video transcript

Amazon.com takes on the tablet market with a shocking price tag. Chief Executive Jeff Bezos debuted Amazon's eagerly awaited tablet computer Wednesday in New York. SOUNDBITE: JEFF BEZOS, CEO, AMAZON.COM (ENGLISH) SAYING: "It's called Kindle Fire." The world's largest Internet retailer is late to the tablet game, but even it fails to knock Apple's iPad out of the number one position, the seven inch, dual-core processor Kindle Fire is expected to shake up the market. Sarah Rotman Epps with Forrester Research: SOUNDBITE: SARAH ROTMAN EPPS, SENIOR ANALYST, FORRESTER RESEARCH (ENGLISH) SAYING: "There's no question that Apple is still the strong No.1, but we see Amazon as a credible No.2." REPORTER STANDUP: CARMEN ROBERTS (ENGLISH) SAYING: CEO Jeff Bezos says Amazon has a tradition of providing premium products. He underscored that when he announced the price of the Kindle Fire. Not $300 as some analysts expected, but $199." SOUNDBITE: JEFF BEZOS, CEO, AMAZON.COM (ENGLISH) SAYING: "What do you get? Eighteen million songs, movies, TV shows, apps and games..." Epps says Amazon is leading with content and services, setting the Kindle Fire apart from competitors. For instance, Amazon recently inked a deal with Fox to provide movies and TV shows. That's on top of the millions of titles already available. SOUNDBITE: SARAH ROTMAN EPPS, SENIOR ANALYST, FORRESTER RESEARCH (ENGLISH) SAYING: "Consumers have to approach it with the expectation that this is a device for checking email, for looking on the web, and consuming content, playing games; that sort of thing. And if that's the perspective they bring to it, then they'll be getting a great deal." The Kindle Fire is only available by pre-order now, but it'll be in the stores November 15th. Epps says that late start will hamper sales this holiday season. She predicts about 3 million sold by year's end. Amazon also introduced two touch-screen versions of the Kindle, including a 3G model. And it dropped the price on the basic Kindle to $79. "There's a fire ... " Carmen Roberts, Reuters.