Customer Communication: Kindle Propels Popularity of Ebooks (Objs. 1, 3, 5) Though ebooks have…

Customer Communication: Kindle Propels Popularity of Ebooks (Objs. 1, 3, 5)

Though ebooks have been around for more than a decade, consumers largely ignored electronic book reader devices, which were often cumbersome and hard to read. The Kindle, introduced in 2007 by Amazon.com, changed that trend. The Kindle is about the size of a paperback book and initially retailed for $359, though more streamlined and less expensive models have followed. Electronic books can be purchased online, downloaded onto the Kindle, and read from the screen. The Kindle holds about 200 books, and users can also subscribe to newspapers and blogs. During the fi rst nine months after its introduction, Kindle sales produced $100 million in revenue for Amazon. Adopters during this initial period were primarily early adopters and avid readers who traveled extensively. The device appeared to be equally attractive to both men and women, and was most popular among 55- to-64-year-olds. While competing products appeared on the market, the Kindle received a big boost in October 2008, when Oprah Winfrey endorsed the product on her show. Available supplies could not keep up with demand during the Christmas 2008 season, and Amazon was forced for several weeks to show the item as out of stock and take reservations for order fulfi llment. You can read more about the Kindle at the Amazon website (www.amazon.com/Kindle-Amazons-Wireless-Reading-Device/ dp/B000FI73MA) and by accessing the following articles: Ricadela, A. (2008, August 28). Amazon beefs up Kindle franchise. Business Week Online, p. 12. Available from Business Source Complete database. Stone, B., & Rich, M. (2008, December 23). Turning page, e-books start to take hold. The New York Times. Available at www.nytimes.com/2008/12/24/technology/24kindle.html?em Required: Respond to the following communication situations as directed by your instructor. 1. As customer service manager, you receive frequently asked questions from customers interested in purchasing a Kindle. Compose a series of FAQs about the Kindle, along with answers, that can be placed on the Amazon website. 2. Compose an email message that can be sent to customers on the wait list who have reserved a Kindle.

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