The Case for Kindle DX WiFi

Amazon Kindle 3 may get all the coverage in the news these days. But Amazon does have big plans for Kindle DX. In fact, Kindle DX got the “graphite look” a bit earlier than regular Kindle. Amazon had high hopes for Kindle DX. The device has a large enough screen to be useful for students, teachers, and researchers. Unfortunately, it is too expensive for a lot of people at this point. Since it’s still priced somewhat close to Apple iPad, it could be losing some market to that device, especially among college students. With Nook 2 coming out soon, now is the time for Amazon to be more aggressive with Kindle DX. Amazon won’t be introducing its Android tablet to the market this year, but it can surely offer a different flavor of Kindle DX — Kindle DX WiFi.

Kindle DX WiFi could be priced aggressively to go after Nook 2 and Apple iPad. Amazon has had a lot of success with its $139 Kindle, so there is no reason it shouldn’t bring a WiFi-only version of Kindle DX to the market. Here are just 5 reasons why it should do it now:

• Kindle DX is too expensive: while having the ability to download books on the road without having to look for a WiFi network is nice, there is no question Kindle DX is still out most people’s price range. Amazon could potentially offer this device for just under $300. That would give the device a better chance to succeed.
• Compete with Nook and other devices: B&N may be quite excited about its Nook 2. But the fact remains that Nook 2 does not take advantage of E-ink technology. A cheaper Kindle DX could put even more pressure on Amazon’s competitors in this field. 
• Not everyone needs 3G: Kindle is not exactly an internet tablet. 3G functionality is nice if you are traveling around the globe and want to have a way to download content anywhere. But many of us can do without it.
• Increase adoption rate: during Kindle DX trials, many students complained about Kindle DX being too expensive and not offering a good bang for buck. That could all change if Amazon prices Kindle DX WiFi aggressively.
• Larger screens are underrated: Jeff Bezos has claimed 6 inch screens to be the perfect display size for e-readers. Considering that Apple has had a lot of success with the iPad, there is no reason Amazon can’t with Kindle DX.

Kindle DX has been in the shadow of its tiny family member since the very start. It’s about time Amazon got serious about the future of Kindle DX. An aggressive pricing strategy would be a good start.

Any thoughts?