In October I said I expected 80+ tablet launches at 2011 CES. AS CES approached it was clear 2011 was going to be the year of the tablet and a few days before the show I said that my 80+ estimate was looking conservative. I updated my expectations and said I wouldn’t be surprised by 100+ tablet launches at CES and by my count we saw over one hundred launches. Here is a draft list of the launches we saw:
On Monday Amazon premiered a new Kindle commercial during Good Morning America. The ad (above) portrays two individuals trying to read poolside – one on an iPad and one on the new Kindle. The essence of the commercial touts the relative readability of Kindle’s e-ink display in direct sunlight.
Commentary (for example: here and here) on the new ad suggests a Kindle v. iPad strike. But the pundits miss the quintessential goal (and subsequent achievement) of the marketing spot. The Kindle ad isn’t about besting the iPad, it is about showing the consumer a discernible value. In the past brands created a value proposition, but moving forward they will increasingly create what I refer to as a value position…..