Later today, Amazon is expected to unveil its iPad rival, a competitively-priced tablet dubbed the “Kindle Fire”.
The tablet is rumoured to be Android-powered with a 7-inch, back-lit screen and deep integration of Amazon's cloud services. Some analysts have predicted Amazon could be the first company to truly challenge Apple.
Such statements have, however, been made in the hype surrounding the launch of previous tablets, so it will remain to be seen if there is any merit in the latest speculation.
Numerous Android tablets have flooded the market within the last year, but have failed to meet the iPad on pricing and quality. Amazon does, however, have the advantage of providing users with a device that comes integrated into an existing ecosystem - not dissimilar to that of the iPad.
Amazon is expected to push its tablet by providing users with access to competitively-priced content that capitalises on its own hardware/software ecosystem, including the integrated 3G technology used for the Kindle.
The new tablet is also expected to launch with the Amazon Prime service, which offers a $79 per year offering that bundles streaming content with free shipping on all Amazon purchases.
More than one?
As the launch event fast approaches, reports have emerged of there being more than one Amazon tablet set to be unveiled.
According to Techland, apart from the Kindle Fire, Amazon may well release two black and white six-inch e-ink Kindles for the e-reader market.
The Kindle Fire is rumoured to be priced around $250 - which would significantly undercut the iPad's starting price.
Potential success
Reuters reports that PiperJaffray analyst Gene Munster surveyed 410 consumers last week, asking whether they would buy a 10-inch iPad for $599 or a 7-inch Amazon tablet for $249.
The results showed that over 60% said they would purchase the Amazon offering, with 21% still opting for the iPad.
"If Amazon prices the Kindle Fire at $250, it has the potential to become the most successful competitor to the iPad," said Munster.
In the same survey, it was also found that the top four uses of tablets were Internet browsing, reading, watching movies and playing games. As such, Munster says a lack of high-end features such as cameras in the Amazon offering may not deter most users.
Amazon reportedly outsourced the hardware design and manufacture to Quanta Computer, a big Taiwan-based firm that makes computers and tablets for other PC companies.
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