{
  "docId": "019dd923-5e88-73ef-bd5d-b315287f7ee1",
  "docSlug": "fc0c90c9b630fa00",
  "documentTitle": "2014 Bond Cap Internet Trends 2014",
  "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": 48,
  "pageCount": 165,
  "prevPage": 47,
  "nextPage": 49,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "dense",
  "nDataPoints": 4,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "photo",
    "screenshot"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-b315287f7ee1/48",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1#slide-48",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "800MM Swipes per day, +21x Y/Y; 11MM Matches per day, +21x Y/Y",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-5641-722a-9f3f-2c46902ac3ad",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.47,
        "w": 0.42,
        "x": 0.04,
        "y": 0.338
      },
      "kind": "image",
      "text": "Photo of a bar scene",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c8234cc-1cb7-4b12-9f66-102db2d9a31c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.4,
        "x": 0.53,
        "y": 0.348
      },
      "kind": "image",
      "text": "Tinder app screenshots",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a721b0fa-7902-4200-8a51-38641e820e36",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.45,
        "x": 0.5,
        "y": 0.25
      },
      "kind": "metric",
      "text": "800MM Swipes per day, +21x Y/Y",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b7406cf8-48a6-4afb-a0d4-20474024c6b0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.45,
        "x": 0.5,
        "y": 0.615
      },
      "kind": "metric",
      "text": "11MM Matches per day, +21x Y/Y",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d46615fe-29ae-4489-99d3-b69469d39684",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Swipes per day: 800MM",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-5641-722a-9f3f-33534d3279e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.3,
        "x": 0.11,
        "y": 0.18
      },
      "kind": "paragraph",
      "text": "~70K Bars / Nightclubs, USA",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4bfad2b8-6b01-4c98-a1ee-baa7874adaf1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.2,
        "x": 0.15,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Source: IBIS World, 5/14. Company data.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "02c21072-d187-4c28-835c-bf701162ae07",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.15,
        "x": 0.66,
        "y": 0.18
      },
      "kind": "title",
      "text": "Tinder",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a2a0f3ea-a282-4b06-96ab-229bd9e70ff5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.5,
        "x": 0.02,
        "y": 0.03
      },
      "kind": "title",
      "text": "Re-Imagining How People Meet",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e5afca85-d631-43fe-b376-bcd74c9e674c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de7cf-9826-74fc-8fb2-9937cd7a1314",
      "evidence": "Old-way/new-way pairs repeat across loop",
      "confidence": 78
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de7cf-97ff-73ea-b067-3086b6a40c18",
      "evidence": "800MM swipes/day callout overlaid",
      "confidence": 72
    },
    {
      "name": "Contrast Principle",
      "slug": "contrast-principle",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de7cf-97d4-727a-b83c-4f085ed274a7",
      "evidence": "Bar photo vs Tinder UI juxtaposed",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 90,
      "from": 34,
      "beatId": "019de7cf-84a1-725e-af52-cab6c31823de",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": null,
      "evidence": "p.34 'Re-Imagining Continues' opens deep dive into messaging/apps/UI/sensors",
      "position": 3,
      "confidence": 72,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 91,
      "from": 4,
      "beatId": "019de7cf-858f-724f-8f90-9bc5829b709d",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "Bulk of deck is data slides establishing the trend facts",
      "position": 1,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 51,
      "from": 47,
      "name": "Before After",
      "slug": "21-before-after",
      "bestFor": "Product demos, process improvements, ROI justification",
      "matchId": "019de7cf-87c0-70a0-a058-9700fb3a36a2",
      "evidence": "Bars→Tinder, hotels→Airbnb, grocery→Instacart, CDs→streaming each old/new pair",
      "position": 8,
      "objective": "Walk through old-way vs new-way for daily activities",
      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
      "confidence": 78,
      "description": "Show the dramatic contrast between the old way and the new way through side-by-side comparison"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}