{
  "docId": "019dd923-5e88-73ef-bd5d-6b434c382a0f",
  "docSlug": "5496d5bcfa261cf5",
  "documentTitle": "2015 Benedict Evans 2015 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": 1.777,
  "pageNumber": 10,
  "pageCount": 54,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "data_table",
  "function": "quantify_impact",
  "density": "balanced",
  "nDataPoints": 6,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-6b434c382a0f/10",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f#slide-10",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The utility of mobile increases as income falls",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc61-a1d1b61e00f7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.62,
        "w": 0.62,
        "x": 0.19,
        "y": 0.26
      },
      "kind": "chart",
      "text": "Sub-Saharan Africa population coverage",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a3f0a325-f30c-4678-8800-b75ef29c11df",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Population coverage: 70%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc61-a4d5ab2888fd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.13,
        "x": 0.79,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Source: Ericsson, McKinsey",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7b468f9d-7d6b-44b9-9351-b6b7ecf2f535",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.23,
        "x": 0.19,
        "y": 0.06
      },
      "kind": "title",
      "text": "Yes, everyone",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b918145-da94-4fb6-a403-b1356b5e8f79",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.38,
        "x": 0.19,
        "y": 0.14
      },
      "kind": "title",
      "text": "The utility of mobile increases as income falls",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "603c0926-1a3d-40ab-b036-f9e0a25bc601",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Callback",
      "slug": "callback",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-1b09-7403-ac56-a206b0423f57",
      "evidence": "'Yes, everyone' callbacks to p6 'everyone' framing",
      "confidence": 75
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac56-a59ca6e625bb",
      "evidence": "Title affirms inclusiveness of the prior claim",
      "confidence": 70
    },
    {
      "name": "Chartjunk Elimination",
      "slug": "chartjunk-elimination",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "cacb68f2-f236-4cc5-b2f9-6f610ebf8007",
      "evidence": "chart/bar-vertical: Sub-Saharan Africa population coverage",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 13,
      "from": 3,
      "beatId": "019dd95a-07a7-7579-bd64-442d8de39d98",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Surface Observation",
      "beatSlug": "onion-surface-observation",
      "evidence": "Section 'Mobile is making technology universal' — adoption / scale data (p3-13)",
      "position": 1,
      "confidence": 78,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 4,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-08f8-7619-ac2d-941218c98db6",
      "evidence": "Sequential charts on online growth, forecast, $35 Android all support one inductive conclusion",
      "position": 1,
      "objective": "Stack growth & affordability data points to support 'everyone has a smartphone'",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 82,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}