| Amazon's Kindle 3 gets a sleek new look |
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The market leading e-reader gets refreshed with a Wi-Fi only option and a zippier screen.
Amazon today introduced a new version of the Kindle eReader -- Kindle 3 -- that shows it's not backing down from selling dedicated electronic reading devices. The new Kindle, code-named Shasta, doesn't have a color display or a touch screen, both long-rumored to be in the works, but it is smaller and lighter, and has a longer battery life than the previous model. Since these are the Kindle's key advantages versus Apple's (AAPL) iPad, the improvements further distinguish the two rival devices. The new Kindle's six-inch screen is the same size as the previous version, but the body is 21% smaller, making it small enough to slip into the pocket of a suit jacket. It's also 15% lighter, weighing in at just 8.7 ounces compared the hefty 1.5 pounds of the iPad Wi-Fi model. That's crucial considering that users often hold their eReaders with one hand while riding the subway or lying in bed.The battery life of the new Kindle is also improved, lasting up to one month with the wireless turned off or 10 days with it turned on, reducing the hassle of frequent charging required by devices like the iPad. And with storage expanded to hold 3,500 books, most users can carry their entire library with them. The screen contrast on the electronic ink display has also been improved, while the 20% faster page turning should silence any remaining critics who complain about lag times. Take your Wi-Fi with or without 3G The next generation Kindle still offers free unlimited wireless 3G service (plus built in Wi-Fi), unlike the data plans for the iPad 3G, which run $15 or $25 per month, with a ceiling on how much you can download. (The iPad, of course, can access a far wider array of data-intensive content.) Amazon (AMZN) has also held the price for the new Kindle at $189. Since this new price was announced in June for the existing model, down from $259, the growth rate of sales of the device have tripled, says Amazon. (The iPad starts at $499.) Amazon is also introducing a Wi-Fi only version of the Kindle for $139 and offering free access at AT&T (T) hotspots in the U.S. Both new models will begin shipping August 27. Forrester estimates that the Kindle comprised two-thirds of the 3.7 million eReaders in the U.S. market at the start of this year. That's not likely to change soon: Of the nearly 20% of US adults surveyed online who are considering buying an eReader, 69% are leaning towards the Kindle, though the report notes that figure will surely be eroded by tablets like the smash-hit iPad. While the iPad and its ilk may pose a threat to eReaders, there's still plenty of market to share. Forrester predicts 29.4 million US consumers will own eReaders by 2015. 
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