{
  "docId": "019dd923-5e88-73ef-bd5d-6e331a5623a1",
  "docSlug": "e228a35ad9610ecc",
  "documentTitle": "2016 Benedict Evans 2016 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": 63,
  "pageCount": 78,
  "prevPage": 62,
  "nextPage": 64,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "balanced",
  "nDataPoints": 7,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-6e331a5623a1/63",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-6e331a5623a1",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-6e331a5623a1.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-6e331a5623a1#slide-63",
  "components": [
    {
      "bbox": {
        "h": 0.55,
        "w": 0.75,
        "x": 0.19,
        "y": 0.32
      },
      "kind": "chart",
      "text": "Retail, Car sales, Advertising, Consumer Media, Mobile phones, Pay TV, Online advertising",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "71e4a2cc-b964-49b7-a8f3-c5902ff957d3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Global revenue: $22,000bn",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e53-702a-8b7a-4b247d747113",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.06,
        "x": 0.91,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "Source: a16z",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "268dd3a7-3bd6-4d27-89be-3aa42fcf1051",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.25,
        "x": 0.19,
        "y": 0.07
      },
      "kind": "title",
      "text": "And in the future",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0f41525f-e8bd-4b66-a698-9cc0c2e2bf2f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.2,
        "x": 0.19,
        "y": 0.27
      },
      "kind": "title",
      "text": "Global revenue, 2015 ($bn)",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b16963c-5a56-4fda-b33f-7b2fac7b0817",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9335-e510b6cdfacb",
      "evidence": "Title 'And in the future' contrasts with prior slide.",
      "confidence": 80
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "d0ccd2ee-b5a1-47df-bab7-61c8c8fd2813",
      "evidence": "Global revenue: $22,000bn",
      "confidence": 0.5
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9335-efa99591d5e6",
      "evidence": "Specific $22,000bn figure.",
      "confidence": 80
    },
    {
      "name": "Contrast Principle",
      "slug": "contrast-principle",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9335-e9d1e9cd0342",
      "evidence": "$22tr future vs $1.2tr past for orders-of-magnitude contrast.",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 77,
      "from": 49,
      "beatId": "019dd95a-07a7-7579-bd64-9089dcf59100",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Implications",
      "beatSlug": "onion-implications",
      "evidence": "ecommerce (retailers as newspapers) and cars (as phones) sections illustrate the consequences",
      "position": 5,
      "confidence": 78,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    },
    {
      "to": 63,
      "from": 39,
      "beatId": "019dd95a-07a7-7579-bd64-a3d022fa4b81",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Could Be",
      "beatSlug": "sparkline-what-could-be-4",
      "evidence": "new computing model + retail transformation",
      "position": 4,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 63,
      "from": 55,
      "name": "Precedent",
      "slug": "09-precedent",
      "bestFor": "Risk mitigation, strategy validation, building confidence in new approaches",
      "matchId": "019dd95a-08f8-7619-ac2d-f64e0e3bc356",
      "evidence": "$1tr ad spend -> ML curation -> Walmart precedent -> $22tr future sectors.",
      "position": 8,
      "objective": "Use Walmart's tech-led retail disruption as precedent for ML-driven demand generation",
      "structure": "The Precedent Case -> What Happened -> The Parallel -> Applied Learning",
      "confidence": 68,
      "description": "Use historical or external examples to validate your approach"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}