In my last article, I focus on the business disruption from Amazon AWS, its cloud business and the fastest growing. Amazon grouped all other businesses under either USA or International, but only separating AWS in its financial reporting. Thus, it is difficult for an outsider to really understand the different perspectives of this huge giant. This week I am sharing my viewpoint of other business segment of Amazon.
Amazon is a Barney and Nobles and a Walmart
Barney and Nobles, the biggest bookstore in USA was the first-target victim of Amazon in its digital disruption program. Barney and Nobles quickly responded with an internet shop against Amazon. Roly recalled the time when I was studying my MBA degree. We, classmates grouped together to order our text books from Barney and Nobles instead of Amazon online. The reason was very simple, price is transparent over internet.
If Amazon was only targeting the bookstore business, it could have already countered by Barney and Nobles, which in today terminology, had a better O2O (Online to Offline) delivery model than Amazon.
Amazon did not stop here and accordingly on Aug 1998, it announced it would move out beyond books. Before 1998, Amazon was diverting everyone focus onto Barney and Nobles, but in fact it was building its delivery logistics in preparation for the Walmart giant. Amazon targeted big from the beginning.
Amazon also revolutionized the concept of e-book with the Amazon Kindle on 2007 which was countered by Barney and Nobles, Nook (which was discontinued) and virtual Books Store from Apple on its IPAD.
Amazon is a Fedex
Amazon announced Prime membership offering free two-day shipping within the contiguous United State on all eligible purchases and a flat annual fee of USD79 on Nov 2005. Amazon was building delivery stations in the densest ZIP Codes in the USA. Nowadays it could handle about half of its last mile delivery, while offloading most of the rest last mile delivery to US Postal Service, which has a legal obligation to cover the whole USA delivery.
Amazon is its own largest delivery company and in fact the network has been offering service to non-Amazon packages and stealing revenue from UPS, FedEx and US Postal Service. Amazon has a DNA of turning its internal self used structure into a revenue generating business. AWS is a typical example, which started as an internal IT systems which eventually branched off as a world-class business. I will not be surprised if Amazon started it delivery business against Fedex, DHL, UPS…etc.
To further tackle the challenging last mile delivery, Amazon is relying on technology for future development. Amazon Prime Air, the future delivery system is exploring to use Drone for the delivery.
In June 2020, Amazon announced its biggest investment into Zoox, a self-driving start-up. It was speculating that Amazon will use the acquisition to produce an autonomous fleet not only for its last-mile delivery and beyond into autonomous Uber.
Amazon is a Netflix and iTunes.
Amazon Prime is a worst nightmare marginal competitor. Via Amazon Prime, it is offering free video, music, e-book reading.
Marginal competitor is defined as a firm which would just be induced to enter an industry by a small rise in profitability, or would just be induced to have the industry by a small worsening in market conditions.
In an economic standpoint, firm has to make profit after recovering its fixed and marginal cost for its operation. However, there is firm that will enter an industry by just considering the return of its marginal cost. The firm usually has its own industry and its fixed cost has already covered.
A good example is of a marginal competitor is Super Market during promotion issues coupons for customers to accumulate. After accumulated enough coupons, customers can redeem cutlery or cookware at a very attractive price. Super Market, which its core business is not cutlery or cookware, only needs to cover its marginal cost of the promotion. However, in doing so it will dilute the affected industry players.
A short promotion may not impact the affected industry players too much, but in the case of Amazon Prime, is a long term free of charge offering. We could imagine it must be diluting Netflix and Apple iTunes business.
Amazon Alexa Smart Home Product
Amazon markets its AI based Smart home product under the name Alexa. Smart home is a new market referring to a convenient home set up and networked devices (IOT – Internet of Things) for energy management, temperature control, lighting control, entertainment, and security.
For environmental control, there is traditional system control company such as Honeywell Control on commercial building. Amazon Alexa is penetrating this market from the domestic side.
For security, Amazon Guard can help to protect your home for intruders, fires and water damage and medical emergencies…etc. It has two options, the simple one which has no monthly fee and another one is 7/24 professional monitoring system. Both options are diluting traditional security company, such as Chubb.
Amazon is a Video Gaming eSport Player
Twitch is Amazon life streaming video platform and community for gamers and fans alike. It was bought by Amazon on 2014. Accordingly, there were an average of 15 million viewers tune into Twitch each day to watch, host and cheer on eSport live stream. Similarly Twitch resembles YouTube, it makes money via advertisements, which integrated with the stream traffic and also making money via a subscription model.
Twitch can be considered as an interactive Multi-media entertainment company. They are diluting traditional entertainment business especially TVs.
Data Mining by Amazon
In the digital world, data is gold and data mining are the process of discovering pattern in large data sets for useful information. It can help business to better understand their customers, to develop more effective marketing strategies, to increase sales or to decrease cost. Amazon is the biggest online store. It has millions of customers throughout the world for it to perform its data mining discovery.
Amazon understands what you have bought previously, in your CART, on your wish list and what you have reviewed. It can use predictive analytics to target marketing to increase customer satisfaction and build company loyalty. For example, you have purchased a DVD, it would recommend similar customer purchased Movies for you to buy on impulse…. etc.
Wrapping Up
Amazon is also expanding into banking, financial services and fintech. Its fintech products include payments, cash and lending…etc. And I am quite sure the more you investigate Amazon, the more surprise you will find from this companies.
The Author is holding Amazon.
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Roly
26 September 2020.
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