Since Amazon took the plunge into the then-nascent tablet market with the Kindle Fire in 2011, the devices have proven to be effective vending machines for purchases. That strategy has helped to quickly establish the Kindle as a top-selling tablet, behind Apple’s iPad and Samsung’s Galaxy range. “We actually think it’s going to make us more efficient,” Bezos said, noting that letting support personnel see users’ screens will make many issues easier to solve.Īmazon sells Kindle devices at close to cost and then profits off the sale of digital content such as video and music, or physical goods like books from its website. Amazon already runs one of the Internet retail industry’s largest customer service centers, handling everything from shipping inquiries to purchasing and payments assistance.Įven if the new feature does end up incurring extra costs, Amazon is banking that customers will ultimately use Kindles more to purchase higher profit-margin products and services. It is unclear how the up-close-and-personal support feature will affect the underlying cost of supporting the Kindle. “We’ll be ready for Christmas morning, which is always a very big tech support day for us.” But those gadgets have far more applications, which many industry experts consider the most vital factor behind purchase decisions.Īmazon is targeting a maximum 15-second response time for Mayday but would not say exactly how many support staff were behind the service.Īmazon is training reps by the thousands and will hire more if needed, Chief Executive Jeff Bezos said. Consumers pay far less for Kindles than Apple’s iPad and Android tablets from Samsung Electronics. The service, free for HDX customers, is Amazon’s way of standing out in an increasingly crowded field of similar devices.Īmazon is the world’s largest online retailer and has a growing library of digital content. A representative, who can see the screen, will help troubleshoot by even navigating the device remotely. Kindle Fire HDX tablets feature a so-called Mayday Button for users to call technical support around the clock. SEATTLE, Sept 25 (Reuters) - Inc has begun selling faster and lighter versions of its Kindle tablet with a unique video helpdesk feature aimed at giving it a leg-up over Apple Inc and Google Inc during the holiday season.
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