the razor fish 5 report 2011

8/6/2019 The Razor Fish 5 Report 2011

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Copyright 2011 Razorfish LLC. All rights reserved


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Contents


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The Pace of Change

Twentieth through the twenty first century

All human Brains

One human Brain

One Mouse Brain

One Insect Brain

Year

Calculations

perSecond

per$1,0

00

10 60

10 55

10 50

10 45

10 40

10 35

10 30

10 25

10 20

10 15

10 10

10 5

1

10 -5

10 -10

19001 92 0 1 94 0 1 96 0 1 98 0

20002020 2040 2060 2080

2100


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Image Reconstruction Time

Year

Seconds

0.01

1970

0.001

0.1

1

10

100

1000Logarithmic Plot

1975 1980 1985 1990 1995 2000 2005

First 3 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

iPad iPhone iPod16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0

GlobalUnitShipments(1,0

00)

0 1 2 3

Quarters After Launch

KPCB


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First 9 Quarters Cumulative Android Unit Shipments

................................................................................

................................................................................

................................................................................

................................................................................

................................................................................

................................................................................

................................................................................

................................................................................

Android Global Units Shipped

80

70

60

50

40

30

20

10

0

GlobalCumulativeUnitShipments(MM)

0 1

Quarters After Launch

2 3 4 5 6 7 8 9

KP

CB


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Near Field Communications


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www.patentlyapple.com

Patently Apple

114

124 126

122

110

Target Advertisement(s)

Target User

Marketing Factors

Infrastructure Owner/Manager

112

116 116 116

118 118 118

114

112 112

110

Advertisement

Advertisement

Bill Bill Bill

Advertisement Advertisement

Advertisement Advertisement

Infrastructure Owner/Manager


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www.patentlyapple.com

Patently Apple

34

96 98 100

28

92

24 30

106

108 112

104114 116

102

110

30

32 24

32 24 25

25

34

90 94

PAN

PAN

LAN

WAN

WAN

LAN

Wired 1/0

Wired 1/0 IR Interface

Web Service

IR Interface

Controllable Device

Controlling Device

NFC Interface

NFC Interface

Internet


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The Interface Revolution


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Compare the numbers of days it took these devices to

reach 1 mln units sold

13

360+

300+

180

74

2815

Ninte

ndoW

ii

Ninte

ndoD

SiP

ad

iPhon

e

Netbo

oks

BlackB

erry

iPod


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The iPad could potentially become the 4th largest

CE category next year

U.S. CE Catagory Sales ($B)

$0.0

Advanced

TVs

SmarPhones

Noteb

ookP

CsiPad

CellPho

nes

Gaming

Hardware

DigitalCameras

Desktop

sPCs

MP3Players

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0 Content Regularly Accessed

39%

Book

iPad

TV show Movie Magazines Radio News Music

13%

33%

11% 12%

32%

25% 21%22%

44%

53%

41%

51%

8%

iPhone


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Weekday Length of Time per

Session by Category - iPad

Weekday Length of Time per

Session by Category - iPhone

16%

20%

31%

31%

31%25%

22% 22%25%

29%

35%

2%

18%

25%

34%

7%3% 3% 3%

7% 8%9%9% 9% 9% 8%

44%40%

49%

78%

40%

5%5%

BookTVMovie

Less than 15 minutes

Magazines NewsMusic

22%

32%

30%

27%

27%

33%

24%24%

16% 15%10%

BookTVMovie Magazines NewsMusic

32%37%

28%

18%

24%

15%

10%14%

19%

11%7%5%

4%

2%1%

22%

16-30 minutes 31-60 minutes 1-2 hours More than 2 hours


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Web browsing activity of iPad users grows significantly on Saturdays and Sundays

4/15 4/18 4/21 4/24 4/27 4/30 5/3 5/6 5/9 5/12 5/15 5/18 5/21 5/24 5/27 5/30

Nov 17

Sunday,

Nov, 19th

Black Friday,

Nov, 26th

Sunday,

Dec, 19th

Sunday,

Dec, 26th

Sunday,

Jan, 2nd

Dec 3Nov 25

77%

Dec 11 Dec 19 Dec 27 Jan 4 Jan 12 Jan 20


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Open Digital ServicesSM:Open API Platforms Enabling

Consumer-Driven Innovation


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Marketing in the Age of Big Data


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SITE

MEDIA

SERVICESOCIAL

CUSTOMERCOMMS

~ 35+Million interactions Email

Billing

Mail

100M interactions Categories

Content

Merchandising

>500M interactions Display

Paid search

email

1M interactions Site service

Online service


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From behavior in a single channel orsession or by product (for example:

conversion, visits, orders, etc.)

To a holistic view of the customer and

segment groups over time


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EXPAND OUR ABILITY TO REACH THE

PROSPECTAND COSTUMER

CREATE A PERSONALIZED, RELEVANT COMMUNICATION

SYSTEM

CARVE THE AUDIENCE INTO VALUABLE PROFILES AND

SEGMENTS

CONNECT ALL OF THE DATA SOURCES TO CREATE A

SINGLE VIEW OF THE COSTUMER

EXPERIENCE

ACTIVATE

ANALYTICS

PLATFORM

MEDIADATA

SITEDATA

SOCIALDATA

CLIENTDATA

CUSTOMERCOMMS


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The Clouds Influence OnEnterprise Architecture


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Capacity

overca

pacity

unde

rcap

acity

Time

Demand Classic Capacity Cloud Capacity

Capex

Rising

demand

scenario

Falling

demand

scenario

0

20

40

60

90

44.52

June 09 June 10

92.87100

100% increase

users in millionusers in million

0

20

40

60

90

July 09 July 10

100

250

500


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500

Amazon EC2 Rack pace Cloud

Servers

GoGrid Linode

1000

1500

2000

1500

August 2009

August 20103000

94% Growth 106% Growth

188% Growth146% Growth

3500

4000

2007 2008 2009 2010

20.000

40.000

60.000

80.000

100.000

3 month moving average


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Central SQL Database

Sticky In-Memory Session

Cahtty Protocols

Tangled Service Interfaces

Instrumented Code

Fat Complex Objects

Components as Jar Files

Distributed Key/Value NoSQL

Shared Memcached Session

Latency Tolerant Protocols

Layered Service Interfaces

Instrumented Service Patterns

Lightweight Serializable Objects

Components as Services


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About Razorfish


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the razor fish 5 report 2011

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