MMA Mobile Summit LATAM Forget Unicorns: Breeding Dragons in a Mobile World, By B. Bonin Bough, Host CNBC's @ Cleveland Hustles

1. From Unicorns
To Dragons
B. Bonin Bough
Chief Media & eCommerce Officer
Mondelez International

4. Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
MobileRadioWebPrintTV
23%
9%
22%
6%
40%
SPEND
US Consumer Time Spent by Media

6. 6

7. Millennials view mobile phones as more
important than toothbrushes and deodorant
96%
93%
90%

15. In 2011, only one
messaging app made
it into the top 10 most
popular apps

16. Now, the top 6
most opened
apps are
messaging apps

17. 4 billionglobal active users of messaging apps

20. Top 50 unicorns are valued at over $1.3 trillion

22. Only 25% of unicorn investments
turned out to be dragons

23. Can dragons breed dragons?

24. Dragon (n)
A startup-minded business
that, building on the strength
of its parent company,
launches an industry-
disrupting model that moves
faster, is stronger and scales
across an organization

25. Apple Services
$20 billion

26. $7.88 billion

28. If a tech giant can do it,
why can’t a company like Mondelez do it?

29. How do we raise an egg of an idea
into a full-blown dragon?
riding
the dragon
how to
breed a
dragon
2
1
3 hatching
the dragon
Raising
the dragon

30. Hatching Dragons

34. Raising Dragons

40. Riding Dragons

41. 2012
Daily Twist Campaign

42. 2012
Daily Twist
Campaign
2012
Twist, Lick & Dunk
Game
2013
Super Bowl “Dunk in the Dark”
2013
Wonderfilled
Campaign
2014
Trending
Vending

44. 2012
Daily Twist
Campaign
2012
Twist, Lick & Dunk
Game
2013
Super Bowl
“Dunk in the Dark”
2013
Wonderfilled
Campaign
2014
Trending
Vending
2014
Trending Vending

47. WonderDisruption

48. From Unicorns
To Dragons
B. Bonin Bough
Chief Media & eCommerce Officer
Mondelez International