{
  "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": 46,
  "pageCount": 74,
  "prevPage": 45,
  "nextPage": 47,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "balanced",
  "nDataPoints": 6,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "bullet_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-65ebeeac4c6b/46",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b#slide-46",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Apple only sells to people with money to spend who (mostly) value apps and a good experience - Android sells to everyone",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc68-8f315d49e41b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.52,
        "w": 0.84,
        "x": 0.08,
        "y": 0.33
      },
      "kind": "list",
      "text": "The iPhone averages $575 and gets most of the high-end\nAndroid sells at anything from $800 to $50, but averages $250-$300\nApple only sells to people with money to spend who (mostly) value apps and a good experience - Android sells to everyone\nHence average engagement levels for iOS are far higher than average for Android - but not all of Android is low\nWide geographic variation: a US $150 Android sees much lower engagement than a Chinese or Indonesian one",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "db8e115b-1a3a-4c94-b5b9-203ee254a4e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Average Selling Price: $575",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc68-9214f740c7f5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.36,
        "x": 0.32,
        "y": 0.11
      },
      "kind": "title",
      "text": "Self-selection",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f4e15e2c-37ca-4d64-8f3e-6c0312ee9d0c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac55-7fb3a6ec23e9",
      "evidence": "Title 'Self-selection' encapsulates Apple-vs-Android customer split.",
      "confidence": 80
    },
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "bd9a07b6-5c7f-40de-b4f6-7577040d5992",
      "evidence": "callout: Apple only sells to people with money to spend who (mostly) value apps and a good experience - Android sells to everyone",
      "confidence": 0.5
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac55-82451b68c2db",
      "evidence": "$575 specific ASP anchor.",
      "confidence": 75
    },
    {
      "name": "Core Message Extraction",
      "slug": "core-message-extraction",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac55-849420ff6fa1",
      "evidence": "Callout collapses Apple-vs-Android customer logic to one sentence.",
      "confidence": 75
    }
  ],
  "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
}