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Join Amazon or go home, analyst tells Android tablet makers

Updated Dec 19th, 2018 7:31PM EST

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Android tablet vendors should follow Amazon’s lead and introduce lower-priced devices with Amazon content or exit the market altogether, one analyst recently suggested. Nomura International technology securities analyst Richard Windsor believes Amazon will dominate the cheap end of the tablet market with its new Kindle Fire, while Apple’s iPad will continue to own the high-end. Other tablet makers with iPad-like prices are still “living in denial,” Windsor said. “The main effect of the potential sea change triggered by Amazon could be a change in roadmap to cheaper products or possible tie-ups with Amazon,” Windsor argued in a recent research note. “With the advent of the Amazon Kindle Fire, many of the other tablet makers are in a bit of a quandary as they are left with expensive tablets without a comprehensive content offering.” Android 4.0 (Ice Cream Sandwich) will be detailed on Tuesday, October 11th during a press conference in San Diego and Windsor also believes the new OS may help tablet makers compete better with the iPad. BGR will reporting live from the event.