{
  "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": 7,
  "pageCount": 74,
  "prevPage": 6,
  "nextPage": 8,
  "slideType": "industry_trends",
  "function": "quantify_impact",
  "density": "balanced",
  "nDataPoints": 20,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "line_chart"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-65ebeeac4c6b/7",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-65ebeeac4c6b#slide-7",
  "components": [
    {
      "bbox": {
        "h": 0.62,
        "w": 0.84,
        "x": 0.08,
        "y": 0.22
      },
      "kind": "chart",
      "text": "Global annual unit sales (m)",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "93c29c62-c33d-4d9a-9058-3542434c8b2d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.43,
        "x": 0.08,
        "y": 0.85
      },
      "kind": "legend",
      "text": "PCs; Smartphones and tablets",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "923db736-7b97-4398-b5cc-f4b4b1153857",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Global annual unit sales: 1,250m",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc67-f6f2b80ed7e7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.12,
        "x": 0.87,
        "y": 0.96
      },
      "kind": "source-note",
      "text": "Source: Enders Analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "40022447-8fdf-4f50-9cbe-a4c3609f4ade",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.56,
        "x": 0.22,
        "y": 0.04
      },
      "kind": "title",
      "text": "The future is mobile",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1b0476ab-a30e-4fcd-9a4b-68ce75a07955",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac54-7c8e6866f5c0",
      "evidence": "Title 'The future is mobile' is conclusion-as-title.",
      "confidence": 80
    },
    {
      "name": "Chartjunk Elimination",
      "slug": "chartjunk-elimination",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "05192f4e-5baf-4027-a027-c09de3f68d65",
      "evidence": "The chart/line component uses a clear and concise legend and metric/primary label.",
      "confidence": 0.7
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac54-81646e0f0a11",
      "evidence": "1,250m specific number anchoring the claim.",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 21,
      "from": 1,
      "beatId": "019dd95a-07a7-7579-bd64-297785de7830",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Mobile scale data: PCs flat, smartphones exploding, manufacturer scale, $1.25T industry.",
      "position": 1,
      "confidence": 75,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 14,
      "from": 1,
      "beatId": "019dd95a-07a7-7579-bd64-36e22dacee68",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Setup & Stakes",
      "beatSlug": "mountain-setup-stakes",
      "evidence": "Mobile is eating the world; fundamental change in scale and use.",
      "position": 1,
      "confidence": 55,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 9,
      "from": 4,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-08f8-7619-ac2d-75304fb03cd1",
      "evidence": "Six successive data slides on PCs, smartphones, growth, EM — building consensus through evidence.",
      "position": 1,
      "objective": "Stack data points to prove mobile is exploding",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 85,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}