With the release of the Kindle Fire on the 15th of November (1), Amazon launched a device that, priced at only $199 dollars, could pose a serious threat towards Apple’s $500 iPad 2.

Some journalists already suggest that the availability of a cheap, well-marketed alternative to the iPad 2 could mean that Apple’s domination in the tablet market could come to an end very soon, as the Kindle Fire could spread Google’s Android operating system into the user’s minds just like it happened on the cell phone market.

Similar to Volkswagen's Beetle in postwar Germany, the Kindle Fire could become a solid, reliable tablet that everyone can afford.

A product that satisties expectations as high as this, however, does not only require good marketing and a cheaper price than its competitors – it also needs to please customers and thus increase its popularity, just like the expensive yet uber-popular iPad 2. On ZDnet, the introduction of an innovative product that becomes widely successful is referred to as the “Volkswagen moment” (3). The Fire, however, does seem to be rather competing with “its own kind” than with the iPad (4). Time will show if the ambitious try to copy the iPad’s success with less than half its price and features will be thanked by customers.

Sources:

1) http://www.chicagotribune.com/video/breaking/chi-new-kindle-fire-released-20111115,0,6237502.htmlstory ; Chicago Tribune, 15th of November 2011

2) http://www.theregister.co.uk/2011/11/22/kindle_sparks_then_splutters/ ; Matt Asay; 22nd of November 2011

3) http://www.zdnet.com/blog/perlow/amazons-kindle-fire-the-tablets-volkswagen-moment/19312 ; Jason Perlow, 17th of November 2011

4) http://www.reghardware.com/2011/11/21/changewave_research_shows_kindle_fire_demand_hits_ipad_rivals_not_ipad/ ; Tony Smith, 21st of November 2011

5) http://news.cnet.com/8301-17938_105-57329834-1/kindle-fire-getting-shoppers-hotter-than-ipad/ ; Erick Mack, 22nd of November 2011