Ah, it seems that I misunderstood something by the following phrase of Kindle's battery life on E-book Reader Matrix, which says : with 3G: "4 days", without: "up to two weeks". This confused me for a moment, making me assume if we turn off something of 3G, it makes difference. But it is turned on only if connecting to 3G network and actually I don't have to take care of it.
However, the 'airplane mode' helps me in another way. If I turn it on, it prevents the device from 3G connecting which takes long time invoked by mis-clicking the 3G icon next to battery icon on the taskbar.
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