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Amazon is failing to hold long-term customer interest with their Kindle Fire tablet. According to IDC (International Data Corporation), the fast start that gave it a share of 16,4% of all tablets sold in the last quarter of 2011 is coming to a swift end by falling to just 4% in the first quarter of this year. At the same time, the Apple iPad reasserted its dominance, once again reaching 68% of the market share.

Like Amazon, other Android tablet manufacturers had a good Christmas quarter when they managed to pull the iPad share down to 54,7%. However, after the new year and the release of the new iPad, everything points to Apple returning to its original safe lead over the competition. The decision to still produce and sell the older iPad 2, which was significantly reduced to $399 for the cheapest version, may have contributed to this, putting it in a lower price category, so far dominated by cheap Android tablets.

Another reason for the short duration of Fire's high sales is probably its limited functionality. The iPad has long since transformed from a purely consumer tablet to a creative tool, capable of most tasks required of computers. But Fire is mostly just a window into Amazon's multimedia center — and nothing more. Choosing and locking your own version of Android also greatly limits the accessibility of apps that the user can only purchase from Amazon. And developers don't seem to be making any effort to adapt their apps for the Fire as well, so the lack of native software is definitely a weakness.

IDC adds that the fall of the Kindle Fire even pushed it to third place in sales, with Samsung pushing past it with its collection of tablets of all sizes and prices. Fourth place was taken by Lenovo, and the maker of the Nook series, Barnes & Noble, ranked fifth. According to IDC, however, sales of Android tablets should not remain low for long, as their market position can reportedly be seen improving. We will have to wait a few more months for the numbers that would prove these claims. It is almost certain, however, that these companies will choose a strategy of reducing prices significantly below the level of the iPad, as no other tablet has a chance in its price category.

However, the short-term success of the seven-inch Kindle Fire most likely motivated Amazon to try the larger-diagonal market, as according to AppleInsider.com, a ten-inch version of the Fire is already being prepared in Amazon's laboratories. It should be presented in the coming months.

Source: AppleInsider.com

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