Amazon’s new FIRE Smartphone

Go Lean Commentary

Amazon 1The American company Amazon is the model for the Caribbean Postal Union (CPU): our means for delivering the mail.

This is surprising! One would think the American model would be the US Postal Service (USPS). No, the book Go Lean…Caribbean posits that the USPS is a failing enterprise, as of late; they lose money every year, have excessively high overhead expense base and an under-funded pension (Page 99). Why would anyone want to model that?

The focus of the CPU is not postal mail, but rather logistics. So we would want to model a successful enterprise in this industry space, like Amazon, not just another postal operation.

But Amazon does so much more than just sell books online. They are the epitome of an electronic commerce company. They operate a number of business operations online and off-line; and they run these companies well. They provide a good example of lean technocratic efficiency. So Amazon is a good model, not just for the CPU but the entire Caribbean Union Trade Federation (CU). The book Go Lean…Caribbean, serves as a roadmap for the introduction and implementation of the technocratic CU.

This concept of “lean” is very prominent in the book, even adapting the title, Go Lean, for the quest for excellence in Caribbean economic empowerment and governing efforts. The label “lean” is indicative of this quest; the word is used as a noun, a verb and an adjective. This point is pronounced early in the book (Page 4) with these statements:

The CU will lean on, lean in, lean over backwards, and then lean towards…The CU will embrace lean, agile, efficient organization structures – more virtual, less physical, more systems, less payroll.

The foregoing news article and VIDEO demonstrate Amazon’s commitment to a lean business model with their deployment of a proprietary smartphone.

By: Keith Wagstaff, Technology Reporter
The long-rumored Amazon smartphone was officially unveiled Wednesday and, yes, it has a 3-D screen. Well, technically Amazon CEO Jeff Bezos called it “dynamic perspective,” but it gives the new Fire Phone the illusion of depth with no glasses required thanks to four face-tracking cameras built into the front of the phone. While it features a 4.7-inch Gorilla Glass screen, users don’t necessarily have to touch the screen, thanks to controls that let people scroll through pages by tilting the phone. It also unveiled a service called Firefly, which makes it easier to buy items on Amazon by scanning and recognizing more “100 million different items” including books, movies and other products. The Fire Phone (32 GB), which ships July 25, is available now for pre-order for $199 with a two-year AT&T contract.

NBC News / CNBC – Cable News Channel (Posted 06-18-2014; retrieved 06/19/2014) –

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From the first glance, a benefit of the Fire smartphone is obvious for Amazon’s core business [a]. A consumer can scan “more than 100 million different items” and process a direct purchase directly from the phone – any electronic media would be delivered instantly to the phone, while a chattel good would be delivered within days, using Amazon’s already matured logistics network. Evidently, the execution of this business model requires hardware (smartphone) and not just some software (app).

This is win-win.

This entire model demonstrates the advantage of leading with technological innovations, even for non-technical endeavors.

This synchronizes with the Go Lean roadmap for elevating Caribbean society. The CU will employ technologically innovative products and services to impact its prime directives; identified with the following 3 statements:

  • Optimization of the economic engines in order to grow the regional economy to $800 Billion & create 2.2 million new jobs.
  • Establishment of a security apparatus to protect the resultant economic engines.
  • Improve Caribbean governance to support these engines.

The book posits that the Caribbean is in crisis, but that this crisis can be a good thing because a “crisis is a terrible thing to waste”. Therefore the roadmap seeks to change the entire eco-system of Caribbean commerce and the interaction with postal operations. This vision is defined early in the book (Page 12 & 14) in the following pronouncements in the Declaration of Interdependence:

xv. Whereas the business of the Federation and the commercial interest in the region cannot prosper without an efficient facilitation of postal services, the Caribbean Union must allow for the integration of the existing mail operations of the governments of the member-states into a consolidated Caribbean Postal Union, allowing for the adoption of best practices and technical advances to deliver foreign/domestic mail in the region.

xxvii. Whereas the region has endured a spectator status during the Industrial Revolution, we cannot stand on the sidelines of this new economy, the Information Revolution. Rather, the Federation must embrace all the tenets of Internet Communications Technology (ICT) to serve as an equalizing element in competition with the rest of the world. The Federation must bridge the digital divide and promote the community ethos that research/development is valuable and must be promoted and incentivized for adoption.

This roadmap changes everything … in the Caribbean:

  • The CPU will be the owner/operator of the Caribbean Cloud web-site dubbed as
  • The CPU will operate a marketplace (like EBay or to facilitate business transactions for Caribbean-based businesses and consumers (in the homeland or the Diaspora).
  • The CPU will provide mobile apps to facilitate contact & commerce within the region, modeling this Amazon FIRE feature.
  • The CPU will provide logistics to deliver products (“wet and dry”) to every Caribbean address.
  • The CPU will be the owner/operator of the cutting-edge network planned for pneumatic capsule pipelines in the region.
  • The CPU will own/operate refrigerated warehouses throughout the region, to distribute “wet” merchandise to destinations.
  • The CPU will be the Number One client for the Union Atlantic Turnpike, providing the cargo/parcels on the vessels (ferries, etc.) and thoroughways/tollways/railways built to inter-connect the islands of the homeland and the coastal states.

Creating the CPU and the Caribbean Cloud is “Step One, Day One” in the Go Lean roadmap. This is the by-product of assembling regional organs with multilateral cooperation and a separation-of-powers. The roadmap identifies Service Level Agreements (SLA) that the CPU will adhere to in fulfilling the obligations to its stakeholders: residents and member-state governments. There will be financial penalties for failures to deliver “absolutely, positive” at the agreed-upon schedule. This is how technocracies are structured. The guarantee forms the community ethos that success is not optional!

The Go Lean book details a series of community ethos, strategies, tactics, implementations and advocacies to foster the best practices for the delivery of CPU logistics in the Caribbean region:

Community Ethos – Deferred Gratification Page 21
Community Ethos – People Respond to Incentives Page 21
Community Ethos – Job Multiplier Page 22
Community Ethos – Intelligence Gathering Page 23
Community Ethos – Lean Operations Page 24
Community Ethos – Cooperatives Page 25
Community Ethos – Ways to Impact the Future Page 26
Community Ethos – Ways to Help Entrepreneurship Page 28
Community Ethos – Promote Intellectual Property Page 29
Community Ethos – Ways to Bridge the Digital Divide Page 31
Community Ethos – Ways to Improve Sharing Page 35
Strategy – Customers – Citizens and Member-states Governmental Page 47
Tactical – Separation of Powers – Postal Services Page 78
Tactical – Separation of Powers – Interstate Commerce Administration Page 79
Implementation – Year 1 / Assemble Phase – Establish CPU Page 96
Anecdote – Implementation Plan – Mail Services – US Dilemma Page 99
Implementation – Ways to Develop a Pipeline Industry Page 107
Implementation – Improve Mail Services – Electronic Supplements Page 108
Implementation – Ways to Deliver Page 109
Advocacy – Ways to Improve Interstate Commerce Page 129
Advocacy – Ways to Grow the Economy Page 151
Advocacy – Ways to Create Jobs Page 152
Advocacy – Ways to Foster Technology Page 197
Advocacy – Ways to Foster e-Commerce Page 198
Advocacy – Ways to Promote Call Centers Page 212
Advocacy – Ways to Impact the Diaspora Page 217
Advocacy – Ways to Impact Urban Living Page 234
Advocacy – Ways to Impact Rural Living Page 235
Appendix – Alternative Remittance Modes Page 270
Appendix – Interstate Compacts Page 278

Now is the time for all of the Caribbean, the people and governing institutions, to lean-in for the changes in the book Go Lean … Caribbean. This is a big deal for the region. This roadmap is not just a plan; it is also the delivery of the hopes and dreams of generations of Caribbean residents…and their Diaspora.

The region needs this delivery. Otherwise, we have no hope to incite and retain our young people. This roadmap therefore is more than just delivering the mail; it is about delivering the future: a better place to live, work and play.

Download the book Go Lean … Caribbean – now!


a. Appendix –, Inc. is an American international electronic commerce company with headquarters in Seattle, Washington, United States. It is the world’s largest online retailer. started as an online bookstore, but soon diversified, selling DVDs, VHSs, CDs, video and MP3 downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company also produces consumer electronics—notably the Fire Phone, Amazon Kindle e-book reader and the Kindle Fire tablet computer—and is a major provider of cloud computing services.

Amazon 2Jeff Bezos, the founder and CEO, incorporated the company (as Cadabra) in July 1994 and the site went online as in 1995. Bezos changed the name to because it sounded too much like cadaver. Additionally, a name beginning with “A” was preferential due to the probability it would occur at the top of any list that was alphabetized.
Amazon has separate retail websites for United States, United Kingdom, France, Canada, Germany, Italy, Spain, Sri Lanka, Australia, Brazil, Japan, China, India and Mexico soon coming soon, other South East Asian countries, with international shipping to certain other countries for some of its products. In 2011, it had professed an intention to launch its websites in Poland, Netherlands, and Sweden, as well. An Austrian website operates as part of the German website. As of June 2014, it still does not service Australia or New Zealand.
According to 2008 data, the domain attracted at least 615 million visitors annually, twice the number of competitor Walmart. Amazon attracts approximately 65 million customers to its US website per month. The company has also invested heavily on a massive amount of server capacity for its website, especially to handle the excessive traffic during the December Christmas holiday season.
For 2013, Amazon posted revenues of US$ 74.45 Billion; profit of US$ 745 million (before taxes) and US$ 274.0 million after taxes. They have 117,300 employees, as of January 2014.
Multi-level sales strategy – Amazon employs a multi-level e-commerce strategy. Amazon started off by focusing on Business-to-Consumer relationships between itself and its customers, and Business-to-Business relationships between itself and its suppliers but it then moved to incorporate Customer-to-Business transactions as it realized the value of customer reviews as part of the product descriptions. It now also facilitates customer to customer with the provision of the Amazon marketplace which act as an intermediary to facilitate consumer to consumer transactions. The company lets almost anyone sell almost anything using its platform. In addition to affiliate program that lets anybody post Amazon links and earn a commission on click through sales, there is now a program which let those affiliates builds entire websites based on Amazon’s platform.
Some other large e-commerce sellers use Amazon to sell their products in addition to selling them through their own websites. The sales are processed through and end up at individual sellers for processing and order fulfillment and Amazon leases space for these retailers. Small sellers of used and new goods go to Amazon Marketplace to offer goods at a fixed price. Amazon also employs the use of drop shippers or meta sellers. These are members or entities that advertise goods on Amazon who order these goods direct from other competing websites but usually from other Amazon members. These meta sellers may have millions of products listed, have large transaction numbers and are grouped alongside other less prolific members giving them credibility as just someone who has been in business for a long time. Markup is anywhere from 50% to 100% and sometimes more. [A disadvantage is that] these sellers maintain that items are in stock when the opposite may be true. As Amazon has increased their dominance in the marketplace these drop shippers have become more and more commonplace in recent years. [There is a fear that this practice will result in] damage to a supply and demand marketplace, but this remains to be seen, as advertising contracts with large search engines have eliminated smaller websites from overall exposure. So these practices have not had a negative effect on the industry as a whole.
Revenue model – Over the last decade, Amazon has developed a customer base of around 30 million people. is primarily a retail site with a sales revenue model. Amazon makes its money by taking a small percentage of the sale price of each item that is sold through its website. Amazon also allows companies to advertise their products by paying to be listed as featured products.
(Source: Retrieved 06/19/2014 from:
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