{
  "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": 61,
  "pageCount": 113,
  "prevPage": 60,
  "nextPage": 62,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses a 'Then vs Now' framing to illustrate market evolution.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "photo",
    "screenshot"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-a8b527cc1fe8/61",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-a8b527cc1fe8#slide-61",
  "components": [
    {
      "bbox": {
        "h": 0.55,
        "w": 0.43,
        "x": 0.03,
        "y": 0.0036
      },
      "kind": "image",
      "text": "Hand cutting paper coupons",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "569c0c77-2f0a-4cb7-aea8-5dcd0325e560",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.58,
        "w": 0.44,
        "x": 0.53,
        "y": 0.0034
      },
      "kind": "image",
      "text": "Groupon website and mobile app interfaces",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "63b80b15-e91f-45d0-8bf2-fdcb9178ad53",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.55,
        "y": 0.0016
      },
      "kind": "list",
      "text": "NOW... (Groupon...) Personalized / Location-Aware / Instant Deals / Group-buying Discount",
      "attrs": null,
      "subkind": "comparison",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "567b7adf-16be-45cc-b2c3-4ff8344953de",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.08,
        "y": 0.0016
      },
      "kind": "list",
      "text": "THEN... Non-Personalized / Smaller Discounts / Easily Lost or Forgotten",
      "attrs": null,
      "subkind": "comparison",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e5d6b647-dd45-4f8f-97eb-bb18299f2b64",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.94,
        "x": 0.03,
        "y": 0.03
      },
      "kind": "title",
      "text": "Re-Imagination of Coupons + Local Services...",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eb05e7cc-d10d-45e4-bfcf-d31f0cfb0559",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Before/after framing",
      "slug": "before-after-framing",
      "agent": null,
      "layer": "slide",
      "matchId": "14c3d274-32f2-4256-a4b7-ee75fd28b243",
      "evidence": "THEN and NOW sections with contrasting features",
      "confidence": 0.7
    },
    {
      "name": "Comparison frame",
      "slug": "comparison-frame",
      "agent": null,
      "layer": "slide",
      "matchId": "a3fa1c04-df1b-409b-9adb-56bf914964f6",
      "evidence": "comparison_table type with listed differences",
      "confidence": 0.8
    }
  ],
  "frameworks": [
    {
      "name": "before-after-framing",
      "slug": null,
      "matchId": "e8ef702b-1433-48ee-9586-2de99e99fa37",
      "evidence": "The slide explicitly contrasts 'THEN' and 'NOW' states to show evolution.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 113,
      "from": 51,
      "beatId": "cd605c2d-7ab4-433c-94c9-c479350c8f93",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Action",
      "beatSlug": "monroes-sequence-action",
      "evidence": "The report concludes with a call to action, providing insights and recommendations for investors and stakeholders.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 80,
      "from": 50,
      "name": "Quick Win Big Bet",
      "slug": "47-quick-win-big-bet",
      "bestFor": "Transformation planning, 100-day plans, resource allocation",
      "matchId": "b26e09d4-e1e6-49de-9133-6352edd8c3e5",
      "evidence": "The report provides examples of successful mobile monetization and re-imagination of industries.",
      "position": 1,
      "objective": "The opportunity for quick wins and big bets in mobile",
      "structure": "The Full List -> Quick Wins (Low effort, High impact) -> Big Bets (High effort, High impact) -> Sequenced Roadmap",
      "confidence": 0.7,
      "description": "Separate initiatives into immediate wins and longer-term strategic bets"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}