(((Disclaimer: this is not a technology review or product comparison. This post is about product positioning in prospects’ minds.)))
They’re the best commercials on TV right now … but they’re probably too late. The first of these hit the air in March. The iPad dropped on April 3.
Amazon hit up Ithyle for these fun, imaginative and insanely stylish ads for their Kindle reader. Between the visual technique, music, props, scenes and transitions, they sing “the simple pleasure of stories” to me. The feature or benefit sell is strictly limited to “books in 60 seconds,” which is subtle and sound.
Too bad this effort wasn’t undertaken a year or two back.
Check out the first three:
The Kindle has a very specific purpose. It’s uniquely focused – no apps, no color, no video, no internet, just reading. 3G wireless provides access to a huge library of books, each of which can be downloaded in a minute or less. That 3G access requires no subscriptions or monthly fees. The battery life is very, very impressive. Quite simply, it’s the best e-reader currently available.
Despite all this, I feel strongly that the iPad takes Kindle’s place in the mind of prospective buyers of e-readers.
That said, this isn’t a zero-sum game. For the sliver who only want to read books and who do a rational side-by-side comparison, the Kindle should come out ahead.
For a couple years now, Amazon has done a nice job profiling Kindle on its homepage, particularly around holidays and other gift-buying times. They have end-cap displays at Target complete with a live device that you can pick up, hold and explore. They continue to roll out beautiful ads on television.
I hope it’s enough.