Amazons new e-reader Kindle advert has been designed to target iPad owners by reminding them how easy it is to read the screen when in sunlight. Check out the video after the jump.
The $139 Kindle blows a sucker punch to the iPad $499 in the new advert that is currently being shown on US television.
Viewers have noted how similar in style the Kindle advert is to Apple adverts, even down to the use of a folksy, female vocalist on the advert’s soundtrack.
Jeff Bezos, Amazon’s founder and chief executive, said earlier this summer that there were going to be “a bunch of tablet-like devices”, but that the Kindle was a “different product category” aimed squarely at people who enjoyed reading.
Kindle vs. iPad: A Battle of Features
The Kindle’s e-ink display is one of its standout features, especially when compared to the iPad’s LCD screen. The e-ink technology mimics the appearance of ink on paper, making it much easier on the eyes during extended reading sessions. This is particularly beneficial in bright sunlight, where the iPad’s screen can become almost unreadable due to glare. The Kindle, on the other hand, remains perfectly legible, making it an ideal companion for outdoor reading.
Moreover, the Kindle is designed to be lightweight and portable, weighing significantly less than the iPad. This makes it easier to hold for long periods, whether you’re lounging by the pool or curled up in bed. The Kindle’s battery life is another major advantage; it can last for weeks on a single charge, whereas the iPad typically needs to be recharged after a day or two of heavy use.
Marketing Strategies and Consumer Appeal
Amazon’s marketing strategy for the Kindle has been quite clever. By highlighting the Kindle’s strengths in areas where the iPad falls short, Amazon is positioning its e-reader as a superior choice for avid readers. The advert’s folksy, female vocalist and minimalist aesthetic are reminiscent of Apple’s own advertising style, which may be a deliberate move to attract Apple users who appreciate that particular brand of marketing.
Jeff Bezos’ comments about the Kindle being in a “different product category” are also telling. While the iPad is a multi-functional device capable of browsing the web, playing games, and running a variety of apps, the Kindle is laser-focused on providing the best possible reading experience. This specialization allows Amazon to optimize the Kindle for its primary function, making it a more appealing option for those who prioritize reading over other activities.
Even though there’s no real comparison between the two devices, Amazon is squarely trying to attract a few iPad owners that maybe suffering next to the pool.
In conclusion, while the Kindle and iPad serve different purposes, Amazon’s new advert cleverly highlights the Kindle’s advantages in a way that may make iPad owners reconsider their choice of device for reading. By focusing on the Kindle’s superior readability in sunlight, longer battery life, and lighter weight, Amazon is making a strong case for its e-reader as the go-to device for book lovers. Whether you’re an iPad owner or not, the Kindle’s targeted marketing and specialized features make it a compelling option for anyone who enjoys reading.
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