SEGMENT ADVANTAGES DISADVANTAGES OPINION

Media Junkies Amazon is able to provide the diversity of content at
competitive price which is exact need of Media
Junkies
Children and Mobile Gamers Gorilla glass, hand-friendliness, high-battery life as
well as long battery life to facilitate low level
gaming
Higher Education Amazon Kindle DX is capable for serving academic
content with higher screen size. Amazon is equipped
to engage with textbook and content publishers to
drive conversion to digital version.
On aspects of high resolution screen and high
chipset Kindle fire needs improvements
Limited memory, smaller screen, slow computing
prevents game development exclusively for kindle
platform
Pricing of Kindle DX is higher and may hamper
large scale adoption by student community.
We find this segment as promising as the core
expectation of media junkies is met to good extent.
In terms of low end gaming kindle holds promise but
for high end gaming hardware needs to be advanced.
Hence we find this segment as not promising.
While amazon has capability to serve this segment,
we find this promising with recommendation to price
it better.

• Amazon’s Kindle Fire can target “young working people and students” who are more likely to have a increasing need for a device to access e-book and digital content in a hassle-free manner.
• At the same time this category is also likely to be apt users of amazon content eco-system given the kind of infotainment and entertainment options ranging from games to TV shows to music and movies it provides.
• Also, this is an economical product from Amazon which is likely to drive large scale adoption among price sensitive target audience who are equipped to adopt technology.
Use case Category Key Aspect
Access to music Entertainment Large Variety
Access to Video Content such as TV shows, movies and so on Entertainment Large Variety
Access to newspapers and magazines Infotainment Multiple options
Access to e-books Reading Thousands of options to choose from
Access to games Entertainment Large variety of games
Access to email Communication Equipped with file format conversion from DOC to PDF.

Edit documents Content development Useful for students and working users
Internet access and browsing (Amazon silk) Social Media and Ecommerce Useful for all digital customers

• The promising target segments can be higher education segment and media junkie segment whereas use cases which are promising can be thus - Access to Creative Content (Entertainment), Access to content
(Infotainment) as well as Access to ecommerce (given its attractiveness for digital customers and thereby advertisers) .