{
  "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": 63,
  "pageCount": 134,
  "prevPage": 62,
  "nextPage": 64,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": "The chart highlights the massive scale of consumer spending compared to other sectors.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "bar_chart_vertical",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/63",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-63",
  "components": [
    {
      "bbox": {
        "h": 0.55,
        "w": 0.7,
        "x": 0.2,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Global market size, 2020 ($tr)",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "335af224-fe10-43e8-8f68-aae59239f69c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Global market size: $50tn",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a116-ac1c2e8e7c4c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.6,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "paragraph",
      "text": "In 1980, IBM was a $80bn company*. Now the opportunity is, well, everything.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4af371cc-1eeb-4fed-907f-25fe20ccbbf1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.2,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: World Bank, Zenith, @BenedictEvans *1980 revenue in 2020 dollars",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a428f672-1549-4832-a282-1a4fbc2a7d69",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "What's the real opportunity?",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eadc40dd-b8a1-4b71-b7a6-f0148ead6269",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Anchoring Bias",
      "slug": "anchoring-bias",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019dd95a-1b83-7130-9337-81d9af68d569",
      "evidence": "Huge $50tn anchor reframes scale.",
      "confidence": 65
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9337-7d15c393b7d8",
      "evidence": "$50tn opportunity stat anchors the question.",
      "confidence": 75
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 82,
      "from": 42,
      "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": "onion-deeper-layer",
      "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.",
      "position": 3,
      "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": 63,
      "from": 60,
      "name": "The Reveal",
      "slug": "05-the-reveal",
      "bestFor": "Product launches, strategic pivots, unexpected findings",
      "matchId": "019dd95a-08f8-7619-ac2e-17c7a056e312",
      "evidence": "Quote slide on bundling/unbundling sets up the 3-circle process diagram on p.61 then '$50tn opportunity' payoff.",
      "position": 6,
      "objective": "Reveal the unifying thesis: everyone wants to go direct",
      "structure": "Setup the Question -> Build Suspense -> The Big Reveal",
      "confidence": 75,
      "description": "Build mystery and anticipation, then deliver a surprising or powerful conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}