While Kindle is trying to up their game, Amazon announced their new Kindle DX is now going 'into the black' (sort of speak). Coming off striking a retail deal with Target stores, a major price cut, thinner screens, a roll-out of picture/video software for Apple devices, a new Android app and new social media features, Kindle DX is now available in black, not be confused with the Device-That-Must-Not-Be-Named.
Yes, iPad or the the Lord Voldemort of Apple devices has stolen a lot of Kindle's thunder these last few months - and Mr. Jeff Bezo is trying to put Mr. Steve Jobs back on his haunches a little bit. Considered a one-trick-pony by many (including myself - See "Kindle, Sony, Nook vs Apple, Google, Microsoft - One Trick Ponies vs Multimedia Devices") - Kindle is quickly adding multi-tasking features to remain relevant in this new world of tablet devices.
Software update 2.5 contains a number of these new features. The biggest one is the Twitter and Facebook integration. “Share book passages with friends on Facebook and Twitter directly from your Kindle,” the feature page notes.
Other updates include the ability to organize your books into collections, popular network-wide highlights in books, more fonts, pan & zoom in PDF viewing, and password protection for you device.
Kindle vs iPadHowever, while they lack color versions and touch-screens (see "Kindles Might Be Getting Thinner, But No Color, Nor Touch-Screen"), the jury is still out whether they will start to lose marketshare to iPad (sorry, "the Device-That-Must-Not-Be-Named") - particularly when Apple has over 200,000 apps in their library and Amazon has none.
Couple all that with the possibility that publishers might jump ship and start selling through the Apple iBookstore, and it's easy to see how Kindle (black or blue) might not be able to keep ward off the curse of the Voldemort device.
As much as Amazon is trying out new enhancements, until it takes the major leap and jumps into the 'tablet' device world altogether, I'm afraid it will always be too many steps behind. Somewhat reminiscent of that old quote that got Obama in trouble during his election run: "You can put lipstick on a pig, but it's still a pig."
So if Kindle or Kindle DX is truly interested in changing its spots, it might need the technological assistance from the folks that work for the Device-That-Must-Not-Be-Named - and if not them, I understand Harry Potter is out of work these days!