Think about the most successful tech platforms that have arisen over the last decade. Amazon, Netflix, Google and so on. What is it about them that creates such appeal? In part, it’s because they offer an old service in a more convenient fashion. But more fundamentally it’s because they bring everything together into one place. What has made Amazon so ubiquitous is that, instead of having to trawl through multiple websites, users can find anything they need in a single location, quickly and easily, and through an intuitive interface, that can be accessed anywhere, at any time.