Fire Alarm Companies

While the device can increase sales of electronic books, the latest devices to intensify concern over the increasing dominance of market Amazon

Amazon launch of its new electronic reader, Kindle the Fire, has been hailed as a "game changer" for the rapidly growing market for electronic books.

In a press conference in New York on Wednesday, Amazon CEO Jeff Bezos unveiled the highly anticipated device would be less than half the price of its market-leading rival, Apple iPhone, from $ 199 .

Bezos also announced a touchscreen device Kindle touch $ 99, and a lighter version of the standard Kindle with wireless internet at a reduced price to $ 79.

This new generation of Kindle will go on sale in the UK from October 12 costs £ 89 (the highest price for the UK version reflects the fact that it is free of advertising, while the U.S. version. UU. with the support boards). UK release dates and tactile Kindle Kindle Fire have not yet been confirmed.

Publishers responded with enthusiasm for the arrival of the devices before Christmas, which last year saw a big boost to sales of electronic books as e-readers proved a hit as a gift.

Digital Editor Random House UK, Dan Franklin, said the low prices that are "open an entirely new market for impulse buyers," while Michael Bhaskar of Profile Books said that Amazon had "opened the race wide tablet in a blow "for his gift market pricing. Bhaskar predicted that "hundreds of thousands, so less" fire Kindle devices will be sold in the UK before Christmas, if you put up here.

Meanwhile, Bloomsbury digital media director, Stephanie Duncan, Kindle the fire caused anticipated a big jump in e-books for titles such as cookbooks, illustrated books and drawings.

"Anything that makes the digital reading experience is better received by publishers," he said.

E-book reading has increased throughout 2011, with the chance of the UK House, which is the country's second largest trade publisher, reporting that ebooks represent 10% of its sales. But the release of Amazon's latest device will intensify concerns in the field of books about the increasing prevalence of online store in the market.

HarperCollins CEO Victoria Barnsley last month refers to the Amazon as "Frenemies," says BBC Radio 4 that he had "mixed reviews" about the company.

"They've done fantastic things for the book industry ... but no doubt they are very, very strong now and in fact are closer to being in a monopoly situation," he said.

The Office of Fair Trading is considering the acquisition of consulting tank Amazon books this summer to the Competition Commission, following protests about the seizure of power within the industry