Why marketers don't understand the Amazon Kindle (or Kindle 2)

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I’ve read and heard a lot of buzz about Amazon’s Kindle and Kindle 2 lately. Of the folks who are not wild about the device, the main criticism is that it’s not a book. It lacks the real world charm of books – the feel of the paper, the smell of the book, etc. You’re right – the Kindle is not a book, and that’s the whole point.

A quick story. Last year, I was flying back from Tampa on a business trip and sat next to Grandma Rosenblum, a wonderful 80 year old great-grandmother. I was surprised, amidst the usual contents that an 80 year old carries, to see an Amazon Kindle in her purse, and asked her about it, since my stereotype of 80 year olds generally doesn’t include cutting edge technology. Her response? “I love my Kindle. Everyone I know at my senior center has one. We all love that you can make the letters as big as you want. One of my friends has really bad eyes but she can read again now!”

I asked her about the other features of the Kindle – blog subscriptions, newspapers, etc. and she said she didn’t read anything like that, just books and the occasional article. Except she was wrong. She did read a couple of blogs – Huffington Post was in there, as well as mainstream news sources like the New York Times. She just didn’t call the Huffington Post a blog. It was merely, to her, a series of articles.

The Kindle 2 has even more stuff. Based on initial product description, it’ll have the 3G wireless component, but it will also have document conversion and a basic web browser. Guess what, gang? That’s not an eBook reader any more. That’s a tablet computer. Granted, you may not be working in Excel or playing Warcraft on it, but with the addition of a browser and document conversion, the Kindle is now a computer that can be used for productivity above and beyond reading stuff.

What’s the takeaway here? The Kindle 2 seems to be a workable tablet computer disguised as a book reader, rather like the iPod Touch is a workable PDA disguised as a music player. If you’re a business type, I would bet you’ll get some enhanced productivity out of the new Kindle.

If you’re a marketer, all I have to say is this: you had better be cranking out eBooks, you had better be cranking them out in Kindle-supported formats, and as a bonus, if you have the absolute trust and love of your readers, you might even get them to register their Kindle document conversion email addresses to get new eBooks from you when you have them. (did you know you can email documents to Kindle for conversion?)

Full disclosure: links to the Kindle are paid links for my employer, using Amazon’s affiliate program. Purchasing a Kindle through these links earns my employer the standard Amazon commission.

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Comments

32 responses to “Why marketers don't understand the Amazon Kindle (or Kindle 2)”

February 10, 2009

Len Edgerly

Document conversion and basic web browser have been on the Kindle from Day One, so that's not a change. What I hear from Kindle users (who are invariably Kindle lovers) is that it enhances their reading pleasure – because of the reflective screen, font sizes, and other subtle aspects of the Kindle reading experience. It's simply a better way to curl up and do long-form reading, in which the device disappears more than a print book does, so you have a more intimate connection with the words. It's hard to describe, but nearly everyone I've spoken with on my weekly Kindle Chronicles podcast makes some effort to convey this point.
The Kindle's experimental web browser is okay for quick Wikipedia lookups, but after initial experimentation (you can also play Mindsweeper on the Kindle, but who cares?), I quickly settled down to simply reading – more than I ever have before, with higher comprehension and engagement.
So I think you're dead wrong describing the Kindle as a tablet computer instead of a reader. It makes a very crummy tablet computer, actually. What Bezos and company got right from the start, and continued with yesterday's version 2, was to position this device as a READER. There are lots of us readers left, and from your 80-year-old flying mate on down, anyone who has actually spent time using the device understands that this activity that we love has been taken to the next level of pleasure and comprehension.

Reply
February 10, 2009

Len Edgerly

Document conversion and basic web browser have been on the Kindle from Day One, so that's not a change. What I hear from Kindle users (who are invariably Kindle lovers) is that it enhances their reading pleasure – because of the reflective screen, font sizes, and other subtle aspects of the Kindle reading experience. It's simply a better way to curl up and do long-form reading, in which the device disappears more than a print book does, so you have a more intimate connection with the words. It's hard to describe, but nearly everyone I've spoken with on my weekly Kindle Chronicles podcast makes some effort to convey this point.
The Kindle's experimental web browser is okay for quick Wikipedia lookups, but after initial experimentation (you can also play Mindsweeper on the Kindle, but who cares?), I quickly settled down to simply reading – more than I ever have before, with higher comprehension and engagement.
So I think you're dead wrong describing the Kindle as a tablet computer instead of a reader. It makes a very crummy tablet computer, actually. What Bezos and company got right from the start, and continued with yesterday's version 2, was to position this device as a READER. There are lots of us readers left, and from your 80-year-old flying mate on down, anyone who has actually spent time using the device understands that this activity that we love has been taken to the next level of pleasure and comprehension.

Reply
February 10, 2009

Mariana_Evica

If I commuted via rail or bus, I'd definitely buy this. I just don't have enough time away from my computer to make this a justifiable purchase yet. Cool tool or toy, yes. But in this economy I'm still more focused on necessities. Top of the list for things to buy myself with a raise, though!

Reply
February 10, 2009

Mariana_Evica

If I commuted via rail or bus, I'd definitely buy this. I just don't have enough time away from my computer to make this a justifiable purchase yet. Cool tool or toy, yes. But in this economy I'm still more focused on necessities. Top of the list for things to buy myself with a raise, though!

Reply
February 10, 2009

C.C. Chapman

I love my Kindle and am excited by the new version. Not as excited as I could be since it appears that Amazon hasn't updated all that much at the end of the day. I look forward to someone writing a stripped down e-mail client for it and a few other things.

Recently I had someone wanting to send me a printed manuscript for a book. The last thing I want is that much dead trees being sent through the mail to me. I authorized their e-mail address on my Kindle and them e-mail the PDF directly to me. I read the book on my next plane ride.

Months ago I put out a plea asking publishers to send me review copies to my Kindle instead of printed ones. I had only a SINGLE publisher agree to this. Guess who's books got read first?

Reply
February 10, 2009

C.C. Chapman

I love my Kindle and am excited by the new version. Not as excited as I could be since it appears that Amazon hasn't updated all that much at the end of the day. I look forward to someone writing a stripped down e-mail client for it and a few other things.

Recently I had someone wanting to send me a printed manuscript for a book. The last thing I want is that much dead trees being sent through the mail to me. I authorized their e-mail address on my Kindle and them e-mail the PDF directly to me. I read the book on my next plane ride.

Months ago I put out a plea asking publishers to send me review copies to my Kindle instead of printed ones. I had only a SINGLE publisher agree to this. Guess who's books got read first?

Reply
February 10, 2009

Anne Arundel

No doubt about it that you have got awesome writing skill but with that you should enhance the size of your font as well.

These are really small and we have to concentrate hard to read it.

Reply
February 10, 2009

Anne Arundel

No doubt about it that you have got awesome writing skill but with that you should enhance the size of your font as well.

These are really small and we have to concentrate hard to read it.

Reply
February 10, 2009

Mariana_Evica

If I commuted via rail or bus, this would be top of my list for productivity boosters. I just don’t have enough time away from a computer to be able to make this a justifiable business expense. In this economy, there’s a phalanx of necessities advancing in importance ahead of this cool tool/toy. Priority purchase for when and if I get a raise, though!

Reply
February 10, 2009

Len Edgerly

Document conversion and basic web browser have been on the Kindle from Day One, so that's not a change. What I hear from Kindle users (who are invariably Kindle lovers) is that it enhances their reading pleasure – because of the reflective screen, font sizes, and other subtle aspects of the Kindle reading experience. It's simply a better way to curl up and do long-form reading, in which the device disappears more than a print book does, so you have a more intimate connection with the words. It's hard to describe, but nearly everyone I've spoken with on my weekly Kindle Chronicles podcast makes some effort to convey this point.
The Kindle's experimental web browser is okay for quick Wikipedia lookups, but after initial experimentation (you can also play Mindsweeper on the Kindle, but who cares?), I quickly settled down to simply reading – more than I ever have before, with higher comprehension and engagement.
So I think you're dead wrong describing the Kindle as a tablet computer instead of a reader. It makes a very crummy tablet computer, actually. What Bezos and company got right from the start, and continued with yesterday's version 2, was to position this device as a READER. There are lots of us readers left, and from your 80-year-old flying mate on down, anyone who has actually spent time using the device understands that this activity that we love has been taken to the next level of pleasure and comprehension.

Reply
February 10, 2009

Mariana_Evica

If I commuted via rail or bus, I'd definitely buy this. I just don't have enough time away from my computer to make this a justifiable purchase yet. Cool tool or toy, yes. But in this economy I'm still more focused on necessities. Top of the list for things to buy myself with a raise, though!

Reply
February 10, 2009

C.C. Chapman

I love my Kindle and am excited by the new version. Not as excited as I could be since it appears that Amazon hasn't updated all that much at the end of the day. I look forward to someone writing a stripped down e-mail client for it and a few other things.

Recently I had someone wanting to send me a printed manuscript for a book. The last thing I want is that much dead trees being sent through the mail to me. I authorized their e-mail address on my Kindle and them e-mail the PDF directly to me. I read the book on my next plane ride.

Months ago I put out a plea asking publishers to send me review copies to my Kindle instead of printed ones. I had only a SINGLE publisher agree to this. Guess who's books got read first?

Reply
February 10, 2009

Anne Arundel

No doubt about it that you have got awesome writing skill but with that you should enhance the size of your font as well.

These are really small and we have to concentrate hard to read it.

Reply
February 11, 2009

Scott Sigler

I'm totally hooked on my Kindle. For traveling, it reduces the amount of crap you have to carry. Chris, your suggestion to take email addresses and serialize distribution of books is awesome. How would you go about implementing that?

Reply
February 11, 2009

Scott Sigler

I'm totally hooked on my Kindle. For traveling, it reduces the amount of crap you have to carry. Chris, your suggestion to take email addresses and serialize distribution of books is awesome. How would you go about implementing that?

Reply
February 11, 2009

Scott Sigler

I'm totally hooked on my Kindle. For traveling, it reduces the amount of crap you have to carry. Chris, your suggestion to take email addresses and serialize distribution of books is awesome. How would you go about implementing that?

Reply
February 11, 2009

justinlevy

I can't wait to get a Kindle. I've been debating for a while now but I've been reading a ton lately and will be traveling *a lot* more in '09.

I really liked your story about the great-grandmother because it made me think of the ways and people that use certain types of technology that we would never think of. A couple years ago I met a family who had a couple family members who were deaf and mute. They used Sidekicks to talk with one another. I would've never thought of using the device in that situation but for that family it must be the best thing ever!

Lastly, would love to see a post detailing the whole registering Kindle document conversion email addresses. Starting to write a couple ebooks and would like to try it out.

Reply
February 11, 2009

justinlevy

I can't wait to get a Kindle. I've been debating for a while now but I've been reading a ton lately and will be traveling *a lot* more in '09.

I really liked your story about the great-grandmother because it made me think of the ways and people that use certain types of technology that we would never think of. A couple years ago I met a family who had a couple family members who were deaf and mute. They used Sidekicks to talk with one another. I would've never thought of using the device in that situation but for that family it must be the best thing ever!

Lastly, would love to see a post detailing the whole registering Kindle document conversion email addresses. Starting to write a couple ebooks and would like to try it out.

Reply
February 12, 2009

justinlevy

I can't wait to get a Kindle. I've been debating for a while now but I've been reading a ton lately and will be traveling *a lot* more in '09.

I really liked your story about the great-grandmother because it made me think of the ways and people that use certain types of technology that we would never think of. A couple years ago I met a family who had a couple family members who were deaf and mute. They used Sidekicks to talk with one another. I would've never thought of using the device in that situation but for that family it must be the best thing ever!

Lastly, would love to see a post detailing the whole registering Kindle document conversion email addresses. Starting to write a couple ebooks and would like to try it out.

Reply
February 12, 2009

Eric Wade

I'd be interested to know if there are more Kindle customers in areas with better (and more) public transportation. As a Los Angeles resident, I am always shocked by how many people think ahead to bring a book on the subway or train when I go to another city. Kindles on the 405 could be a real mess, though.

Reply
February 12, 2009

Eric Wade

I'd be interested to know if there are more Kindle customers in areas with better (and more) public transportation. As a Los Angeles resident, I am always shocked by how many people think ahead to bring a book on the subway or train when I go to another city. Kindles on the 405 could be a real mess, though.

Reply
February 12, 2009

Eric Wade

I’d be interested to know if there are more Kindle customers in areas with better (and more) public transportation. As a Los Angeles resident, I am always shocked by how many people think ahead to bring a book on the subway or train when I go to another city. Kindles on the 405 could be a real mess, though.

Reply
February 17, 2009

Val from Handybundles

I love my Kindle! My sister gave it to me last Christmas and I'm loving it since then. Although I have to agree with you that Kindle lacks the charm of books…and I sometimes can't just leave it anywhere unlike my real books, but I love it's functionality. I have a bad eyesight, too…and my Kindle is a very good reading companion because I can adjust its fonts. I love my Kindle because I can bring it anywhere I go.

Reply
February 17, 2009

Val from Handybundles

I love my Kindle! My sister gave it to me last Christmas and I'm loving it since then. Although I have to agree with you that Kindle lacks the charm of books…and I sometimes can't just leave it anywhere unlike my real books, but I love it's functionality. I have a bad eyesight, too…and my Kindle is a very good reading companion because I can adjust its fonts. I love my Kindle because I can bring it anywhere I go.

Reply
February 18, 2009

Val from Handybundles

I love my Kindle! My sister gave it to me last Christmas and I’m loving it since then. Although I have to agree with you that Kindle lacks the charm of books…and I sometimes can’t just leave it anywhere unlike my real books, but I love it’s functionality. I have a bad eyesight, too…and my Kindle is a very good reading companion because I can adjust its fonts. I love my Kindle because I can bring it anywhere I go.

Reply
March 19, 2009

lombardi3g

Couldn't the Kindle be used for document management for those who mostly work away from an office? I have developed this idea for my needs to some extent and am very excited about even though I have never held a Kindle. A device such as a Kindle and a Fujitsu scanner could really help me.

Reply
March 19, 2009

lombardi3g

Couldn't the Kindle be used for document management for those who mostly work away from an office? I have developed this idea for my needs to some extent and am very excited about even though I have never held a Kindle. A device such as a Kindle and a Fujitsu scanner could really help me.

Reply
March 20, 2009

Anonymous

Couldn’t the Kindle be used for document management for those who mostly work away from an office? I have developed this idea for my needs to some extent and am very excited about even though I have never held a Kindle. A device such as a Kindle and a Fujitsu scanner could really help me.

Reply
March 20, 2009

lombardi3g

Couldn't the Kindle be used for document management for those who mostly work away from an office? I have developed this idea for my needs to some extent and am very excited about even though I have never held a Kindle. A device such as a Kindle and a Fujitsu scanner could really help me.

Reply
March 20, 2009

lombardi3g

Couldn't the Kindle be used for document management for those who mostly work away from an office? I have developed this idea for my needs to some extent and am very excited about even though I have never held a Kindle. A device such as a Kindle and a Fujitsu scanner could really help me.

Reply
April 15, 2009

website design service

I love my Kindle. Everyone I know at my senior center has one. We all love that you can make the letters as big as you want. One of my friends has really bad eyes but she can read again now!

Reply
April 15, 2009

website design service

What I hear from Kindle users (who are invariably Kindle lovers) is that it enhances their reading pleasure – because of the reflective screen, font sizes, and other subtle aspects of the Kindle reading experience. It’s simply a better way to curl up and do long-form reading, in which the device disappears more than a print book does, so you have a more intimate connection with the words. It’s hard to describe, but nearly everyone I’ve spoken with on my weekly Kindle Chronicles podcast makes some effort to convey this point.

Reply