There is a great deal about the Apple iPad hitting the media as the popular mobile device maker shifts into high gear for the upcoming launch that is expected to woo millions to the new device. Amazon’s popular Kindle e book reading device is in jeopardy if the company does not take action, critics are saying, so in response Amazon has taken a strange move that has confused some but delighted many others. Instead of taking on the iPad head to head, the Kindle creating company will seek to offer their service to those who choose to purchase the iPad in a show of faith for mobile devices that act as book readers. This means that there will be over four hundred and fifty thousand titles available to those who choose the iPad and the Kindle service package. Through the App store, iPad owners will be able to download the books that they want and have all of the Amazon technology which saves the different features such as bookmarks, notes taken or highlights on all devices including the Mac, iPod and Kindle.

This approach may signal a revolution in the way that major online and offline companies do business as they seek to form joint ventures instead of declaring all out war on one another. Consumers stand to benefit the most by having free choice over the products that they are most interested in. This method of business should lead software developers to a more open development arena, as well, being able to provide a greater range of services at a lower price point.