Growth Strategy, IT

A few people have asked for my thoughts about the second version of Amazon.com's Kindle e-reading device. The short answer (as I told a reporter from Advertising Age): a nice evolutionary move, but one that is unlikely to drive a step change in the product's adoption.

I've long admired the Kindle, particularly the simplicity of Amazon's integrated business model. It literally takes seconds to download content and begin reading. Some analysts suggest that simplicity has led Kindle users to triple their book purchases.

The original Kindle wasn't the most beautiful of devices. It was all too easy to accidentally press a button and advance a page. The second version of the device looks more attractive. It is significantly thinner and more ergonomic. It also has additional features, such as the ability to translate text into speech. The price is the same as the original Kindle.

The upgraded device should appeal to customers who liked the Kindle's premise, but didn't like its clunkiness.

By all accounts, the Kindle didn't need an overhaul. After all, some analysts have noted how the Kindle is outpacing early sales of Apple's iPod product line.

But the iPod didn't become the iPod without Apple relentlessly introducing new platforms: the Nano for the fashion-focused consumers, the Shuffle for simplicity seekers, and the Touch for people looking for advanced functionality. And of course, don't forget about the iTunes music store and the branded retail stores, which didn't exist when the first iPod launched in 2001.