How The "Second Best" Strategy Is Taking Them To The Top

If you ask someone on the street to name the most exciting tech companies right now, near all of them would include Apple in their list. Most would mention Google and Facebook. Some would throw in Twitter, perhaps a little Groupon, and possibly some Zynga action.

Ask them about Amazon and they'd probably associate them with books and possibly the Kindle. The public perception is that Amazon is a good, large company with their own niche. Most wouldn't realize that the Seattle-based company is being called by Forbes more innovative than Apple and Google. They may or may not know that Amazon Web Services is arguably the leader of the future in cloud computing. They are probably unaware that Amazon is more than a book-store-killer.

Growing force in several aspects of the tech world

Amazon is a growing force in several aspects of the tech world. With Apple, Google, and Microsoft dominating headlines, Amazon is the "other" tech company in other words not only in the same league, however arguably in the best position to grow in 2012.

Their MP3 and cloud music offerings will take a chunk out of the current iTunes domination and is arguably a better overall service. Apple has redefined the way we acquire and listen to music. The trail has been blazed. Now Amazon is happy to play second-fiddle to Apple's music empire.

The Appstore for Android is underdeveloped

The Appstore for Android is underdeveloped, however that will change dramatically once the demand is there. Unlike WebOS, all that Amazon needs to make it successful is the devices that can bring the developers into the mix. Because it's Android, they don't need developers to build anything special. They simply need to upload the Apps to the Amazon variation.

Apple has the hottest tablet out there in the iPad 2. Anything that comes close to it in price will fail, as most potential buyers will go afterwards the Apple product when price is taken out of the equation.

One thing that Apple does not have is an iPad mini. This is where the upcoming Amazon Tablet steps in. With a 7" touchscreen, Android OS, and the perfect price tag of $249, it's poised to be the big hit of the holiday season, such as the Kindle was a couple of years ago.

As one business model faces challenges, having others available to step in is what separates the best companies from the short-timers. Apple has stood the test of time in spite of near-collapse 15 years ago. Google has perservered in spite of constant failures in every revenue-generator outside of Adwords.