: 3

>> HI. : 4

>> WHEN YOU MEET AMAZON'S CEO : 7

YOU ARE IMMEDIATELY STRUCK BY : 8

TWO THINGS. : 12

LEGENDARY LAUGH AND HIS NEARLY : 15

UNMASHED FOCUS ON CUSTOMER : 17

SERVICE. : 17

>> CUSTOMERS LIKE LOW PRICES AND : 18

WE KNOW CUSTOMERS LIKE BIG : 20

SELECTION. : 21

AND WE KNOW THAT CUSTOMERS LIKE : 23

FAST DELIVERY. : 24

THOSE THINGS WILL BE TRUE TEN : 25

YEARS FROM NOW. : 25

THEY ARE GOING TO BE TRUE 20 : 27

YEARS FROM NOW. : 27

SO YOU CAN COUNT ON THOSE : 30

THINGS. : 30

>> HE MET WITH US AT AMAZON'S : 33

SEATTLE HEAD QUARTERS TO SHOW : 34

OFF THE COMPANY'S NEW LINE OF : 35

SOUPED UP LIGHTWEIGHT KINDLE : 37

FIRE TABLETS. : 37

ONE OF THEM IS PRICED ATOM $139. : 41

APPLE'S CHEAPEST iPAD IS NEARLY : 43

$200 MORE. : 44

>> ONE OF THE THINGS HAVE YOU : 46

DONE SO WELL AT AMAZON IS YOU : 48

UNDERCUT YOUR RIVALS BY KEEPING : 49

THE PRICES LOW. : 50

DOES THAT SAME STRATEGY APPLY TO : 53

TABLETS. : 53

>> YES. : 53

OUR APPROACH IS PREMIUM PRODUCTS : 55

AT NON-PREMIUM PRICES. : 57

WE SELL THE HARDWARE AT BREAK : 59

EVEN. : 59

WE DON'T TRY TO MAKE ANY MONEY : 61

WHEN WE SELL THE HARDWARE. : 62

WE HOPE TO MAKE MONEY WHEN : 63

PEOPLE USE THE DEVICES, MOTT : 66

WHEN THEY BUY THE DEVICES. : 67

THAT'S A VERY DIFFERENT APPROACH : 69

FROM MOST COMPANIES. : 70

MOST COMPANIES ARE BUILDING : 71

QUITE A BIT OF PROFIT INTO THE : 73

SALE OF THESE DEVICES. : 74

>> THE APPROACH THIS TIME ALSO : 76

INCLUDES A FEATURE NEVER SEEN : 77

BEFORE ON ANY KIND OF DEVICE. : 80

IT IS CALLED MAY DAY. : 82

24/7 TECH SUPPORT. : 88

>> HOW CAN I HELP YOU TODAY? : 89

>> YOU CAN TAP THE MAY DAY : 91

BUTTON. : 91

AT THE TOP OF THE MENU SYSTEM : 94

AND A TECH SUPPORT ADVISER WILL : 97

APPEAR OUR SCREEN AND CAN DRAW : 99

YOUR SCREEN AND GUIDE YOU : 100

THROUGH THINGS AND TEACH YOU HOW : 102

TO DO. : 102

>> I REMEMBER WHEN STEVE JOBS : 105

INTRODUCED THE iPAD. : 105

ONE THING HE SAID -- : 107

>> STAND ON THEIR HOLDERS AND GO : 109

A BIT FURTHER. : 110

>> Reporter: TALKING ABOUT THE : 111

KINDLE BECAUSE WE HAD LAUNCHED : 112

THE KINDLE. : 114

DEDICATED READER TODAY, LATEST : 116

GENERATION, KINDLE PAPER, THAT'S : 118

WHAT STEVE WAS TALKING ABOUT. : 119

>> MY QUESTION NOW IS ARE YOU -- : 121

HAVE YOU TAKEN IT UP ANOTHER : 123

NOTCH? : 124

ARE YOU STANDING ON APPLE'S : 125

SHOULDERS. : 125

>> I DON'T KNOW. : 126

WHAT I WOULD THINK ABOUT THIS IS : 128

THAT THERE'S ROOM FOR A LOT OF : 129

COMPANIES TO DO WELL IN THIS : 132

ARENA, THESE TABLETS, MOBILE : 135

DEVICES. : 136

VERY BIG MARKET ARENA. : 138

ROOM FOR COMPANIES PURSUING : 140

DIFFERENT STRATEGIES AND : 141

DIFFERENT PRODUCT FEATURES. : 143

ALL -- YOU KNOW, FOR THEIR -- : 145

MULTIPLE WINNERS. : 145

>> Reporter: IN THE SMARTPHONE : 146

ARENA THAT MAY NOT BE THE CASE : 148

AS WE HAVE SEEN WITH BLACKBERRY. : 150

HOW DO THEY STUMBLE SO BADLY? : 151

>> I DON'T KNOW. : 152

IT IS A VERY -- IT IS A VERY : 155

REASONABLE QUESTION. : 157

AND I AM SURE IT WILL BE -- YOU : 159

KNOW, PROBABLY MANY, MANY CASE : 161

STUDIES ON THE HISTORY OF THE : 162

COMPANY AND MANY WAYS IT IS -- : 164

STILL VERY INNOVATIVE COMPANY. : 166

MY GUESSES ARE THERE AREN'T ANY : 168

EASY ANSWERS TO THE QUESTIONS : 169

YOU POSED. : 170

>> Reporter: WHAT ABOUT THE : 171

QUESTIONS ABOUT THE LATEST MOVE, : 173

$250 MILLION PURCHASE OF "THE : 176

WASHINGTON POST"? : 176

THESE ARE AMONG HIS FIRST PUBLIC : 178

COMMENTS ON THE ACQUISITION? : 180

WHY DIDN'T YOU GET INTO THE : 181

NEWSPAPER BUSINESS? : 182

>> FOR ME, AND -- I THOUGHT "THE : 184

WASHINGTON POST" IS AN IMPORTANT : 187

INSTITUTION. : 187

AND I -- AM OPTIMISTIC ABOUT ITS : 190

FUTURE. : 190

IT IS A PERSONAL INVESTMENT. : 194

I'M -- HOPEFUL I CAN HELP FROM A : 196

DISSONANCE PART BY PROVIDING : 197

RUNWAY FOR THEM TO DO A SERIES : 199

OF EXPERIMENTS. : 200

AND IN PART THROUGH BRINGING : 203

THE -- SOME OF THE PHILOSOPHY WE : 204

HAVE USED AT AMAZON TO -- TO : 209

"THE POST." : 210

>> Reporter: THAT PHILOSOPHY, HE : 211

SAYS, COMES DOWN TO THIS. : 212

>> WHAT WORKED AT AMAZON IS : 214

FOCUSING ON THE CUSTOMER, BEING : 215

VERY -- PUTTING THE CUSTOMER : 216

FIRST WHICH IS EASY TO SAY. : 218

DIFFICULT TO DO. : 219

IF YOU REALLY ARE CUSTOMER : 221

CENTRIC, IT IS LIKE BEING THE : 221

HOST OF A PARTY. : 223

YOU ARE HOLDING THE PARTY FOR : 224

YOUR GUESTS. : 225

SOMETIME IT IS HOST OF THE PARTY : 226

IS HOLDING THE PARTY FOR THE : 228

HOST OF THE PARTY. : 231

THAT'S -- THAT LEADS TO A DITCH : 233

KIND AFTER PARTY. : 234

>> Reporter: FOR AMAZON THE : 235

PARTY COULD NOT BE MUCH BETTER. : 236

THE STOCK HIT AN ALL-TIME HIGH. : 238

THE COMPANY IS POISED TO BECOME : 239

EVEN MORE RELEVANT IN PEOPLE'S : 241

LIVES AS IT WORKS TO EXPAND ITS : 243

POPULAR SAME-DAY DELIVERY : 244

THROUGHOUT THE COUNTRY. : 246

>> OUR VIEW ON THIS IS WE KNOW : 248

CUSTOMERS LIKE THEIR PRODUCTS : 250

FAST. : 250

AND SO WE WORK ON THINGS THAT WE : 252

KNOW CUSTOMERS LIKE. : 253

THAT'S NOT: