Amazon and Barnes & Noble Use Stupid Math to Magically Double Kindle and Nook's Battery Life"/>
On Tuesday, shoppers in the market for a new E-reader tablet would have seen graphics and advertisements that said the Amazon Kindle has a one-month battery life. By Wednesday, those same graphics and ads would have showed the device's battery life had suddenly doubled.
A technological breakthrough? No. A mathematical gimmick? Yes.
CNET reports that when the new Nook was announced with a two-month battery life, Amazon took a look at the math that B&N used to come up with the figure, saw its idiotic brilliance, and copied it.
In short, the original one-month battery life was based on an assumed one hour per day of reading time. Barnes and Noble decided to change that figure to a half-hour per day of reading time and bingo! Their battery life doubled.
Obviously impressed by the shameless assumption of consumer stupidity, Amazon doubled down with the same equation.
But after Barnes & Noble launched the new Nook yesterday and played up the Simple Touch Reader's 2 months of battery life (B&N called it the "longest battery life of any eReader"), Amazon countered by magically upping the battery life of the Kindle to two months as the company released a $164 Special Offers version of its Kindle 3G.
. . . Amazon didn't have any comment about its number changes, but it clearly shows that the competition is intensifying in the dedicated e-reader space and that as these devices become more and more alike, marketing language becomes very significant, especially when it comes to selling points like battery life.
Also of note: Both the Kindle and Nook possess infinite battery life, provided they are never turned on.