{
  "docId": "019dd923-5e88-73ef-bd5d-a8b527cc1fe8",
  "docSlug": "72ab3e69351c1c34",
  "documentTitle": "2012 Bond Cap Internet Trends 2012",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "vc_research",
  "sourceTypeLabel": "VC research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 21,
  "pageCount": 113,
  "prevPage": 20,
  "nextPage": 22,
  "slideType": "data_table",
  "function": "compare_peers",
  "density": "balanced",
  "nDataPoints": 12,
  "notes": "The slide highlights a consistent trend of mobile monetization lagging behind desktop monetization.",
  "elementsJson": [
    "data_table",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-a8b527cc1fe8/21",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8#slide-21",
  "components": [
    {
      "bbox": null,
      "kind": "metric",
      "text": "ARPU: 5.0x",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e56-71df-a76a-a55c64de3c33",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.45,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Note: *Zynga data are estimates. All data as of 5/12. Source: Pandora, Tencent, Zynga.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c5e257d-f6fb-4543-a3b8-58682cb9b04d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.9,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "table",
      "text": "Company, ARPU Definition, Desktop ARPU, Mobile ARPU, Desktop ARPU / Mobile ARPU; Pandora, Ad Revenue per User (Trailing 12-Month), $6.62, $3.87, 1.7x; Tencent, Revenue per Paying User (Annualized), $58.95, $17.61, 3.3x; Zynga, Bookings per Daily Active User (Annualized), $25.00, $5.00*, 5.0x",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "114fac7d-7172-451b-8e10-2563208a1b81",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "Bad News = ARPU (Average Revenue per User) 1.7-5x Lower on Mobile than Desktop",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "95775a94-757c-4f30-b737-190648181cf3",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Table data",
      "slug": "table-data",
      "agent": null,
      "layer": "slide",
      "matchId": "ab6146a6-668d-43ff-99b7-80d68fca5c20",
      "evidence": "The slide contains a table with data, including company names, ARPU definitions, and desktop and mobile ARPU values.",
      "confidence": 0.9
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 50,
      "from": 21,
      "beatId": "3ce09bed-5cca-4e12-86ea-d2e2ee78b3ac",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The report provides examples of successful mobile monetization and re-imagination of industries.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 50,
      "from": 20,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "b9528e71-dbe7-4e83-b8b0-ec1274ecdd81",
      "evidence": "The report highlights the consequences of not adapting to mobile monetization.",
      "position": 0,
      "objective": "The cost of inaction in mobile monetization",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.7,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}