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The latest figures released by research firm IHS iSuppli revealed that Amazon’s Kindle Fire occupied around 14% of global tablet shipments in Q4 2011.
With reported shipments of 3.9 million units, Amazon certainly could not have asked for a better start to 2012. However, comparable shipment figures in the future will depend heavily on the upside to Amazon’s media consumption for Q1 and Q2 2012.
Amazon competes in the e-commerce and e-content space with companies like eBay and Apple, as well as Google.
The Kindle Fire’s growth has certainly been impressive, from almost nil in Q3 2011 to a 14% market share in the following quarter. However, this growth has not come at the expense of market leader Apple, whose iPad has suffered more due to cannibalization by the iPhone 4S itself.
What Amazon has done is to worry Android-OEMs like Samsung, whose share has declined from 11% to 8% for the period. As Amazon continues to undercut Kindle Fire prices, the Android partners can see a tough time in matching its pricing levels, while trying to maintain margins at the same time.
What Is A Tablet?
The above chart also raises the question of a “tablet market”. Both Apple and Amazon’s tablets come with entirely different value propositions, with the former touting as the first of its kind, high-priced and a feature-loaded tablet. Amazon, on the other hand, is more than glad to sell the Kindle Fire below $200, as its goal is the e-content consumption through the device rather than making the initial buck just from the hardware.
Further blurring the line, companies like Samsung have come out with devices such as the Galaxy Note, which do not directly fall under either the smartphone or the tablet category. As this experimentation continues to find the right mix of visuals, ease-of-use and features, one can expect a lot of churn in the tablet market in 2012.
We have a revised price estimate of $205 for Amazon’s stock, which is roughly 14% above the current market price.
source: forbes.com
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