亞馬遜公司（Amazon.com Inc.）周三推出了Kindle Fire平板電腦，其價(jià)格不到iPad的一半。但內(nèi)部人事指出，亞馬遜仍將從Kindle的硬件獲得銷售利潤，但可能只有蘋果iPad或黑莓PlayBook的三分之一到四分之一。根據(jù)UBM TechInsights的估計(jì)，Kindle平板的BOM估值約150美元。
根據(jù)這個(gè)成本，亞馬遜平板硬件銷售的利潤估計(jì)為49美元。相比之下，UBM TechInsights估計(jì)蘋果和RIM的平板利潤在150到200美元之間。
“這可以看作是對所有Android平板制造商的一個(gè)重大打擊，對于Kindle的低價(jià)真的沒轍。而且他們還缺少Amazon數(shù)字媒體店面的內(nèi)容。”UBM TechInsights商業(yè)智能部副總裁Jeffrey Brown表示（博聞下屬部門，EE Times出版商）。
在Kindle推出之前，就有報(bào)道說亞馬遜由于急著將產(chǎn)品推向市場，所以其設(shè)計(jì)靈感主要是來自7英寸的Playbook，這點(diǎn)已經(jīng)有拆解報(bào)告可以左證。 UBM TechInsights估計(jì)Playbook的成本價(jià)格為170美元。
“亞馬遜Kindle的形狀和形式都與黑莓Playbook看起來相似，但它的內(nèi)性能大打折扣，以便降低價(jià)格?！?Brown說。
“我們預(yù)計(jì)，Kindle Fire的雙核處理器會(huì)是TI的OMAP 4430，跟Playbook一樣，它也會(huì)使用SanDisk和東芝的閃存，我們覺得兩者相似之處遠(yuǎn)不止這些。”他說。
Kindle取消了前面500萬像素和后面300萬像素的攝像頭，這樣就比Playbook的成本減少了10.50美元。僅使用內(nèi)存8 GB的內(nèi)存，節(jié)約8美元。取消藍(lán)牙，GPS和麥克風(fēng)支持，又省下1.5美元……UBM TechInsights在報(bào)告中指出。
“亞馬遜進(jìn)入平板領(lǐng)域的真正優(yōu)勢是，有一個(gè)直接，既定的Amazon.com銷售模式可以用，而其余的Android競爭對手沒有?！?Brown表示， “亞馬遜也有很高的知名度和豐富的內(nèi)容，這使他們在與蘋果競爭中處于相同高度?！?
編譯：
Luffy Liu
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
參考英文原文：Kindle Fire profitable at estimated $150 BoM, by Rick Merritt
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Kindle Fire profitable at estimated $150 BoM
Rick Merritt
SAN JOSE, Calif. – Amazon will make a profit on hardware sales of its Kindle Fire, but probably only a third to a quarter as much as the Apple iPad and Playbook, according to estimates from UBM TechInsights that peg new tablet's bill of materials at $150.
With those costs, Amazon will make an estimated $49 profit on sales of its tablet hardware. By contrast, UBM TechInsights estimates Apple and RIM make $150 to $200 in gross profits on their tablets.
"This can be viewed as a major blow to all Android tablet manufacturers who really have no way to compete since the channel mark-up would require companies put their tablets at or below cost to beat the Kindle Fire price--and they still all lack the content that the Amazon storefront has," said Jeffrey Brown, vice president of business intelligence at UBM TechInsights, a division of UBM LLC, the publisher of EE Times.
Before the launch of the Kindle Fire, reports circulated that Amazon was rushing the product to market and, as such, taking its design cues mainly from the 7-inch Playbook, already the subject of teardown reports. UBM TechInsights estimated the bill of materials for the Playbook at $170.
"The Amazon Kindle Fire looks similar in fit and form to the Blackberry Playbook, but it’s been stripped of its bells and whistles to help bring down the price," said Brown.
"We expect that the Kindle Fire's dual-core processor will be the TI OMAP 4430, just like the Playbook, it will use similar flash memory from SanDisk and Toshiba and we don’t expect the similarities to stop there," he said.
The Kindle Fire cuts $10.50 from the Playbook costs by leaving out 5 and 3 MPixel front- and rear-facing cameras. Amazon saves $8 by using 8 Gbytes less memory than RIM, and another $1.50 by cutting out Bluetooth, GPS and microphone support, UBM TechInsights said.
"The real benefit for Amazon in entering the tablet space is the advantage of a direct, established, sales model on Amazon.com versus the rest of its Android competitors," said Brown. "They also have name recognition and a wealth of content behind the device which puts them on a level with Apple," Brown said.
