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63. Online retailer Amazon was among the first to spot this opportunity. An article in Business Week describes the early 'epiphany' of founder Jeff Bezos: 'If the new computer set up allowed folks inside to be more creative and independent, why not open it up to outsiders, too?' Consequently, in 2002, Amazon began offering outside software and website developers access to selected Amazon data, such as pricing trends, gradually adding more and more. Now Amazon is in a situation where it sees constant innovation from more than 200,000 outside web developers, up 60% from a year ago.

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