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Amazon launches Kindle Lite app for Android in India

Amazon has launched Kindle Lite app for Android users in India, which it claims will take up only 2MB space on phones. The app is being pitched as an India-first product designed for users with 2G/ 3G networks.

The app offers a collection of over five million ebooks in English, Hindi, Tamil, Marathi, Gujarati, and Malayalam. While it does not have many features available on the Kindle app, such as Word Wise, Popular Highlights, Flashcards, and others, the app still allows for basic ones like text size change, night mode, and similar navigation through books.

Country manager for Kindle Rajiv Mehta said that apps constantly compete for space on a mobile phone and Kindle Lite solves this problem for readers. Keeping in mind the data and network constraits, and users’ concern for value-for-money, companies modify their products and services to work on entry-level smartphones.

Amazon and content

Amazon, which is primarily an e-commerce company, is going big on content delivery to users as well. It has Prime Music, Prime Video, and Kindle for books.

Just last month, Amazon Prime Music went live in India, available on web (music.amazon.in), as well as on Google’s Play store and iOs. The app comes with Amazon Prime membership and claims to offer ad-free music streaming. Prime Music has content deals with music label such as T-Series, Venus MusicSony MusicSaregama, and Zee Music Company.

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Prime Video was added to Amazon’s offering in India in 2016, and saw the highest number of customers buying the subscription in its first year, as compared to any other country in the world. It offers international as well as regional content, produces its own shows and has content deals with many labels.

Amazon has competitors in both these segment: Apple music, Google Play Music, Saavn and Gaana in music streaming and Netflix, Hotstar, Viu, Voot, Sony Liv, and others for video streaming. However, Amazon’s offering is differentiated as it gives quick delivery in its ecommerce service, and access to both Video and Music segments with one membership, costing Rs 999 per year.

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