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"It was a pretty small, intimate kind of startup inside a big company environment," Tritschler said. The team set a lofty goal for themselves. While e-readers at the time required you to connect to your computer to download new books, Amazon sought to offer a ubiquitous, wireless connection to download new content on the go. "We created that rallying cry of any book from anywhere in the world in 60 seconds or less," Tritschler said. "Which the first time we wrote that down it was like, 'Gulp!'"Amazon CEO and founder Jeff Bezos was heavily involved in the process and challenged the team to find a way to create that wireless connection, insisting it's what customers wanted. They pulled off the feat by adding into the device a phone modem, jury-rigging the chip for downloads instead of voice calls. They partnered with Sprint, which provided the wholesale cell service.

As the Lab126 team prepared to launch the new device, they joined Bezos for a two-day offsite meeting, Bezos, currently the richest person in the world but also a fan of frugality, invite the team to his parents' house rainbow watercolor iphone case in the Seattle area while his parents were on vacation in Italy, Tritschler said, Ten years later, Tritschler said tens of thousands of people still use the original Kindle device, "I smile everytime I see one on a plane," Tritschler said, In tandem with the Kindle's launch, Amazon introduced Kindle Direct Publishing, The concept of self-publishing already existed, via some printers or on a blog, but KDP simplified the process and gave authors a new route to reach millions of readers..

"It just grew the options for people who were telling stories and, as a result, it grew the options for people who want to read stories," said Naggar, who spent 20 years in the book business before joining Amazon in 2009. As KDP grew in popularity, he helped build out the platform from its rudimentary beginnings. Amazon added a book cover creator, the Kindle Unlimited subscription service, and more publishing, pricing and layout tools. The platform helped hundreds of thousands of authors get published.

Some of the most notable names that have risen from that group include "The Martian" author Andy Weir, "Fifty Shades of Grey" author E, L, James and "Wool" author Hugh Howey, though their experiences rainbow watercolor iphone case are far from typical, The rise of self-publishing -- with Apple, Barnes & Noble and others now providing similar platforms -- hasn't been free of controversy, Some have complained that self-publishing has resulted in a flood of low-quality titles that wouldn't have passed muster with a publisher, as well as an excess of selection..

Naggar disagreed with both arguments, noting that traditional publishers already offer a mountain of selection by coming out with tens of thousands of titles a year. And Amazon's ratings and reviews system, in addition to its Goodreads site, helps weed out the lousy books and highlights the good ones, he said. "Readers don't care who published it, so if it's a good book, it's going to sell," Naggar added. "The notion that allowing self-publishing somehow creates worse books, I don't buy it, because customers don't buy bad books. Now more than ever."Black Friday deals: See every Black Friday 2017 deal we've found so far.