Amazon launches larger-screen Kindle for $489


July 15, 2010 Updated May 6, 2009 at 1:02 PM CDT

* Larger reader with 9.7 inch display retails for $489

* Includes PDF reader, 3.3 gigabytes of memory

* Kindle DX priced about 36 pct higher than regular Kindle

* Five universities to launch trials this fall

* Amazon shares down 1 pct on Nasdaq

(Adds analyst comment, details on device, background)

By Robert MacMillan and Alexandria Sage

introduced Wednesday a larger, souped-up version of
its Kindle electronic reader designed for students, academics
and newspaper readers, but its $489 price tag could cap sales.

The new Kindle DX has a 9.7 inch display that rotates --
about 2.5 times the surface area of the normal Kindle -- making
it easier to read highly formatted pages.

It has more memory, 3.3 gigabytes, which can hold up to
3,500 books compared with the normal Kindle's 1,500 and
software to make it easier to navigate large documents such as

But at $130 above the $359 cost of the original Kindle,
launched in 2007, analysts questioned how many economy-
conscious consumers would open their wallets for the new
gadget, which weighs nearly 19 ounces.

"It is somewhat ironic in that the device is getting more
expensive as the source content that is well suited to it is
becoming more mass market such as newspapers and textbooks,"
said Ross Rubin, consumer technology analyst for the NPD

The launch of the Kindle DX comes as a host of companies
experiment with electronic readers, including larger versions
geared towards newspapers that are expected to hit the market
by the end of this year and into the next.

Amazon Chief Executive Jeff Bezos attended a New York news
conference to announce the launch, together with Arthur
Sulzberger Jr., publisher of The New York Times.

The New York Times, Boston Globe and The Washington Post
will offer the DX at a reduced price to readers where
home delivery of those newspapers is not available.

Textbook publishers Cengage Learning Inc,
Pearson Plc and Wiley will offer books through the
Kindle store starting this summer, Amazon said.

Five universities will launch trials using the DX,
beginning this fall, the company said.

The hand-held Kindle, which was updated earlier this year,
allows users to read books, newspapers, magazines and blogs. It
is only available in the United States.

Like the regular Kindle, DX users will be able to access to
books that can be downloaded through the Kindle store for $9.99
in most cases. Amazon did not disclose how much textbooks will
cost, nor any revenue-sharing details with the newspapers.


While the larger version means students will not have to
lug around heavy textbooks, they might balk at the price,
especially when they can already use laptops to access
electronic textbooks over the Internet, or download them onto
the regular Kindle or other e-readers.

Moreover, supersizing the Kindle appears at first glance to
ignore the consumer fascination with hand-held gadgets such as
Apple Inc's iPod and iPhone, some say. The device also
may not prove to be a quick fix for struggling newspapers
devastated by crumbling advertising revenue and declining

Amazon is quick to tout its Kindle as the future of reading
-- and a sales driver for the Seattle-based giant -- but does
not disclose its sales and profit breakdown, leading some
analysts to view the Kindle as an interesting niche device with
minor mainstream appeal.

But others see academia as the best fit for the new Kindle.
They say electronic textbooks downloaded onto the device could
be a major revenue driver in the future.

Arizona State University, Case Western Reserve University,
Princeton University, Reed College and the University of
Virginia's Darden School of business are involved in the trial
program for students.

"We look forward to seeing how the device affects the
participation of both students and faculty in the educational
experience," said Barbara Snyder, president of Case Western
Reserve University.

A host of companies around the world have been working on
reading devices geared to newspapers, including News Corp
, parent of The Wall Street Journal and other papers,
and Hearst Corp, whose papers include the San Francisco
Chronicle and the Houston Chronicle.

Amazon shares were down about 1 percent at $81.15 in
afternoon trading on the Nasdaq.
(Writing by Alexandria Sage; Editing by Derek Caney and Andre

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