CASE STUDY: AMAZON'S MOBILE STRATEGY

Amazon had 237 million active customers worldwide as of December 2013 and has become synonymous with ecommerce. Its success can be attributed to a combination of low prices, efficient shipping, recommendations and reviews, and one-click payment, which create an easy-to-use, personalised online shopping experience.


This Viewpoint provides:
detailed analysis of some of Amazon's KPIs and propositions
an overview of implications for operators
competitive analysis of Amazon compared to its main rivals
a SWOT analysis and scored rating of Amazon's prospects in the digital economy, with a focus on mobile activities.