1. Meanwhile Traditional boundaries between hardware and software, products and services, and online and brick-and-mortar stores were becoming increasingly blurred. With its own development of cloud computing services, a social data filtering tool, an advertising network, and the planed release of a smartphone, Amazon now found itself engaged in a fierce competitive battle for control of the emerging digital ecosystem, pitted against technology giants such as apple, Google, Microsoft. Bezos couldn’t help but wonder what amazon’s next seven years would look like