{
  "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": 35,
  "pageCount": 134,
  "prevPage": 34,
  "nextPage": 36,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 6,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "bar_chart_100pct"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/35",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-35",
  "components": [
    {
      "bbox": {
        "h": 0.5,
        "w": 0.6,
        "x": 0.2,
        "y": 0.25
      },
      "kind": "chart",
      "text": "US online product search by channel",
      "attrs": null,
      "subkind": "bar-stacked-100pct",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d486c29f-1b48-4fc7-80b1-3d380e802a04",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.2,
        "y": 0.9
      },
      "kind": "disclaimer",
      "text": "Source: Activate",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6cf276f3-b9d5-411d-b9e9-7b866c7f7e19",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.05,
        "x": 0.03,
        "y": 0.34
      },
      "kind": "legend",
      "text": "Google, Amazon, Other",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "478872bf-9448-4db7-9bb1-d2e9ab8450c0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Online product search share",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a114-7d13a4a5fab7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.42,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "Lockdown drives a wider funnel",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "79122c29-5a1e-4b20-b47d-cfd1c9b4c8a3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.35,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "title",
      "text": "Consumers are broadening online shopping behaviour",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1eae001b-0bee-4486-8842-e04a6ae76052",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "ab1ebaa2-2055-4cda-81f5-fc32c1c4d5ce",
      "evidence": "The slide uses a stacked bar chart to show the breakdown of online product search by channel.",
      "confidence": 0.7
    }
  ],
  "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": 41,
      "from": 31,
      "name": "Tale Two Worlds",
      "slug": "04-tale-two-worlds",
      "bestFor": "Competitive analysis, benchmarking, case for change",
      "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75",
      "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'",
      "position": 3,
      "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer",
      "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication",
      "confidence": 70,
      "description": "Show the gap between two states to drive urgency or highlight opportunity"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}