Kindle DX, the eBook Reader

Citation

Jameson, R. (2009), "Kindle DX, the eBook Reader", Journal of Consumer Marketing, Vol. 26 No. 6. https://doi.org/10.1108/jcm.2009.07726fag.001

Kindle DX, the eBook Reader

Article Type: Computer currency From: Journal of Consumer Marketing, Volume 26, Issue 6

Edited by Dennis A. Pitta, University of Baltimore

Years ago, just before personal computers were introduced, there were predictions that paper would be obsolete. New devices like microfiche readers promised that an acetate sheet could hold content otherwise contained in a newspaper. The image of every home in the developed world equipped with a microfiche reader became a hope that would reduce paper use, preserve trees and reduce green house gases. Sadly, the prediction did not come to pass. Instead, laser printers made printing so fast and easy that paper use increased along with the burdens of disposing printed pages after they outlived their usefulness.

Today, that vision of a device that would substitute for paper is a reality. They are called e-Book readers and they come in several flavors. This column reviews a soon to be introduced device, the Kindle DX, and uses references from the literature to describe its features. It is important to note that the previous version was released a relatively few months ago. It is also important to note that the device is not yet in circulation. However, its promised features and improvements demonstrate a commitment to customer satisfaction that is noteworthy.

eBook readers in general

Microfiche readers suffered one great disadvantage. They were relatively heavy and not portable. They were essentially slide projectors that would enlarge small print into something that was readable. Moreover the costs and time required to photograph works and reproduce them on microfiche were substantial. The processes in place at the time might not have been able to provide daily content. The readers were fine for libraries where they could be stationed and could serve numerous patrons. However, they were not really ideal for activities like reading a newspaper over coffee.

Happily, the new electronic books combine convenience, quality, and choice. The content, eBooks, are compact and cover numerous works. A user can carry a large selection of eBooks easily. They are perfect for airplane trips or even just reading at home.

The quest for content, price, and convenience

Amazon, the online retailer, has embraced eBook readers enthusiastically. It has offered several versions of its Kindle eBook reader and to support it, reportedly has a 275,000 volume eBook library. Content is no longer a problem. The company recognized the potential of the technology and the benefits of supplying it to its customers. Kindle users are a significant market segment and Amazon courts them carefully.

There is one more piece to the content puzzle, textbooks. It makes sense that the device’s capabilities would lend themselves to academic content. It has been noted that secondary school students now carry backpacks that weigh enough to strain their bodies. Presumably university students face less of a challenge. However, using eBooks and an eBook reader would potentially alleviate such problems. To that end, Amazon has sought out textbook publishers to carry their content on the Kindle DX. The literature reports that possibly 60 percent of higher education textbooks will be offered on the device.

Price

Its extensive selection of material is impressive. More impressive is the price. It quotes prices for many new releases at $9.99 and sells others for less. In addition, Amazon really knows how to market. One element that warms a marketer’s heart is free samples. In the packaged good arena, samples simply sell. The Kindle DX provides downloads of the first chapters of books for free. Traditionally, samples reduce consumer risk. They allow a consumer to experience the product and decide to buy or to avoid it without the possibility of wasting money. The sample chapters are perfect for increasing consumer utility and prompting trial.

Amazon has achieved the hope that users would be able to read their morning newspapers with their morning coffee. Users can access both US and international newspapers each day. All are delivered wirelessly.

Convenience

Amazon boosted convenience by including wireless technology to allow users to download content directly. Their marketers developed a great product name: Books in under 60 Seconds. Using it, Amazon states that one can “get free wireless delivery of books in less than 60 seconds.” It seems perfect for taking advantage of a friend’s recommendation without delay.

Analogous to Apple’s i-Tune store, Amazon has a Kindle Store. The Kindle DX can access the store to enable users buy, and view their purchases immediately. Amazon spent considerable time ensuring that the Kindle Store offered the same level of its famous customer service quality.

Product features

The original Kindle and Kindle 2 eBook readers demonstrated the product concept and built consumer interest and acceptance. The newly announced version, the Kindle DX, enhances product features and makes it easier to use. The new model does not duplicate the newspaper or traditional book reading experience but comes close.

The product specifications state that the device can hold up to 3,500 books, periodicals, or documents. In addition, it is slim and is close to one-third of an inch thick, and just like many magazines. Mindful of the issues with battery life in electronic devices, the Kindle DX is easy to charge and has a useful battery life.

For those of us who use a Blackberry, i-Pod, or PDA, screen quality is important. Consumers are accustomed to clear VGA and better quality to view text and images. The new Kindle DX features a large 9.7” display that allows reading both clear text and sharp images.

It may be a bit early to tell but eBooks in general and the Kindle DX may well be the first step toward a greener publication future.

Available from: Amazon.com. The Kindle DX retails for $489. The previous version, the Kindle, retails for $359.

Reader requests

Please forward all requests to review innovative Internet sites to: Dr Dennis Pitta, University of Baltimore, 1420 North Charles Street, Baltimore, MD 21201-5779, USA. Alternatively, please send e-mail to: dpitta@ubalt.edu for prompt attention.

Robert JamesonPractice Management LLC. Columbia, Maryland, USA