PA.) Getting back in touch with my dearest friend like Jane Austin for free wasn’t even the greatest news, what really got me committed to this long term relationship with Kindle was the prices on my text books. For example, paying only $18 for a book that retails $98(even the second hands sales about $45). Even though not all my text books are available in Kindle form, the space it saved on my shelves and the portability of it makes me smile every day.

 What I realized is that all those problems that Kindle salved for me, like no storage space; hard to carry; price factors; no time to go to a book store or just simply don’t want to wait for shipping, were problems that a lot my fellow New Yorkers face every day too. And if getting a kindle salved those problems for me, it would do the same for them too!

Now, it’s almost imposable to not to see a kindle when you get on a subway cart. And what you see is normally a young professional rushing from point A to point B every day yet not willing to give up their reading time. Kindle has become a label for a subculture of modern; knowledge craving people in our generation.