Amazon.com's CEO Jeff Bezos is looking to put the e-tailer's Kindle device in the hands of the 10 percent of the population that are serious readers. Those consumers, Amazon's logic seems to suggest, are not likely to want to own an iPad.
Speaking to shareholders at the company's annual meeting on Tuesday, Mr. Bezos said Amazon was looking at Kindle to be an e-reader and nothing more beyond that, a la the iPad, according to a Wall Street Journal report.
"There are always ways to do the job better if you are willing to focus in on one arena," Mr. Bezos said.
Amazon, for example, is not looking to add a color LCD screen to the Kindle. According to Mr. Bezos, readability on the black and white Kindle device is superior to the color reflective screen found on the iPad. Eventually the Kindle may move to color but the technology is "not quite ready for production," Mr. Bezos said.
Discussion Questions: What do you think of Amazon's decision to not try and compete with Apple's iPad? Is the premise viable that "serious readers" would prefer a dedicated reading device? With all the e-reader competition out there, how do you see the market maturing?