594-582 Fall MidTerm 2011

594-582 Fall MidTerm 2011 - Student Name _ Student Number _...

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Student Name _____________________ Student Number ____________________ 1 IDS 594 / MGT 582 Midterm Examination (Fall 2011) This exam will be made available on UIC Blackboard at 5:00pm, October 7th 2011 Complete and e-mail to westland@uic.edu no later than 5:00pm, October 14th 2011 The following questions pertain to Amazon's Kindle Fire . Read the case study, and answer the subsequent questions. Amazon's Kindle Fire The Amazon Kindle Fire is a $199 wireless media player/book reader/web browser/geegaw that will be the cheapest of its kind when it is released in the US next month. Others have tried and failed to crack the tablet market now dominated by Apple's iPad. Estimates vary, but Amazon is set to sell between 2m and 5m Kindle Fires by the end of the year. Apple and Amazon come at the tablet market from opposite directions. Amazon cares more about selling media than devices, hence the cut-price tablet. Apple cares about selling devices – beautiful, exciting, all-singing, all- dancing devices that command all-singing, all-dancing prices. But despite the fundamental differences in their approaches, they clearly agree that the tablet is going to be the place where people consume media. What Amazon Got Right Amazon succeeds with the Kindle Fire in several respects. First and foremost is the price: At $199, the Kindle Fire falls into territory that won't make a huge dent in consumers' pocketbooks, and it's almost, but not quite, an impulse buy. Another win: Its on-board storefronts for Kindle books, Android apps, and movies and TV shows are visually appealing. The device's tight ties to the various storefronts, coupled with the company's vast selection of movies, TV episodes, books, and music, set the Kindle Fire apart from the crowded pack of generic Android tablets, which can play content but have no direct hooks to stores (beyond the books and movie rentals in Google's Market). With the Kindle Fire, acquiring content and using it on your tablet looks to be seamless. More critically, seeing what's in the cloud for you to download should be simple, too--as simple as tapping on the content, and
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Student Name _____________________ Student Number ____________________ 2 tapping Download. Of course, it's difficult to say just how deep and smooth the integration is, given the limited bits on display at the launch. The Kindle Fire's reasonable price, together with the potential of widespread Android app support, makes the device an enticing option, especially for families who want to give a tablet to the kids without having to blast through five bills. The Kindle Fire is clearly first and foremost an entertainment-consumption companion to Amazon's services. The ability to install apps and do anything more with the tablet--handling email, sharing photos, and the like--really feels like a secondary operation. At that point it makes me wonder whether the Kindle Fire is truly a “tablet” or just a content-playback machine with some extra smarts.
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594-582 Fall MidTerm 2011 - Student Name _ Student Number _...

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