Be possible in the future. A company that knows us better than we know ourselves that fulfills our wishes before weve even thought of them will we soon be living in this shiny new amazon world to tough it can one day amazon trucks will circle peoples homes and i mean if someone needs a diaper theyll get it in 3 seconds equipment for it has always i think we can only underestimate how well the system knows its kept a company with a smile in its logo that provides us with everything we desire but are we delivering ourselves into its hands when it delivers things to was. Driven out of fear of what it could be if we do not engage if we give up if we become complacent. There is dangerous one power can centrally control it and thats amazon today that has. Caused. We go to the Oldest University in england to meet this man. And i mean its good to let them go and victor meyer schoenberger professor of internet governance and regulation at oxford his special field is data capitalism how google feisty. Apple microsoft and amazon shaped the world. From industry to the in the trains from the industrial to the data ages a very fundamental one. Greater than the change from an agricultural to an Industrial Society in this league a century of but hes methodical and amazon is at the forefront of the radical change to this data age that were experiencing right now amazon guns for. The new overthrow understand amazon just take a look at the marketplace amazon as one of the largest markets in the world that. So lets find ourselves a marketplace anyone will to. Unlock lets f. Whiners and sellers made at the marketplace youll find an incredible amount of goods here and maybe exactly what youre looking for with. A Traditional Market like this has 20 or 30 stalls and if you only advice to apples here she might find a dozen different varieties but an Online Marketplace is completely different and mark look through amazon is a marketplace like amazon is gigantic with millions and millions of different products so this in the early days of the internet when many people tried to replicate the market digitally they just tried to offer a lot of products but that didnt really work out that well only amazon succeeded. So whats amazon secret it controls almost half of online trade in the u. S. Its Main Building is called day one because on your 2nd day at amazon you might already be slacking off a bit amazon expects its staff to keep working as hard as they did on their 1st date thats what amazon boss just based oss wants so what are his plans for the future. We would have liked to have talked to amazon about it but amazon wont allow any interviews no permission to film. Answers only in writing so lets get amazons Virtual Assistant alexa to read them to us. Instead of speculating about the future we prefer to focus on the things that certainly wont change for us that means the talk customers will always want a large selection of products good prices with fast delivery. And if nobody at amazon is allowed to talk to us what about former employees we contacted number of them but only one is willing to be on camera. My arm is my name is underway as vigeland i used to be amazons chief scientist. He started the job in 2002. I was ballmer to underfund. Be of uni when i started at amazon there were less than a 1000 people like him for who my office was on the same floor as jeff based on meeting was it after every meeting i had with him i went out more energized than when i went to who is jeff is highly intelligent hes thinking about details and the 10 year plan at the same time yet senior legal its on thats what i think makes him stand out thats with which to 1st not when he worked for jeff bezos they were turning an online bookshop into a vending machine for everything the everything store. And thats why ill be stevies you on for diffuser for that was jeff bezos is a vision for the very beginning amazon the one stop shop and its all about learning from data is that nowadays recording data across practically nothing so deciding in advance what you want to record and then doing it is much more expensive than simply recording everything utah idaho i did off the charts. Simply record everything for them online marked when put up with things on an Online Market there were never put up with on a normal market. Bindiya if we imagine amazon doing what it does on a Traditional Market its and then market for it would be like Walking Around with a little jeff bezos behind us always watching what were looking at what theyve always been trying on or prizes were comparing the qualities we want and preferences were. Writing it all down. For leaving and then he would use this information to show us which products best fit our preference those. Psyching been hit with the im based in june 2nd for you can possible maybe that doesnt really sound so bad letting jeff bezos know what were looking at in his marketplace. But not everyone sees it that way. Catalina no call a Data Protection activist and author. For the association to research my book i did an experiment i wanted to buy as much as possible from amazon for one year and find out as much as i could about the company as part of this vast i wanted to know what information about me amazon was actually story and not only when i bought product but also when i just looked at things without buying them the company took a long time to release the data which its required to do under european law. After some back and forth they finally sent her a cd. I found a lot on this cd the last 15000 clicks from the past year were on the rigs and if you were to print out my amazon data set on paper you get about 15000 pages. Appear. But she hadnt actually even bought that many things from amazon just looking at them was enough. Click there were 50 columns for every click seen on only the 2nd i clicked on something and what kinds of products i looked at but also where i was what telecoms provider i was using and which web page i was coming from but often. She hadnt watched amazon t. V. And she didnt have a mixer at home but amazon still compiled a lot of data about her. Amazon even knew when i was on vacation because of where the searches were made also some people use amazon prime as their main streaming service too so when you add it all together it can create a gigantic personality profile that goes into frightening detail about someone. And information about how customers is an important part of our business we use data to make shopping at amazon and our products back to a more convenient for our customers. Amazon is a highly powerful. Feature its naive to say my data belongs to me that sounds good but most people arent clear about the meaning of that. Supposed to mean. Andreas was a chief scientist at amazon for only 60 months and that was a decade and a half ago today he travels the world as a doctor expert and a walking doctor machine anyone can find out when where and what hes doing at any time. In greetings from lisbon World Financial Center here in new york one of the situations of not. To be understood what i. Did with. Andreas is in great demand as a speaker he advises companies around the world on data matters. Thought his reputation as amazons former chief scientist who was follow soon and get seem a long way even as far as the german chancellor. Im convinced our government can only keep up with developments if we continue to seek external advice and thats exactly what were doing by asking experts from the various fields to health and advise us in the Digital Council. To fight against andreas is one of them you are league media one because i consider the things that interest the chancellor for much because if i can convince her that i can actually achieve more than i could at a university or in research for. The shed the good news as soon as he was appointed to the chancellors committee. My own artist youre fired i think if you want data to be used sparingly then you are picking the wrong back on the line the real battle is to be mounted more for the data you produce that the demand for this year to become. That and so hes off to belin. But what can we really expect in return for. Whats just bass also giving us in return for letting him watch us. Open shift business its a constant one step bezos has collected all this data about what weve been looking at on the market he starts to evaluate it. He wants to use it to learn what preferences influence our surfing behavior. And set him in combat zones 5. But if the chip business makes you think so whats he doing with all this information. He looks at which products are often bought with which other products from their range and then offers them to us he says i think people who bought this product also bought that product but again if many consumers think this is something really great. It just told. Me to but i have sun surprisingly 30 percent of amazons turnover allegedly comes from these recommendations that he goes on realizes that we humans are much more predictable than we think we are. As you can just tell. You one is pregnant now how could just base also know that. Defeat this piece to get with the ability to find the right product is not only based on the comparison of a lot of factors but also on identifying patterns machines that increasingly learn from data over time can do this much better than humans and this allows them to pinpoint preferences that we ourselves didnt know we had. Preferences that can change. You but thats pua Science Fiction isnt it the model of a Muslim Country a height that was on can already tell whether someone is pregnant sometimes even before she knows it herself. Small changes in her purchasing behavior klein unfair in the home and in coffee that mention can amazon really do that we ask alexa. You know i. Know you dont think so. I Mean Companies like amazon are very interested in finding out when a family has a new baby because this is a point in life where a lot drastically changes. And whoever manages to put their product there might win a new long term customer. So how do you know if a customer is pregnant 10 years ago a large u. S. Supermarket chain identified buying behavior patterns from a relatively small data set they even pinpointed the number of weeks. Its been shown that pregnant women change their Consumer Behavior they switch to unscented cosmetic products they start buying cotton wool pads and when these customers then go on to buy products like baby clothes just proving that they did have a baby you can look at what they bought before and say ok people who buy things like that are most likely pregnant. Its worth the time assuring. The secret lies in the evaluation of socalled big data autodidactic machines recognize the patterns and amazon is considered the leader in this field other. Than when we look at which technologies will be important in 10 or 20 years time a large data set is actually the decisive factor and many retailers think they cant keep up unless they start screening their customers too they want to know how customers tick just as amazon does. In seattle amazon is testing a process that may soon go global. Simply go to a store. Environ out shop. Being monitored and wander out again. 3000 of these stores are expected to open next year. At amazon pick up customers can go and fetch their online purchases. Hand of the treasure truck will take the online offer of the day to individual districts. Amazon book stores even sell books offline amazon also owns the Worlds Largest organic market chain as well as its own fleece but their craft. Amazon already sells insurance and medication operates publishing houses and fashion my bills Payment Systems and Cloud Services and produces its own films and Television Programs it penetrates areas of our lives and collects data in the process everywhere. Its my jeff bezos the richest man in the world reportedly earning 100000000. 00 a day as a hobby he has his own newspaper the washington post. His company blue origin is aiming to launch 2 wrists into space. Hes built a huge mechanical clock inside a mountain thats time to run for 10000 years but what does the future really look like with amazon the city of seattle on the west coast of the u. S. Has already had a little taste. But image of ourselves on the city of the city also im also a member of socialist at the end of. Shift base was made seattle his h. Q. For a reason he hardly has to pay any taxes here. On the one hand seattle is booming and you can see this right in front of you the cigar baseball fields the amazons weirs are a testament to that booming city but that is only for a few people for the rest of us seattle has become the no fordable and unlivable place to live in and the working people who. Build these towers they cant afford to live in the same city that they build these buildings that. Years of low wages have also cites the Company Money one study says that in some regions of the u. S. A 3rd of amazon employees depend on government food stamps. What we see in the last 10 years is an explosion in homelessness the regular people who go to work but their wages are so stagnant and their rents are skyrocketing so the combination of both of those things is a deadly combination and it ends up making you almost Seattle City Council wanted to introduce a tax for Large Companies the money to be used to build Affordable Housing the topic was soon dropped amazon employs 45000 people in seattle. Theres no question that jeff bezos personally and amazon as a corporation entered they behave like classic bullies in the schoolyard they said if you have the domestic the guts to pass this small tax on us were going to cut in you with the closure of jobs that was what jeff bezos on amazon did to ensure that the staff did not pass instead of paying taxes amazon hands out bananas free of charge every day to anyone who wants them apparently over 5000000 have already been given away. German cities are also feeling amazons influence at least according to people who know about retailing is the internet giant accelerating the decline of small shops what does amazon itself think these didnt declare we do not agree to take a look at the opinion of the well known and respected Industry Insider professor dr gary hindman from the need to write in university of applied sciences you dont mind. Yes lets do that we already have a date with him. When im in school im in Pure Retirement i manage the University WebResearch Center and im a retail expert. But the professor doesnt actually say what the company would like to hear on the contrary in fact just a toy to show in future the side many small and medium sized towns can still supply our daily needs and predict but we can no longer really shop there just as i called for her to have us amazon will eventually be the only retailer you can still buy from god because there wont be any others left. We havent seen it and its like the enemy on the horizon creeping up towards us and we have to mobilize we cant just shut the window that will just lead to more empty shops some small and medium sized cities already have vacancy rates of 40 percent or more and it continues to rise thats the consequence one doesnt invite us would assist for that. He doesnt even blame amazon for the disaster he just says others simply missed the boat when retell changed. Wonderful to new true for local retailing still often functions as it did in the middle ages or even in the stone age im not certain amazon is reinvented retailing is in its a Technical Company and most traders dont understand this technology because its a completely different world im not sure on amazon sets the course and everyone else tries to keep up or catch up with of would like. To see centers are dying so does anyone who wants to compete with amazon have to fight fire with fire thats what one company is trying to do with food order on the internet with next day delivery. That. The customer can do their complete weekly shopping 2 or 3 men. And we achieve this by cleverly offering certain products if you buy a certain kind of milk then perhaps youll also buy a certain kind of pumpkin and thats what were trying to do here use data to make the customer Shopping Experience as efficient as possible sense of. Quick to livery routes a few staff hardly any storage costs is this like amazon light. Isnt yet. Were already developing our 1st fully automated where were much more efficient in delivery and we can ultimately offer it to the customer free of charge on the amazon approach is completely different and thats. Its a. Look there is currently a supply problem in rural areas because of the exodus from those areas and amazon wont go there because its too expensive for their concept and concept thats exactly what picnic is doing now moving into this niche. Taking on the giant but only in nice markets picnic has some 7000. 00 customers so far but what will happen when it becomes much bigger in the cost amazon has simply bought up aspiring competitors. Calm songs and seeking to mention at no time in history have markets become so concentrated so quickly the spit i know a few years we may face a situation that there is no viable alternative for people to shop online other than within hours of that if you mention online and so cough must by amazon. Just makes the rules his rules if you dont stick to them youre out jeff for the new you seek him out jemez enormous power. Which allows him to push down prices and set conditions for traders and producers on 50 posts in. The mail and media Amazon Amazon is also manufacturing more and more products and selling them under the amazon name for and amazon will then take over the market stalls themselves will no longer be any diversity as an industry to some kind of nightmare market with jeff bezos behind every stand. Its a planned economy with someone in the middle who knows everything and can do everything on my list come. Its not gone unnoticed. Here for example more. More money is being spent in online trading and amazon share is growing and so is brussels the skepticism