These two actions were not unconnected, but well thought out strategic moves designed to realize Jeff Bezos’ grand vision of Amazon becoming the ‘Everything Store’. Two weeks later, Amazon did something else surprising they raised the minimum amount that non-Prime customers had to spend to qualify for free shipping by 40%, raising it from $35 to $49. They would have also witnessed a world first a Super Bowl advertisement by the online retailer Amazon, promoting its new voice-controlled home device called Echo. On February 7, 2016, an average of 111.9 million people 1 watched the televised coverage of the Denver Broncos’ 24-10 victory over the Carolina Panthers at Super Bowl 50, making it the third most-watched program in US television history. Jeff Bezos’ goal of creating the “Everything Store” is nearing fruition, meaning that competitors – and nations – are now facing a relentless monopolistic giant, one that is aiming to control every aspect of the future global value chain. In his latest article, Sean Culey describes how the company is using its massive R&D fund to create a virtuous cycle of technological innovation that is outpacing Google, Facebook and Apple combined. In just 20 years, Amazon has grown from an online startup focusing on selling books, to a devastating multi-platform, multi-industry technological disruptor, predicted to be worth $3 trillion by 2026.
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