Adding to the growing cacophony of analysts praising the Kindle Fire, a fresh report has emerged claiming Amazon's new wallet-friendly device will become a key player in the market, hedging out Samsung as the world's number two tablet maker.
The latest report prophesying the Fire's future conquest came from Morgan Stanley analyst Scott Devitt.
"[We] argue that Amazon.com has created an entire content ecosystem and operating system platform that supports the Kindle Fire, making it a better value proposition than any other Android-based tablet on the market. A compelling price point more than makes up for the relatively lighter tech specs," wrote Devitt on the Kindle Fire.
Devitt went on to suggest that Amazon's decision to sell the tablet at an initial loss, as a key reason for the Fire's future success.
"We view the negative gross profit contribution as part of a strategy to drive user adoption and content availability," Devitt wrote. "Scale should benefit all parties involved. We believe that to control the monetization points of its device, Amazon.com has to facilitate the flow of content.
"In order to do this, Amazon priced its device at $199 to drive consumer adoption. With a large installed base, app developers would have a real incentive to produce content that Kindle Fire owners will purchase," read Devitt's research note.
Devitt's forecast mirrors the sentiment of a previous report by Evercore Partners analyst Robert Cihra and Research firm IHS iSuppli. Like Devitt's, Cihra's report was similarly positive about the Fire's future suggesting that by the close of 2012, sales of the Kindle Fire would speak for roughly half of all global Android tablet sales.
IHS iSuppli backed up the two claims with its own research suggesting that by the end of Q4 2011, the Fire would command second place with a 13.8 per cent share of the global market -- nearly five per cent more than the current Android tablet leader Samsung.