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Amazon to whup Apple rivals when Kindle Fire hits UK

Brits' ideal tablet price: £250

Amazon Kindle Fire e-book tablet

Apple's tablet rivals will face "almost impossible competition" when Amazon brings its Kindle Fire to the UK, pollster YouGov has predicted.

Having talked to more than 3000 Brits about their fondness for fondleslabs, YouGov found that 72 per cent of punters planning to pick up a tablet in the near future said they will pick an iPad 2.

That leaves the remaining 28 per cent keen to get an alternative - including, interestingly, the 14 per cent who want a first-gen iPad.

The remainder segments as follows: seven per cent want a Samsung, three per cent want an HTC, another three per cent want a BlackBerry and the final one per cent want an Acer.

Amazon changes the game by offering such a low-price tablet. YouGov said it's not unreasonable to expect the iPad:Fire price differential - $499:$199 in the US - to be maintained when the tablet is finally released over here.

Based on further questioning of punters, YouGov said £250 is the price people want to pay for tablets. Hit that mark and sales will rocket, it reckons.

That, coupled with Amazon's very strong brand recognition, will make it even harder for the Samsungs, HTCs, RIMs and Acers of the world to compete.

Amazon is selling the Fire only in the US for now, presumably to ensure it has the maximum number of units to sell to Americans this upcoming Holiday season. If YouGov's sample data reflects the broader buying public, Apple's rivals need to get more aggressive and make the most of Amazon's brief absence from the UK tablet arena. ®

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