In the fall of last year, e-commerce behemoth Amazon introduced its newest Kindle Fire tablet together with a feature that some industry analysts have called “the shot heard round the world,” in comparison to the first shot fired in the American Revolution at the battle of Lexington. While the Revolutionary War started a trend of freedom throughout many nations of the world, the Kindle Fire “Mayday” button has launched a compelling new trend in customer support: easy browser-to-browser real-time voice and video communication. The Mayday button is an instant live video customer support widget that allows Kindle Fire users to summon an Amazon agent into a free video session within 15 seconds. It’s safe to say that the Mayday button has caused a few sleepless nights for marketing and sales executives of competitive device makers.