Amazon to Apple: the Game starts Now

The key moment in Jeff Bezos's keynote announcing Amazon's new Paperwhite Kindle and Kindle Fire models came before he introduced any of the new hardware.

"People don't want gadgets any more," Bezos declared, explaining why the Kindle Fire had succeeded where other gadgety Android tablets had failed. "They want services that improve over time. They want services that improve every day, every week, and every month." This statement of purpose signals a new phase in Amazon's evolution as a company, and its singular, emerging take on the developing consumer marketplace, and how it's positioning itself towards its broad field of competitors.