informationToys

Right now, Amazon is having a busy time of it. They have just confirmed the upgrade of their hugely successful Kindle 2.0 and Kindle DX readers and pre-order rates are extremely high right now. Stock levels of the third generation 6” Kindle are depleted and consumers are now pre-ordering to get their Kindle shipped, on a first-come-first-served basis, within four to five weeks.

The latest upgrade includes a display with higher contrast, more fonts, twice as much storage capacity, faster page turns and color choice of white or graphite . The 6” display version also has 21% smaller body and is 15% lighter, at 8.7 oz. Amazon has also introduced an entry level Wi-Fi only version of the Kindle 6” display model for customers who do not anticipate the need for a 3G connection.

All of this is accompanied by a price drop. The 6” Kindle version Wi-Fi only model is for sale at only $ 139, with the 3G plus Wi-Fi model retailing for $ 189. You can now get your hands on the large format Kindle DX for just $ 379. These represent significant price cuts when compared with the Kindle 2.0 launch $ 359 price and the recent DX model price of $ 489.

Much has been made of the possible impact of the Apple iPad on Kindle reader sales. In all probability the release of Apple’s iPad has prompted, or at least hastened, this latest round of e-book reader price cuts. However, the above prices are well below even the entry level iPad price and, for many customers, the fact that 3G is available with no monthly fee will be an attractive aspect of the Kindle pricing plan.

As well as the various upgrades to the hardware and the price reductions, Amazon will also open a UK Kindle store. Consumers in the UK will no longer require to have their Kindles shipped across the Atlantic. The UK Kindle store launches in August 2010 and will, initially, have approximately 400,000 Kindle books available. It seems reasonable to assume that other Amazon websites may well have their own Kindle stores before very much longer and that customers will be able to source their Kindles locally.

The recent price drop in the e-book reader market may be an indication that the market, although still relatively young, is maturing. Lower hardware prices will shift the emphasis from hardware sales towards the sale of the e-books themselves. Amazon, who have an interest in both hardware and book sales may be better placed than companies whose main interests lie in hardware manufacture and sales only. Whatever the future may bring, and it seems probable that the future of reading will have a strong digital element, Amazon seem well placed to remain as a highly influential player in the development of the market.