Amazon: services rather than hardware

In the beginning was the hardware and the hardware came from Apple and IBM, and the hardware was Apple and IBM. Then came the software, and came with the software Microsoft. IBM withdrew and left the hardware Dell and HP. Microsoft dominated the software, and Apple came to the brink of bankruptcy.

Steve Jobs returned and led Apple in a few years from there to the top of the world. He integrated hardware and software at attractive products by adding services to improve the consumer experience. Although this model is extremely successful, it has managed until today no competitors to bring something remotely similar on the market.

 

Until now. But now Amazon sends to try this. Instead of hardware such as Dell and HP, software, such as Microsoft or hardware and software plus services like Apple products the focus of Amazon is clearly at the services. And thus a battle looming, which will be exciting to watch.

It is the old dichotomy of products and services in a new look. We talk about since the 1970s on the development to the service of the transformation of products in services. The digital revolution has missed a huge boost this development.

Clearly, Apple's excellence is based on the design of its products. In contrast, Apple makes some weaknesses in the design of its services. MobileMe was a disaster, also iCloud is still not really around. And the universe from iTunes and the app store also has ample air according to above.

For Amazon as a dealer, the subject is closer than for Apple services. As infrastructure providers, Amazon Web services on the services remains focused, the business model is called "software as a service". And the hardware? Amazon's Kindle devices serve the simple access to media, content and products. They are means to an end, no gadgets visible.

If Apple stands for its products, Amazon stands for his services. Is Jeff Bezos the new Steve jobs? Is he a master of service design, just as Steve Jobs was a master of product design? And service design is the new product design?

With the theme of service design we look NEXT service design on the on 8 October in Berlin. Tickets are available here, early bookers save 100 euro up next Monday.