Back to the Long Tail: A Case Study of Amazon Kindle and Its Market Strategies

• Main Authors: Chin-Ju Chang, 張沁如
• Other Authors: Dennis Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/64296062745973505809

碩士 === 南台科技大學 === 應用英語系 === 100 === The Amazon.com has been seen as the dominant online book retailer in United States. In the late 2007, Amazon.com turned to an e-reader device filed by unveiling Kindle as the “iPod of books.” Observers have taken it as an innovative device likely to change the reading pattern of majority. This exploratory case study investigates the business model in the e-book market that closely connects an innovative device with access to content. The major objective of this article is to analyze how e-book technology affects strategic interaction in the book markets and ultimately impacts e-reader device suppliers and consumers. Based on the case study of Kindle, the study reveals the need to align innovative products and services with a company's overall marketing strategy to avoid dilution. To utilize a stylized long-tail theoretical model based on the literature of product life cycle and that of consumer electronic producer, this study examines how the different strategies could affect Kindle’s life cycle and whether there can be a consistent law for an innovative digital devices. Factors explored include the practices of Amazon.com in the tense e-book market, consumers' preferences for e-readers, and the ecosystem of among e-book, e-reader and reading market. Finally, the paper concludes with a reflection of how business models need to be dynamically re-adjusted in such a fast moving field. This suggests that an e-reader device business model based on a high penetration approach can be successful in the short run, with its long run success depending on the ability to react to market requirements and competitors immediately. Also, the result is an effective method that may help improve management qualities and push media management forward.