At the moment Amazon’s target of this new Kindle Fire is to compete with Apple’s market, as Amazon wants to be where Apple is at. By doing so, Amazon’s Fire tablet now has similar features to Apple like the ability to sell books, electronics, DVDs and video games.

Rim’s playbook doesn’thave the cool factors of Apple’s, therefore having BlackBerry to embarrassingly drop their prices of their tablet as they clearly weren’t able to compete with Apple at such high standards. It runs on Google’s Android, with only a seven-inch screen, no camera or 3G, and at $199 which is the cheapest iPad available. 

From this, we can clearly see the difference in the two products already and as BlackBerry’s vision for RIM PlayBook didn’t not go the exact route it wanted to, BlackBerry is trying their best to differentiate themselves from their competitors and finding market gaps to fill up.

As Kindle Fire is trying to compete with iPads, Amazon is providing free cloud storage for content such as e-books, as well as a free month of Amazon Prime,a membership-based program that provides access to the company’s movie- and TV-streaming service and discount shipping for $79 a year.

All in all, it is clear to state that the 3 companies are in the same market but their marketing strategies are all different as they all have their own unique flares to their tablets. RIM PlayBook goes for cheap tablets, Kindle Fire goes for a basic standard tablets, Apple goes for high quality and innovative tablets.