Mark Randall Biography

Apple was able to outperform its competitors in part due to superior supply chain management, which is still years ahead of the pack. That's because Tim Cook, Steve Jobs' second-in-command, was in charge of all of Apple's gadget supply issues. Google is now attempting to do the same thing: create popular phones and devices in order to outperform the competition. It will encounter the same difficulties as Apple did. So, who is Google's, Tim Cook? Mark Randall enters the picture. At Google, his title is Supply Chain. That's all there is to it. Randall was most recently a supply-chain expert for Amazon's Kindle business, where he oversaw procurement. He created the supply chain for the Kindle and Kindle Fire, two gadgets that were in high demand almost as much as the iPhone and iPad. The Kindle Fire isn't terrible, either, and Amazon managed to create a tablet that was far less expensive than the competition without sacrificing too much. Randall's specialty appears to be in reducing the cost of previously pricey items through the use of low-cost, efficient supply networks. He worked in Amazon's Toys section before moving to the Kindle division, where he researched new toys to offer at a discount. Randall stated in a 2008 story in the Seattle Post-Intelligencer that he wanted to make sure customers were receiving the best deal possible during the crisis. Is this an attempt by Google to undercut Apple at its own game, similar to how Amazon undercut the iPad with the Kindle Fire? We'll have to wait and see. However, the Motorola purchase is now complete, and Google CEO Larry Page has big expectations for his new hardware group. Randall needs to become Google's Tim Cook if this is going to work.

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