There is no denying it, Apple has been the uncontested monster at consumer devices in the last decade, with iPods, iPhones and iPads. With few flops, save the Apple TV (twice), Steve Jobs and co have led the revolution of simplicity and elegance on designed electronic goods. And frankly, they have opened up new markets that told the customers what they should have, instead of trying to make tweeks to the current world of electronics as they were. So that was the last 10 years. But now, with Jobs gone, what does the next 10 years look like.
Perhaps, not "more of the same", if Amazon has anything to say about it. In fact, with the launch of their latest device Amazon looks like they have finally decided to weigh in, and weigh in heavily, on the device market. Not satisfied with having the world's most popular ebook reader, Amazon has launched a new line of Kindle devices that compete head-on with real tablets. Here is my review of the first version of that device.
Today is November 15. It is a significant day for many other reasons, but one small reason is the arrival of the new Kindle Fire, personal tablet from Amazon. I had preordered the tablet for work reasons, but was anxious to get it open running as soon as the UPS man rang the doorbell.
The unveiling of my new Kindle Fire repeats a theme that has been taught well by Apple- simplicity. But Amazon takes this theme and perfects it, and expounds on its uses in a broader context. The shipping box containing the Fire was simple and well packed (all with eco-conscious packaging), as is most everything Amazon does in fulfillment. 
Popping the box open revealed the device (and a small power chord) and a simple sleeve box top. Inside the sleeve was a simple paper card, containing literally 5 simple sentences of instructions. No monster guide, no thing "getting started" manual, just a single card with a big picture and less than a handful of words (which all fit, nicely, in my hand). User guide? Who needs a user guide- this is the new Kindle. OK. Prove it.
The device itself is all black (mine anyways) with just one physical button (power), a single USB connector/power port and a mini-jack for audio. All located at the base of the portrait-held device. There are shallow indentations at the top edge for the audio speakers. The back of the device is a grippy, rubberized cover. Nice tactile surface, 
that doesn't slip from your hand and isn't rounded, unlike the iPad 1 whose rounded aluminum back was always slipping and pushing away from the user. Physically, the Amazon Fire form factor is literally 1/2 the size of iPad 1. However, the screen size of the Fire is only about 75% of height and 2/3 of the width, so you are still losing significant screen size, but it feels still large enough for use in your hands.
Booting it up, the Kindle Fire was ready to go by immediately powering up when I plugged it in. And the question to get going on the device quickly had me choosing a network and time zone.
Next came the fun surprise of seeing that the device recognized its owner without me doing anything. Presumably the device was tethered to my purchase account somehow, and immediately recognized who was the owner. Regardless of how this happened, the device customized itself to me and quickly loaded its updates and my own content connections.
On first opening of the device, initial "welcome" guides show how to use the basic functions of the device. In two or three easy arrows I was ready to run and rock with my Fire.
Quickly, I jumped around to see all my kindle books (from my previous purchases of kindle books on the iPad app), all my audiobooks and Amazon cloud music was all available on this device. Some initial download time would get content, but all was accessible without extra logging in or such. Love it.
I quickly went to the web browser and walked through a number of sites, including our favorite, WorshipTeam.com. The Kindle Fire performed excellent on all fronts. Websites with HTML5 and Flash worked perfectly and the performance was snappy. Battery seems to be charged close to top when you get the device, but I topped it off. After five hours of playing media and websites and even videos, the device was still at 84%. Not sure what its battery specs are, but it seems pretty decent on heavy media usage. My version has 6.5Gb of storage, and I began downloading things to it.
After testing out some WorshipTeam.com functions, including the 
Android app for it, I went into the Amazon Prime area. I happen to also be an Amazon Prime user, so I was able to quickly access its library of many thousands of videos. I watched a couple minutes of Kevin Costner's "Postman" and the app, media and device performed seemlessly. The video was smooth, audio clear and I wasn't even using headphones, just listening through the on-device speakers.
From there, I went to the Android marketplace and installed a few apps and even downloaded a few not in Amazon store, to see how non Amazon-store apps would work. Answer- perfect! Android apps work well on this device, which of course is an Android tablet. I ran WorshipTeam.com app and it was crisp and responsive.
Overall, I like the Fire a lot. Primarily, the UI is its biggest advantage. Smaller than the iPad, it makes a book reading experience work, where the iPad is cumbersome. Movie view is good, though smaller than the iPad. For large app experiences, like car racing, the iPad is nicer, but for practical usages, the Kindle Fire seems well suited and nicely sized. While this device won't eclipse the iPad for now, it is a huge step forward to a functional, easy-to-use, and perfectly sized tablet. The preloading and easy connection of Amazon content is a long term combo-punch that iTunes can't match yet. iTunes is fine, but ultimately Amazon truly seems to understand content better than Apple, from books, ebooks, movies and music. As they catch up with their device, I think you will see that content becomes the ultimately powerful propellant to growing this new tablet ecosystem.
Win Amazon. I highly recommend it!
Amazon Link: Kindle Fire, Full Color 7" Multi-touch Display, Wi-Fi
Review by Kim Gentes.
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