C-18 Part 4: Case Studies
Exhibit 5 The Evolution of Amazon’s Kindle Product Line
2007 2008 2009 2010 2011 2012KINDLE
NOVEMBER 2007
KINDLE 2
FEBRUARY 2009 KINDLE KEYBOARDAUGUST 2010 NOVEMBER 2011KINDLE FIREKINDLE DX
MAY 2009
KINDLE TOUCH
SEPTEMBER 2011
KINDLE 4
SEPTEMBER 2011Exhibit 6 E-Book Universe (circa 2009)
As the e-reader market matured, price pressure on
the devices slowly grew. Prior competitors such as Sony,
iRex, and Hanlin released updated, cheaper devices, but
importantly Barnes & Noble (B&N) jumped into the
field as well (Exhibit 6). Each generation of the Kindle
had focused on improving the user experience, lowering
the cost, and growing the general adoption of Amazon
e-books and other Amazon content. However, the newer