This preview shows page 1. Sign up to view the full content.
Unformatted text preview: UGBA 167 Product Management Fall 2010 Project Kindle Project Kindle Project Assignment You are on the project team for Amazon's Kindle reading device. Amazon.com wants to add the feature to support email on the Kindle reading device. With millions of users on the Kindle device and the WiFi capability, users are requesting email capability so that they do not have to turn to smart phones or laptops while they are reading books. Develop the Strategic Product Plan Executive Summary for the feature to support email on the Kindle reading device. Describe the whole product of the Kindle today. Identify the component parts required to support email. Which email applications would be supported, is email feasible on the device from a memory and form factor perspective, what wireless networks and carriers would be used, what would be the pricing model? Who is the target segment of the Kindle today? Does the addition of email broaden the segment or give new capabilities to the existing segment? Are there innovative features (e.g., split screen) that should be added at the same time that will benefit Amazon.com or the user? Background The Kindle was launched two years ago and today is the best selling ebook reader in the portable reader category. Amazon claims that the Kindle device unit sales has reached a tipping point with the new price point of $189. The price was S$259. The Kindle format has overtaken the hardcover format. From April through June of this year, Amazon.com has sold 180 kindle books for every 100 hardcover books. Kindle offers the largest selection of the most popular books with over 630,000 books, including New Releases and 105 of 110 New York Times Best Sellers. Over 510,000 of the books are $9.99 or less. Over 1.8 million free, outofcopy, pre1923 books are also available. Current Features of the Kindle DX 3G 1. Buy book once and read it on the Kindle, iPad,iPod touch, iPhone, Mac, PC, BlackBerry, and Android based device 2. Free 3G wireless with no monthly fees 3. Device capabilities a. High contrast EInk screen b. Improved fonts c. Sleek design with 6" reading area d. 8.7 oz lightweight e. Battery life of one month f. Storage for 3.5000 books g. Download books in 60 seconds h. Builtin WiFi ...
View Full Document
This note was uploaded on 02/12/2012 for the course UGBA 101A taught by Professor Mccullough during the Spring '08 term at Berkeley.
- Spring '08