{
  "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": 48,
  "pageCount": 54,
  "prevPage": 47,
  "nextPage": 49,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "balanced",
  "nDataPoints": 200,
  "notes": "The chart highlights the massive scale difference between the two companies while showing Amazon's growth trajectory.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "line_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-6b434c382a0f/48",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-6b434c382a0f#slide-48",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Why would you stop to take profits?",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc64-56e1bb2aa83c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.8,
        "x": 0.15,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Quarterly revenue ($bn)",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c8452a85-5af6-4b4e-bfc9-8e7d22dea120",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.1,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "legend",
      "text": "Amazon\nWal-Mart",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f719192f-d2c9-4c30-a011-824a58620a65",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Quarterly revenue",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc64-5b98538acd0a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.1,
        "x": 0.85,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: Bloomberg",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ead3b65d-b4be-433e-bfba-392a84673749",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.42,
        "x": 0.19,
        "y": 0.06
      },
      "kind": "title",
      "text": "Amazon versus Wal-Mart",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0893b568-125a-4b1e-855d-83bc18c89447",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.32,
        "x": 0.19,
        "y": 0.12
      },
      "kind": "title",
      "text": "(Why would you stop to take profits?)",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a350eef4-8ea5-4134-8ff3-36c13932a701",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac57-e742f70ca361",
      "evidence": "Subtitle question 'Why would you stop to take profits?' is the so-what",
      "confidence": 72
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac57-da6bbb9958bf",
      "evidence": "Time-series line chart compares Amazon vs Walmart revenue",
      "confidence": 82
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac57-e05cd142b5a9",
      "evidence": "Brand-vs-incumbent colour coding consistent with deck palette",
      "confidence": 78
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b09-7403-ac57-de4e5f17b7aa",
      "evidence": "Orange Amazon line stands out vs grey Walmart",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 54,
      "from": 42,
      "beatId": "019dd95a-07a7-7579-bd64-54fb4c8961e7",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Implications",
      "beatSlug": "onion-implications",
      "evidence": "Section 'Tech outgrows tech' — Amazon zoom + Steel/Software analogies",
      "position": 5,
      "confidence": 78,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 49,
      "from": 43,
      "name": "Zoom In",
      "slug": "06-zoom-in",
      "bestFor": "Technical deep-dives, case studies, detailed analysis",
      "matchId": "019dd95a-08f8-7619-ac2d-ab16bc6c65db",
      "evidence": "p43 introduces three-phase framework; p46-49 dive into Amazon as the prototype 'company built around tech'",
      "position": 6,
      "objective": "From 'three phases of tech' framework zoom into Amazon as exemplar",
      "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication",
      "confidence": 75,
      "description": "Start broad, then progressively focus on specific details that prove your point"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}