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Netflix is dominant in paid digital movie rentals, with 55 percent of that market in the fourth quarter of 2011, according to NPD.Īmazon is also making a push in mobile games, wooing developers to take on Apple and other platform operators. Apple’s iTunes store is the clear leader in digital music, with over 50 percent of the market. Around since 20, their market share is less than 15 percent, according to The NPD Group. “If the customer experience is better, they want to do it more often.”Īmazon dominates the e-book market partly because customers can buy once from the company and read the content through Kindle apps on devices including Apple’s iPad, iPhone and Mac computers, PCs, BlackBerries, Windows phones and smart phones and tablets running Android.Īmazon’s digital music and video businesses have not had the same success. “They want to read books, listen to music and watch TV shows and movies wherever they are and they don’t want that to be hard work,” he added. The way we do that is by looking at what problems customers have that we can solve,” said Bill Carr, vice president of digital music and video at Amazon.

“A key objective is to sell more stuff, whether physical or digital. However, the company is also focused on getting its digital media apps installed on the massive base of gadgets that companies including Apple, Google and Samsung have already designed and sold. The app is already on Apple’s iPhone and iPod Touch, Web browsers, smart phones and tablets running Google’s Android and phones running Microsoft’s Windows operating system.ĭevelopers and analysts say Amazon is likely working on new mobile devices of its own. The latest example of this emerged on Wednesday, when the company unveiled a new iPad app that lets customers stream and download Amazon videos on Apple dominant tablet computer.Įarlier this week, Amazon updated its Cloud Player digital music app and said it would soon be available on Roku Internet TV boxes and the Sonos home music streaming system. The theory is that if customers can play and watch Amazon music and video on all their existing devices, they are more likely to purchase the content from Amazon rather than competitors like Apple Inc’s iTunes and Netflix.

Graphics of the new Amazon Kindle tablets are seen at a news conference during the launch of Amazon's new tablets in New York, September 28, 2011.

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