10 can't-miss events from Houston-based SpaceCom's virtual conference

where to be online

SpaceCom is taking place online this year for free. Here's what you need to sign up for. Photo courtesy of SpaceCom

Today marks the first day in SpaceCom's two-week online conference featuring space entrepreneurs, NASA executives, government experts, and more.

Usually a must-attend event hosted at George R. Brown Convention Center in downtown Houston, SpaceCom is free and virtual this year. Register to attend and check out this curated list of 10 can't-miss discussions.

Click here for the full schedule. (All times have been updated to reflect CDT times)

Tuesday, October 20 — General Session: Whole of Government

Greg Autry, director at SoCal Commercial Spaceflight Initiative, will moderate a discussion with Kevin O'Connell, director at the Office of Space Commerce Department of Commerce, and Scott Pace, executive secretary at the National Space Council. The panel will discuss how they will work together on policies and actions they need to take to enable the trillion-dollar space economy.

This virtual panel takes place online on Tuesday, October 20, from 10 to 10:45 am. Learn more.

Tuesday, October 20 — Carbon Footprint and Emissions Monitoring

Satellite data can give governments and industry the ability to monitor and reduce the carbon footprint. In this panel, experts will discuss the companies that operate and use satellite data to monitor, manage and profit from satellites that monitor the planet's carbon footprint.

  • Lou Zacharilla, director of Innovation Space & Satellite Professionals International (moderator)
  • Sebastien Biraud, staff scientist and Climate Sciences Department Head at Lawrence Berkeley National Laboratory
  • Steve Hamburg, chief scientist at the Environmental Defense Fund
  • Yotam Ariel, CEO of Bluefield Technologies
This virtual panel takes place online on Tuesday, October 20, from 12 to 12:45 pm. Learn more.

Thursday, October 22 — Keynote: Industry Applications

This general session features how Amazon Web Services helps terrestrial industries take advantage of space enabled services already in place at competitive pricing. Speaker Clint Crosier from Amazon Web Services and moderator Douglas Terrier, chief technology officer at NASA.

This virtual panel takes place online on Thursday, October 22, from 10 to 10:45 am. Learn more.

Monday, October 26 — Keynote: International Space Station

The new head of NASA's International Space Station program, Joel Montalbano, who is based in Houston's Johnson Space Center, provides a status of and exciting new industry applications for the ISS as well as insight into the future of ISS.

This virtual panel takes place online on Monday, October 26, from 10 to 10:45 am. Learn more.

Monday, October 26 — NASA Session: Transferring NASA Technology

NASA's treasure trove of technology is available to American industry and entrepreneurs to apply in profitable ways. In this session, NASA technology transfer leaders — Daniel Lockney, Kimberly Minafra, and Krista Jensen — will discuss the many ways the private sector can tap into the accumulated knowledge NASA has to share.

This virtual panel takes place online on Monday, October 26, from 11 to 11:45 am. Learn more.

Tuesday, October 27 — Space Tourism: The Excitement and Expectations

A panel of industry experts will discuss the space tourism industry, taking a deep dive into what the future holds, constraints for the industry's ability to address the market for many years to come and how some of these projects will be executed from a business, technology and execution perspective.

  • Amir Blachman, chief business officer of Houston-based Axiom Space
  • Jane Poynter, founder and co-CEO of Space Perspective
  • Sudhir Pai, CEO of Autonomous Energy Ventures
  • Richard Garriott, private astronaut (moderator)

This virtual panel takes place online on Tuesday, October 27, from 11 to 11:45 am. Learn more.

Tuesday, October 27 — Spaceports as the Innovation Hub for Regions

Spaceports around the world can, and in many cases are, serving as regional innovation centers for high tech activities and creating positive economic development opportunities. Speakers Cherie Matthew, project manager at Corgan, and Pam Underwood, director at the FAA Office of Spaceports, review what the future looks like for spaceports and what funding will be necessary with moderator George Nield, president of Commercial Space Technologies LLC.

This virtual panel takes place online on Tuesday, October 27, from 12 to 12:45 pm. Learn more.

Wednesday, October 28 — NASA Session: Industries of the Future

NASA technology is creating the underpinning for new industries of the future. NASA's work has already changed the world with advances in telecom and microprocessors. More is yet to come. This panel led by Douglas Terrier, NASA chief technologist will explore the industries on the horizon that will stem from NASA innovation.

This virtual panel takes place online on Wednesday, October 28, from 11 to 11:45 am. Learn more.

Thursday, October 29 — Keynote: Women of Space

NASA's head of human exploration, Kathy Lueders, based in Houston's Johnson Space Center, discusses the crucial role that women have, are, and will continue to provide in getting America back to the Moon, as well as in creating the trillion-dollar commercial space economy with moderator Vanessa Wyche, deputy director at JSC.

This virtual panel takes place online on Thursday, October 29, from 10 to 10:45 am. Learn more.

Thursday, October 29 — Zoom to the Moon

An international panel discussion with Orion Program Managers about progress toward launching NASA's first human-rated spacecraft to travel around the Moon since 1972.

  • Catherine Koerner, NASA Orion Program Manager NASA at JSC
  • Didier Radola, head of ORION ESM Programme Airbus
  • Nico Dettman, Lunar Exploration Group Leader for Lunar Exploration Development Projects European Space Agency
  • Tony Antonelli, Artemis II mission director Lockheed Martin

This virtual panel takes place online on Thursday, October 29, from 12 to 12:45 pm. Learn more.

The panel of experts discussed the Space City's history — but also its future as a leader in space exploration. Photo courtesy of SpaceCom

Overheard: Houston experts weigh in on the future of the Space City

EAVESDROPPING IN HOUSTON

Houston's been known as the Space City for about 50 years since "Houston" was the first word spoken from the surface of the moon. But whether or not that nickname will continue to stick was up for debate at a 2019 SpaceCom panel on November 21.

The panel, entitled "Regional Benefits of a Commercial Space Economy: Case Study Houston," the panelists set out to discuss the city's rich history of space exploration, as well as to answer the question of where Houston's space industry is headed.

"We could ask that question in a passive way, but my preference is that here in Houston we ask the question now, answer it, and be very proactive and deliberate about making sure we get the outcome that we want," says Vernon McDonald, senior vice president at KBR and moderator of the discussion.

If you missed the enlightening discussion, here are a few takeaways from the panelists.

"Houston is in this great position to be this beacon to lead entrepreneurs and inspire other regions to explore further."

— Rick Jenet, director of the Center for Advanced Radio Astronomy. Jenet, who is based in Brownsville, Texas, is working to develop a vibrant commercial space hub in South Texas. In a lot of ways, the area looks to Houston's history for its development, he says.

"We built a community of engineers and scientists and a workforce that's all vested in the outcome of the human space flight program."

— Steve Altemus, president and CEO of Intuitive Machines. The creation of the Johnson Space Center developed generations within the community of scientists and engineers, but, moving forward, Houston has to be intentional about building its talent base. "I'm very passionate about doing that here in Houston," Altemus adds.

"There's a beacon of hope for our community if we can organize around it and attract commercial business here to keep this city the Space City, but redefine ourselves as a commercial space hub."

— Altemus says, adding that it's going to take further development, talent, and funds — like what's happening at the Houston Spaceport — to make this transition.

"Over the years, Houston took space for granted. Houston started to focus on the bigger industries that brought in funding and jobs."

— Steven Gonzalez, technology transfer strategist at NASA's Johnson Space Center. At the risk of being unpopular, Gonzalez mentions that the city's attention has been diverted from space exploration. However, he adds, there are new initiatives from the Greater Houston Partnership and Houston First that are picking up the slack.

"The answers to Houston delivering on its potential is going to be collaborations — how well we collaborate."

— Harvin Moore, president at Houston Exponential. Houston is collaborative, and the city needs to make sure its resources are inclusive as commercial space develops in town.

"I'd like to say that Houston is the birthplace of human space flight, and in 50 years, I'd like to see the city be the leader and the point of the spirit for human exploration internationally and commercially out in mars and beyond.

— Altemus responds when asked about the Space City's next 50 years.

"I think what Houston will be most proud of in 50 years is that we played an extremely important role in shaping how Texas leads the world in commercial space exploration."

— Jenet, who mentions that there's space exploration innovation happening statewide.

"When you think about what [leading space exploration] company will be here fifty years from now, I don't think it's been created yet. But I would like that company to be here in Houston."

— Gonzalez says, adding that the first trillionaire is likely to make his or her fortune in the space industry, and he wants that money here in Houston.

"A lot of our future is not going to be based on what huge companies or government are doing but much more about entrepreneurs."

— Moore says, emphasizing the need for developing startup resources in Houston.

In his SpaceCom 2019 keynote address, Bill Nye shares the breakthrough technology he's been able to develop at The Planetary Society. Photo courtesy of SpaceCom

Bill Nye shares the future of space exploration at Houston's annual SpaceCom

out of this world

According to Bill Nye, known to most as "The Science Guy" but who now leads the largest non-government space exploration nonprofit, humanity has always asked two questions: How did we get here and are we alone.

"If you want to answer those two questions, you've got to explore space," Nye, CEO of The Planetary Society, says in his keynote address at Houston's annual SpaceCom.

The conference, which took over downtown Houston's George R. Brown Convention Center for November 20 and 21, welcomed a record number of attendees from all over the world. Throughout the two days, 2,500 space fans, experts, and professionals from around the world engaged with panels and programming as well as the exhibit hall full of dozens of space companies.

In his keynote address, Nye walked through the history of solar space studies and breakthroughs, from Johannes Kepler's 17th century observation of the sun's solar force on comets to Carl Sagan's work to develop a completely solar powered spacecraft. Sagan, who was a mentor to Nye, passed away in 1996 and didn't get to see his dream become reality.

Nye, however, has accomplished Sagan's goals, and the technology he and The Planetary Society has developed is low cost and completely citizen funded, representing a huge step toward democratizing space.

"We built two spacecrafts for $7 million," Nye says of LightSail 1 and 2.

The first iteration didn't last long, but LightSail 2 equipped with CubeSats — small but mighty satellites — became the first controlled solar sail spacecraft completely propelled by the sun. Solar sails use radiation pressure from the sun as an energy source reacting with extremely thin reflective material that makes up the sail.

The device, which is still in space, represents a lot of potential for long-term space missions since no fuel is needed. While there have been light sails launched in the past, LightSail 2 was the first iteration to be able to be steered from earth in a timely manner. (The device can be turned in a matter of minutes.)

"With this technology, we can democratize space," Nye tells the crowd, sharing that just a few hours before, Time magazine named the technology as the most innovative invention in aerospace.

Nye says that while the work he is doing at The Planetary Society came about as a group of engineers trying to solve a specific problem, the results they have found and the feedback they received represent the world's interest in continuing space exploration in a cost-effective and feasible way.

"Space brings people together," Nye says.

From enlightening talks and conventions to networking opportunities, here's where you need to be in November. Getty Images

10+ can't-miss Houston business and innovation events for November

Where to be

Looking for some help navigating an innovation-filled month in Houston? Look no further.

November is jam packed with Houston business and innovation events — from huge conventions like SpaceCom and Global Corporate Venture taking over downtown on the same days to the Digital Fight Club battling it out in Houston for the first time and The Houston Innovation Summit planning a week of programming.

If you know of innovation-focused events for this month or next, email me at natalie@innovationmap.com with the details and subscribe to our daily newsletter that sends fresh stories straight to your inboxes every morning.

November 5 — Female Founder Luncheon with MassChallenge and HX

Houston is full of entrepreneurial women and this event aims to bring women together and give access to top female entrepreneurs and passionate women in local businesses. They will share their 'why,' their stories, challenges, successes, tips, and answer your burning questions about local entrepreneurship. Join us for a panel and lunch in a closed setting where we discuss what it takes to be a successful female entrepreneur.

Details: The event is from 11 am to 1 pm on Tuesday, November 5, at Houston Exponential (410 Pierce St.). Learn more.

November 6 — Texas Life Science Forum

Rice Alliance's Texas Life Science Forum brings together members from industry, emerging life science companies, academic, and investors. This is the "must attend" event for anyone in the life science industry in Texas or affiliated with innovation at the life science academic institutions.

Details: The event is from 8:30 am to 5 pm on Wednesday, November 6, at BioScience Research Collaborative (6500 Main St.). Learn more.

November 6 — Baker Tilly - Six Figure #Fail

Details: The event is from 11:30 am to 1 pm on Wednesday, November 6, at The Cannon (1336 Brittmoore Road). Learn more.

November 6 — Science First: Changing the Trajectory of Lung Cancer

In honor of Lung Cancer Awareness Month, JLABS sitting down with experts at The Lung Cancer Initiative at Johnson & Johnson and MD Anderson Lung Cancer Moon Shots as well as innovators in the field to present on and create dialogue around the core challenges faced by innovators in the field, new discoveries, emerging technologies, and potential solutions.

Details: The event is from 11 am to 1:30 pm on Wednesday, November 6, at JLabs @ TMC (2450 Holcombe Blvd.). Learn more.

November 7 — TMCx Demo Day: Medical Device 2019

TMCx's annual medical device cohort celebrates the end of another program as the participating entrepreneurs take to the main stage to pitch their solutions. During the event, 16 medical device startups will showcase the progress they have made on their solutions, and what they have planned for the future.

Details: The event is from 1:30 to 8 pm on Thursday, November 7, at TMC Innovation Institute (2450 Holcombe Blvd.). Learn more.

November 8-10 — Second Annual Health Equity Hackathon

CareSet presents the second annual Health Equity Hackathon using newly available data that will help address innovations for the underserved community in the U.S.

Details: The event is from November 8 through 10, at United Way of Greater Houston (50 Waugh Dr.). Learn more.

November 12 — Houston Forum for Equitable Development without Displacement

Rice University is planning to develop 16 acres around Houston's Wheeler Station to create a neighborhood centered around technology, innovation, and entrepreneurship. To demand that the developers sign a Community Benefits Agreement, we are establishing the Houston Coalition for Equitable Development without Displacement (HCEDD). All individuals, community groups, advocacy organizations, and supporting businesses/organizations who are interested in supporting this initiative are invited to attend.

Details: The event is from 6 to 8 pm on Tuesday, November 12, at Wesley AME Church (2209 Emancipation Ave). Learn more.

November 13 — Upstream Venturing + Technology Showcase

In collaboration and partnership with Equinor Technology Ventures, BP Ventures, Shell Ventures, Saudi Aramco Energy Ventures, and Cannon Ventures, hear the latest trends in upstream technology implementation.

Details: The event is from 5 to 8 pm on Wednesday, November 13, at The Cannon (1336 Brittmoore Road). Learn more.

November 14 — TopCoder Innovation Summit

The Topcoder Innovation Summit is the premier innovation event for industry leaders. At the Innovation Summit, you'll have the opportunity to speak with industry leaders, attend panels on innovation and emerging technologies, and meet with the Wipro and Topcoder executive teams.

Details: The event is from 8 am to 4:45 pm on Thursday, November 14, at InterContinental Hotel (6750 Main St.). Learn more.

November 14 — JLABS x UH: Startup Pains: From Academia to Startup (Therapeutics)

JLABS and the University of Houston Technology Bridge present a special installment of Startup Pains, a monthly talk given by entrepreneurs who share their journey of launching a company and overcoming unanticipated obstacles in order to find success in their industry. This month's focus is to arm those contemplating entrepreneurship with a road map for navigating the startup waters, specifically focused on therapeutics.

Details: The event is from 5:30 to 7 pm on Thursday, November 14, at JLabs @ TMC (2450 Holcombe Blvd.). Learn more.

November 15 — Tilting the Grid: How Electricity Companies Will Disrupt

Tilting the Grid is the conference where you can eavesdrop on what the most daring companies in the REP space are doing and discuss what the next "big" thing might be. Ready to learn what big data can reveal about customer behavior? Prepared for a deep dive into the latest customer acquisition trends?

Details: The event is from noon to 5 pm on Friday, November 15, at Whitehall Hotel Houston (1700 Smith St). Learn more.

November 18-24 — The Houston Innovation Summit

For the third year, Houston's innovation ecosystem is taking over the city for a week of events and programming coordinated by Impact Hub Houston. To check out the panels, meetups, and all other programming, click here. Note: Some of the specific events will also appear in this curated list of Houston events.

November 20 — Houston Digital Fight Club

Entrepreneurs and experts are taking the stage — or in this case ring — to battle out their ideas on tech and innovation in Houston. The high energy debate will take place across five fights and networking opportunities. Secure your tickets — it's expected to sell out.

Details: The event is from 6 to 10 pm on Wednesday, November 20, at White Oak Music Hall (2915 N Main St.). Learn more.

November 20 — Inside Billy's Brain: Surgeon, Inventor, Innovator

Join JLABS @ TMC and explore the mind and motivations of Dr. Billy Cohn, the renowned surgeon, inventor and innovator.

Details: The event is from 11:30 am to 1:30 pm on Wednesday, November 20, at JLabs @ TMC (2450 Holcombe Blvd.). Learn more.

November 20-21 — SpaceCom

SpaceCom, America's Commercial Space Conference and Exposition, addresses the strategic issues impacting the commercial space industry that will enable your business to set a clear course to gain a competitive advantage in the coming trillion-dollar space economy. SpaceCom is operating under a Space Act Agreement with NASA. In 2019, the Department of Commerce's Office of Space Commerce and the Department of Energy's Office of Technology Transitions join NASA and the commercial space industry in collaborating on the development of the show.

Details: The event is from Wednesday, November 20, to Thursday, November 21, at the George R. Brown Convention Center (1001 Avenida De Las Americas). Learn more.

November 20-21 — Global Corporate Venture 

Never has the energy industry been more vulnerable to disruption, but as open to change. The world's leading energy and transportation companies are using venture capital to invest in, and help deploy, new technologies and business models that will fundamentally change the way we generate, distribute and use energy.

Details: The event is from Wednesday, November 20, to Thursday, November 21, and takes place at various locations throughout the two-day conference. Learn more.

SpaceCom is the place for NASA, aeronautics, and anyone intersted in space. Photo courtesy of SpaceCom

NASA's SpaceCom lands in downtown Houston

Out of this world

The galaxies of science, astronomy, and pop culture have collided with the November 26 landing of NASA's InSight probe on Mars. As the world celebrates this critical mission, locals can explore the worlds of NASA, aerospace, and industry with SpaceCom — The Space Commerce Conference and Exposition, a two-day space extravaganza running November 27 to 28 at the George R. Brown Convention Center.

SpaceCom invites industry professionals, global leaders, and decision makers shaping the commercialization of space to discover where technology and innovation can take us, according to a release. Focusing on Earth and in near and deep space, SpaceCom provides attendees a chance to rub elbows with NASA departments, discuss the International Space Station, and exchange ideas on deep space exploration.

The convention will also integrate international space agencies and companies, providing a chance to form partnerships and collaborate on space initiatives with professionals from more than 30 countries. Industry pros can see how the world of space exploration can improve improve the tools, machines, devices, and services we use every day here on Earth in the fields of energy, advanced manufacturing, medicine, agribusiness, and maritime, per the statement.

It wouldn't be a convention without a chance to roam the interactive exhibit hall, plus there's a chance to participate in NASA presentations. Given the recent Mars news and the Johnson Space Center connection, this event promises to be a real blast for space fans.

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This story originally appeared on CultureMap.

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Houston-based Fervo Energy bumps up IPO target to $1.82 billion

IPO update

Houston-based geothermal power company Fervo Energy is now eyeing an IPO that would raise $1.75 billion to $1.82 billion, up from the previous target of $1.33 billion.

In paperwork filed Monday, May 11 with the U.S. Securities and Exchange Commission, Fervo says it plans to sell 70 million shares of Class A common stock at $25 to $26 per share.

In addition, Fervo expects to grant underwriters 30-day options to buy up to 8.33 million additional shares of Class A common stock. This could raise nearly $200 million.

When it announced the IPO on May 4, Fervo aimed to sell 55.56 million shares at $21 to $24 per share, which would have raised $1.17 billion to $1.33 billion. The initial valuation target was $6.5 billion.

A date for the IPO hasn’t been scheduled. Fervo’s stock will be listed on Nasdaq under the ticker symbol FRVO.

Fervo, founded in 2017, has attracted about $1.5 billion in funding from investors such as Bill Gates-founded Breakthrough Energy Ventures, Google, Mitsubishi Heavy Industries, Devon Energy (which is moving its headquarters to Houston), Tesla co-founder JB Straubel, CalSTRS, Liberty Mutual Investments, AllianceBernstein, JPMorgan, Bank of America and Sumitomo Mitsui Trust Bank.

Fervo’s marquee project is Cape Station in Beaver County, Utah, the world’s largest EGS (enhanced geothermal system) project. The first phase will deliver 100 megawatts of baseload clean power, with the second phase adding another 400 megawatts. The site can accommodate 2 gigawatts of geothermal energy. Fervo holds more than 595,000 leased acres for potential expansion.

Cape Station has secured power purchase agreements for the entire 500-megawatt capacity. Customers include Houston-based Shell Energy North America and Southern California Edison.

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This article originally appeared on our sister site, EnergyCapitalHTX.com.

Texas university's new flight academy opens at Houston Spaceport

cleared for takeoff

The vehicles may not have “student driver” stickers on them, but Texas Southern University has moved a dozen planes into its new training facility at the Houston Spaceport, opening the way for student flyers to use the facility.

TSU previously reached a deal with Houston Airports and the City of Houston in 2023 to house its prospective Flight Academy at Ellington Field. At the time, TSU had a small fleet of nine planes for student use, but a $5.5 million investment from the city greatly expanded the space available.

The Flight Academy includes a 20,000-square-foot hangar that serves as a TSU satellite campus. The school now has a fleet of 12 Cirrus SR20 aircraft that were acquired last year through state and alumni funding. An additional 4,500 square feet is used as classroom and office space. An 8,000-gallon fuel tank will support flight training operations.

TSU first launched its Aviation Science Management program in 1986 and added a professional pilot program in 2016. The school is now part of the United Airlines pipeline program and has also forged relationships with Delta and Southwest.

“I want to commend Texas Southern University and Houston Airports for their leadership and partnership in advancing aviation education right here in our city,” Houston City Councilwoman Dr. Carolyn Evans-Shabazz in a press release.

“It connects our students to high-paying, high-demand careers in aviation and aerospace. This is how we grow a city in the right way—by investing in workforce development, aligning education with industry and making sure our residents are prepared to lead in the industries of tomorrow. Houston is already a global leader in aerospace and projects like this strengthen that position even further, especially here at Ellington, where innovation and opportunity continue to take flight.”

The City of Houston signed an agreement to continue funding the academy for five years.

Amazon launches ultrafast, 30-minute delivery service across Houston

Amazon Now

More than 20 years after it redefined fast shipping, Amazon is preparing to raise the bar on consumer expectations again by offering to fulfill customers' most urgent product needs in Houston and other parts of the world in a half-hour or less for an extra fee.

The company, which revolutionized online shopping in 2005 with two-day deliveries for Prime members, is rapidly opening small order-processing hubs in dozens of U.S. and foreign cities to cater to shoppers who can't or don't want to wait for cough medicine to relieve flu symptoms or tomatoes for tonight's dinner salad.

The ultrafast service, called Amazon Now, first launched in India last June. Amazon says 30-minute deliveries now are also available in urban areas of the United States, Brazil, Mexico, Japan, the United Arab Emirates, the United Kingdom.

The mini-warehouses devoted to Amazon Now are about the size of a CVS drugstore. They stock about 3,500 products for expedited delivery, including beer, diapers, pet food, meat, nonprescription medications, playing cards and cellphone charging cables.

“We know that customers love speed and always have,” Beryl Tomay, Amazon’s head of transportation, told The Associated Press on Monday. “What we see customers doing, when we offer faster speeds, are they purchase more from Amazon. And Amazon becomes more top of mind for that or other types of items as well.”

In the U.S., the company first tested Amazon Now in Seattle, the home of its headquarters, and in Philadelphia. Most residents of the Dallas-Fort Worth area and Atlanta now have access as well. The service is also live in Dallas-Fort Worth, Denver, Minneapolis, Phoenix, Oklahoma City, Orlando, and dozens of other cities, Amazon said, with New York City and others expected by year-end.

The service charges for Amazon Now start at $3.99 for Prime members, who pay an annual fee of $139, and $13.99 for non-members. A $1.99 small basket fee applies to orders under $15, Amazon said.

The company's bet on a need for speed also comes as some consumers are rebelling against rushed deliveries as they weigh the potential impact on the environment and the workers tasked with preparing orders at a rapid rate.

Amazon’s approach
A relentless focus on speed helped Amazon build a logistics and e-commerce empire. After it made two days the new delivery time normal, Amazon moved into one-day and same-day deliveries for its Prime members. This spring, the company began making 90,000 products available in one hour or three hours at an extra cost.

The scaled down and sped up microhubs that are designed to handle 30-minute orders represent another step in Amazon's pursuit.

Only a handful of people prepare orders from aisles of shelves in the 5,000- to 10,000-square-foot facilities, unlike the sprawling fulfillment centers storing millions of items where Amazon employs a mix of human workers and robotics to pick and pack orders.

Amazon tailors the product inventory to each location and uses artificial intelligence and other technology to analyze what customers buy, as well as when and how often. The most popular U.S. purchases so far include soap, toothpaste, mouthwash, toilet plungers, bananas, limes and wireless earbuds, Amazon said.

The competition
Amazon’s attempt to up the instant gratification ante provides direct competition to on-demand food delivery platforms like Instacart, Uber Eats, DoorDash and Grubhub, which don't have the scale of the e-commerce titan, according to independent retail analyst Bruce Winder.

“What Amazon brings is their prowess in supply chain,” Winder said.

These smaller companies said they don't see Amazon as a threat, though, citing the hundreds of thousands of items they are able to deliver to users' doorsteps by partnering with various merchants and restaurants.

“DoorDash has a mission to empower grocers and retailers and augment their existing footprint, not to replace them,” DoorDash spokesperson Ali Musa said in an emailed statement. “We win only when they win, which is how we can offer over half a million grocery and retail items in under an hour across the country.”

Amazon also is in a race with Walmart to become the retailer that reliably gets orders to online shoppers in under an hour.

For an additional $10 on top of standard delivery charges, shoppers can place Walmart Express Delivery orders from among more than 100,000 products that are guaranteed to arrive in an hour. Many customers, however, are receiving the items under 30 minutes, Walmart CEO John Furner told analysts in February.

Domino's cautionary tale
Companies have promised deliveries in 30 minutes or less before, but the landscape also is littered with failed attempts to break the speed barrier.

The COVID-19 pandemic produced a flurry of companies that promised 10- to 15-minute grocery deliveries from microwarehouses in dense neighborhoods, according to Sucharita Kodali, an analyst at market research firm Forrester Research.

But soaring operating costs, low customer loyalty and the drying up of investor money ultimately caused most to fail before the pandemic was over, analysts said.

Domino’s in 1984 pushed a guarantee that customers would receive their pizzas for free if they weren't delivered in under a half-hour. The company amended the “30 minutes or it’s free” policy after two years, providing only a $3 discount for late deliveries.

The promotion helped Domino’s win market share, but it ended up tarnishing the company's reputation. It dropped the guarantee in December 1993 after a string of crashes and lawsuits involving drivers racing to meet the deadline.

Brad Jashinsky, a retail analyst at information technology research and consulting firm Gartner, said he thinks Amazon should take the pizza chain's experience as a cautionary tale.

“You get in trouble when you start overpromising something like that,” he said.

Amazon won't be making any time guarantees and instead plans to keep customers who chose the 30-minute delivery option updated on the progress of their orders, Tomay said.

“There's no rushing either in our building workers or the gig workers,” she said.

Taking it slow
Kodali thinks Amazon will need a lot of people placing orders around the same time from the same or adjacent apartment buildings for the 30-minute service to be cost-effective.

Consumers may appreciate rapid receipt of products like toilet paper and batteries, but retailers and logistics experts said they also see some online shoppers, especially members of Generation Z, choosing no-rush shipping for products they don't need in a hurry.

Amazon for several years has invited customers to skip one- or two-day delivery and to receive their orders on the same day in as few parcels as possible. Consolidating orders into fewer packages by electing to have them delivered at the same time cuts down on boxes, shipping envelopes and fuel use, analysts said.

“The millennials who came to age in an era that was on fast delivery came to expect it de facto, whereas ... Gen Z is more accepting of a slower speed than previous generations before them,” said Darby Meegan, a general manager at Flexport, a supply chain and logistics company that fulfills orders for thousands of online merchants.

Still, Amazon executives have cited positive early results for Amazon Now in India, where they said Prime members tripled their requests for 30-minute deliveries once they started using the service.

Amazon Now also is attracting more repeat American customers, Tomay said.

“It’s in early days and time will tell,” she said. “I think that it will be interesting to see how it evolves.”

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