{
  "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "docSlug": "a210209197557aae",
  "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling",
  "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": 23,
  "pageCount": 134,
  "prevPage": 22,
  "nextPage": 24,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": null,
  "elementsJson": [
    "bar_chart_100pct"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/23",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-23",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "A third of all US parcels are now delivered by Amazon's own logistics network",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a113-990bc5535f24",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.6,
        "x": 0.2,
        "y": 0.25
      },
      "kind": "chart",
      "text": "US parcel deliveries, July 2020",
      "attrs": null,
      "subkind": "bar-stacked-100pct",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9b7adf80-4a2a-473a-a265-27ec40b9d343",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Market share of parcel deliveries: 33%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a113-9df7cd432517",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.1,
        "x": 0.2,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: ShipMatrix",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e6131a2e-1e1a-4e05-bc48-015b9a737e05",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.6,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "title",
      "text": "A third of all US parcels are now delivered by Amazon's own logistics network",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cb4e9bbf-238e-45b7-af0f-26893bcf64bb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "Parcels: Amazon replaces the post office",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eb4c28d9-edd6-4d89-abef-acb4dbf2842f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9336-fccf5e061a6a",
      "evidence": "Title quotes the headline stat: 'Amazon replaces the post office'.",
      "confidence": 85
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9337-025ec9d79195",
      "evidence": "'A third of all US parcels' is concrete.",
      "confidence": 78
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 41,
      "from": 16,
      "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "First Layer",
      "beatSlug": "onion-first-layer",
      "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    },
    {
      "to": 82,
      "from": 16,
      "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.",
      "position": 2,
      "confidence": 50,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 30,
      "from": 19,
      "name": "Myth Buster",
      "slug": "12-myth-buster",
      "bestFor": "Rebranding, changing market perception, correcting false assumptions",
      "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c",
      "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.",
      "position": 2,
      "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'",
      "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth",
      "confidence": 78,
      "description": "Address a common misconception head-on to clear the room for a new truth"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}