Joining the flurry of tech companies that are working on releasing encrypted and secure messaging apps into the mass market is Amazon (AMZN  ), which is allegedly developing a brainchild of its own called 'Anytime.'

The app is said to be fully usable across multiple platforms, including not only Android and iOS devices, but also machines like smart watches, tablets and even desktops.

Apparently, the app will be fully stocked with a multitude of useful features including games within chat threads, color-coded conversations, photo editing services entailing filters, the ability to order food, group chatting, and most importantly with respect to Amazon as an e-commerce business, shopping.

Amazon has also put out a survey to collect feedback on the app. The survey's description states that the app is a means of communication that functions without any phone numbers, something that is characteristic of apps like WhatsApp and Viber. "Reach all your friends just using their name. No numbers needed," says the description. Supposedly, one only needs to employ the "@" symbol before a person's name or username in order to contact someone, a feature that is reflected in Twitter.

The timing of such an app is perfect, especially considering that Amazon just released its Echo device along with Alexa Calling and Messaging. 'Anytime" could thus serve as the go-to messaging platform for all Echo owners to use for others who do not own an Echo. It's a win-win scenario: people who own Echo's can communicate using Alexa's in built messaging system, and if someone doesn't happen to own an Echo, they can simply turn to Anytime. Amazon seems to be building a network of interconnected revenue streams.

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Of late, Amazon has really been diversifying its operations and product market, from the groceries space to the big-box retailer domain to the technology industry to now the social media sector: the e-commerce giant really knows how to take advantage of market failure: whether this take the form of market saturation and industry decline as is the case with the retail sector and Whole Foods, or recognizing a gap in the market such as with encrypted messaging apps, Amazon is headed for massive success.

Moreover, with the recent speculation about the decline of email and the move to encrypted messaging apps, Amazon has set itself up for a prosperous future in which it can take advantage of the technological shift that is about to occur. What's more is that 'Anytime' can serve not only as an independent entity to be used by individuals or within businesses, but also as a multifaceted platform for a host of other activities.

The model is simple: instead of scattering its seeds in multiple locations at the risk of mismanagement and lower quality products, Amazon is relying on one fertile area to reap the benefits of all it sows- this area could be Anytime. Anytime could become the flag-bearer for the Amazon brand, becoming a one-stop destination for its other operations primarily including shopping. If this app turns out to be successful, Amazon could quite literally become a monopolized entity that doles out enough services to completely quash some of its competitors.

There is no doubt that other tech companies will be threatened by this endeavor, as will their investors. Things are looking up for Amazon, but how will the competition fare?