The new Kindle for your computer is here ....

Yesterday Amazon announced that they have released software so that you can read your Kindle books on a PC.  Everyone seems to be talking about it, or at least rehashing the press release.  But why all the excitement?

I understand the Kindle for iPhone app: genius.  An excellent way to target customers already using a small, wireless-connected device that they read on.  You can sell them books that they can read on the go without having to sell them a Kindle.  And then maybe they’ll decide to spring for the Kindle for a variety of reasons: bigger screen, easier to read, longer battery life.  Or maybe they already have a Kindle and its too big for them to read on the go, or they feel awkward pulling it out on the subway.

But Kindle for PC?  Why?  Isn’t that why you bought a Kindle, so you had a device to read on instead of your computer?  I guess I could understand if you were at work and didn’t want your boss to know that you were actually indulging in the latest Twilight novel, but is it really worth it just for that? And shouldn’t you be working anyway?? This is a recession, people.

Ok, ok, some people are suggesting that you now can read your Kindle material on your tablet computer!  Um, no.  Isn’t that why you bought a Kindle in the first place?  So you wouldn’t have to strain your eyes on your tablet?  Ok, ok, now people without Kindles can read Kindle material to encourage them to go buy a Kindle …? I guess so. But plenty of people can read e-books online right now, without having to go to Amazon.  Will they really make the switch for a brand?  Because the Kindle for PC reading software looks a lot less appetizing to read than some other available platforms (like Issuu).

I think we all know why Amazon released Kindle for PC when it did.  And why they haven’t yet released a Mac version of the same product.  But do I really have to say it out loud?

Ok: Apple Tablet.

Maybe Amazon is just a little bit nervous about what might be lurking around the corner come January ….