Amazon’s recent announcement of the Fire phone was just another in a slew of recent events marking the transition to the post-smartphone-era. Because you shouldn’t think for a second that the Fire is actually about the phone. It’s about an innovative new combination of machine vision and commerce: Firefly.

Firefly allows you to scan real world objects from books to artwork and “millions of other products” with your Fire phone. Then you have the option of finding out more information about the product, reading reviews from Amazon — and ordering it. “It’s almost like the world is a hyperlink” gushed one impressed customer in the Fire announcement video.

In its first incarnation, Firefly is going to be embedded in a smartphone. But you can bet that the folks at Amazon don’t see that as its long term goal. Soon, Google Glass type products will start being rolled out for the public. Imagine looking at a cool new book at a friend’s house & automatically seeing the Amazon rating pop up directly in your field of view. A simple voice command could then order it for you. Within hours you’ll have your own copy of the book — possibly delivered by drone or driverless car.

With the Fire, Amazon has boldly proclaimed its strategy for the post mobile world. From tech’s three leading companies, we now see three very interesting & very different models for the future of the tech.

The Oculus Rift

Facebook has bet big on virtual reality through its acquisition of VR headset maker Oculus. Five years from now, Facebook hopes you’ll be hanging out in VR chat rooms, socializing with friends from around the world as easily as if you were in the same room as them.

Google will produce 100 prototype self driving cars this summer

Google is all about making the physical world smarter. From its acquisition of the internet of things pioneer Nest to the nightmare-inducing robotics company Boston Dynamics, Google has been eyeing a move to the real world. Coming soon to a physical world near you: real life Google search. Where are my keys? What can I cook for dinner from ingredients in my fridge? Google is about to become the ultimate personal assistant.

Amazon’s strategy has been much more mysterious until now. Their talk of drone delivery showed a hint of what Amazon imagined the future to look like. But in the end, I don’t really care whether my package is delivered by drone or UPS truck, as long as it gets to me. Firefly was the missing puzzle piece in their long term strategy. Amazon’s post-mobile strategy is all about making it effortless to get the products you want, when you want them.

The runners are in place. The starting bell is about to ring. It’s going to be a wild ride into the post-mobile era. Personally, I can’t wait.