The purpose of my case study will be to investigate Amazon’s Kindle Fire. It will aim to explore why the Fire is considered to be so innovative – what exactly is it that makes the Fire different?
The Kindle Fire was released in the USA in November 2011 and was hailed as a pioneering new tablet. It is a clear example of Product innovation. Before the Fire, Amazon had only produced e-readers, and the Fire is their first actual tablet. However, it is not simply product innovation. There are several elements to the Fire, and the services surrounding it, which reveal more than this.
For the purposes of this case study I chose to examine three main factors of the Kindle Fire that I believe make it innovative: the Fire as a product in itself - both its specifications in comparison to other tablets and its low price; the use of the Fire as a way for customers to access Amazon content; and Amazon Silk, the Fire’s web browser. The case study finds that these three components, in various ways, actually cover all four of Bessant and Tidd’s types of innovation – product, process, position and paradigm.
It will conclude by examining the reasons that the Kindle Fire has only been available in the USA so far, and will look at what the future holds for Amazon in the tablet industry.
Please see my slides:
http://www.slideshare.net/sammyp981/presentation-12162975
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