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  • iPad Makes Amazon Real "Touchy"

    Sometimes you have to call a spade a spade.

    The real news out of Amazon tonight isn't that the largest online retailer in the world recently purchased Touchco, a relatively young company noted for their advanced touch-screen technology. The real story is about Apple.

    According to The New York Times, the editors of which are likely thanking the stars above every night for the arrival of the iPad:
    "Amazon will merge Touchco’s technology and staff members into its Kindle hardware division, Lab126, which is based in Cupertino, Calif., this person said."
    While the headlines all read: "Amazon Acquires Touchco," a more accurate headline would be: "Amazon Scared Silly By iPad."
    Oh, it's true. And like Will Ferrell said in "Anchor Man," if you disagree "I will fight you."

    While critics may snipe at the Pollyanna speculation, the iPad could very well prove a bigger, more groundbreaking product offering than the iPhone or virtually any other contemporary mobile gadget has been. Certainly, that's exciting for us as consumers. For competitors, however, it's frightening. For Amazon, the iPad likely represents an immediate punch to the gut - the result of which is the loss of revenue that accompanies the loss of Kindle's market share.

    So what is Amazon to do? Exactly what it is doing - striving to take their technology and creative capacity to the next level. This is all but certainly where Touchco fits into the picture.

    Touchco uses a technology called interpolating force-sensitive resistance, which it puts into displays that can be completely transparent and could cost as little as $10 a square foot. The capacitive touch screens used in the iPad and iPhone are considerably more expensive. Unlike those screens, the Touchco screens can also detect an unlimited number of simultaneous touch points.
    So what does it all mean? Just as Apple has elevated its game, so too now must Amazon. And scooping up Touchco represents the first step Amazon may be taking to ultimately grow its e-reader platform beyond its present limitations in order to accommodate other forms of digital content and user interaction.

    This isn't a move Amazon is simply motivated to make. It's a move they also now have to make.
    This article was originally published in forum thread: iPad Makes Amazon Real "Touchy" started by Michael Essany View original post