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Android Handhelds Hardware

Kindle Fire Grabs Over Half of the U.S. Android Tablet Market 134

New submitter DillyTonto writes "Amazon got shelled by analysts and the press after releasing a buggy first iteration of the Fire edition of the Kindle e-reader. Three weeks later the Kindle Fire owned 14 percent of the whole market for tablets. Three months later, more than half of all Android tablets sold in the U.S. are seven-inch Kindle Fires, despite a huge bias among buyers for 10-inch tablets. How could a heavily modded e-reader beat full-size tablets by major PC vendors? It's cheaper than any other tablet or e-reader on the market, for one thing. Also important is its focus on being an e-reader, 'because people buy hardware to have access to one app or function, then take the other things it can do as an additional benefit.'"
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Kindle Fire Grabs Over Half of the U.S. Android Tablet Market

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  • Better Marketing (Score:5, Insightful)

    by pavon ( 30274 ) on Saturday April 28, 2012 @04:08PM (#39833361)

    I think that better marketing, and tie-in to the Amazon eBook store also played huge factors. Otherwise the Nook Color would have dominated long ago, as it has all the same benefits they tout about the Kindle Fire, but released much earlier and was a more polished product at the time of the Kindle Fire release.

  • by Anonymous Coward on Saturday April 28, 2012 @04:08PM (#39833371)

    What else do most consumers?

  • by Kingrames ( 858416 ) on Saturday April 28, 2012 @04:11PM (#39833377)
    I think it's just the right size. I imagine that most of the customers wanted something its size to begin with.
    • by dmbasso ( 1052166 ) on Saturday April 28, 2012 @04:34PM (#39833471)

      I'm still waiting for the one that can display an A4 page without scaling.

      • by nospam007 ( 722110 ) * on Saturday April 28, 2012 @05:02PM (#39833585)

        "I'm still waiting for the one that can display an A4 page without scaling."

        I don't get it. If you don't print it out, why format it to a size that paper sellers invented last millennium?

        • by ColdWetDog ( 752185 ) on Saturday April 28, 2012 @05:13PM (#39833625) Homepage

          Because it allows you to put what is traditionally a page of material on a - page - while not cranking the font size down to where you have to be 16 years old to read.

          It also handles PDFs from printed pages well. And Lord knows, there are lots and lots of those.

          So yes, it's an ancient and arbitrary size, but so are Imperial units and we seem to have a devil of a time getting rid of those stupid things.

          (The rest of the world can at least ignore that last statement, but us USA!ers have to deal with it.)

          • by reub2000 ( 705806 ) on Saturday April 28, 2012 @09:19PM (#39834773)

            So yes, it's an ancient and arbitrary size, but so are Imperial units and we seem to have a devil of a time getting rid of those stupid things.

            And SI units are supposed to be what? A meter is 1/10000 of the portion of a meridian running from the north pole to the equator through Paris. Why not 1/15000 of a meridian running through Nantes? A second is a day divided by 86400. Where did that number come from? Sounds arbitrary to me. (The modern definitions of these units are just things that can be more consistently measured, but based on the same arbitrary values of the original units.)

            • by Anonymous Coward on Sunday April 29, 2012 @12:15AM (#39835485)

              They're both arbitrary; the point was that you can't get rid of arbitrary things easily, not that there is some non-arbitrary practical unit system. The size of a tablet is also potentially arbitrary, but it's convenient at times to fix them to other arbitrary units.

              There are advantages to the SI system in terms of trivial, or at least more-trivial, unit conversions, but it's not used for reasons of tradition and backwards compatibility, mainly in the US, and in other countries to a lesser extent.

            • by CrimsonAvenger ( 580665 ) on Sunday April 29, 2012 @08:40AM (#39836991)

              1/10000000, not 1/10000.

              As to why not Nantes, well, the Committee for Public Safety wasn't operating out of Nantes....

        • by busyqth ( 2566075 ) on Saturday April 28, 2012 @05:13PM (#39833627)
          Because PDFs are formatted to be printed on paper.
          It is possible to read PDFs on a tablet, but either you have to scroll around or everything is small. If the tablet were the same size as the paper, then things would be easier to read.
        • by Zocalo ( 252965 ) on Saturday April 28, 2012 @05:31PM (#39833721) Homepage
          Perhaps because many non-ebook documents are formatted to either an A4 or US Letter page size and the formatting tends to screw up if you try to change the paper size or re-flow it on the fly like you can easily do with a plain text ebook, assuming it's even possible to do so - ever tried to change the papersize of a PDF and reflow the text? For embedded graphics with text, poor scaling algorithms can often render the text illegible and fine detail (cross hatching for instance) in a diagram doesn't scale all that well either. Also, for complicated layouts (magazines with sidebars and some textbooks for instance) fiddling with the page layout can be a serious inconvenience as it can bump relevent illustations and sidebars off the screen - and don't even get me started on the ones that blindly replicate images than span pages in their print versions into their digital versions!

          Scaling the whole page might work, but isn't an option if you haven't got the resolution to keep the text from degenerating into an unreadable blur, and scrolling back and forth, page after page will soon have you pulling your hair out. For people that want to read books, the smaller paperback-esque size of the Kindle's are much more natural and intuitive, for people that want digital magazines that intuitive form factor is something more like an A4 page, and ideally with sufficient resolution to display two pages side by side and still have text remain readable. For me, that means something like the Apple's iPad with Retina display, or at a pinch the 1920x1200 of the upcoming Asus Transformer Infinity.
        • by reub2000 ( 705806 ) on Saturday April 28, 2012 @09:11PM (#39834719)

          Because of the ubiquity of the PDF format which is more suited for printing than being reflowed on a screen. That's why.

      • by samkass ( 174571 ) on Saturday April 28, 2012 @06:27PM (#39833923) Homepage Journal

        Why specify "without scaling"? Just say "can display A4 such that it's easy to read." the new iPad has a ridiculous number of pixels and even scaled pages look great. Unless you really need a mm to be a mm, it doesn't make a difference. And if you do, your needs are likely too specialized for the market to prioritize.

        • by tepples ( 727027 ) <tepples.gmail@com> on Saturday April 28, 2012 @06:51PM (#39833999) Homepage Journal

          Unless you really need a mm to be a mm, it doesn't make a difference. And if you do, your needs are likely too specialized for the market to prioritize.

          People tend to lose visual acuity as they age, and a lot of people are halfway blind to begin with. If the needs of senior citizens and people with disabilities are "too specialized for the market", what should be done to accommodate such users?

  • by Kenja ( 541830 ) on Saturday April 28, 2012 @04:14PM (#39833391)
    that being "why would you want to buy a tablet?".
    • by perpenso ( 1613749 ) on Saturday April 28, 2012 @04:27PM (#39833435)

      They answered the right question, that being "why would you want to buy a tablet?".

      And they delivered at the right price. It seemed that most other tablets were in the price neighborhood of the iPad, so people naturally just got an iPad because of the iPad's perception of having more features and apps. With the Kindle Fire coming in at such a relatively lower price they overcame this perception of the iPad.

      I am an iPad dev [perpenso.com] and when I played with a Kindle Fire at a family Christmas dinner I thought it was a pretty cool device well worth the price, any performance differences or missing apps were more than offset by the price.

      • by interval1066 ( 668936 ) on Saturday April 28, 2012 @05:00PM (#39833577) Journal
        Curious to know how lacking was the perf., in your opinion?
        • by perpenso ( 1613749 ) on Saturday April 28, 2012 @05:30PM (#39833717)

          Curious to know how lacking was the perf., in your opinion?

          It was just a subjective impression. The device was a recently unwrapped Christmas present still in a largely stock configuration. I only played with it for about fifteen minutes. My feeling at the time while navigating between the various built-in apps, giving each a quick try, and then navigating a couple of web pages was that it was not as snappy as an iPad 2, but I didn't really care. It was a $200 device not a $500 device and it was clearly "good enough". As an engineer I was impressed at what they managed with such an aggressive price point.

          My cousin, the owner of the device, was quite familiar with the iPad 2, she often used her daughters, and had a similar impression. However she added that she loved the size, it looked far more convenient to carry around during the day to her.

      • by voss ( 52565 ) on Saturday April 28, 2012 @06:02PM (#39833837)

        Which is why eventually the number of Android tablets will surpass the IPAD, even though Apple will still make
        tons of money at the high end.

        The secret of the Kindle Fire is that for now they have found the sweet spot of android tablets. A high enough price
        not to be junk and a low enough price to compete against Ipad and the Fires secret sauce...the backing of amazon.com
        who has the customer service and the money and wont cut and run which gives buyers confidence

        Also Amazon.com unlike the other tablet sellers built up gradually from a successful inexpensive e-reader
          instead of just trying to come up with a "Our version of the ipad"

        .

        • by perpenso ( 1613749 ) on Saturday April 28, 2012 @06:17PM (#39833891)
          In the long run Apple may also be in the middle, not just the high end. If they follow the same pattern that they demonstrated with the iPod and iPhone then when a 4th generation iPad shows up at the $500 price point, the 3rd generation iPad may be offered at $400 and the iPad 2 at $300.

          Of course I am curious as to why the original iPad was simply retired. Perhaps there were cost or performance issues in the long term.
          • Of course I am curious as to why the original iPad was simply retired. Perhaps there were cost or performance issues in the long term.

            Apple wants to be able to tell you that anything as slow as the original iPad or slower is now obsolete to reduce the number of people who will buy them, thus increasing their potential customer base.

            • by IntlHarvester ( 11985 ) on Sunday April 29, 2012 @12:22AM (#39835513) Journal

              Not the processor speed, but the iPad 1 is crippled due to having only 256MB RAM. A lot of apps are very crashy, and some new apps aren't supported at all. (But at least the web browser is reasonably stable after the most recent update.) iPad 2 has 512MB and dual-core, but otherwise there's not a huge difference from the first one.

            • by Fallingcow ( 213461 ) on Sunday April 29, 2012 @02:00AM (#39835857) Homepage

              Keeping all three alive either leads to stagnating development (look at the specs on the iPad 1, especially the RAM, then look at how much memory is available to apps after the latest iOS update... yeah) or complaining customers who are upset that their "brand new" iPad 1 can't run anything in the store.

              Even without other planned-obsolescence-related motives, retiring it was the right thing to do to keep the app ecosystem healthy. One of the reasons Apple mobile devices are so much nicer to develop for than Android is that it's a fairly consistent platform, and keeping older devices "alive" harms that advantage. Retina vs. Non-Retina is bad enough, and those iPad 1s are feeling increasingly cramped in the memory department--we don't even do game dev, so I can't imagine how bad it is for those guys. We're hoping the next major iOS release kills support for the iPad 1 so we can stop supporting it, and I guarantee we're not alone--though I would guess it'll be the one after that that drops the ax.

    • by obarthelemy ( 160321 ) on Saturday April 28, 2012 @05:03PM (#39833587)

      I'm using my Xoom quite a lot: during the day next to my PC to check up on RSS feeds and click though if the news looks interesting, at night in bed to watch movies from my home server via UPnP/DLNA; plus my phone company authorizes tethering and I've got a $30, 3GB plan, though I use it a fair bit to brose the web while travelling. For reading, my Galaxy Note in more pleasant since I can use it one-handed and the AMOLED screen is much less tiring.

    • by fermion ( 181285 ) on Saturday April 28, 2012 @07:05PM (#39834055) Homepage Journal
      When the refurb Kindle Fire went on sale I bought one as a second tablet. It does provide a level of functionality and infrastructure. On thing I did was cancel Netflix(maybe they support crazy people in the media) and just use Amazon streaming video. I have mostly Kindle book, which I read on many other devices, but of course maybe less easy to read on a sony or nook, but there is an app for android of course.

      The point is, like a PC, Android tablets are going to compete mostly on price. Amazon gives us a cheap tablet with services behind it. I can upload all my music to Amazon and stream. I can keep my books at Amazon and download as needed. It is not fully functional table, but it is much better than anything else our there at the price point.

  • by Anonymous Coward on Saturday April 28, 2012 @04:15PM (#39833397)

    1. The Fire is not a 'heavily modded e-reader'. E-book readers are traditionally e-paper devices, the Fire is an Android tablet with e-reader functionality highlighted in the software. You can make a tablet an e-reader, but the other way around, not so much.

    2. If more than half the Android tablets sold are 7 inch, then there is no bias among buyers for 10 inch tablets in that category. If you're talking about the entire tablet market, then of course it's 10 inch - the iPad still has more than half the tablet market *in units*.

    All that said, the last part is spot on - it's being marketed as an e-reader with extra features (woo, color!), not as a tablet... even thought that's exactly what it is. A lot of people still don't know what they want from a tablet, but they know what they want from an e-reader. If it does more stuff, all the better. If they want a tablet... statistically speaking, they're already buying an iPad.

    • by Anonymous Coward on Saturday April 28, 2012 @05:23PM (#39833687)

      Actually I'd say that Apple has a bias for 10 inch tablets. When customers can choose it seems they prefer 7" to 10", but it could be that no 10" Android tablet matches the price/functionality combo of the Fire.

  • by bobstreo ( 1320787 ) on Saturday April 28, 2012 @04:20PM (#39833413)

    Hmm, maybe the price had a little more to do with it?
    I'm waiting for the google tablet,

  • Screw Kindle Fire. (Score:2, Insightful)

    by pecosdave ( 536896 ) * on Saturday April 28, 2012 @04:22PM (#39833421) Homepage Journal

    If I'm going to limit myself to a 7" tablet I'm going to get the Nook. Same processor, twice the on-board storage, twice the RAM, has an SD slot, just as hackable and can run the Kindle app.

    Cost the same.

    • by Anonymous Coward on Saturday April 28, 2012 @04:47PM (#39833515)

      Cost the same.

      Nah, my bank gave me a Fire for opening a new account. No one around here is handing out Nooks.

    • by Anonymous Coward on Saturday April 28, 2012 @05:09PM (#39833609)

      won't work (for app/doc downloads) outside the US without tethering.
      3G? US only.

      I was willing to shell out for one last week whilst on a visit to CA. The B&N assistant told me of its limitations. Apparently they have sold a good number of devices to Non US residents and taken the flak from them when they find it does not work when they get home.

      Amazon has yet to launch the fire in my local market. Their US store would not ship one to me without a US Zip code & US Credit Card billing address.

      A plague on both their companies.

    • by Anonymous Coward on Saturday April 28, 2012 @05:11PM (#39833617)

      If I'm going to limit myself to a 7" tablet I'm going to get the Nook. Same processor, twice the on-board storage, twice the RAM, has an SD slot, just as hackable and can run the Kindle app.

      Cost the same.

      I'm waiting for all of that AND color epaper - eInk -iInk- iPaper-ei-ei-O AND under $100.

      I give it 5 years - 10 years tops for it to happen.

      I can wait. I've been quite fine for a few decades without tablet computers or eReaders or electronic books or any of that stuff.

      The only reason I'm even considering it is that I tried a friend's Nook and I like the layout and form factor over a book. Toss in the elimination of the clutter of having a shit load of books and having the convenience of downloading a book from the library (hopefully one day all their books will be available and in a form other than PDF - PDF sucks for readind electronically. It was designed for PRINTING not READING on a SCREEN.)

      Now look what you made me do! The onion fell off my belt!

      • by drinkypoo ( 153816 ) <drink@hyperlogos.org> on Saturday April 28, 2012 @08:18PM (#39834379) Homepage Journal

        I got a Nook Simple Touch used in new condition (AFAICT) and rooted it the day I got it. $75 with the charger, box, etc etc. And the e-ink display is surprisingly useful to me even though there is no color. I'm using Opera Mobile because B&N somehow managed to bone the stock browser and Opera Mini is poop and Firefox won't run on it at all. Most apps seem to work OK, except for the market search, so you use searchmarket. And Youtube, if you log in you can't use it. But you can't watch videos on the display anyway.

        Probably that's why you're not willing to spend money on a device with an e-Ink display, but it's still pretty great.

      • by foniksonik ( 573572 ) on Saturday April 28, 2012 @09:14PM (#39834737) Homepage Journal

        You're going to wait how long?

        That's dumb. We're talking about a few hundred dollars. You probably spent that much on a GPU in the last year or two.

        I spent that much on lunch last month.

        PDF is a problem. ePub is better.

  • by Spy Handler ( 822350 ) on Saturday April 28, 2012 @04:27PM (#39833439) Homepage Journal

    despite a huge bias among buyers for 10-inch tablets.

    What he really meant was, despite a huge bias among buys for the APPLE IPAD

    • by EmagGeek ( 574360 ) on Saturday April 28, 2012 @04:41PM (#39833489) Journal

      The iPad is not a 10-inch tablet. Its screen is smaller than 10 inches.

    • by Anonymous Coward on Saturday April 28, 2012 @04:57PM (#39833567)

      What they really meant is what 'they' printed [itworld.com].

      For all of 2011, Apple shipped 40.49 million iPads, up from 15.1 million in 2010 and good for a market share of 62%. Runner-up for the year was Samsung, which shipped 6.11 million Galaxy Tabs, or 9% of the total 65.19 million tablets shipped last year.

      The Kindle Fire, out for less than two months last year, still shipped 6% of all tablets in 2010, finishing third overall.

      What seems readily apparent to me that there is no "Android market." Buyers reward the perception of functionality, they don't care what OS the device runs as long as fulfills their desire for functionality. At the end of the day, I know of not one buyer who really took the time to understand nuanced differences between Android based tablets, and it's not so amazing that Apple, with its superior understanding of user expectations and experience rules the tablet market.

      After all, it matters not whether you buy a Kindle or iPad if you want to surf the web, shop online, listen to music watch a video or read a book. But it does matter to the ecosystem of sellers which device you bought.

      The real question is, why do people continue to buy the iPad at 10:1 over the Kindle? Are they knowingly paying for superior, trouble free use, has Apple's dominance in creative media translated into better sales for media consumption, or is the fact that they've won the hearts and minds of youth through their success in the educational market translating into success in the tablet market.

      Geeks may think that hackability is cool, but most consumers I know want a tool to work as advertised, and Apple actually makes the interface kind of fun in ways their competition has never fully grasped. I think the chickens are coming home to Cupertino because Apples HIG and focus on usability have proven to be the right way.

      Android is still a baby compared to Macintosh.

    • by SurfsUp ( 11523 ) on Saturday April 28, 2012 @05:18PM (#39833661)

      What he really meant was, despite a huge bias among buys for the APPLE IPAD

      Right, what he meant was, despite a huge bias for the APPLE IPAD (according to Apple) people are snapping up Android tablets like crazy.

  • by xigxag ( 167441 ) on Saturday April 28, 2012 @04:30PM (#39833455)

    Fire's list price is $430 lower than the list price of the latest edition of the iPad

    Not $430 lower. $300 lower. (The $629 iPad is the 4G model, the Wi-Fi only model is just $499)

  • by rastoboy29 ( 807168 ) on Saturday April 28, 2012 @04:31PM (#39833457) Homepage
    I'm ridiculously happy with my Le Pan tablet, however, which for $200 is a steal.  Great viewable angle, phenomenal battery life, a good investment for my needs (casual web surfing on my coffee table).
  • by Tamran ( 1424955 ) on Saturday April 28, 2012 @04:46PM (#39833511)

    My conclusion here is that price is more important than specifications or features. At least in this case perhaps.

  • by feepness ( 543479 ) on Saturday April 28, 2012 @04:54PM (#39833555)
    I have a six year old and a four year old. No way I was getting them a $500 or even $300 device. At $199 the Kindle Fire was perfect. And it is the first thing the eldest asks for on waking and returning home from school...
  • by Anonymous Coward on Saturday April 28, 2012 @04:56PM (#39833563)

    I'd love to see the numbers behind this.

    After all, "comScore is excited to introduce our next generation Device Essentials product, which provides new insight into digital device usage and detailed reporting of traffic patterns within local markets,” said Serge Matta, comScore president of mobile & operator solutions. “These new insights are invaluable to all stakeholders in the mobile ecosystem as they seek to provide valuable services and optimize the mobile media experience for their customers."

    Yeah, we all trust the numbers of someone trying to sell us a service based on those numbers.

    Considering all of the idiotic reports of your GDrive info being used for advertising and the AT&T shareholders voting down net neutrality going around lately - the blatantly false tech story seems to be all the rage lately...

  • by pbjones ( 315127 ) on Saturday April 28, 2012 @05:21PM (#39833673)

    low price because Amazon was selling at a loss or near loss, they want you to buy media for the Fire. They made an Android tablet that wasn't marketed as an Android tablet, but people hacked it into one, which is something that Amazon will block or the price will rise. Simply put, unmodded, it's average, modded, it's better than other Android tablets.

  • by __aaqvdr516 ( 975138 ) on Saturday April 28, 2012 @05:49PM (#39833789)

    I had purchased a Nook e-ink refurb a few months before I received the Fire as a gift. I tried the Fire for reading for a few months and it became obvious that it was much more tiring on the eyes versus the Nook.

    The rest of the functionality of the Fire was lacking, as you don't have access to Google Play. It was relatively painless to root and flash, so I went to CM9 (ICS) on it. CM9 is missing hardware acceleration, so I flashed CM7 (Gingerbread). It's fairly functional as a normal tablet. There is quite a bit of developer support on xda-developers.

  • by DavidinAla ( 639952 ) on Saturday April 28, 2012 @06:06PM (#39833849)
    The framing here is that the Kindle Fire has more than half of the "Android tablet market," but that's a framing that only makes sense to those who follow technology closely and care heavily about Android. This says less about the strength of the Kindle Fire than it does about the fact that there isn't much of an Android tablet market. There's an iPad market. And there's a market for specialized devices such as the Kindle. But that's about it. The vast majority of Kindle Fire owners wouldn't even think of themselves as owning an Android tablet. They simply own a Kindle. There just aren't that many people who want a non-iPad tablet unless it's a specialized device (as they see the Fire), IMO. Unless you're an Android enthusiast, there's no reason to specifically look at an Android tablet.
  • by tverbeek ( 457094 ) on Saturday April 28, 2012 @07:15PM (#39834093) Homepage

    ...it has the words "DON'T PANIC" inscribed in large friendly letters on its cover.

  • by m3000 ( 46427 ) on Saturday April 28, 2012 @07:27PM (#39834155)

    Especially after I got it for the $140 re-furb sale they had a few weeks ago, and threw Ice Cream Sandwich [xda-developers.com] on it. Wish it had a camera sometimes, but otherwise I'd definitely recommend it to anyone looking for a cheap tablet.

  • by Fujisawa Sensei ( 207127 ) on Saturday April 28, 2012 @08:59PM (#39834651) Journal

    I love my NT, I got a color before the Fire was ever released.

    Many of the Ebooks I have are PDFs from DriveThruRPG, so color was a requirement and the Fire wasn't even an option at the time.

    Now the Fire seemed, and still does seem when comparing it to the NTs & Colors, like an "Oh shit, people want this? We have to slap something together and get it out for the holiday season."

  • by DragonWriter ( 970822 ) on Sunday April 29, 2012 @04:39AM (#39836315)

    How could a heavily modded e-reader beat full-size tablets by major PC vendors?

    Because its marketed as a color reader, priced as a color reader (well below typical tablet prices), from the leading reader vendor, and, oh yeah, the reader market was something like an order of magnitude bigger than the tablet market in number of units being sold, and growing faster than the tablet market, even before the Kindle Fire was released.

    It's cheaper than any other tablet or e-reader on the market, for one thing.

    Except, no, its not. Even if you only mean tablets and color e-readers as opposed to traditional e-ink e-readers, its more expensive than B&N's Nook Color, and the same price as B&N's Nook Tablet, and more expensive than numerous other inexpensive tablets..And if you don't restrict it that way, its even less true, as there are plenty of much cheaper e-ink e-readers.

  • by ctrl-alt-canc ( 977108 ) on Sunday April 29, 2012 @06:47AM (#39836627)
    To my experience most of the tablets/ebook readers are either limited (for example djvu [slashdot.org] format is usually missing), have a poor display, or are just too heavy to use (the iPad for example has an excellent display, but for me it is too heavy to be used as a book replacement). The Kindle Fire seems to me just a pretty good device, that encompasses all the limitations of other devices. Unfortunately here it is not yet available on the shelves but I want to try it as soon as possible. I only regret it has no webcam for skype.

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