Take two tablets (please)

Amazon has launched a demi-tablet to not compete with the Apple iPad - The Omnivore has a good synopsis:

Unlike a wave of other tablets that have emerged hopefully only to flop, such as the HP TouchPad, the Motorola Xoom, and the RIM PlayBook, the Kindle Fire has a good shot at turning the newest theater of war in high-tech into a two-tablet battle. With a 7-inch display, the Fire is about half the size of the iPad. At $199, it’s also less than half the price of the cheapest Apple model. Amazon has painted over the rough surfaces of Google‘s Android operating system with a fresh and easy-to-use interface and tied the device closely to its own large and growing content library. Kindle Fire owners can watch the film Rio, scroll through magazines such as The New Yorker or Esquire, and access their music collection on Amazon’s servers.

“What we are doing is offering premium products at non-premium prices,” Bezos says. Other tablet contenders “have not been competitive on price” and “have just sold a piece of hardware. We don’t think of the Kindle Fire as a tablet. We think of it as a service.”

Its not an iPad in other words - its not a premium product, its smaller screened, cheaper and (knowing Android) probably nastier to operate - so its a mass market play that hopes to be a Good Enough for most of the rest of the (non iPad owning) market.

We have done quite a lot of work for clients inthe e-reader/tablet supply chain, and the one thing that drives success - time and again, as for all devices - is a good variety of content. It took Google a long time to get this in Androidworld, but Amazon has the best chance of taking Apple on of all the players (as they showed with Kindle).

So, an early hypothesis from me - Apple will probably continue to sell high margin, high class product to the 20% at the top of the tablet market (as they have done since the 1970's in every market). Amazon will be mopping up the low margin mass market. The fact that Microsoft, the arch mass-market mop-up player, is underpinning the Fire's OS is another pointer to this.

No doubt there will be a bigger Fire soon, but no doubt Apple will also be innovating. They could launch a prodcuct that is half-way between the iPad and iPhone in a fairly short time we suspect - maybe call it the iPhad