By Evan Niu, CFA
That's all I can say after Amazon.com's (Nasdaq: AMZN) announcements earlier today. We knew the e-tailer was set to unveil upgraded Kindle Fire tablets today, but we weren't exactly sure how many, or other pertinent details. Of all the major tech events this month hoping to steal attention from Apple's (Nasdaq: APPL) iPhone unveiling, this one is now the top contender.
"People don't want gadgets anymore. Check out our new gadgets!"
Jeff Bezos took the stage, and started off the presentation by pointing out how no one buys other Google (Nasdaq: GOOG) Android tablets, even though over two dozen were launched last year. He attributed this to the notion that consumers don't want gadgets anymore. No, instead they want services, ones that improve over time, in an unsubtle nod to Amazon Prime. "Kindle Fire is a service," he added.
In a sense, this aptly sums up competition among Android tablets over the past year in one succinct sentence. Other Android tablets had beefier specs, but less compelling content offerings. The first Kindle Fire was absolutely lackluster in just about every hardware spec imaginable, but was backed by Amazon's wide plethora of content services, and proceeded to outsell them by a large margin. That shows just how important the service component really is.