{
  "docId": "019dd923-5e88-73ef-bd5d-65ebeeac4c6b",
  "docSlug": "5c291a090d0a3c0b",
  "documentTitle": "2013 Benedict Evans 2013 Mobile is Eating the World",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 40,
  "pageCount": 74,
  "prevPage": 39,
  "nextPage": 41,
  "slideType": "thesis_headline",
  "function": "establish_context",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "screenshot",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-65ebeeac4c6b/40",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b#slide-40",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "For Apple, the ecosystem is what sells hardware. For Amazon, Google and Facebook, the experience on the phone is what drives engagement with all their services.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc67-dd310ffb74c8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.24,
        "x": 0.38,
        "y": 0.295
      },
      "kind": "image",
      "text": "iPhone app store interface",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0fcc3f4d-8e83-472d-ba50-9d8f3bf0d26a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.05,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "For Apple, the ecosystem is what sells hardware",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "86a70c2f-e983-43e3-b497-637318855e61",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.3,
        "x": 0.65,
        "y": 0.46
      },
      "kind": "paragraph",
      "text": "For Amazon, Google and Facebook, the experience on the phone is what drives engagement with all their services",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eb55ff3e-67c4-45a7-a72b-71bead44b5c8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.8,
        "x": 0.1,
        "y": 0.05
      },
      "kind": "title",
      "text": "Ecosystem is the key leverage point",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a803afd9-54ca-463a-9e89-3e82e9e220ee",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac55-5538e92fd9ee",
      "evidence": "Title 'Ecosystem is the key leverage point' is the climactic so-what for the section.",
      "confidence": 90
    },
    {
      "name": "Core Message Extraction",
      "slug": "core-message-extraction",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac55-58f6a3e35887",
      "evidence": "Callout reduces Apple/Amazon/Google/FB strategy to one sentence.",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 65,
      "from": 22,
      "beatId": "019dd95a-07a7-7579-bd64-2fccb5a5d3e4",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Tablets split, ecosystems are leverage point, social is in flux on mobile.",
      "position": 2,
      "confidence": 75,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    },
    {
      "to": 49,
      "from": 15,
      "beatId": "019dd95a-07a7-7579-bd64-39fef2ffb838",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Manufacturer dynamics, tablet split, ecosystem analysis intensify.",
      "position": 2,
      "confidence": 55,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 49,
      "from": 35,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-08f8-7619-ac2d-878bc5164d1a",
      "evidence": "Four horsemen, ecosystem sizes, reach, geography, app counts, engagement — all converging on p.40 'Ecosystem is the key leverage point'.",
      "position": 5,
      "objective": "Establish that ecosystems (not platforms) are the leverage point",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 80,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}