Last week I wrote about something I learned from Brad Stone’s The Anything Store, a history of Amazon.com. It’s enlightening to read about the genesis and evolution of one of the most important information environments in the world. Here I’ll share another insightful anecdote from the book, which has to do with the design of the first Kindle.
Kindle is much more than a product; it’s an ecosystem. The product wouldn’t have succeeded if enough of that ecosystem weren’t built out at launch. It wasn’t enough that the team delivered a beautiful, useful, usable reading device; many other pieces needed to be in place on day one. For example, there had to be e-books available for the device. Amazon CEO Jeff Bezos set a target: 100,000 titles for launch. His team had to convince publishers to convert and offer their books to a new format.
Customers also needed a way to get those books onto their devices. The obvious precedent was the iPod/iTunes/iTunes Store ecosystem, which required that users connect their devices to a computer where they’d purchase and download music files. Because of that decision, the iPod could be simpler since it didn’t need a built-in communication stack.
However, this also made the process more complicated for users, since it required that they have access to a computer and know how to set the whole thing up. As always with design, it was a tradeoff. Mr. Bezos wanted Kindle users to bypass this complexity by buying and downloading books from the device itself.
Amazon hired Pentagram to design the device, and the designers were having trouble with these requirements. Having customers easily buy and download books from the device implied having a cellular radio inside each unit. This radio and its required wireless plan would affect the product’s financial viability. It was hard for the designers to see past the implications: