Gig companies, such as Amazon, Google, and Apple, are no longer content simply to enhance part of your life. Their new strategy is to build a device, sell it to consumers, and then

A. send customers to partner retailers to supply content.
B. sell them the content to play on their device.
C. sell them the maintenance agreements for their devices.
D. find service companies to assist customers if needed.
E. focus on selling more items and devices to their friends and families.


B. sell them the content to play on their device.

With big companies, especially big-tech companies such as Amazon, Google, or Apple, the strategy is to get consumers tied not just to a brand or device or platform but to make them captive of the company's ecosystem and to get them connected "as tightly as possible so they and their content are locked into one system," says analyst Michael Gartenberg.

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