>> HI.
>> WHEN YOU MEET AMAZON'S CEO 
YOU ARE IMMEDIATELY STRUCK BY 
TWO THINGS.
LEGENDARY LAUGH AND HIS NEARLY 
UNMASHED FOCUS ON CUSTOMER 
SERVICE. 
>> CUSTOMERS LIKE LOW PRICES AND
WE KNOW CUSTOMERS LIKE BIG 
SELECTION.
AND WE KNOW THAT CUSTOMERS LIKE 
FAST DELIVERY.
THOSE THINGS WILL BE TRUE TEN 
YEARS FROM NOW.
THEY ARE GOING TO BE TRUE 20 
YEARS FROM NOW.
SO YOU CAN COUNT ON THOSE 
THINGS. 
>> HE MET WITH US AT AMAZON'S 
SEATTLE HEAD QUARTERS TO SHOW 
OFF THE COMPANY'S NEW LINE OF 
SOUPED UP LIGHTWEIGHT KINDLE 
FIRE TABLETS.
ONE OF THEM IS PRICED ATOM $139.
APPLE'S CHEAPEST iPAD IS NEARLY 
$200 MORE.
>> ONE OF THE THINGS HAVE YOU 
DONE SO WELL AT AMAZON IS YOU 
UNDERCUT YOUR RIVALS BY KEEPING 
THE PRICES LOW.
DOES THAT SAME STRATEGY APPLY TO
TABLETS. 
>> YES.
OUR APPROACH IS PREMIUM PRODUCTS
AT NON-PREMIUM PRICES.
WE SELL THE HARDWARE AT BREAK 
EVEN.
WE DON'T TRY TO MAKE ANY MONEY 
WHEN WE SELL THE HARDWARE.
WE HOPE TO MAKE MONEY WHEN 
PEOPLE USE THE DEVICES, MOTT 
WHEN THEY BUY THE DEVICES.
THAT'S A VERY DIFFERENT APPROACH
FROM MOST COMPANIES.
MOST COMPANIES ARE BUILDING 
QUITE A BIT OF PROFIT INTO THE 
SALE OF THESE DEVICES. 
>> THE APPROACH THIS TIME ALSO 
INCLUDES A FEATURE NEVER SEEN 
BEFORE ON ANY KIND OF DEVICE.
IT IS CALLED MAY DAY.
24/7 TECH SUPPORT.
>> HOW CAN I HELP YOU TODAY?
>> YOU CAN TAP THE MAY DAY 
BUTTON.
AT THE TOP OF THE MENU SYSTEM 
AND A TECH SUPPORT ADVISER WILL 
APPEAR OUR SCREEN AND CAN DRAW 
YOUR SCREEN AND GUIDE YOU 
THROUGH THINGS AND TEACH YOU HOW
TO DO.
>> I REMEMBER WHEN STEVE JOBS 
INTRODUCED THE iPAD.
ONE THING HE SAID -- 
>> STAND ON THEIR HOLDERS AND GO
A BIT FURTHER. 
>> Reporter: TALKING ABOUT THE 
KINDLE BECAUSE WE HAD LAUNCHED 
THE KINDLE.
DEDICATED READER TODAY, LATEST 
GENERATION, KINDLE PAPER, THAT'S
WHAT STEVE WAS TALKING ABOUT. 
>> MY QUESTION NOW IS ARE YOU --
HAVE YOU TAKEN IT UP ANOTHER 
NOTCH?
ARE YOU STANDING ON APPLE'S 
SHOULDERS. 
>> I DON'T KNOW.
WHAT I WOULD THINK ABOUT THIS IS
THAT THERE'S ROOM FOR A LOT OF 
COMPANIES TO DO WELL IN THIS 
ARENA, THESE TABLETS, MOBILE 
DEVICES.
VERY BIG MARKET ARENA.
ROOM FOR COMPANIES PURSUING 
DIFFERENT STRATEGIES AND 
DIFFERENT PRODUCT FEATURES.
ALL -- YOU KNOW, FOR THEIR -- 
MULTIPLE WINNERS. 
>> Reporter: IN THE SMARTPHONE 
ARENA THAT MAY NOT BE THE CASE 
AS WE HAVE SEEN WITH BLACKBERRY.
HOW DO THEY STUMBLE SO BADLY?
>> I DON'T KNOW.
IT IS A VERY -- IT IS A VERY 
REASONABLE QUESTION.
AND I AM SURE IT WILL BE -- YOU 
KNOW, PROBABLY MANY, MANY CASE 
STUDIES ON THE HISTORY OF THE 
COMPANY AND MANY WAYS IT IS -- 
STILL VERY INNOVATIVE COMPANY.
MY GUESSES ARE THERE AREN'T ANY 
EASY ANSWERS TO THE QUESTIONS 
YOU POSED. 
>> Reporter: WHAT ABOUT THE 
QUESTIONS ABOUT THE LATEST MOVE,
$250 MILLION PURCHASE OF "THE 
WASHINGTON POST"?
THESE ARE AMONG HIS FIRST PUBLIC
COMMENTS ON THE ACQUISITION?
WHY DIDN'T YOU GET INTO THE 
NEWSPAPER BUSINESS?
>> FOR ME, AND -- I THOUGHT "THE
WASHINGTON POST" IS AN IMPORTANT
INSTITUTION.
AND I -- AM OPTIMISTIC ABOUT ITS
FUTURE.
IT IS A PERSONAL INVESTMENT.
I'M -- HOPEFUL I CAN HELP FROM A
DISSONANCE PART BY PROVIDING 
RUNWAY FOR THEM TO DO A SERIES 
OF EXPERIMENTS.
AND IN PART THROUGH BRINGING 
THE -- SOME OF THE PHILOSOPHY WE
HAVE USED AT AMAZON TO -- TO 
"THE POST."
>> Reporter: THAT PHILOSOPHY, HE
SAYS, COMES DOWN TO THIS. 
>> WHAT WORKED AT AMAZON IS 
FOCUSING ON THE CUSTOMER, BEING 
VERY -- PUTTING THE CUSTOMER 
FIRST WHICH IS EASY TO SAY.
DIFFICULT TO DO.
IF YOU REALLY ARE CUSTOMER 
CENTRIC, IT IS LIKE BEING THE 
HOST OF A PARTY.
YOU ARE HOLDING THE PARTY FOR 
YOUR GUESTS.
SOMETIME IT IS HOST OF THE PARTY
IS HOLDING THE PARTY FOR THE 
HOST OF THE PARTY.
THAT'S -- THAT LEADS TO A DITCH 
KIND AFTER PARTY. 
>> Reporter: FOR AMAZON THE 
PARTY COULD NOT BE MUCH BETTER.
THE STOCK HIT AN ALL-TIME HIGH.
THE COMPANY IS POISED TO BECOME 
EVEN MORE RELEVANT IN PEOPLE'S 
LIVES AS IT WORKS TO EXPAND ITS 
POPULAR SAME-DAY DELIVERY 
THROUGHOUT THE COUNTRY.
>> OUR VIEW ON THIS IS WE KNOW 
CUSTOMERS LIKE THEIR PRODUCTS 
FAST.
AND SO WE WORK ON THINGS THAT WE
KNOW CUSTOMERS LIKE.
THAT'S NOT
