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MOBILE IS
EATING THE
WORLD
Benedict Evans
December 2016
@BenedictEvans
Mobile deployment
3
We’re halfway to connecting everyone
5.5bn people over 14 years old, ~5bn with mobile phones, ~2.5bn smartphones
* SIM p...
4
The mobile S-Curve is passing the PC S-Curve
Smartphones are moving past the PC and heading for 5bn+ users
Source: Apple...
5
Mobile S-Curve moving from creation to deployment
As we pass 2.5bn smartphones in use, the issues that matter are changi...
6
What does mobile deployment mean?
Creation
Platform wars
The latest handset!
Technology arguments
Millions of users
“Wil...
7
“What can we build with this?”
A new kind of scale for technology, and new
kinds of computer.
New ways to change other i...
A new kind of scale
9
0
100
200
300
400
500
1990 1995 2000 2005 2010 2015
Annual revenue ($bn, real terms)
Wintel
GAFA
Changing of the guard
G...
10
The Wintel explosion in 1990s – 14x growth
The golden age for Intel and Microsoft saw 14x revenue growth and dominance ...
11
… But GAFA has 10x the scale
Fundamental change in what it means to be a leading tech company
Source: Bloomberg, a16z
0...
12
From important to dominant
When tech was scared of Microsoft, it was a pretty small company
Source: Bloomberg, a16z
GAF...
13
That scale means much more investment
Annual capex has increased from $1bn to $34bn since 2000
Source: Bloomberg, a16z
...
14
And 10x more people
(Though this chart includes a lot of warehouse and retail staff)
Source: Bloomberg
0
100
200
300
40...
15
Today’s tech giants have a totally different
character of scale to Wintel or IBM before
them.
Giants in the economy, no...
16
So Apple is a global
top 10 retailer
500 stores, ~$25bn revenue make it a
top 20 retailer.
$53bn including the online s...
17
0
2
4
6
8
10
12
14
Disney NBCU CBS Netflix Turner Amazon HBO
Annual TV production budgets, 2015 ($bn)
For Amazon, conte...
18
Is Netflix a threat?
“Is the Albanian army going to
take over the world?”
- Jeffery Bewkes, CEO Time Warner, 2010
19
Making your own chips: Intel’s whole
business becomes a side-project.
Google: ‘TPU’ machine learning FPGA.
Amazon: ‘Ann...
20
Scale of 5bn
mobile users
Vast supply chain of
commoditised
components &
platforms
Scale of the
winners
GAFA have much
...
In the mean time,
the new thing –
machine learning
22
“Is there a dog in
this picture?”
After 50 years of work, computer vision
systems got this right 72% of the time.
A who...
23
The arrival of machine learning
Performance on decades-old challenges has been transformed
Image
recognition
Speech
rec...
24
Machine learning: data instead of rules
Fundamental shift in AI from trying to codify perception to massive data and ap...
25
“Every time I fire a linguist, the
performance of the speech
recognizer goes up.”
- Frederick Jelinek
26
Since we’re analysing data, not looking for
dogs, this works for many other data sets.
“Which customers are about to ch...
27
Alpha Go – board
games and air-con
Google took the machine learning
platform that won Go and applied it to
data center ...
28
“We will move from mobile-first
to AI-first.”
- Sundar Pichai, 2016
29
Data
New analysis
on almost any
data set
Interaction
Images, voice,
devices, new
UX models
Images
ML can read
images as...
30
At the top and
bottom of the stack
Training models at vast scale in the
cloud…
But once trained, many models could
run ...
31
0.0
2.5
5.0
7.5
10.0
12.5
2014 2015 2016e 2017e
Global image sensing market size ($bn)
Other
Cars
PC & Tablet
Camera
Mo...
32
What does it mean if computers can read
images in the way they’ve always been able
to read text?
33
Complexity and abstraction
Arms race of science, engineering and product – a new front for GAFA competition
Surge in co...
34
The machine learning S-Curve
Still in the very early days of creation, with lots and lots of low-hanging fruit
Creation...
New kinds of
computer
36
0
200
400
600
800
1,000
1,200
1,400
1,600
Jun-13 Jun-14 Jun-15 Jun-16
Billion minutes online, USA
Mobile browser
Mobile...
37
0
200
400
600
800
1,000
1,200
1,400
1,600
Jun-13 Jun-14 Jun-15 Jun-16
Billion minutes online, USA
Mobile browser
Facebo...
38
More important: a new generation of computing
After 30 years, we shift to a new and more sophisticated kind of computer...
39
Both more
sophisticated
and easier to
use
New sensors,
inputs and
interfaces
New
creation: live,
social,
broadcast,
tou...
40
Both more
sophisticated
and easier to
use
New sensors,
inputs and
interfaces,
machine
learning
New
creation: live,
soci...
41
How many old
assumptions does
live video break?
Assume high quality camera, fast
CPU/GPU for encoding and effects,
touc...
42
Direct interaction -
unbundling the app
from the phone
No buttons, apps or intermediate steps –
just use it.
Hardware s...
43
Sensors
Smartphone, or
cheap smartphone
components
Machine learning
Speech recognition,
computer vision
Action
Lighting...
44
Sensor
Commodity
smartphone
components
Machine learning
Speech recognition,
computer vision
Action
(If the machine can ...
45
Changing friction and changing choices
Massive proliferation of UX models. All about removing friction. And choices…
Re...
46
A computer should “never ask
the user for any information
that it can auto-detect, copy,
or deduce.”
- Eric Raymond
47
From direct, physical interaction with data…
Source: IBM47
48
To direct, physical interaction with data
Source: Magic Leap48
Ecommerce
50
Retailers as newspapers
“History doesn’t repeat, but sometimes it rhymes”
Fixed cost base with falling revenue.
Shift f...
51
Break up old
bundles and
aggregators
New
aggregators
emerge
And they shape
consumption in
different ways
Everything the...
52
So far, mostly, what you already know you want
Ecommerce is much better at logistics than demand generation
*Ex. food s...
53
0
5
10
15
20
25
30
Walmart Macy's TJX Amazon Gap Kohl's Target L Brands Nordstrom JC Penney
Top 10 US apparel retailers...
54
But how do you know what to buy?
Amazon is Google for products, but we don’t
have a Facebook or Buzzfeed – we don’t
hav...
55
Digital demand generation: step 1
$500bn spent annually on ads (a third on digital) – and another $500bn on marketing
S...
56
“Your margin is my
opportunity”
- Jeff Bezos
(So what is advertising?)
57
The channel is
the product
Soap as a Service.
New purchasing journeys mean new
kinds of decisions.
If you change how th...
58
Train your AI
on 10 years of
Elle / Dwell /
NYT Recipes
Take a photo
of your outfit /
living room /
kitchen
counter
“Wh...
59
Data works its way through retailing
Data has affected every part of retail except demand itself, so far
ERP
1990s
Supp...
60
0
100
200
300
400
500
600
1980 1985 1990 1995 2000 2005 2010 2015
Annual revenue ($bn, real terms)
Amazon
Walmart
Retai...
61
Sectors up-ended by software so far…
Source: a16z
0
200
400
600
800
1,000
1,200
1,400
Car sales Advertising Consumer Me...
62
And in the future
Source: a16z
0
5,000
10,000
15,000
20,000
25,000
Retail Car sales Advertising Consumer Media Mobile p...
Cars
64
Cars as phones
“History doesn’t repeat, but sometimes it rhymes”
Today’s tech moat disappears.
Key components become co...
65
Two paths for disrupting cars
Electric
Happening right now.
Removing the engine &
transmission destabilizes the car
ind...
66
0
50
100
150
200
250
300
0
200
400
600
800
1,000
1,200
2008 2009 2010 2011 2012 2013 2014 2015
Lithium-ion battery econ...
67
Electric unbundles cars
Radical simplification
Complex, proprietary gasoline
engines & transmissions disappear
Replaced...
68
Precedent – unbundling phones
Once, you had to have co-invented GSM to make phones. Now, all components unbundled
2001,...
69
(Unfair but relevant – capex scale)
Leading tech companies now spend as much on capex as car OEMs
Apple has $237bn gros...
70
Meanwhile, progress to autonomy
Steady, incremental progress, solving one tech challenge at a time
Old-fashioned
cruise...
71
Physical scale
Electric changes
barriers to entry…
But bashing metal is
still about scale
Data
network effects
Driving ...
72
Self-driving car =
horseless carriage
First, we make the tech fit the old
patterns.
Then, we change to take advantage o...
73
The obvious impact…
It’s easy to talk about the obvious impacts of electric and autonomy – oil and safety
Half of oil
p...
74
But the second-order effects will be much bigger
Electric changes the whole car ecosystem
Half of oil
production
1.25m
...
75
But the second-order effects will be much bigger
Electric changes the whole car ecosystem - autonomy changes what cars ...
76
… And the biggest changes are unknowable
“Going to the opera in the year 2000”
Source: Albert Robida76
Thank you
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Mobile Is Eating the World, 2016-2017 Slide 1 Mobile Is Eating the World, 2016-2017 Slide 2 Mobile Is Eating the World, 2016-2017 Slide 3 Mobile Is Eating the World, 2016-2017 Slide 4 Mobile Is Eating the World, 2016-2017 Slide 5 Mobile Is Eating the World, 2016-2017 Slide 6 Mobile Is Eating the World, 2016-2017 Slide 7 Mobile Is Eating the World, 2016-2017 Slide 8 Mobile Is Eating the World, 2016-2017 Slide 9 Mobile Is Eating the World, 2016-2017 Slide 10 Mobile Is Eating the World, 2016-2017 Slide 11 Mobile Is Eating the World, 2016-2017 Slide 12 Mobile Is Eating the World, 2016-2017 Slide 13 Mobile Is Eating the World, 2016-2017 Slide 14 Mobile Is Eating the World, 2016-2017 Slide 15 Mobile Is Eating the World, 2016-2017 Slide 16 Mobile Is Eating the World, 2016-2017 Slide 17 Mobile Is Eating the World, 2016-2017 Slide 18 Mobile Is Eating the World, 2016-2017 Slide 19 Mobile Is Eating the World, 2016-2017 Slide 20 Mobile Is Eating the World, 2016-2017 Slide 21 Mobile Is Eating the World, 2016-2017 Slide 22 Mobile Is Eating the World, 2016-2017 Slide 23 Mobile Is Eating the World, 2016-2017 Slide 24 Mobile Is Eating the World, 2016-2017 Slide 25 Mobile Is Eating the World, 2016-2017 Slide 26 Mobile Is Eating the World, 2016-2017 Slide 27 Mobile Is Eating the World, 2016-2017 Slide 28 Mobile Is Eating the World, 2016-2017 Slide 29 Mobile Is Eating the World, 2016-2017 Slide 30 Mobile Is Eating the World, 2016-2017 Slide 31 Mobile Is Eating the World, 2016-2017 Slide 32 Mobile Is Eating the World, 2016-2017 Slide 33 Mobile Is Eating the World, 2016-2017 Slide 34 Mobile Is Eating the World, 2016-2017 Slide 35 Mobile Is Eating the World, 2016-2017 Slide 36 Mobile Is Eating the World, 2016-2017 Slide 37 Mobile Is Eating the World, 2016-2017 Slide 38 Mobile Is Eating the World, 2016-2017 Slide 39 Mobile Is Eating the World, 2016-2017 Slide 40 Mobile Is Eating the World, 2016-2017 Slide 41 Mobile Is Eating the World, 2016-2017 Slide 42 Mobile Is Eating the World, 2016-2017 Slide 43 Mobile Is Eating the World, 2016-2017 Slide 44 Mobile Is Eating the World, 2016-2017 Slide 45 Mobile Is Eating the World, 2016-2017 Slide 46 Mobile Is Eating the World, 2016-2017 Slide 47 Mobile Is Eating the World, 2016-2017 Slide 48 Mobile Is Eating the World, 2016-2017 Slide 49 Mobile Is Eating the World, 2016-2017 Slide 50 Mobile Is Eating the World, 2016-2017 Slide 51 Mobile Is Eating the World, 2016-2017 Slide 52 Mobile Is Eating the World, 2016-2017 Slide 53 Mobile Is Eating the World, 2016-2017 Slide 54 Mobile Is Eating the World, 2016-2017 Slide 55 Mobile Is Eating the World, 2016-2017 Slide 56 Mobile Is Eating the World, 2016-2017 Slide 57 Mobile Is Eating the World, 2016-2017 Slide 58 Mobile Is Eating the World, 2016-2017 Slide 59 Mobile Is Eating the World, 2016-2017 Slide 60 Mobile Is Eating the World, 2016-2017 Slide 61 Mobile Is Eating the World, 2016-2017 Slide 62 Mobile Is Eating the World, 2016-2017 Slide 63 Mobile Is Eating the World, 2016-2017 Slide 64 Mobile Is Eating the World, 2016-2017 Slide 65 Mobile Is Eating the World, 2016-2017 Slide 66 Mobile Is Eating the World, 2016-2017 Slide 67 Mobile Is Eating the World, 2016-2017 Slide 68 Mobile Is Eating the World, 2016-2017 Slide 69 Mobile Is Eating the World, 2016-2017 Slide 70 Mobile Is Eating the World, 2016-2017 Slide 71 Mobile Is Eating the World, 2016-2017 Slide 72 Mobile Is Eating the World, 2016-2017 Slide 73 Mobile Is Eating the World, 2016-2017 Slide 74 Mobile Is Eating the World, 2016-2017 Slide 75 Mobile Is Eating the World, 2016-2017 Slide 76 Mobile Is Eating the World, 2016-2017 Slide 77
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Mobile Is Eating the World, 2016-2017

by Benedict Evans. Please see this link for full description, slides, AND version with talk track: http://a16z.com/2016/12/09/mobile-is-eating-the-world-outlook-2017/

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Mobile Is Eating the World, 2016-2017

  1. MOBILE IS EATING THE WORLD Benedict Evans December 2016 @BenedictEvans
  2. Mobile deployment
  3. 3 We’re halfway to connecting everyone 5.5bn people over 14 years old, ~5bn with mobile phones, ~2.5bn smartphones * SIM penetration is >100%. Source: World Bank, TMW, CNNIC, a16z Developed markets China LatamDeveloped markets China Latam MENA India Sub-Saharan Africa OtherDeveloped markets China Latam MENA South Asia Sub-Saharan Africa SE Asia Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Global population and mobile penetration*, December 2016 Not mobile Mobile Smart Developed markets China Latam MENA South Asia Sub-Saharan Africa SE Asia Other
  4. 4 The mobile S-Curve is passing the PC S-Curve Smartphones are moving past the PC and heading for 5bn+ users Source: Apple, Google, a16z, GSMA, ITU, World Bank 0 1 2 3 4 5 6 1985 1990 1995 2000 2005 2010 2015 Global population (bn) Mobile users iOS & Android smartphones PCs Adults
  5. 5 Mobile S-Curve moving from creation to deployment As we pass 2.5bn smartphones in use, the issues that matter are changing Creation Deployment Crazy idea Scaling Frenzy Maturity Mobile PCs AR?
  6. 6 What does mobile deployment mean? Creation Platform wars The latest handset! Technology arguments Millions of users “Will this work? Who will win?” Deployment The big winners are clear Steady, incremental improvement Commodity technology (mostly) Billions of users “What can we build with his?” As we pass 2.5bn smartphones in use, the issues that matter are changing
  7. 7 “What can we build with this?” A new kind of scale for technology, and new kinds of computer. New ways to change other industries. Two of those industries: ecommerce & cars.
  8. A new kind of scale
  9. 9 0 100 200 300 400 500 1990 1995 2000 2005 2010 2015 Annual revenue ($bn, real terms) Wintel GAFA Changing of the guard Google, Apple, Facebook & Amazon (GAFA) are 3x the scale of Wintel Source: Bloomberg, a16z
  10. 10 The Wintel explosion in 1990s – 14x growth The golden age for Intel and Microsoft saw 14x revenue growth and dominance of tech Source: Bloomberg, a16z 0 10 20 30 40 50 1990 1995 2000 Wintel annual revenue ($bn, real terms)
  11. 11 … But GAFA has 10x the scale Fundamental change in what it means to be a leading tech company Source: Bloomberg, a16z 0 100 200 300 400 500 1990 / 2005 1995 / 2010 2000 / 2015 Annual revenue ($bn, real terms) Wintel 1990-2000 GAFA 2005-2015
  12. 12 From important to dominant When tech was scared of Microsoft, it was a pretty small company Source: Bloomberg, a16z GAFA Wintel All other 0 10 20 30 40 50 60 70 80 90 100 1995 2016 Top 20 US listed companies by market cap (indexed) GAFA Wintel All other
  13. 13 That scale means much more investment Annual capex has increased from $1bn to $34bn since 2000 Source: Bloomberg, a16z 0 5 10 15 20 25 30 35 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Annual capex ($bn real) Amazon Facebook Apple Google Microsoft
  14. 14 And 10x more people (Though this chart includes a lot of warehouse and retail staff) Source: Bloomberg 0 100 200 300 400 500 600 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Permanent employees (000) Amazon Facebook Apple Google Microsoft
  15. 15 Today’s tech giants have a totally different character of scale to Wintel or IBM before them. Giants in the economy, not just in tech. And (at least) four competing giants, not one.
  16. 16 So Apple is a global top 10 retailer 500 stores, ~$25bn revenue make it a top 20 retailer. $53bn including the online store… Making Apple the 10th largest global retailer by revenue. Not bad for a marketing operation. Retail ran at 12% of revenue before Apple stopped disclosing it: direct is 25%. Source: Apple, a16z
  17. 17 0 2 4 6 8 10 12 14 Disney NBCU CBS Netflix Turner Amazon HBO Annual TV production budgets, 2015 ($bn) For Amazon, content is just a strategic lever Original content is core for Netflix, but just another way to sell Prime for Amazon. Combined, they’re 16% of US production budgets Source: IHS
  18. 18 Is Netflix a threat? “Is the Albanian army going to take over the world?” - Jeffery Bewkes, CEO Time Warner, 2010
  19. 19 Making your own chips: Intel’s whole business becomes a side-project. Google: ‘TPU’ machine learning FPGA. Amazon: ‘Annapurna’ networking ASIC. Apple: A10 is the fastest mobile SoC – plus custom chips for TouchID, Airpods, etc.
  20. 20 Scale of 5bn mobile users Vast supply chain of commoditised components & platforms Scale of the winners GAFA have much greater global scale than Wintel or IBM ever had New ways to compete Custom hardware Retail & distribution Content (Cars) Building on scale Huge companies building on an ecosystem that commoditises almost everything before
  21. In the mean time, the new thing – machine learning
  22. 22 “Is there a dog in this picture?” After 50 years of work, computer vision systems got this right 72% of the time. A whole class of similar problems – easy for people and hard/impossible for computers. Consensus: decades more work. Then, in 2013, machine learning. Source: Imagenet
  23. 23 The arrival of machine learning Performance on decades-old challenges has been transformed Image recognition Speech recognition 28% error rate 7% 26% error rate 4%
  24. 24 Machine learning: data instead of rules Fundamental shift in AI from trying to codify perception to massive data and applied maths Old: rules Build systems to look for ears, noses, legs, fur… Hire linguists and write grammar rules. Try to codify how human intelligence works (though we don’t really know). Machine learning: data 10k pictures labelled ‘dog’ and 10k labelled ‘no dog’, and let a neural network work it out. Learning rather than rules. Possible now because we have ~1m times more computing & data.
  25. 25 “Every time I fire a linguist, the performance of the speech recognizer goes up.” - Frederick Jelinek
  26. 26 Since we’re analysing data, not looking for dogs, this works for many other data sets. “Which customers are about to churn?” “Will that car let me merge?” “Is anything weird happening on the network?”
  27. 27 Alpha Go – board games and air-con Google took the machine learning platform that won Go and applied it to data center cooling. Achieved a 15% energy saving. Building systems that find patterns in data.
  28. 28 “We will move from mobile-first to AI-first.” - Sundar Pichai, 2016
  29. 29 Data New analysis on almost any data set Interaction Images, voice, devices, new UX models Images ML can read images as easily as text? Surprises Things that don’t look like ML use cases ML use cases: how many patterns, how much data? Things that only people could do, but at a scale that people could never do
  30. 30 At the top and bottom of the stack Training models at vast scale in the cloud… But once trained, many models could run on very small/cheap devices. A $10 widget could run on a cheap DSP with a commodity camera, looking for just one thing – people, leaks, cars…
  31. 31 0.0 2.5 5.0 7.5 10.0 12.5 2014 2015 2016e 2017e Global image sensing market size ($bn) Other Cars PC & Tablet Camera Mobile Cameras in everything, except in cameras Imaging, combined with machine learning, may be becoming a universal sensor Source: Sony
  32. 32 What does it mean if computers can read images in the way they’ve always been able to read text?
  33. 33 Complexity and abstraction Arms race of science, engineering and product – a new front for GAFA competition Surge in complexity Building the engineering on top of the science ‘How to build the right ML for this problem’ is becoming a new CS field Even as the science still has far to go Rush to abstraction Google, Amazon, Microsoft, IBM, etc. rushing to build ML platforms in the cloud Core, cutting-edge ML tech available to rent
  34. 34 The machine learning S-Curve Still in the very early days of creation, with lots and lots of low-hanging fruit Creation Deployment Crazy idea Scaling Frenzy Maturity Machine Learning
  35. New kinds of computer
  36. 36 0 200 400 600 800 1,000 1,200 1,400 1,600 Jun-13 Jun-14 Jun-15 Jun-16 Billion minutes online, USA Mobile browser Mobile app Desktop Obvious but boring: apps have won mobile Smartphone apps are now close to 60% of all time spent online in the USA Source: Comscore
  37. 37 0 200 400 600 800 1,000 1,200 1,400 1,600 Jun-13 Jun-14 Jun-15 Jun-16 Billion minutes online, USA Mobile browser Facebook app Mobile app Desktop … with increasing concentration Facebook has 15-20% of mobile time (making it the largest mobile web browser) Source: Comscore, a16z
  38. 38 More important: a new generation of computing After 30 years, we shift to a new and more sophisticated kind of computer Intensely personal Always with you Imaging as primary input Touch, tilt, location, microphone App stores Ignore battery & bandwidth 1000x faster Cloud & machine learning And yet much easier to use…
  39. 39 Both more sophisticated and easier to use New sensors, inputs and interfaces New creation: live, social, broadcast, touch, imaging New computing model…
  40. 40 Both more sophisticated and easier to use New sensors, inputs and interfaces, machine learning New creation: live, social, broadcast, touch, imaging New computing model, and new creation models Leave the PC behind, presume mobile-only and mobile-native, not mobile-first
  41. 41 How many old assumptions does live video break? Assume high quality camera, fast CPU/GPU for encoding and effects, touch, always on, always in your pocket. Assume unlimited bandwidth & battery. Assume 1bn high-end smartphones on earth - there can be 50 companies trying this. And turn the whole phone into the camera. Source: Houseparty, Yixia
  42. 42 Direct interaction - unbundling the app from the phone No buttons, apps or intermediate steps – just use it. Hardware sensors as unbundled apps - deep links within apps. Apps moved to a new context. And of course all built with commodity components from the smartphone supply chain.
  43. 43 Sensors Smartphone, or cheap smartphone components Machine learning Speech recognition, computer vision Action Lighting everything up with machine learning Smartphone supply chain enables this – machine learning makes it useful
  44. 44 Sensor Commodity smartphone components Machine learning Speech recognition, computer vision Action (If the machine can answer) Still need to narrow the domain to things you can actually do, and tell your users “I’m sorry Dave…”
  45. 45 Changing friction and changing choices Massive proliferation of UX models. All about removing friction. And choices… Removing questions and friction Do you have the printer driver? What’s your password? Where did you save that file? … What soap do you want to buy? With which app? But also choices Questions are also choices Huge strategic incentive for big platforms to be the ones to answer the question for you “Who owns the customer?”
  46. 46 A computer should “never ask the user for any information that it can auto-detect, copy, or deduce.” - Eric Raymond
  47. 47 From direct, physical interaction with data… Source: IBM47
  48. 48 To direct, physical interaction with data Source: Magic Leap48
  49. Ecommerce
  50. 50 Retailers as newspapers “History doesn’t repeat, but sometimes it rhymes” Fixed cost base with falling revenue. Shift from paid to freemium, unbundling, different skills. The distribution advantage moves. New medium means different consumption – you buy different things, not just in different places.
  51. 51 Break up old bundles and aggregators New aggregators emerge And they shape consumption in different ways Everything the internet did to media will happen to retail
  52. 52 So far, mostly, what you already know you want Ecommerce is much better at logistics than demand generation *Ex. food service, gasoline, auto. Source: US Census Bureau, Amazon, a16z 0% 2% 4% 6% 8% 10% 12% 14% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Ecommerce as % US retail revenue* Amazon US ecommerce
  53. 53 0 5 10 15 20 25 30 Walmart Macy's TJX Amazon Gap Kohl's Target L Brands Nordstrom JC Penney Top 10 US apparel retailers by revenue, 2015 ($bn) People will buy online if they know about it Even clothes – especially with free returns (a new logistics arbitrage model) Source: Bloomberg Intelligence
  54. 54 But how do you know what to buy? Amazon is Google for products, but we don’t have a Facebook or Buzzfeed – we don’t have suggestion and discovery. The internet lets you buy, but it doesn’t let you shop.
  55. 55 Digital demand generation: step 1 $500bn spent annually on ads (a third on digital) – and another $500bn on marketing Source: Zenith, Google, a16z 0 100 200 300 400 500 600 1980 1985 1990 1995 2000 2005 2010 2015 Global ad spending ($bn, real terms) Other internet Google Print Other TV
  56. 56 “Your margin is my opportunity” - Jeff Bezos (So what is advertising?)
  57. 57 The channel is the product Soap as a Service. New purchasing journeys mean new kinds of decisions. If you change how things are bought, you change what gets bought.
  58. 58 Train your AI on 10 years of Elle / Dwell / NYT Recipes Take a photo of your outfit / living room / kitchen counter “What would I like that I’ve never seen?” Scalable curation Scaling curation with machine learning? When can we infer taste and preference, without a purchase history or a salesperson?
  59. 59 Data works its way through retailing Data has affected every part of retail except demand itself, so far ERP 1990s Supply chain & logistics Digital metrics 2000s Advertising Data Social Machine learning 2010s Demand
  60. 60 0 100 200 300 400 500 600 1980 1985 1990 1995 2000 2005 2010 2015 Annual revenue ($bn, real terms) Amazon Walmart Retail S Curves Walmart used new technologies to change retail – the same will happen again Source: Amazon, Bloomberg
  61. 61 Sectors up-ended by software so far… Source: a16z 0 200 400 600 800 1,000 1,200 1,400 Car sales Advertising Consumer Media Mobile phones Pay TV Online advertising TV production Global revenue, 2015 ($bn)
  62. 62 And in the future Source: a16z 0 5,000 10,000 15,000 20,000 25,000 Retail Car sales Advertising Consumer Media Mobile phones Pay TV Online advertising Global revenue, 2015 ($bn)
  63. Cars
  64. 64 Cars as phones “History doesn’t repeat, but sometimes it rhymes” Today’s tech moat disappears. Key components become commodities. Value moves to software. Network effects move away from hardware. ‘Phone’ means something totally different.
  65. 65 Two paths for disrupting cars Electric Happening right now. Removing the engine & transmission destabilizes the car industry and its suppliers. Doesn’t change how cars are used (much). Autonomy 5-10 years? Longer? Many challenges to resolve. Changes where the value is. Accelerates on-demand. Changes what cars are. Changes cities as much as cars changed cities. The growth of electric and autonomy are both, separately, changing what cars are
  66. 66 0 50 100 150 200 250 300 0 200 400 600 800 1,000 1,200 2008 2009 2010 2011 2012 2013 2014 2015 Lithium-ion battery economics Battery $/KwH Energy Density (watt hours/litre) Going electric: riding the battery cost curve Growth of electric cars is a function of battery economics starting to work Source: US Department of Energy
  67. 67 Electric unbundles cars Radical simplification Complex, proprietary gasoline engines & transmissions disappear Replaced by simple, commodity batteries & motors 10x fewer moving parts Whole basis of competition changes New bases for competition Scale, design, distribution remain, for those who can navigate the change But value moves to software - entirely new skill set And then with autonomy, new layers of value built on top Electric makes cars much simpler and turns many elements into commodities
  68. 68 Precedent – unbundling phones Once, you had to have co-invented GSM to make phones. Now, all components unbundled 2001, Nokia “Manufacturing is a core competency & competitive advantage” 75% of Nokia phones made in 8 Nokia factories 2016, Apple The iPhone has 189 suppliers with 789 locations None owned by Apple
  69. 69 (Unfair but relevant – capex scale) Leading tech companies now spend as much on capex as car OEMs Apple has $237bn gross cash, while Google has $73bn Source: Bloomberg 0.0 2.5 5.0 7.5 10.0 12.5 15.0 VW Apple Toyota Google Daimler GM Ford BMW Honda Nissan Tesla 2015 capex ($bn)
  70. 70 Meanwhile, progress to autonomy Steady, incremental progress, solving one tech challenge at a time Old-fashioned cruise control Smart cruise control & lane keeping Automatic, but driver needs to be ready to take over Driver only needed in exceptions, bad weather etc No controls, no driver, no cabin 1958 Now 5-10 years? Source: VDA, a16z 1 2 3 4 5 Level Level
  71. 71 Physical scale Electric changes barriers to entry… But bashing metal is still about scale Data network effects Driving behaviour data to feed ML HD 3D maps How many winners? On-demand network effects Virtuous circle: density of cars + density of riders Uber + Lyft Where is the competitive moat in cars? Once batteries and sensors are commodities, where are the strategic levers? Still lots of unanswered questions
  72. 72 Self-driving car = horseless carriage First, we make the tech fit the old patterns. Then, we change to take advantage of what’s new. And removing the driver changes even more than removing the horses. Source: Daimler
  73. 73 The obvious impact… It’s easy to talk about the obvious impacts of electric and autonomy – oil and safety Half of oil production 1.25m annual road deaths
  74. 74 But the second-order effects will be much bigger Electric changes the whole car ecosystem Half of oil production 1.25m annual road deaths Service & repair with 10x fewer moving parts (And what else gets sold in 150k US gas stations?) Power generation & storage Taxes? Machine tools
  75. 75 But the second-order effects will be much bigger Electric changes the whole car ecosystem - autonomy changes what cars and cities are Half of oil production 1.25m annual road deaths Service & repair with 10x fewer moving parts (And what else gets sold in 150k US gas stations?) Parking and congestion Housing? Retail? Logistics? Ownership? Real Estate? Insurance? Power generation & storage Taxes? Machine tools
  76. 76 … And the biggest changes are unknowable “Going to the opera in the year 2000” Source: Albert Robida76
  77. Thank you
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by Benedict Evans. Please see this link for full description, slides, AND version with talk track: http://a16z.com/2016/12/09/mobile-is-eating-the-world-outlook-2017/

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