Delivering a winning customer experience, straight out of the box

Amazon revolutionised the book world forever changing the way we can buy books.
For many consumers it is now the place to purchase, whether it’s the latest hardback,
paperback, digital or audio book. And as we know it has since turned its attention to
music, film, clothing and much more.

But this isn’t the height of Amazon’s ambitions. Its goal is to be ‘the Earth’s most
customer-centric company for four primary customer sets: consumers, sellers,
enterprises, and content creators’.

To that end it needs to deliver what consumers expect today, and also anticipate what
they may need tomorrow. Operating 24/7 in five continents, to customers who expect
an always-on experience, there is no downtime. The business has a relentless focus on
the customer experience, on streamlining process and costs and on reimagining the
possibilities. This makes it arguably the epitome of a Ready Business.

Moving into hardware

In the same way it transformed the market for books, Amazon wanted to revolutionise
the eReader market, tapping into the potential for book lovers to buy, download and read
digitised content from a device even when they were on the go. To deliver a better user
experience and to create the perfect integrated ecosystem of hardware, content and
service, Amazon designed and built its own eReader.

The consumer electronics market has evolved to such an extent that consumers are now
equally concerned about user experience as they are product features. How soon can I
get started? And how quickly can I access my online content?

To drive innovation in the category, the plan was to allow users ease of access to their
content, anytime, anywhere (subject to network availability). It would also simplify the
experience in the extreme – with the device ready to use and connect straight out of the
box. For this to work, the device would need connectivity. Book lovers should be able to
buy and download books on the go, in a smooth and elegant manner – with no contracts
and no extra payments.

The first Kindle with 3G connectivity launched in the US in 2010 going global through
2011. Today Kindle Paperwhite 3G users have the ability to download a book in more
than 150 countries. The success of the Kindle has paved the way for more ambitious

Seamless customer experience & streamlined operations

In 2012, Amazon launched its first fully-connected, multimedia tablet device, the
Kindle Fire HD, a competitor to devices from more established tablet suppliers.
This was swiftly followed by the Kindle Fire HDX. With this release Amazon wanted
the same out-of-the-box simplicity for users that exists with the Kindle eReader but
with very different data demands.

Vodafone’s expertise in connectivity has helped provide a seamless consumer
experience. A 4G-enabled SIM is installed in all Kindle Fire HDX tablets in the UK and
Germany. Once activated, the Vodafone SIM becomes ‘local’. Picking up the local
network means users can quickly sign up to local data packages with access to top up
services and support. From a business perspective, the use of a single global SIM meant
Amazon was able to manage the global launch across multiple markets and thereafter
the supply chain with minimal effort. This was a huge benefit in terms of efficiencies of
both cost and management on top of a fantastic experience for customers.