ACQUIRE - Amazon Buys Blink and Improves Access

The more things change, the more they stay the same

This saying (originally in French), seems to apply to current trends in retail. If you were born before 1960, and you lived in a town or city you will remember delivery men as well as the need for a 'milk and package receiver'. In fact,  product delivery of every description is now a global growth market. 

In 1927, the 'Majestic Milk and Package Receiver' was an important element of urban living. The simple and secure device consisted of two cast iron frames and doors connected by an adjustable steel body that was installed in the wall of the kitchen. 

Manufactured in Huntington, Indiana and patented on January 18, 1916, this system served the urban need of the consumer and the delivery service. The sound of the door being closed early in the morning, sent children running to get the milk, cream, butter, cheese or bread left behind by the delivery man. It was a simple, secure solution for receiving regular deliveries.

Now, almost 100 years later, Amazon has purchased Blink a company that has perfected online security to help solve the problem of access for home product delivery. 

Last week when the transaction became public, analysts agreed that Amazon would integrate this technology to complete the 'last mile' of their 'in home technology' and logistics platform to become the consumer's goto source for everything. 

Imagine speaking product needs into Alexa and receiving products securely inside the home with Blink in hours or days.

Blink was founded in 2014 and got its start via a crowdfunding campaign that raised over $1 million to develop "a totally wireless home monitoring system". Amazon already has home video cameras and entry products with its Cloud Cam and Amazon Key offerings. However, what Blink brings to the table is expertise in building connected, wireless home monitoring and security technology without a complicated installation.

Blink’s Doorbell operates on two AA batteries which they claim should last for about two years of regular use. Furthermore, it costs a lot less than competitors like Ring and has many similar features including motion detection, two-way audio, waterproofing and night vision.

Why is this important:
Some experts believe the 'final mile' of product and service delivery is determined by who controls (secures) access to the home. Watch for Amazon to use this as a competitive advantage with their Prime customers and preferred vendors. Once again it shows that emerging innovators are most valuable to those who need the expertise to create or sustain a competitive advantage. A Fortune panel of experts says that Amazon has changed the disruptor conversation.