MOBILE IS
EATING THE
WORLD
BENEDICT EVANS
@BenedictEvans
May 2015
Mobile is making
technology universal
3
0.0
0.1
0.2
0.3
0.4
0.5
1995 2000
Billion people online
Growth into the bubble
Source: ITU, a16z
4
0
1
2
3
1995 2000 2014
Billion people online
People online
Smartphones
Growth since the bubble
Source: ITU, a16z
5
0
1
2
3
4
5
1995 2000 2014 2020
Billion people online
People online
Smartphones
Growth into the future - everyone
Anothe...
6
0%
25%
50%
75%
100%
Global adult population
No Internet
No smartphone
The end of the unconnected
Smartphones drive much ...
7
0
1
2
3
4
5
6
7
8
Population Adults Mobile Online population Smart phones PCs
Global population (bn)
Growth to 2020
2014...
An iPhone 6 CPU has 625 times more
transistors than a 1995 Pentium.
iPhone 6 launch weekend: Apple sold ~25x
more CPU tran...
9
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cellular coverage 3G coverage now 3G coverage by
2019
Improved water Electricity Mobi...
10
0
100
200
300
400
500
600
700
800
PC average iPhone average Android average Android entry price
Device price ($)
$35 An...
11
We go from this…
Source: James Cridland (https://www.flickr.com/photos/jamescridland/612782641)11
12
… To this
Source: Alan Knott-Craig12
Mobile remakes the
tech industry
14
0
100
200
300
400
Mar-95 Sep-96 Mar-98 Sep-99 Mar-01 Sep-02 Mar-04 Sep-05 Mar-07 Sep-08 Mar-10 Sep-11 Mar-13 Sep-14
Qua...
15
0.0
0.5
1.0
1.5
2.0
Games consoles Cameras TVs PCs Smartphones Mobile phones
Unit sales, 2014 (bn)
Phones have scale th...
16
0%
10%
20%
30%
40%
50%
2008 2009 2010 2011 2012 2013 2014
Smartphone & tablet share of global CE retail revenue
Mobile ...
17
0%
25%
50%
75%
100%
Mar-09 Sep-09 Mar-10 Sep-10 Mar-11 Sep-11 Mar-12 Sep-12 Mar-13 Sep-13 Mar-14 Sep-14
Microsoft share...
18
0
100
200
300
400
500
600
2007 2008 2009 2010 2011 2012 2013 2014
Million people
Chinese mobile
internet users
EU popul...
19
iPhone, 34%
Xiaomi, 20%MEIZU, 11%
Samsung, 8%
Huawei, 4%
Other, 23%
What phone brands do Chinese teenagers want? (Q4 20...
20
Tech center of gravity moves from Seattle
and Finland (and Japan)
Old New
Computing platform Microsoft Apple & Google
C...
21
Mobile supply chain dominates all tech
The size of the smartphone business means it is driving into every other part of...
Mobile remakes the
internet
23
0%
10%
20%
30%
40%
50%
60%
2012 2013 2014
Mobile share of 'Black Friday' ecommerce
Traffic
Value
The growth of post-PC de...
24
Only at home
8%
Mainly at home
16%
Both at home and outside
66%
Mainly out of home
9%
Only out of home
1%
Where do you ...
For 20 years, ‘internet’ meant web browsers,
mouse and keyboard. Mobile ended that.
Half of all time spent online in the U...
26
Interaction models are totally unsettled
Rapid innovation and change continues
“I installed an app on my Android smartp...
27
0%
25%
50%
75%
100%
Phone unit sales Global Browsing Delhi FB users SF FB users App store revenue
Mobile platform share...
28
A computer
shouldn’t ask
anything that
it should
know
Sensors
profoundly
change what
a computer
can know
Every new
sens...
29
Mobile’s multiplier effect
Increased sophistication from mobile is as important as the increase in scale
x
Personal
Take...
30
0
1
2
3
4
Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-...
Global SMS: 20bn messages a day.
WhatsApp: 30bn messages a day.
(with just 40 engineers)
Source: GSMA, WhatsApp
32
2000
100 staff
1m users
$10m raised
Today
10 staff
10m users
$1m raised
?
1 engineer
1m users
$0 raised
Fundamental chang...
Mobile dominates
our attention
34
Screens dominate our lives
More than half our time awake is spend on media and communications
Source: Ofcom
35
0
1
2
3
4
5
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015e
Global LCD screen sales (b...
36
TVs
24%
iOS
13%
Google Android
23%
Chinese Android
9%
WP/RIM
1%
PCs & Macs
30%
Global install base of video players, 20...
37
0%
25%
50%
75%
100%
Boys Girls
‘Media you would miss most', UK aged 11-15, 2014
Other
TV set
Games console
PC
Mobile & ...
38
0%
25%
50%
75%
100%
Adults 11 to 15
Share of communication activity, UK, 2014
Photo messages
Messaging apps
Social netw...
1999 – 80bn consumer photos taken on film.
2014 – 800bn photos shared on social.
More iPhones & Android phones sold than
Ja...
40
0
20
40
60
80
100
120
Japanese camera unit sales (m)
Film
Digital, DSLR
etc
Digital, Fixed
lens
Digital gives and it ta...
Tech outgrows tech
42
Three phases of technology deployment
Companies that make
technology
Companies that buy
technology
Companies that are
b...
43
Companies that buy technology
Tech has become part of
every office
Like plants, tech is part
of facilities
But is the bus...
44
Building companies around new technology
The really important new businesses are native to new technologies
Trucks &
hi...
45
-20
0
20
40
60
80
100
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20...
46
0.0%
0.5%
1.0%
1.5%
2.0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Amazon North America ecommerce as ...
47
0
20
40
60
80
100
120
140
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013
Quarterly revenue ($bn)
Amaz...
48
Mobile scale allows far more Amazons
Most tech is bought and paid for,
not used to create new businesses
10 years ago, ...
49
1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Frequency of ‘...
50
1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Frequency of ‘...
51
1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Frequency of ‘...
52
1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
Frequency of ‘...
Software is eating
the world
Tech is outgrowing
the tech industry
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Mobile Is Eating the World (2015)

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We’ve shared a lot of data about whether and why ‘this time is different’. But beyond that, why is the tech market opportunity larger than any time in history (no, really!)? One word: mobile.

In this update of his past presentation on Mobile Eating the World — delivered this month at Andreessen Horowitz’ annual investor meeting — a16z’s Benedict Evans shares just how and why mobile changes everything. Because tech is outgrowing the tech industry.

Veröffentlicht in: Mobil, Technologie, Internet
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Mobile Is Eating the World (2015)

  1. MOBILE IS EATING THE WORLD BENEDICT EVANS @BenedictEvans May 2015
  2. Mobile is making technology universal
  3. 3 0.0 0.1 0.2 0.3 0.4 0.5 1995 2000 Billion people online Growth into the bubble Source: ITU, a16z
  4. 4 0 1 2 3 1995 2000 2014 Billion people online People online Smartphones Growth since the bubble Source: ITU, a16z
  5. 5 0 1 2 3 4 5 1995 2000 2014 2020 Billion people online People online Smartphones Growth into the future - everyone Another 1bn people will come online, all due to smartphones Source: ITU, a16z
  6. 6 0% 25% 50% 75% 100% Global adult population No Internet No smartphone The end of the unconnected Smartphones drive much greater internet penetration Source: a16z, World Bank, Apple, Google, Nokia
  7. 7 0 1 2 3 4 5 6 7 8 Population Adults Mobile Online population Smart phones PCs Global population (bn) Growth to 2020 2014 The world in 2020 By 2020 80% of adults on earth will have a smartphone Source: World Bank, GSMA, a16z
  8. An iPhone 6 CPU has 625 times more transistors than a 1995 Pentium. iPhone 6 launch weekend: Apple sold ~25x more CPU transistors than were in all the PCs on Earth in 1995. Everyone gets a pocket supercomputer. Source: Apple, Intel, a16z
  9. 9 0% 10% 20% 30% 40% 50% 60% 70% 80% Cellular coverage 3G coverage now 3G coverage by 2019 Improved water Electricity Mobile users Sub-Saharan Africa population coverage Yes, everyone The utility of mobile increases as income falls Source: Ericsson, McKinsey
  10. 10 0 100 200 300 400 500 600 700 800 PC average iPhone average Android average Android entry price Device price ($) $35 Android takes computing everywhere Cost of power and connectivity becomes as material as the cost of the device Source: Barclays Capital, Apple, a16z
  11. 11 We go from this… Source: James Cridland (https://www.flickr.com/photos/jamescridland/612782641)11
  12. 12 … To this Source: Alan Knott-Craig12
  13. Mobile remakes the tech industry
  14. 14 0 100 200 300 400 Mar-95 Sep-96 Mar-98 Sep-99 Mar-01 Sep-02 Mar-04 Sep-05 Mar-07 Sep-08 Mar-10 Sep-11 Mar-13 Sep-14 Quarterly unit shipments (m) iOS & Android PCs The smartphone industry dwarfs PCs 4bn people buying phones every 2 years instead of 1.6bn buying PCs every 5 years Source: Gartner, Apple, Google, a16z
  15. 15 0.0 0.5 1.0 1.5 2.0 Games consoles Cameras TVs PCs Smartphones Mobile phones Unit sales, 2014 (bn) Phones have scale that’s unique in tech The first tech product to be bought by almost everyone on earth, every 2-3 years Source: CIPA, Displaysearch, Gartner, companies, a16z
  16. 16 0% 10% 20% 30% 40% 50% 2008 2009 2010 2011 2012 2013 2014 Smartphone & tablet share of global CE retail revenue Mobile scale eats consumer electronics Smartphones & tablets are now close to half of the consumer electronics industry Source: GfK, a16z
  17. 17 0% 25% 50% 75% 100% Mar-09 Sep-09 Mar-10 Sep-10 Mar-11 Sep-11 Mar-12 Sep-12 Mar-13 Sep-13 Mar-14 Sep-14 Microsoft share of personal computing device sales* Shift away from Microsoft Microsoft’s near-absence from mobile has ended its dominance •  Smartphones, tablets, PCs & Macs. •  Source: Gartner, Apple, Google, Microsoft, Nokia, Blackberry, a16z
  18. 18 0 100 200 300 400 500 600 2007 2008 2009 2010 2011 2012 2013 2014 Million people Chinese mobile internet users EU population USA population China is the biggest smartphone market Historic dominance starting to shift Source: CNNIC, US Census Bureau, Eurostat
  19. 19 iPhone, 34% Xiaomi, 20%MEIZU, 11% Samsung, 8% Huawei, 4% Other, 23% What phone brands do Chinese teenagers want? (Q4 2014) Chinese handset players growing fast Chinese brands are stronger than any foreign company – except Apple Source: Baidu Apple has 15% of the overall market (same as global) - but much stronger brand appeal New Chinese OEMs with premium positioning are growing fast
  20. 20 Tech center of gravity moves from Seattle and Finland (and Japan) Old New Computing platform Microsoft Apple & Google Chips Intel ARM, Qualcomm, Mediatek Mobile Nokia & DoCoMo China, San Francisco
  21. 21 Mobile supply chain dominates all tech The size of the smartphone business means it is driving into every other part of tech Augmented Reality, Virtual Reality, Wearables, Internet of Things, connected cars, connected home, drones etc Hardware tech for almost anything is on the shelf The challenge is vision and route to market Flood of smartphone components – Lego for technology Contract manufacturers can assemble those components into anything
  22. Mobile remakes the internet
  23. 23 0% 10% 20% 30% 40% 50% 60% 2012 2013 2014 Mobile share of 'Black Friday' ecommerce Traffic Value The growth of post-PC devices Smartphones and tablets taking half of browsing and a third of purchasing Source: IBM, a16z
  24. 24 Only at home 8% Mainly at home 16% Both at home and outside 66% Mainly out of home 9% Only out of home 1% Where do you use the internet on your phone? (UK, Q1 2014) ‘Mobile’ doesn’t really mean mobile Mobile devices are used everywhere, not just when people are ‘mobile’ Source: Ofcom
  25. For 20 years, ‘internet’ meant web browsers, mouse and keyboard. Mobile ended that. Half of all time spent online in the USA is in smartphone apps. Post-Netscape, post-PageRank.
  26. 26 Interaction models are totally unsettled Rapid innovation and change continues “I installed an app on my Android smartphone ” “Installed” an “app”? Web apps, APIs, push notifications, messaging, Google Now… “Android”? Chrome, Xiaomi… “Smartphone?” Watches, Glass, wearables, TV, tablets…
  27. 27 0% 25% 50% 75% 100% Phone unit sales Global Browsing Delhi FB users SF FB users App store revenue Mobile platform share, Q4 2014 Android iOS Platforms are more complex Ecosystem dynamics depend on where you are and what you’re doing Source: Facebook, Apple, Google, Gartner, Akamai, a16z
  28. 28 A computer shouldn’t ask anything that it should know Sensors profoundly change what a computer can know Every new sensor creates a new business Phones are more sophisticated than PCs Proliferation of sensors creates far more capability and sophistication than PCs
  29. 29 Mobile’s multiplier effect Increased sophistication from mobile is as important as the increase in scale x Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use Vastly bigger opportunity= 2-3x more smartphones than PCs by 2020
  30. 30 0 1 2 3 4 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Dec-14 Mar-15 Facebook revenue by source ($bn) Mobile ads Payments & Other Desktop ads Facebook’s mobile ad explosion Mobile ads are now 68% of revenue and brought in $7.4bn in 2014 Source: Facebook, a16z
  31. Global SMS: 20bn messages a day. WhatsApp: 30bn messages a day. (with just 40 engineers) Source: GSMA, WhatsApp
  32. 32 2000 100 staff 1m users $10m raised Today 10 staff 10m users $1m raised ? 1 engineer 1m users $0 raised Fundamental change in opportunity Mobile leverage plus collapse of development costs
  33. Mobile dominates our attention
  34. 34 Screens dominate our lives More than half our time awake is spend on media and communications Source: Ofcom
  35. 35 0 1 2 3 4 5 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015e Global LCD screen sales (bn square feet) Glass is eating the world Close to a square foot of screen sold for every adult on earth Source: Corning
  36. 36 TVs 24% iOS 13% Google Android 23% Chinese Android 9% WP/RIM 1% PCs & Macs 30% Global install base of video players, 2014 TV sets are in the minority Computing devices used for video now far outnumber actual ‘televisions’ Source: Apple, Google, Nokia, Blackberry, Displaysearch, a16z “By the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded” - Eric Schmidt
  37. 37 0% 25% 50% 75% 100% Boys Girls ‘Media you would miss most', UK aged 11-15, 2014 Other TV set Games console PC Mobile & tablet What would children miss the most? Mobile Mobile dwarfs legacy media platforms Source: Ofcom
  38. 38 0% 25% 50% 75% 100% Adults 11 to 15 Share of communication activity, UK, 2014 Photo messages Messaging apps Social networks Phone calls Email Comms are going pure digital, pure mobile Email is for grandparents Source: Ofcom
  39. 1999 – 80bn consumer photos taken on film. 2014 – 800bn photos shared on social. More iPhones & Android phones sold than Japanese cameras ever. More photos taken this year than taken on film ever. Source: Kodak, Companies, CIPA, a16z
  40. 40 0 20 40 60 80 100 120 Japanese camera unit sales (m) Film Digital, DSLR etc Digital, Fixed lens Digital gives and it takes away Digital’s convenience led to a surge in camera sales, but then smartphones took over Source: CIPA, a16z
  41. Tech outgrows tech
  42. 42 Three phases of technology deployment Companies that make technology Companies that buy technology Companies that are built around technology
  43. 43 Companies that buy technology Tech has become part of every office Like plants, tech is part of facilities But is the business built around it?
  44. 44 Building companies around new technology The really important new businesses are native to new technologies Trucks & highways Trucks & highways Web & Smartphones Smartphones McDonald’s Wal-Mart Airbnb Uber / Lyft Food Retail Travel Transport
  45. 45 -20 0 20 40 60 80 100 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Amazon since launch ($bn) Revenue Net income Amazon: a retailer built around tech Amazon is building the Sears Roebuck of the 21st Century – not a tech company Source: Amazon
  46. 46 0.0% 0.5% 1.0% 1.5% 2.0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Amazon North America ecommerce as % US retail* And Amazon is only 1.5% of the way Amazon still only has 1.5% of US retail revenue * Excludes automobiles & parts, gasoline and food service. Source: BLS, Amazon, a16z
  47. 47 0 20 40 60 80 100 120 140 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 Quarterly revenue ($bn) Amazon Wal-Mart Amazon versus Wal-Mart (Why would you stop to take profits?) Source: Bloomberg
  48. 48 Mobile scale allows far more Amazons Most tech is bought and paid for, not used to create new businesses 10 years ago, AirBnB would have sold software to Hilton Uber would have sold software to taxi companies Scale of mobile, software mean the opportunity is vastly bigger More and more companies following Amazon, Uber, AirBnB to disrupt existing industries with tech
  49. 49 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Frequency of ‘Railways’ in Google Books When tech is fully adopted, it disappears Source: Google
  50. 50 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Frequency of ‘Steel’ in Google Books Steel Source: Google
  51. 51 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Frequency of ‘Computerization’ in Google Books Computerization Source: Google
  52. 52 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 Frequency of ‘Software’ in Google Books Software Software is changing the world just as much Source: Google
  53. Software is eating the world Tech is outgrowing the tech industry

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