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Amazon’s Kindle Fire tablet announcement – live

The online retailer Amazon is unveiling details of its new tablet computer, expected to be called the Kindle Fire, at a briefing in New York. Follow live updates

9.59am ET / 2.59pm BST: The press are filing in. Sadly I think there are too many of us for everyone to get a freebie. Here’s some pre-match comment from professor Ajay Bhalla from Cass Business School. He doesn’t think it will rival the iPad. “At this stage, it is incorrect to assume that Amazon tablet will be a true rival to Apple iPad.” He says Apple’s ecosystem is hard to imitate for rivals. Transferring their stuff between Apple devices is seamless.

Apple has moved fast to replicate the same user experience across Mac and iOS devices. Can Amazon do what Apple has done? Has it got the focus Apple has?

9.45am / 2.45pm BST: I’m in a distant corner of western Manhattan waiting for Amazon to unveil something.

Taking a leaf (or pip perhaps) from the Apple playbook, the company has sent an invite saying that we all expect to be the unveiling of a new tablet device called Kindle Fire.

There are hundreds of journalists here. Not since Moses descended from Mount Sinai has a tablet been so hotly anticipated. Well, maybe not. Apple’s iPad is way more significant than the ten commandments.

Apple now has 70% of the tablet market. So Amazon has a lot to prove. While I wait in line to get in, here’s the preview I wrote yesterday.

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