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Amazon CEO hopes new Kindles stoke sales

Jul 28, 2010 11:06:00 PM - thestate.com
Jeff Bezos isn't just confident you'll want a Kindle e-book reader. The CEO of Amazon.com is bracing for a future in which you'll also want ones for your kid heading to college, your spouse in a book club and perhaps even Grandpa.

And despite increased competition from Apple Inc.'s flashy iPad and other e-readers, that future could be coming soon - as early as August, actually, when online retailer Amazon.com Inc. releases two new Kindle models.

With both versions costing less than $200, and one not far above the $99 psychological tipping point for gadget-buying, Bezos expects people to buy multiple devices for their households. If he's right, the new Kindles could help cement the company's status as the reigning e-reader and e-book champ, even in the face of an ever-growing field of challengers.

Sitting at the head of a conference-room table at Amazon's new headquarters on a late July afternoon, Bezos flips over a skinny, dark gray device. It's the upcoming Kindle, and he's excited to show it off.

Bezos zips through the new Kindle's features, rattling off a bevy of percentages. It's 21 percent smaller and 15 percent lighter than the current Kindle, he says, though its display is the same size. Its electronic ink display has 50 percent higher contrast for improved reading in low and bright light. It turns pages 20 percent faster.

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