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Cloud computing is a growing $300 billion business, with Amazon a key player having 28% of the market. It competes with Google and Microsoft in cloud computing. Andy Jassy has built the cloud computing business with $51 billion in sales. It generates 10% of sales in the final quarter of 2020 for Amazon but over half the profit. Renting out server space and software to customers is a profitable business compared to online retail. Sales of $12.7 billion in the final quarter of 2020 generated $3.6 billion in profit. And growth a brisk 28% over the prior year quarter.

Satya Nadella ran the cloud computing business at Microsoft before becoming CEO. IBM named a new CEO from this business that revived growth. Now Andy Jassy is promoted to CEO at Amazon in the sequence of new CEO's from cloud computing.

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Advertising revenues increased for Google, Facebook and Amazon in 2020 as these three companies took over 50% of total ad revenues in 2020. Large companies shifted more ad spending from television and print media to digital in the pandemic after finding the return on ad spending was increasing on digital. Smaller companies including the jump in startup companies increasing from 300,000 a month over the decade to 500,000 by July 2020, put all their ad dollars into digital. The result is that the pandemic has given the 3 digital companies a dominant role in the advertising economy. More time spent in front of computer screens, more ec-commerce, new business formation, and tech companies ability to steadily increase return on ad investment, has produced strong revenue generation. The pandemic had the effect of increasing retail purchases online from 10% to 16% in the second quarter of 2020. Biscuit maker Mondelez found that return on ad spending was 25% higher on digital compared to television and now spends about half of its $1.1 billion ad budget on digital. Trendy garment makers are seeing returns on ad spending that are high with quadrupling of sales following a doubling of ad budget for active apparel maker Vuori of California. Small advertisers such as Vuori are the reason digital ad spending has remained strong for Google, Facebook and Amazon. For furniture maker Steelcase in Michigan the return on ad spending on digital using Amazon made up for the lack of sales from its brick stores. It increased online staff from 2 to 25 and was able to bring in $30 in sales dollars from $1 in digital ad spending. ...

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This is a story of missteps in retailing that can lead to loss of as many jobs as when large automobile plants close-about 65000 jobs in retail at big box store Bed Bath & Beyond in 2019 down to 32,000 by 2022, and with all stores closing in 2023 all jobs lost. Some of these jobs were replaced with the growth of Amazon in online retailing and warehousing shipment, others permanently lost. Jordyn Holman and Lauren Hirsch of the NYT explain how a major retailer collapses into bankruptcy in 2023. This retail chain started in 1971 thrived on its two founder's concept of building a customer base around a store that piled high the volume of merchandise selection for bedsheets, towels, pillows, kitchen appliances, and offered 20% coupons on brand items. It survived the 2009 crisis and by 2012 its stores were up to 1100 from 350 ten years earlier in 2000. This was a result of 4 acquisitions including Buy Buy Baby and Harmon Stores Its collapse is a textbook case of what can happen. Its financial foundations were weakened by a bond offering $1.5 billion, going into the debt market for the first time.   From its success attracting activist investors and the company according to analysts trying to fend them off. The bond offering was the first step to impending disaster. In 2019 three activist investors won a fight to appoint 4 new board members and hire a new CEO Mr. Tritton from Target.  The big change happening just before the pandemic was the complete change of management with the new CEO. Stores that had made the decisions on what merchandise to buy based on location were no longer allowed to do so. Some stores were closed and there were layoffs reducing employee morale. The big change came to the 20% coupons which was the unique feature of the store getting people back into the store. Coupons were cut back as profits declined. The pandemic introduced new elements of surprise. The supply chains were disrupted, and just at that time new management decided to shift to private labels to increase margins and sales. Kitchen Aid was replaced with private labels. As a result of supply chain disruptions the stores could not be stocked leading to customers moving away, a crisis was brewing. At that very time something concealed the crisis from view. The Biden administration checks to support people during the pandemic led to a sudden increase in sales, a one time spurt. Then as suddenly as the spurt months later a complete dropoff in sales. Management closed more stores, suppliers who were not paid demanded to be prepaid leading to stores being only partly stocked. Bed Bath & Beyond collapsed as its coupons were dropped, its stores poorly stocked, no brand merchandise such as Kitchen Aid, and decisions made at the wrong time including the debt load all taking a toll at once. By the end of 2022 bankruptcy loomed. In April 2023 the company declared bankruptcy after failed efforts to raise additional financing. The same changes also hit Best Buy, another big box retailer, which managed the changes to internet buying by shifting sales to the healthcare sector, and continuing to build on it strengths as a retailer of motivated employees with knowledge of the electronic merchandise. It made it right through the pandemic without the changes in management that happened at Bed Bath & Beyond. ...

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With the decline of its hardware business making iPhones Apple is looking at other fields. It is launching cheap online TV subscriptions in streaming wars in competition with Netflix and others. Apple is launching a new TV streaming service Apple TV+ in 100 countries for 4.99 British pounds a month undercutting Netflix's price of 5.99 pounds. The new service will be started November 1, 2019. Disney plans a streaming service for 7 pounds a month starting November 12. This service is alongside iPhone 11 launch and anew iPad, a new iWatch. Buy any new Apple device and you get a 1 year streaming service free.  Sales of iPhones fell 14% in the April to June 2019 quarter to 39 million units. Samsung's business is growing by 4% to 75 million units and Huawei by 16% to 58 million units. Apple sees the need to increases its services business with a target of $50 billion in 2020. Apple sees itself more as a media and cloud services company as it makes this change. In markets such as India Apple's growth is limited by its failure to lower prices on new iPhones. In China it faces strong competition from Huawei. The trade tensions are increasing the strength of Chinese brands in the Chinese market. The market in U.S. and Europe is saturated after years of expansion. New iPhone models are costly and bring peripheral advantages such as more and better cameras and features such as screens that are not breakable- for the iPhone 11- not dimensions that are critical for making a costly purchase. After years of growth tech companies such as Apple, Google, Alibaba, Amazon are reaching a point where incremental growth is not what it used to be and most of the rapid growth behind them. Trade tensions are also limiting the outlook in the Chinese market, and pricing remains a major factor in the Indian market. Western markets are saturated. There are fewer and fewer substantial new ideas from these tech companies. ...

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'Showrooming' is hurting big retailers with large stores such as Best Buy, Target and Wal-Mart, which are taking their own actions to reduce the impact.

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The pressures on Apple to reduce prices and margins in 2016 with the slowdown in sales. Apple also has to deal with the impact of a stronger dollar with a large part of sales coming from overseas.