[Report] Internet Trends 2015

INTERNET TRENDS 2015 –
CODE CONFERENCE
Mary Meeker
May 27, 2015
kpcb.com/InternetTrends

2
1) Internet – Two-Thirds of a Generation In...
2) Key Internet Trends
3) Re-Imagining Continues...
4) America’s Evolving Work Environment...
5) Big Internet Markets = China / India
6) Public / Private Company Data
7) One More Thing...
8) Ran Outta Time Thoughts / Appendix
Outline

INTERNET TRENDS –
TWO-THIRDS OF A GENERATION IN...
TWO-THIRDS OF NEXT GENERATION OUT...

4
Internet Users – 1995  2014...
<1% to 39% Population Penetration Globally
Source: Euromonitor, ITU, US Census.
10%
23%
28%
19%
21%
USA China Asia (ex. China) Europe Rest of World
1995
35MM+ Internet Users
0.6% Population Penetration
2014
2.8B Internet Users
39% Population Penetration
61%
0%
12%
22%
5%

5
Mobile Phone Users – 1995  2014...
1% to 73% Population Penetration Globally
Source: Informa, World Cellular Information Service (WCIS). Assumes in 1995, one mobile phone subscription per unique user (no duplication).
Note: In 2014, user base per KPCB estimates based on Morgan Stanley Research and ITU data. Smartphone users & mobile phone users represent unique individuals owning mobile devices; mobile
subscribers based on number of connections & may therefore overstate number of mobile users.
40%
60%
Smartphone Feature Phone
1995
80MM+ Mobile Phone Users
2014
5.2B Mobile Phone Users

6
Public Internet Company Market Capitalizations – 1995  2015...
Top 15 Companies by Market Capitalization = 1995 @ $17 Billion  2015 @ $2.4 Trillion
Source: Morgan Stanley, Capital IQ, Bloomberg.
Note: Market capitalizations are as of May 22, 2015 and December 31, 1995, respectively
Global Public Internet Companies, Ranked by Market Capitalization
As of December, 1995 As of May, 2015
Home Market Cap. Home Market Cap.
Company Country ($MM) Company Country ($MM)
1 Netscape USA $5,415 1 Apple USA $763,567
2 Apple USA 3,918 2 Google USA 373,437
3 Axel Springer Germany 2,317 3 Alibaba China 232,755
4 RentPath USA 1,555 4 Facebook USA 226,009
5 Web.com USA 982 5 Amazon.com USA 199,139
6 PSINet USA 742 6 Tencent China 190,110
7 Netcom On-Line USA 399 7 eBay USA 72,549
8 IAC / Interactive USA 326 8 Baidu China 71,581
9 Copart USA 325 9 Priceline Group USA 62,645
10 Wavo Corporation USA 203 10 Salesforce.com USA 49,173
11 iStar Internet Canada 174 11 JD.com China 47,711
12 Firefox Communications USA 158 12 Yahoo! USA 40,808
13 Storage Computer Corp. USA 95 13 Netflix USA 37,700
14 Live Microsystems USA 86 14 LinkedIn USA 24,718
15 iLive USA 57 15 Twitter USA 23,965
Total Market Cap of Top 15 $16,752 Total Market Cap of Top 15 $2,415,867

7
User Control of Content Up Significantly – 1995  2015
Evolution of Content Discovery, 1975 – 2015, per Nielsen
Source: Nielson, 12/14.

8
Impact of Internet Has Been Extraordinary & Broad...
But – in Many Ways – It’s Just Beginning
Note: Harvey Balls estimate degree to which Internet has changed behavior / outcomes in selected sectors of economy / society, 4/15.
Sector of Economy /
Society, USA
Internet Impact,
to Date
Consumer
Business
Security / Safety /
Warfare
Education
Healthcare
Government / Regulation /
Policy Thinking

10
Global Internet User + Smartphone Subscription Growth =
Good, But Growth Rate Continues to Slow*
*Details on Internet Users & Smartphone Subscribers in Appendix.
• Internet User Growth = Solid, But Slowing
@ 2.8B, +8% in 2014 vs. +10% in 2013, +11% in 2012
Net New User Additions = ~Flat @ ~200MM in 2014 / 2013 / 2012
China Users = +7%, USA = +2%, India = +33%, Japan = Flat, Brazil = +4%
• Smartphone Subscription Growth = Strong, But Slowing
@ 2.1B, +23% in 2014 vs. +27% in 2013, +65% in 2012
Net New Sub Additions = ~Flat @ ~370MM+ in 2014 / 2013
China Subs = +21%, USA = +9%, India = +55%, Japan = +5%, Brazil = +28%

11
Incremental Internet + Smartphone Users =
Harder to Garner Owing to Phase in Adoption Cycles...
Global Smartphone Subscriptions @
76% Penetration of Internet Users
30% Penetration of Mobile Subscriptions
Source: ITU, Informa. Details on Internet Users & Smartphone Subscribers in Appendix.
4.6
5.3
6.0 6.2
6.6
7.0
1.6 1.9 2.1 2.3 2.6 2.8
0.3 0.5
0.8
1.3
1.7
2.1
0
2
4
6
8
2010 20102 2011 2012 2013 2014
GlobalUsers/Subscriptions(B)
Total Mobile Subscriptions Internet Users Smartphone Subscriptions

12
...Incremental Internet + Smartphone Users =
Harder to Garner Owing to Dependence on Developing Markets
Source: US Census, Informa. GDP per capita is adjusted for purchasing-power parity, from IMF.
*These 16 countries encompass 3.1B mobile non-smartphone subscriptions, 52% of world’s smartphone subscriptions (27% ex. China), 62% of non-smartphone (feature phone) subscriptions.
Developing Markets Tend to Have Lower
GDP per Capita / Spending Power / Infrastructure
$44K = Average GDP Per Capita...
In 5 Countries with >50MM Population & ~ / >50% Smartphone Sub Penetration...
USA / Japan / Germany / UK / France
$13K = Average GDP Per Capita...
In 16 Countries* with >50MM Population & ~ / < 50% Smartphone Sub Penetration...
China / India / Brazil / Indonesia / Russia / Mexico / Philippines / Thailand / Italy / Turkey /
Nigeria / Vietnam / Egypt / Iran / Pakistan / Myanmar

13
Global Internet Usage (Data Traffic) Growth Strong =
+21% Y/Y Aided by Mobile + Video
Source: Cisco, 2015.
Consumer Internet Traffic, Global =
+21% in 2014 vs. +24% in 2013, +31% in 2012
Consumer Internet Video Traffic, Global =
64% of consumer traffic in 2014 vs. 62% in 2013, 57% in 2012
Mobile Data Traffic, Global =
+69% in 2014 vs. +81% in 2013, +70% in 2012
Mobile Video Traffic, Global =
55% of mobile traffic vs. 52% in 2013, 50% in 2012

14
Internet Usage (Engagement) Growth Solid
+11% Y/Y = Mobile @ 3 Hours / Day per User vs. <1 Five Years Ago, USA
Time Spent per Adult User per Day with Digital Media, USA,
2008 – 2015YTD
Source: eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2015). Note: Other connected devices include OTT and game consoles. Mobile includes smartphone and tablet. Usage includes both
home and work. Ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking.
0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4
2.2 2.3
2.4 2.6 2.5 2.3 2.4 2.4
0.3
0.3
0.4
0.8
1.6
2.3
2.6
2.8
2.7
3.0
3.2
3.7
4.3
4.9
5.3
5.6
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
HoursperDay
Mobile
Desktop / Laptop
Other Connected Devices
42% of
Total
7% of
Total
51% of
Total
80% of
Total
9% of
Total
12% of
Total

15
Advertising & Monetization =
Mobile Remains Compelling...
Growth Rates for Leaders
Still High But Slowing

16
Remain Optimistic About Mobile Ad Spend Growth...
Print Remains Way Over-Indexed Relative to Time Spent
% of Time Spent in Media vs. % of Advertising Spending, USA, 2014
Source: Advertising spend based on IAB data for full year 2014. Print includes newspaper and magazine. ~$25B+ opportunity calculated assuming Mobile ad spend share equal its respective time
spent share. Time spent share data based on eMarketer 4/14 (adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share.
4%
11%
37%
24% 24%
18%
11%
41%
23%
8%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
%ofTotalMediaConsumptionTime
orAdvertisingSpending
Time Spent Ad Spend
~$25B+
Opportunity
in USA
Total
Internet Ad
= $50B
Of Which
Mobile Ad
= $13B

17
ARPU (+ MAU) Growth Strong But Slowing for Internet Leaders
Advertising ARPU, Annualized ($), MAUs
Source: SEC Filings, Morgan Stanley Research. ARPU = Average Revenue per User, defined as annualized revenue per Monthly Active User (MAU).
Ad ARPU
Annualized ($) Q1:13 Q2:13 Q3:13 Q4:13 Q1:14 Q2:14 Q3:14 Q4:14 Q1:15
Facebook ($) $4.60 $5.65 $6.14 $7.76 $7.24 $8.26 $8.87 $10.47 $9.36
Y/Y Growth 15% 32% 39% 51% 57% 46% 44% 35% 29%
MAU (MM) 1,110 1,155 1,189 1,228 1,276 1,317 1,350 1,393 1,441
Y/Y Growth 23% 21% 18% 16% 15% 14% 14% 13% 13%
Twitter ($) $1.97 $2.22 $2.65 $3.65 $3.55 $4.09 $4.51 $6.00 $5.14
Y/Y Growth 52% 48% 61% 69% 80% 85% 70% 65% 45%
MAU (MM) 204 218 232 241 255 271 284 288 302
Y/Y Growth 48% 44% 39% 30% 25% 24% 23% 20% 18%

18
Internet Advertising = Mobile Growing Strongly (+34% Y/Y) =
@ Just 14% of Total While Desktop Decelerating (+11%)
Global Internet Advertising, 2009 – 2014
Source: PWC Global Entertainment & Media Outlook.
$59
$70
$85
$100
$117
$133
0%
5%
10%
15%
20%
25%
$0
$25
$50
$75
$100
$125
$150
2009 2010 2011 2012 2013 2014
Y/YGrowth
GlobalInternetAdvertising($B)
Desktop Advertising Mobile Advertising Y/Y Growth

19
New Things
Vendors / Brands / Consumers
Should Be Excited About...

20
...Ad Formats = Optimized for Mobile...
Often Fast / Interactive / Fun / Video...
Image: Pinterest, Vessel, Facebook, Google.
Pinterest Cinematic Pin
Video Moves as User Scrolls
Google Local Inventory Ad
Shows Products Available In-Store Nearby
Facebook Carousel Ad
Scroll to Browse Multiple Images
Vessel 5-Second Ad
Short-Form Video

21
...Buy Buttons = Optimized for Mobile...
Minimize Friction to Purchase @ Moment of Interest
Images: Twitter, Facebook, Google.
Twitter Facebook Google

22
...Something Funny
Happened on the Way to the
Small Screen...

23
...Small Screen Vertical Viewing Became Big Deal...
Image: Samsung (left), Snapchat (right).
Video = Then Video = Now?

24
Time Spent on Screens by Orientation (Hours / Day), USA, 2010 – 2015
Source: eMarketer 4/15, Coatue analysis. Note: Other connected devices include OTT and game consoles. Mobile includes smartphone and tablet. Usage includes both home and work. Ages 18+;
time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on desktop/laptop while watching TV is counted as 1 hour for TV
and 1 hour for desktop/laptop.
4.4 4.6 4.6 4.5 4.4 4.3
0.4 0.3 0.3 0.3 0.3 0.4
2.4 2.6 2.5 2.3 2.4 2.4
0.4
0.8
1.6 2.3 2.6 2.8
7.6
8.2
9.0
9.4 9.6 9.9
0
3
6
9
12
2010 2011 2012 2013 2014 2015
HoursperDay
Mobile
Desktop / Laptop
Other Connected Devices
TV
Vertical
screens
(29%)
Horizontal
screens
(71%)
...Vertical Viewing =
29% of View Time (Multi-Platform) vs. 5% Five Years Ago, USA...

25
...Full-Screen Vertical Video Ads on Snapchat =
9x Higher Completion Rate vs. Horizontal Mobile Video Ads
Source: Snapchat. Completion rate compared against industry standard horizontal ads, as measured by Nielsen. Image: Sprinkr blog, news sources.

26
Mobile Usage Evolved Rapidly...
Text  Images  Videos 
All of Above...
Buy Buttons Likely to
Appear Just as Seamlessly

28
Re-Imagining
Enterprise Computing =
Changing Business Process
One Segment at a Time

30
While Consumer Internet Entrepreneurs
Often Pursue
Personal Passion...
‘Enterprise’ Internet Entrepreneurs
Often Pursue
Prior Company Pain Points

31
Business Communications...
Slack – Stewart Butterfield
Source: Slack, KPCB. Image: TVC Net support website (left), NY Times (right).
THEN
Email / Semi-Inflexible
Messaging Tools
NOW
Slack
Can reduce internal email traffic materially

32
Offline Payments...
Square – Jack Dorsey / Jim McKelvey
Source: Square. Image: Square (left and right).
THEN
Difficult to Set Up /
Process Offline Payments
NOW
Square
Allows merchants to accept credit card payments via their existing
smartphone or tablet & run a sophisticated point of sale system

33
Online Payments...
Stripe – Patrick Collison / John Collison
Source: Stripe, 5/15. Image: Stripe (left and right).
THEN
Difficult to Set Up /
Process Online Payments
NOW
Stripe
Can dramatically reduce payment integration time for developers and allow them to take
advantage of modern APIs, compared with time required to deploy traditional merchant account
Stripe
Alipay flow
Kickstarter
payment flow

34
Business Analytics...
Domo – Josh James
Source: Domo. Image: Omvana (left), Domo (right).
THEN
Data Overload Without
Easy Access for Execs
NOW
Domo
Improved access to real-time data can help users save time
& improve decision making

35
Document Signing / Transaction Management...
DocuSign – Tom Gonser
Source: DocuSign. Image: Good Marketplace (left), PaperlessChase.com (right).
THEN
Paper-Based Signatures
NOW
DocuSign
Can reduce transaction costs & improve transaction times

36
Customer Communication...
Intercom – Eoghan McCabe
Source: Intercom. Image: Intercom (left and right).
THEN
Disconnected Point Solutions
NOW
Intercom
In-app messages can be more engaging (based on reply rates)
than traditional email marketing products

37
Customer Success...
Gainsight – Nick Mehta
Source: Gainsight. Image: Salesforce (left), Gainsight (right).
THEN
Transactional Sales
Process with High Churn
NOW
Gainsight
Typically improves net revenue retention

38
Customer Service...
Directly – Antony Brydon
Source: Directly. Image: JaimeOrtega.net (left), Directly (right).
THEN
In-House Support Center
NOW
Directly
Can reduce customer response times & improve customer satisfaction

39
Human Resources...
Zenefits – Parker Conrad
Source: Zenefits. Image: McBrayer (left), Zenefits (right).
THEN
Paper Files &
Insurance Brokers
NOW
Zenefits
Manages $700MM+ in annual benefits premiums across 10K customers in 48 states
vs. traditional brokers which typically work within a single state

40
Enterprise Planning & Performance Optimization...
Anaplan – Frederic Laluyaux
Source: Anaplan. Image: The Oligarch (left), Anaplan (right).
THEN
Microsoft Excel
NOW
Anaplan
Can improve ROI for customers that have replaced
legacy planning solutions & spreadsheet-based processes

41
Recruiting...
Greenhouse – Daniel Chait
Source: Greenhouse. Image: Market Wired (left), Greenhouse (right).
THEN
Reactive / Complex...
Only Used by Recruiters
NOW
Greenhouse
Can improve time-to-hire & decrease overall hiring costs

42
Background Checks...
Checkr – Daniel Yanisse
Source: Checkr. Image: National Federation of Independent Business (left), Checkr (right).
THEN
Manual / Time Consuming Background
Screenings
NOW
Checkr
Typically reduces background check turnaround times

43
Employee Knowledge / Training...
GuideSpark – Keith Kitani
Source: GuideSpark. Image: GuideSpark (left), GuideSpark (right).
THEN
Static Hardcopy Manuals
NOW
GuideSpark
Can reduce Human Resource support time &
increase employee benefits plan participation

44
Visitor Management...
Envoy – Larry Gadea
Source: Envoy. Image: APT Research (left), Envoy (right).
THEN
Sign-In Sheets
NOW
Envoy
Over 1MM visitors checked-in across 1,000 companies worldwide since May 2013

45
Ten Years from Now,
When We Look Back at
How This Era of Big Data Evolved...
We Will Be Stunned at How
Uninformed We Used to Be
When We Made Decisions
– Billy Bosworth, DataStax CEO (2015)

46
Re-Imagining
Messaging...
With Lots of
Improvements / Change / Growth
Ahead

47
Messaging Apps = Top Global Apps in Usage + Sessions
6+ of Top 10
most used apps
globally =
Messaging Apps
Messaging
Apps 
significant app
sessions
Source: Quettra, Q1:15. Data ranked based on usage.
Quettra analyzes 75MM+ Android users spread out in more than 150 countries, collecting install and usage statistics of every application present on the device. Q1:15 data analyzed three months of
data starting from 1/1/15. Data excludes Google apps and other commonly pre-installed apps to remove biases. Only apps with 10K+ installs worldwide and 100+ DAU are counted.

48
Communicating via Mobile Messaging = A Beautiful Thing
Asynchronous yet
Instant
Expressive yet
Fast
Engaging yet
User Controlled
Easy yet
Productive
Simple yet
24x7
Real-Time yet
Replayable*
Current yet
Evergreen
Accessible yet
Global
Mobile yet
Distributed
Instant yet
Secure
Personal yet
Mainstream
Casual yet
Professional
FaceTime...
*Up to 24 hours after original broadcast.
Images: Company websites, Flickr (creative commons).

49
Facebook Messenger (launched 2011)
• Messaging platform
• MAU = 600MM, +200% Y/Y, Q1:15
WhatsApp (launched 2009)
• Fast messaging
• MAU = 800MM, +60% Y/Y, Q1:15
• Messages Sent / Day = 30B
Snapchat (launched 2011)
• Ephemeral messages, pictures and videos
• DAU = 100MM, 5/15
• Story Views / Day = 2B
KakaoTalk (launched 2010, Korea)
• MAU = 48MM, Q1:15
• Messages Sent / Day = 5.2B
• Revenue* = $853MM, +19% Y/Y
LINE (launched 2011, Japan)
• MAU = 205MM, Q1:15
• Messages Sent / Day = 13B, +30% Y/Y
• Revenue = $922MM, +70% Y/Y
WeChat (launched 2011, China)
• MAU = 549MM, Q1:15, +39% Y/Y
Messaging Leaders = Growing Fast...
Building Expansive Platforms + Moats
Selected Global Messaging Leaders
Source: Company public filings, earnings transcripts, websites, statements to the press.
Revenue figures are annualized as of most recent quarter. *Revenue of Daum Kakao.

50
Messaging Platforms – Asia In-Country Leaders =
Developing Evolving Playbooks...
Source: Company websites, press releases.
Name KakaoTalk WeChat LINE
Launch March 2010 January 2011 June 2011
Primary Country Korea China Japan
Messaging   
Group Messaging   
Voice Calls Free VoIP calls (2012)
WeChat Phonebook
(2014) 
Video Calls / Chat  
Video call
update (2013)
Payments KakaoPay (2014) (2013) Line Pay (2014)
Stickers (2012)
Sticker shop
(2013)
(2011)
Games Game Center (2012) (2014) (2011)
Commerce Kakao Page (2013)
Delivery support
w / Yixun (2013)
Line Mall (2013)
Media Kakao Topic (2014)  
QR Codes 
QR code
identity (2012) 
Food Delivery 
Partnership with
Foodpanda (2014)
Launched beta
in Thailand (2015)
Taxi Services
Kakao Taxi
(2015)
Taxi services w/
Didi Dache (2014)
Launched taxi service
in Tokyo (2015)
User Stories /
Moments
Kakao Story (2012) WeChat Moments Line Home (2012)
Developer Platform KakaoDevelopers WeChat API Line Partner (2012)

51
...Messaging Platforms – Global Leaders =
Implementing Playbooks & More
Source: Company websites, press releases.
Name Facebook Messenger Snapchat
Launch August 2011 September 2011
Primary Country Global Global
Messaging Separate messaging app (2014) Chat (2014)
Group Messaging  
Voice Calls VoIP voice calls in US (2013) 
Video Calls / Chat Free VoIP video calls (2015) Video Chat (2014)
Payments Messenger Payments (2015) Snapcash (2014)
Stickers Sticker support (2013) 
Games  
Commerce
Businesses on
Messenger (2015) 
Media  Discover (2015)
QR Codes 
QR Codes to
add friends (2015)
Food Delivery  
Taxi Services  
User Stories /
Moments  Shared Stories (2013)
Developer Platform Messenger Platform (2015) 

52
In Messaging, Not One-Size-Fits-All, For Now...
Many People Use Different Messaging Apps for Various Purposes
One User...
(Illustrative)
Image: Stratechery (right), BoumanBlog (left).
...Another User
(Illustrative)
KakaoTalk
Snapchat
Kik

53
If WeChat Trend Continues to Play Out Globally...
Mobile Messaging Leaders May Evolve into Central Communications Hubs
Image: Facebook.
Context
e.g. purchase(s) made:
Order shirt – from Everlane –
via Facebook Messenger
Identity
Location, Age, Name,
Interests
Context-Persistent
Conversation
Context-driven actions and
engagement

54
Notifications = Growing Rapidly & Increasingly Interactive...
Driving New Touch Points with Messaging Platforms + Other Apps
Images: Apple, Android Wear.
...More Up Close & Personal –
as notifications appear on more
& more mobile devices
Direct Interaction
on Notification Panel –
without users interrupting
what they’re doing...

55
Next New Internet Users Likely Already Non-Smartphone Mobile Users &...
Most Likely to Onboard via Messaging Platforms
Selected Top Countries for Mobile Subscriptions, 2014
Source: Informa, US Census. Top 15 countries ranked by Total Mobile Subscriptions, excluding USA, Germany, Italy, which have higher smartphone penetration and GDP per capita.
Ranked by Total
Mobile Subscriptions:
Total Population
(MM)
Mobile Subscriptions
(MM)
Smartphone % of
Mobile
Subscriptions
China 1,356 1,301 39%
India 1,236 907 15
Indonesia 254 343 19
Brazil 203 274 35
Russia 142 253 23
Pakistan 196 144 6
Nigeria 177 143 16
Vietnam 93 124 17
Philippines 108 113 26
Mexico 120 110 27
Egypt 87 103 19
Iran 81 99 10
Thailand 68 99 29
South Africa 48 73 31
Turkey 82 70 33
Total Mobile Subscriptions (MM) 4,153MM —
Weighted-Avg. of Smartphone as % of Mobile Subs 26%

56
Messaging + Notifications =
Key Layers of Every
Meaningful Mobile App
Messaging Leaders Aiming to Create
Cross-Platform Operating Systems that
Are Context-Persistent
Communications Hubs for
More & More Services

57
Re-Imagining Content...
It’s Increasingly
User-Generated / Curated &
Surprising

58
User-Generated / Tagged / Curated / Indexed &...
Searchable Images +75% Y/Y to >50B Pins on Pinterest
Pinterest Content Growth Strong Across Board...
Especially Strong in ‘Non-Core’ Categories...
Source: Pinterest, 4/15.
Car & Motorcycle Pins +118% Y/Y...Men’s Fashion +96%, 4/15
1x
50x
100x
150x
200x
250x
300x
1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 7/14 10/14 1/15 4/15
NumberofPins(Indexedto1on1/12)
Car & Motorcycle Pins (Indexed) Men's Fashion Pins (Indexed)

59
User-Generated Video from Millions of Creators...
Curated by Snapchat = Growing Rapidly with Live Stories
Source: Snapchat.
Winter X-Games
1/15
30MM
Viewers in 24 Hours
SportsMusic Holidays
Coachella
4/15
40MM
Viewers Over 3 Days
New Year's Eve
12/14
37MM
Viewers in 24 Hours

60
User-Shared / Curated Video Rising Rapidly =
@ 4B Video Views per Day, Up 4x in 6 Months on Facebook
Source: Facebook. Statements made on earnings calls, at F8, and from media blogs, 2015.
0
1
2
3
4
5
Q3:14 Q4:14 Q1:15
BillionsofVideoViewsperDay
Video Views per Day for Facebook,
Global, Q3:14 – Q1:15 Facebook Video Stats
• 50%+ Facebook DAUs =
Watch 1 or More Videos
Daily, USA
• 53% of Views = from Shares
• 75% = on Mobiles

61
User-Generated Live Gaming / Streaming =
Growing +122% Y/Y to 100MM MAUs on Twitch
Source: Twitch, data as of year-end 2014.
16B Minutes Watched
per Month
+33% Y/Y
1.5MM Unique
Broadcasters per Month,
+67% Y/Y
11MM Videos Broadcast
per Month,
+83% Y/Y
1MM Peak
Concurrent Views
Expanded offerings beyond
Gaming to Music and Movies in
2014, from exclusive live
concerts to video game
documentaries
100MM MAUs
+122% Y/Y

62
User-Generated / Curated Audio Content (including Remixes) =
@ 10MM Creators (+2x) Over 2 Years on SoundCloud
Source: SoundCloud.
100MM Tracks
+33% Y/Y
Majority of content comes
from creators not
associated with known
rights-holders

63
User-Generated Written Content / Stories =
+140% Y/Y to 125MM Cumulative Stories on Wattpad
Source: Wattpad, all data as of 5/15.
11B Minutes Spent per Month
+83% Y/Y
Average engagement time =
30 minutes / user / session
40MM Monthly Unique
Visitors
+48% Y/Y
90% Mobile Traffic
Every minute, >24 hours
of reading material is
posted on Wattpad

64
User-Generated Reviews / Feedback (Reputation) =
+140% Y/Y @ 14MM New Reviews on Airbnb, Last 12 Months
Source: Airbnb.

65
Users Increasingly First Source for News via Twitter / Dataminr
Source: Dataminr, 5/15.

66
Imagine That...
Users Generating Their Content
Are
Recreating Their Internet

67
Re-Imagining
Internet Usage...
12-24+ Year Olds
Remain Trendsetters

68
12-24 Year Olds Internet Usage = Visual Stuff (In & Out) Rules...
Instagram + Snapchat + Pinterest = Continue to Rise
Source: Edison Research / Triton Digital, Piper Jaffray.
Note: (1) 12-24 year olds who currently ever use social networking sites/services. (2) Based on survey of US teens with an average age of 16.3 years.
9%
22%
16%
34%
30%
36%
46%
53%
80%
7%
11%
15%
20%
26%
30%
32%
57%
59%
74%
0% 20% 40% 60% 80% 100%
LinkedIn
WhatsApp
Tumblr
Pinterest
Google+
Vine
Twitter
Snapchat
Instagram
Facebook
Social Media Usage Among American Youth
(Age 12-24)1, USA, 3/15
2015
2014
8%
2%
1%
4%
13%
14%
24%
32%
0% 10% 20% 30% 40%
Don’t use social
networks
Other
Pinterest
Google+
Tumblr
Snapchat
Facebook
Twitter
Instagram
Teens’ Most Important Social Network2, USA, 4/15
Spring 2015
Spring 2014
Fall 2013
Spring 2013

69
Millennials = Love Their Smartphones...
87% = ‘Smartphone Never Leaves My Side’
Millennial Smartphone Behavior, USA, 2014
Source: Zogby Analytics.
Note: Zogby Analytics was commissioned by Mitek Systems, Inc. to conduct an online survey of 1,019 millennials who have a smartphone. For the purposes of this survey, “millennials” are defined as
adults between the ages of 18-34. All interviews were completed May 30 through June 6, 2014. Sums may exceed 100% owing to rounding.
5%
2%
2%
2%
35%
20%
18%
12%
60%
78%
80%
87%
0% 20% 40% 60% 80% 100%
In the next five years,
I believe everything
will be done on
mobile devices
I spend more than
two hours every day
using my smartphone
When I wake up, the
first thing I do is
reach for my
smartphone
My smartphone never
leaves my side, night
or day
Agree
Disagree
Not sure

70
Millennials Love Their Smartphone Cameras...
44% Use Camera / Video Function Daily...76% Post on Social Media
Millennial Smartphone Camera Use Cases,
USA, 2014
For what things do you use your
smartphone camera?
Source: Zogby Analytics.
*18-24 year olds.
Note: Zogby Analytics was commissioned by Mitek Systems, Inc. to conduct an online survey of 1,019 millennials who have a smartphone. For the purposes of this survey, “millennials” are defined as
adults between the ages of 18-34. All interviews were completed May 30 through June 6, 2014.
6%
6%
21%
34%
66%
76%
0% 20% 40% 60% 80%
Not sure
Other
Pay bills
Photo of check
to deposit via
banking app
Pictures of
things to do
later
Pictures/video
to post on
social media
% of Total
Respondents
3%
2%
7%
21%
22%
44%
0% 10% 20% 30% 40% 50%
Not sure
Never
Once a month
At least once a week
Every other day
At least once a day
% of Total
Respondents
Millennial Smartphone Camera Usage*,
USA, 2014
How often do you use your device’s
camera/video function?

71
Smartphone  A Very Smart Phone...
Re-Imagining Presence = All Visual...All the Time
Source: Periscope.

72
Re-Imagining
Getting What You Want...
When You Want It

73
‘Just in Time’ Information =
Enabled by Mobiles + Sensors + Humans...
% of Cell Phone Owners Who Used Phones to Perform
At Least One of Following Activities, USA
46%
52%
79%
84%
84%
0% 20% 40% 60% 80% 100%
Get public transit information
Get help in an
emergency situation
Learn about events
or activities in
one's community
Follow along with
breaking news events
Get turn-by-turn
navigation while driving
Source: US Smartphone Use in 2015, Pew Research Center, 4/15.
Survey conducted among 2,188 USA smartphone owners during 10/14.

74
...‘Just in Time’ Products + Services
= Enabled by Mobiles + Sensors + Humans
Selected On-Demand Company Fulfillment Time Estimates
Source: Statements from company and publicly available information.
Note: Fulfillment time for transportation companies and Shyp is defined as wait time until pickup. Fulfillment time for food companies, Instacart, and Postmates is defined as time until delivery of
goods. Fulfillment time for the remaining companies is defined as time until completion of the transaction.
Dining
Food Delivery
Travel
Transportation
Within minutes
Within minutes
~10 min
~20 min
<20 min
Typically within
1 hour
15 min
Typically within
20-40 minutes
Instant
booking
Instant
booking
Instant
booking
Typically within
1 hour
Entertainment
Instant
booking
Groceries
Typically within
1-2 hours

75
Re-Imagining
Consumer Spending

76
Consumer Spending Category Rankings =
1) Housing 2) Transportation 3) Food 4) Insurance / Pensions 5) Healthcare...
Average Annual Expenditure of USA Household, 2013 – 2014
Source: U.S. Bureau of Labor Statistics, Consumer Expenditure Survey.
Survey results based on mid-year 2014 and 2013 data.
Pension / Personal Insurance includes deductions for private retirement accounts, social security, and life insurance.
Healthcare costs include healthcare insurance, drugs, out-of-pocket medical expenses, etc.
Total ($) % of Total Y/Y
Spend Category 2013 2014 2013 2014 Growth (%)
Housing $17,041 $17,377 33% 33% 2%
Transportation 8,999 9,104 18% 18% 1%
Food 7,047 7,115 14% 14% 1%
Personal Insurance / Pensions 5,573 5,551 11% 11% (0%)
Healthcare 3,520 3,919 7% 8% 11%
Entertainment 2,586 2,560 5% 5% (1%)
Cash Contributions 1,949 1,790 4% 3% (8%)
Apparel and Services 1,706 1,674 3% 3% (2%)
Education 1,212 1,143 2% 2% (6%)
Miscellaneous / Other 1,776 1,701 3% 3% (4%)
Total $51,409 $51,934 100% 100% 1%

77
Lots of Innovation in Biggest
Consumer Spending Categories...
Especially in Top 3 Areas
1) Housing
2) Transportation
3) Food

78
Innovation in High Spend Markets...
Source: U.S. Bureau of Labor Statistics.
Image: Airbnb, Uber, Instacart.
Transportation = $9K
18% of total spend
Average Annual USA Household Spending...
Housing = $17K
33% of total spend
Food = $7K
14% of total spend
$4K on food consumed in home...
8% of spend
32 min

79
...Innovation in High Engagement Markets...
Source: Department of Transportation, Federal Highway Administration, 2/15. US Grocery Shopping Trends, 2012. Booz & Company Analysis.
“Grocery Shopping: Who, Where and When,” The Time Use Institute, 2008. Time spent grocery shopping excludes time spent getting to and from store.
Image: Airbnb, Uber, Instacart.
Drives ~37 Miles
per Day
Average USA Individual...
Needs Shelter
Every Day
Visits Grocery Store
2x / Week...
41 minutes each trip
32 min

80
...Innovation in Weak User Experience Markets
Images: iMore, Uber, Instacart.

81
Re-Imagining Birds-Eye View...
Drone Growth =
Uniquely
Fast / Global...
Consumer / Commercial...
& Regulators Engaged

82
Consumer Drone Shipments = Rising Rapidly...
@ 4.3MM Units in 2015E, + 167% Y/Y, Revenue to $1.7B
Global Consumer Drones – Revenue & Unit Shipments, 2013 – 2015E
Source: KPCB estimates.
0
1,000
2,000
3,000
4,000
5,000
$0
$500
$1,000
$1,500
$2,000
$2,500
2013 2014 2015E
UnitShipments(000’s)
MarketSize($MM)
Market Size ($MM) Unit Shipments (000's)

83
Consumer Drone Use = Global...
USA = 35%... Europe = 30%... China = 15%... ASP = $700
Global Consumer Drones – Revenue by Region, 2014
Source: KPCB estimates.
USA
35%
Europe
30%
China
15%
Rest of
World
20%

84
Commercial Drone Use = Very Broad...
Operational Improvements / Resource Management / Public Safety
Source: News sources.
Infrastructure Inspection
San Diego Gas & Electric testing drones
for electric & gas line inspections
Precision Agriculture
Golden Prairie uses drones to capture soil & growth
information on 10K+ acres of organic millet crops in
high plains of eastern Colorado, USA
Disaster Response
Drones used to assess damage & for relief
efforts in Nepal & Haiti after earthquakes
Mining & Quarrying
Barrick Gold / Imerys / Rio Tinto using drones for pit
surveys / stockpile management / road analysis

85
USA = Previously Held Back by Regulation...Opening for Business =
>400 American Companies Approved to Commercially Operate Drones
Countries Ranked by Government
Accommodation for Drones
1) France & United Kingdom
2) Canada
3) Australia
4) Japan
5) USA
6) China
InsuranceElectric GridConstruction
Precision Farming
Transportation
Oil & Gas
Source: KPCB assessment for rankings, Thompson Coburn LLP for Sec 333 exemptions (http://www.thompsoncoburn.com/news-and-information/publications/publication/15-04-17/section-333-at-
200-days-where-are-we-now.aspx), Airware for companies with public domain licenses.
Note: Per the FAA, Section 333 of the FAA Modernization and Reform Act of 2012 (FMRA) (PDF) grants the Secretary of Transportation the authority to determine whether an airworthiness certificate
is required for a UAS to operate safely in the National Airspace System (NAS). This authority is being leveraged to grant case-by-case authorization for certain unmanned aircraft to perform
commercial operations prior to the finalization of the Small UAS Rule, which will be the primary method for authorizing small UAS operations once it is complete.

86
Commercial Drone Market Future Potential =
Bigger + More Constructive than Many Believe, Though With Risks
Image: 32Advisors.

87
Cyber Attacks =
Growing in Size /
Complexity / Risk

88
Cyber Attacks = Growing Bigger / Faster...
• Insider Misuse = Significant Cause of Breaches
>20% of breaches come directly from insiders with malicious intent. In most
breaches, attackers have foothold within internal networks & spread / steal data
through privilege abuse / credential misuse.
• Mobile Devices = Increasingly Used to Harvest Data
Adware grew 136% to 410,000 apps between 2013 and first three quarters of
2014, giving attackers access to personal information such as contacts, which
can subsequently be used to launch phishing attacks.
• Mobile Device Management = Critical in Preventing Breaches
22% of breaches reported by network security decision makers involve lost /
stolen devices.
Source: FireEye M-Trends Report 2015, Ponemon Institute’s Second Annual Study on Data Breach Preparedness, Network World.

89
...Cyber Attacks = Growing Bigger / Faster
• Human Focus = Critical in Preventing / Remediating Attacks
Despite abundance of security products, breach response typically takes months.
~4 of 5 organizations don’t update their breach response plans to account for
changing threat landscape and corporate processes. With proper technology, threat
intelligence & expertise, detection to response times has been reduced by >90%.
• Security Skills = Biggest Gap in Enterprise Security Programs
Despite large investments in security technologies, lack of skilled experts continues
to result in breaches. At least 30% of organizations cite a ‘problematic shortage’ of
each of following: 1) cloud computing and server virtualization security skills; 2)
endpoint security skills; 3) network security skills; 4) data security skills; 5) security
analytics / forensic skills.
• Disclosures of Breaches = Coming from Outside Sources
In 69% of breaches, victim did not detect attack on own – they were notified by third
party (like the press, law enforcement, etc.). This is forcing victims to disclose
breaches outside their preferred terms / timing.
Source: FireEye M-Trends Report 2015, Ponemon Institute’s Second Annual Study on Data Breach Preparedness, Network World.

AMERICA’S EVOLVING WORK
ENVIRONMENT...
THIS IS NOT A COMPREHENSIVE OVERVIEW OF WORK IN AMERICA, BUT IS INTENDED TO PROVIDE A COLLECTION OF
TRENDS OBSERVED IN THE MARKETPLACE IN AN EFFORT TO HELP ENCOURAGE DATA-DRIVEN DISCUSSIONS ABOUT
SOME EVOLVING CHANGES RELATED TO WORK.

91
Globalization / Structural Changes +
Mobile Connectivity +
Generational Shifts =
Changing Ways Many Work

92
1) Jobs (+ Work) Have Evolved
2) People Have Changed
3) Connectivity Has Changed
4) New Forms of Commerce Transforming How People Can Get Products +
Services
5) Changes in Connectivity + Commerce = Impact Consumption & Ways
People Can Work...Still Early Innings
6) Online Marketplace / Platforms = Regulatory Focus Evolving
7) People + Systems + Regulations / Policies = Need to Evolve / Adapt
Together to More Connected Society
What We’re Going to Cover Here

94
Jobs =
Many Reshaped by
Globalization &
Structural Changes

95
USA as % of Global GDP Declining =
@ 16% vs. 36% Peak During WWII
Percent of Global GDP, 1820 – 2014,
USA vs. Europe vs. China vs. India vs. Latin America
Source: Angus Maddison, University of Groningen, OECD, data post 1980 based on IMF data (GDP adjusted for purchasing power parity). Other countries account for ~35% of global GDP.
0%
10%
20%
30%
40%
%ofGlobalGDP
USA Europe China India Latin America
27%
17%
33%
16%
2%
16%
16%
7%
9%
2%

96
World Trade Rising as % of GDP =
@ 25%, Up ~3x Over Past ~50 Years
World Trade as % of World GDP, 1960 – 2014
Source: Trade data per World Trade Organization (WTO), GDP data per United Nations (UN) and IMF.
Note: World trade calculated as the sum of all countries’ imports (or exports). The biggest trading partners of USA includes EU nations, Canada, China, Mexico, Japan and South Korea.
0%
5%
10%
15%
20%
25%
30%
1960 1964 1968 1972 1976 1980 1984 1988 1992 1996 2000 2004 2008 2012
WorldTradeas%ofGDP

97
‘Goods Producing’ Jobs Falling, Though Stable Recently =
@ 14% of Jobs vs. 44% Peak in 1943...Services Jobs @ 86% vs. 56%
Goods-Producing vs. Services Jobs as % of Total, USA, 1939 – 2014
0%
20%
40%
60%
80%
100%
1939 1944 1949 1954 1959 1964 1969 1974 1979 1984 1989 1994 1999 2004 2009 2014
Goods-Producingvs.ServicesJobs(%)
Goods-Producing Jobs (%) Services Jobs (%)
Source: Bureau of Labor Statistics, 3/15.
Jobs within “Goods-Producing Industries” includes manufacturing, construction, mining and logging. All other industries are classified as “Service-Providing Industries.” Industries include all jobs
classified within those industries, including supervisory jobs. Total includes only nonfarm employment.

98
Since 2000 = Population Grew 2.4x Faster than Jobs...
1948 – 2000 = Jobs Grew 1.7x Faster than Population
Y/Y Population vs. Jobs Growth, USA, 1948 – 2014
Source: Bureau of Economic Analysis. Bureau of Labor Statistics. US Census Bureau.
Jobs figures based on nonfarm employment numbers.
(6%)
(4%)
(2%)
0%
2%
4%
6%
8%
1948 1953 1958 1963 1968 1973 1978 1983 1988 1993 1998 2003 2008 2013
Y/YGrowth(%)
Population Growth (%) Jobs Growth (%)
1948 – 2000 Annual Averages = Jobs @ +2.1%...Population @ +1.3%
2000 – 2014 Annual Averages = Jobs @ +0.4%...Population @ +0.9%

99
High-Skilled / Knowledge-Based Jobs Grew 2x Since 1983...
While Other Jobs Grew Just 1.3x
Non-Routine Cognitive Jobs vs. All Other Jobs Growth,
USA, 1983 – 2015 (Indexed to Jan 1, 1983)
2.0 x
1.3 x
1.0x
1.2x
1.4x
1.6x
1.8x
2.0x
2.2x
1983 1987 1991 1995 1999 2003 2007 2011 2015
IndexedtoJan1,1983
Non-Routine Cognitive Jobs
All Other Jobs
Non-Routine Cognitive Jobs = High-Skilled and Requires Flexibility, Creativity, Problem Solving
Source: US Census Bureau, Federal Reserve Bank of St. Louis, 4/15. Based on methods from Jaimovich and Siu, 2012. Stephen Roach, Senior Fellow and Economist at Yale University, 2015.
Note: Non-routine cognitive jobs include jobs like computer and mathematical, architecture and engineering, education and training, and healthcare occupations.
All other jobs (referred to as routine cognitive and manual occupations) include jobs like production, construction, administrative, and various other occupations.
Non-routine cognitive jobs require creativity, flexibility, problem solving, and are generally high-skilled. Non-routine cognitive jobs comprise ~55MM+ jobs today, or ~40% of the USA workforce.

100
Union Participation Declining =
@ 10% of Workforce vs. 35% Peak in 1954
Union Membership (% of Total Non-Farm Employed Workers), USA, 1948 – 2014
Source: US Department of Labor, Bureau of Labor Statistics. Union Membership in the United States, Cornell University ILR School, 2004.
Note: Union membership calculated as the total number of employed workers that are union members over the total number of employed, nonfarm workers.
0%
10%
20%
30%
40%
1948 1953 1958 1963 1968 1973 1978 1983 1988 1993 1998 2003 2008 2013
UnionMembership(%)
Union Membership as % of Non-Farm Employees

101
Employer Retirement Plan Sponsorship Falling =
@ 59% in 2012 vs. 69% in 1979
Private, Full-Time Workers Whose Employers Sponsor a
Retirement Plan, USA, 1979 – 2012
Source: Center for Retirement Research at Boston College, 5/13.
Note: Population is restricted to private, civilian, nonfarm wage and salary earners. Full-time workers are those working 50 or more weeks a year and 35 or more hours a week. Data are limited to
private-sector, full-time workers ages 25-64. Retirement plans include defined contribution plans, defined benefit plans, or both. Data are based on respondents who said the employer they work for
has a pension or other type of retirement plan for any of its employees.
50%
55%
60%
65%
70%
1979 1982 1985 1988 1991 1994 1997 2000 2003 2006 2009 2012
WorkersWhoseEmployersSponsor
RetirementPlan(%)
Percent of Full-Time, Private Workers Whose Employers Sponsor Retirement Plan

102
Source of Healthcare Insurance Shifting Away from Employers =
@ 54% vs. 64% in 1999
Sources of Healthcare Insurance, USA, 1999 - 2013
Source: Census Bureau.
Note: Percentages may add up to >100%, as coverage is not mutually exclusive (e.g. individuals may be covered by multiple sources throughout the year). Employer coverage includes insurance
coverage purchased by unions. Government health insurance coverage includes Medicaid, Medicare, Department of Veterans Affairs, and military.
0%
10%
20%
30%
40%
50%
60%
70%
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
SourceofHealthcareInsurance(%)
Employer-Sponsored Direct-Purchase Government (Medicaid / Medicare / Military) Uncovered

103
Government Benefit Recipients Rising =
@ 50% of Population vs. 30% in 1983
Percent of Americans Receiving Some Form of Government Benefit,
1983 – 2012
Source: U.S. Census Bureau, Survey of Income and Program Participation.
Government benefits include Social Insurance Programs such as Department of Veterans’ Affairs Compensation, Pensions, Educational Assistance, Medicare, Social Security, Unemployment
Compensation Insurance, Workers’ Compensation, Railroad Retirement; and Social Welfare Programs, such as Food Stamps, Free/Reduced-Price Meals, Housing Assistance, Federal and State
Supplemental Security Income, Medicaid, etc.
0%
15%
30%
45%
60%
1983 1987 1991 1995 1999 2003 2007 2011
RecipientsofGovernmentBenefits(%)
Percent of Americans Receiving Government Benefits

105
Urban Dwellers Have Risen =
@ 81% of Population vs. 70% Fifty Years Ago, 46% a Century Ago
Urban Population as Percent of Total Population, USA, 1910 – 2013
Source: The World Bank, United Nations World Urbanization Prospects. US Census Bureau.
Note: Urban population refers to people living in urban areas. Urban areas are densely developed territories that contain at least 2,500 people, as defined by the Bureau of Labor Statistics. It is
calculated using World Bank population estimates and urban ratios from the United Nations World Urbanization Prospects.
Interest in urbanization is owing to the fact that many new, online, on-demand platforms / marketplaces typically focus on serving urban populations.
10%
30%
50%
70%
90%
1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2011 2012 2013
PercentUrbanPopulation(%)
Urban Population of USA (%)

106
Immigrant Population Rising =
@ 13% of Total vs. <5% in 1970
Percent of Population that is Foreign-Born, USA, 1850 – 2013
Source: US Census Bureau, Center for Immigration Studies.
Note: USA Foreign-born population includes anyone who is not a USA citizen at birth, including those who become USA citizens through naturalization.
0%
4%
8%
12%
16%
1850 1870 1890 1910 1930 1950 1970 1990 2010
ForeignBornPopulation(%)
Foreign Born Population (%)

107
18-32 Year Olds Marriage Rates Declining =
@ 26% vs. 65% Fifty Years Ago
Percent of Married 18-32 Year Old Population, USA, 1960 – 2014
Source: US Census Bureau.
Married defined as married, spouse present or married, spouse absent.
0%
20%
40%
60%
80%
1960 1966 1972 1978 1984 1990 1996 2002 2008 2014
Married18-32YearOlds(%)
Married Age 18-32

108
Household Sizes Declining =
@ 2.5 People vs. 3+ Fifty Years Ago, 4+ a Century Ago
Size of Average Household, USA, 1910 – 2014
2.5
2.8
3.0
3.3
3.5
3.8
4.0
4.3
4.5
4.8
1910 1918 1926 1934 1942 1950 1958 1966 1974 1982 1990 1998 2006 2014
SizeofAverageUSAHousehold
Size of Average USA Household
Source: US Census Bureau. Data from 1910-1940 from the US Census. Data from 1947 onwards from the Current Population Survey.
Note: A household consists of all people who occupy a housing unit regardless of relationship. A household may consist of a person living alone or multiple unrelated individuals or families living
together.

109
6%
15%
25%
35%
33%
33%
32%
31%
48%
44%
36%
31%
0% 10% 20% 30% 40% 50% 60%
2000
2005
2010
2015
% of Total Civilian Labor Force
Boomers
Gen X
Millennials
Millennials (Age 15-35) =
Largest Generation in Workforce This Year
Civilian Labor Force by Generation, USA, 2000 – 2015
Source: Bureau of Labor Statistics, Current Population Survey, 4/15. BLS begins counting Civilian Labor Force at age 16.
Millennials defined as those born between 1980 and 2000. In 2015, they are ages 15-35.
GenX defined as those born between 1965 and 1979. In 2015, they are ages 36-50.
Boomers defined as those born between 1946-1964. In 2015, they are ages 51-70.
Note that there may be different opinions on which years each generation begins and ends. Sums do not add up to 100% owing to exclusion of Silent Generation.

110
Millennials’ Most Valued Work Benefits =
1) Training & Development 2) Flexible Hours 3) Cash Bonuses
Which Three Benefits Would You Most Value From an Employer?
% Ranking Each 1st Place, Global
Source: “Millennials at Work: Reshaping the Workplace,” by PWC, 2011, Global.
Survey of 4,364 graduates across 75 countries. All respondents were aged 31 or under and had graduated between 2008 and 2011.
Millennials defined as those born between 1980 and 2000. In 2015, they are ages 15-35.
4%
1%
2%
2%
2%
3%
3%
4%
5%
6%
6%
8%
14%
19%
22%
I'd Prefer No Benefits and Higher Wages
Time Off to Do Community / Charity Work
Access to Low Interest Loans /
Borrowing Options
Free Child Care
Subsidized Travel Costs
Maternity / Paternity Benefits
Assistance in Clearing Debts Incurred
While Studying
Company Car
Financial Assistance with Housing
Greater Vacation Allowance
Pension Scheme or Other Retirement
Funding
Free Private Healthcare
Cash Bonuses
Flexible Working Hours
Training and Development

111
Millennials Expect Flexibility & Like Technology @ Work
Source: “Freelancing in America,” Survey of 5,000 Working Americans commissioned by Freelancer’s Union and Upwork (formerly Elance-oDesk), 9/14, USA.
“Generation Y: Understanding the Work Habits of Millennials,” Halogen Software Blog, 9/14.
“The State of Workplace Productivity Report,” Cornerstone OnDemand, 8/13, USA. Surveyed 1,029 employed Americans 18+.
“Millennials at Work: Reshaping the Workplace,” by PWC, 2011, Global.
Millennials =
Expect Flexible Work Hours
• Many = expect to be mobile & work
from home / office / cafes at will.
• ~20% = identify as ‘night owls’
(often work outside normal business
hours).
• 38% = freelancing vs. 32% among
those over 35 years old.
• 32% = believe they will be working
‘mainly flexible hours’ in future.
Millennials =
Tech Savvy
• 34% = prefer to collaborate online
at work as opposed to in-person or via
phone (vs. 19% for older generations).
• 45% = use personal smartphones
for work purposes (vs. 18% for older
generations).
• 41% = likely to download
applications to use for work
purposes in next 12 months & use
their own money to pay for them
(vs. 24% for older generations).

112
Millennials = Largest Cohort of ‘On-Demand’ Workers...
@ 1.2MM or 44% of Total
Source: MBO Partners and Emergent Research, “Independent Workers and the On-Demand Economy”, 4/15, USA.
MBO Partners defines workers in the in the “On-Demand Economy,” as those who generate economic activity through the use of online platforms and marketplaces that help customers quickly
connect and transact with suppliers of goods and services. These include services like Airbnb, Uber, Lyft, Handy, Etsy, TaskRabbit, and many others.
*NOTE: 2.7MM figure only includes on-demand workers who devote at least one hour per week to an on-demand platform. Those who use these platforms less frequently are not counted. Figure has
been de-duplicated.
On-Demand Worker Age Distribution, USA, 2014*
2.7MM Workers, Up >2x Y/Y
44%
32%
19%
5%
0%
10%
20%
30%
40%
50%
Millennials
(21-33)
Gen X
(34-49)
Baby Boomers
(50-67)
Matures
(68+)
PercentDistribution

113
Millennial Work Values =
Perceived to be Different vs. Prior Generation
More = Narcissistic / Open to Change / Creative / Money Driven / Adaptable / Entrepreneurial
Less = Confident / Team-Oriented
Qualities Each Generation Is Seen as More Likely to Possess (According to Hiring Managers)
Source: “The 2015 Millennial Majority Workforce Report,” Upwork (formerly Elance-oDesk), 10/14, USA.
Hiring Managers Survey - Q: Please look at this list of personality attributes. Do you think Millennials (age 21-32) or the previous generation (age 33-55) are more likely to possess each? N = 200
27%
46%
50%
55%
60%
65%
66%
72%
80%
73%
54%
50%
45%
40%
35%
34%
28%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Team Player
Confident
Optimistic
Entrepreneurial
Attitude
Adaptable
Money Driven
Creative
Open to Change
Narcissistic
Gen X
Millennials

114
Millennial Work Values = Perception Disconnect?
Most Important Thing to Millennials = Meaningful Work
What Managers Think Is Most Important Thing to Millennials = Money
Source: “How the Recession Shaped Millennial and Hiring Manager Attitudes about Millennials’ Future Careers,” Career Advisory Board (Levit and Licina), 2011, USA.
Survey of 1,023 USA adults.
3%
6%
10%
24%
27%
30%
12%
9%
8%
11%
48%
11%
0% 10% 20% 30% 40% 50%
High Level
of Responsibility
High Level of
Self Expression
Challenging Work
Sense of
Accomplishment
High Pay
Meaningful Work
Managers’ and Millennials’ View of the Most Important Factor That
Indicates Career Success to Millennials
Managers
Millennials

116
Connectivity (Via Internet) Up Dramatically =
@ 84% of Population vs. 9% in 1995...
Percent of Population with Internet Access, USA, 1995 – 2014
Source: World Bank, IDC
0%
20%
40%
60%
80%
100%
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013
InternetPenetration(%)
Internet Penetration USA (%)

117
...Connectivity (via Mobile Smartphones) Up Dramatically =
@ 64% of Population vs. 18% in 2009
Smartphone Subscription Penetration, USA, 2009 – 2014
Source: Informa, US Census Bureau.
Smartphone penetration data are based on subscriptions (also referred to as connections), which may overstate actual users for those who have multiple devices or connections.
18%
31%
36%
52%
59%
64%
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014
SmartphoneSubscriptionPenetration(%)

118
The Big 20-Year Change =
People Connected 24/7 with Mobile Devices

NEW FORMS OF COMMERCE
TRANSFORMING HOW PEOPLE CAN GET
PRODUCTS + SERVICES

120
Commerce via Internet Up Dramatically =
@ 9% of Retail Sales vs. <1% in 1998
E-Commerce as % of Total Retail Sales, USA, 1998 – 2014
Source: Forrester
0%
2%
4%
6%
8%
10%
1998 2000 2002 2004 2006 2008 2010 2012 2014
E-Commerceas%ofRetailSales(%)
E-Commerce as Percent of Retail Sales (%)
$300B+ of
Spend

121
1st Generation ‘Online Platforms / Marketplaces for Products Rising =
Optimized for Desktop Internet + Traditional Shipping Delivery
Gross Merchandise Value (GMV), 2014...
Measured by Top 5 Global Public E-Commerce Companies
Source: Companies are eBay, Amazon, Alibaba, JD.com, and Rakuten. Per publicly available company data, Morgan Stanley Research.
$0
$50
$100
$150
$200
$250
$300
$350
$400
$0
$50
$100
$150
$200
$250
$300
$350
$400
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013
GMV($B)
eBay
Amazon.com
Alibaba / Taobao
JD.com
Rakuten

122
2nd Generation Online Platforms / Marketplaces for Services Rising =
Optimizing for Mobile Internet Devices + On-Demand Local Delivery
Many Mobile-Enabled Urban Millennials Believe =
Should Get What They Want (Products / Services / Work) When They Want It
Source: Selected Online Platforms for Products & Services, USA

123
Consumers’ Expectation
That They Can Get What They Want
With Ease & Speed Will Continue to Rise...
This Changes Fundamental
Underpinnings of Business & Can
Create Rising Demand for Flexible Workers

CHANGES IN CONNECTIVITY +
COMMERCE = IMPACT CONSUMPTION &
WAYS PEOPLE CAN WORK...
STILL EARLY INNINGS

125
More People Working in
Flexible / Supplemental Jobs

126
Freelancers = Significant & Growing Portion of Workers
@ 53MM People, 34% of USA Workforce
Freelancer Categories*
*Freelancer defined as person / business engaged in supplemental, temporary, or project / contract-based work in the past 12 months.
Moonlighters responded that they have one employer and are also doing freelance work on the side to earn additional money. Diversified workers responded that they have multiple sources of income
from a mix of traditional employment and freelance work.
Independent
Contractors
• 21MM People
• 40% of Freelancers
• Don’t have employer...do freelance,
temporary, or supplemental work on a
project-by-project basis
Moonlighters
• 14MM People
• Professionals with a primary, traditional
job who also moonlight doing freelance
work
Diversified
Workers
• 9MM People
• Multiple sources of income; mix of
traditional and freelance work
Temporary
Workers
• 6MM People
• Single employer, client, job, or contract
project where employment is
temporary
Business Owners who
Consider Themselves
Freelancers
• 3MM People
• Business owners with 1-5 employees

127
Freelancers Use Internet to Get / Do Business
*Freelancer defined as person / business engaged in supplemental, temporary, or project / contract-based work in the past 12 months.
Freelancers* Say...
69% = Social networking has ‘drastically changed dynamics of networking’
65% = Internet makes it easier to find work
42% = Have done online freelance project
31% = Can find a gig online in <24 hours

128
Internet Enabling Commerce in Increasingly Efficient Ways
Source: “2015 US Small Business Global Growth Report,” 2015. Published by eBay.
“Redefining Entrepreneurship: Etsy Sellers’ Economic Impact”, 11/13. Published by Etsy. Survey measured 5,500 USA-based sellers on Etsy’s marketplace.
“Elance-oDesk Relaunches as Upwork, Debuts New Freelance Talent Platform,” 5/15.
Airbnb, Thumbtack, Stripe.
eBay SMBs =
95% engage in export vs.
<5% of USA businesses
Setting up export
businesses historically
required significant
investment.
Etsy sellers = 35%
started business without
much capital investment,
compared to 21% for
small business owners.
Only a smartphone
needed to set up a listing
and become an Airbnb
host. Hosts can get set
up in minutes.
Stripe Connect powers
most marketplace
businesses and enables
coordination of
transactions between
buyers and sellers.
Car + smartphone + quick
onboarding to be UberX
driver-partner vs. materially
more to purchase medallion
(or equivalent) to be a Taxi
driver.
SoundCloud Creators can
use mobile devices to
record / distribute audio
content within minutes.
Ability for businesses to
access talent quickly –
time to hire averages 3
days on Upwork vs.
longer time for traditional
hiring.
Thumbtack professionals
pay $3-15 per introduction
to services leads they are
interested in vs. buying
ads in directories monthly
or yearly.

129
Rise of Connectivity +
Online Marketplaces / Platforms =
Helping People
Earn Income &
Work on Own Terms

130
Online Platforms Enabling Steady Growth in Product Commerce &
Enabling Rapid Growth in Service Commerce
8.5MM+ Sellers
2MM+ Third-Party
Sellers
25MM+ Sellers
1.4MM+ Active Sellers
+26% Y/Y
10MM+ Freelancers
+63% 5-Year CAGR
~1MM+ Driver-Partners
+6x Y/Y
35MM Total Guests All-Time
– nearly 25MM in Last Year
Product Commerce Service Commerce
Source: Alibaba. Active sellers only includes 3 China retail marketplaces: Tmall, Taobao, Juhuasuan, Q2:14 (LTM). eBay, 2014. Amazon, Q1:15 earnings call; sellers refer to worldwide active seller
accounts. Etsy, Q1:15 public filings; active sellers defined as those who have incurred at least one charge from Etsy in the last 12 months.
Upwork (formerly Elance-oDesk) database, 2015. 10MM+ is cumulative registered freelancers. Uber, 2015. Airbnb, 2015.

131
People Typically Use Online Platforms
to
Find Extra Income & Flexibility

132
Many People =
Use Online Platforms / Marketplaces to Supplement Income
Select Online Platforms – Personal Impact
Source: “An Analysis of the Labor Market for Uber’s Driver-Partners in the United States,” Uber, 1/15. Note Uber data are USA only.
“The Tremendous Impact of Airbnb in New York,” Airbnb, 5/15. Additional data are from Airbnb.
“Redefining Entrepreneurship: Etsy Sellers’ Economic Impact”, 11/13. Published by Etsy. Survey measured 5,500 USA-based sellers on Etsy’s marketplace. Note Etsy data is USA only.
Upwork (formerly Elance-oDesk) Annual Impact Report, 2014.
“Freelancing in America,” Survey of 5,000 Working Americans commissioned by Freelancer’s Union and Upwork (formerly Elance-oDesk), 9/14. USA.
Thumbtack, 2015.
Note percentages may not add up to 100% owing to rounding.
• 72% = NYC hosts depend on Airbnb earnings to pay rent / mortgage...50%+ = NYC hosts
are freelancers or other non-traditional workers supplementing income...
• 80-90% = Global Airbnb hosts occasionally rent out their own home to supplement income
• 82% = Sellers are part-time (ie: have jobs outside of Etsy)
• 26% = Sellers have full-time jobs (outside of Etsy)...48% = independent / part-time /
temporary workers
• 36% = Use Etsy earnings to cover household expenses...24% for discretionary spend
• 37% = Pros are part-time with income supplemented by other sources
• 74% = Drive to maintain steady income as other income sources unstable / unpredictable
• 61% = Have another job...31% = full-time on another job; 30% = part-time job apart from
Uber; 38% = no other job
• 68% = People who said earning extra money is a motivation for freelancing
• 80% = Non-freelancers willing to do work outside primary job to make more money
• 60%+ = Freelancers provide at least 1/2 household income

133
Online Platform / Marketplace Income =
Material for Many People
Average Annual Earnings – Selected Online Platforms
$51,900
$8,000 $7,700
$3,000
$1,400
Median USA Household
Income
Average $ Earned by
Thumbtack
Professionals
Average $ Earned by
Typical Airbnb Host in
NYC
Average $ Earned by
eBay Seller
Average $ Earned by
Etsy Seller
Source: US Census Bureau Historical Income Tables.
Etsy, Q1:15; calculated as LTM Gross Merchandise Sales divided by Q1:15 active sellers.
Airbnb Economic Impact Study, New York City, 5/15. Airbnb income represented is before taxes.
eBay, 2014; calculated as Gross Merchandise Value divided by number of sellers.
Thumbtack, 2015.

134
Many People =
Use Online Platforms / Marketplaces to Find Flexibility
Select Online Platforms – Views on Flexibility
Source: “An Analysis of the Labor Market for Uber’s Driver-Partners in the United States,” Uber, 1/15. Note Uber data are USA only.
“Redefining Entrepreneurship: Etsy Sellers’ Economic Impact”, 11/13. Published by Etsy. Survey measured 5,500 USA-based sellers on Etsy’s marketplace. Note Etsy data is USA only.
“Freelancing in America,” Survey of 5,000 Working Americans commissioned by Freelancer’s Union and Upwork (formerly Elance-oDesk), USA, 9/14.
“Millennials and the Future of Work,” a study commissioned by Upwork (formerly Elance-oDesk), USA, 5/13.
• 55% = Sellers motivated to set up shop for greater flexibility (for self /
family)
• 87% = Driver-partners like Uber because they can be own boss / set
own schedule
• #2 = Rank of flexibility among motivations for freelancing
• 92% = Freelancers who agree they have more freedom to work
wherever

135
25% of ‘On-Demand’ Workers = Use Multiple Platforms
Source: MBO Partners and Emergent Research, “Independent Workers and the On-Demand Economy”, USA, 4/15.
MBO Partners defines workers in the in the “On-Demand Economy,” as those who generate economic activity through the use of online platforms and marketplaces that help customers quickly
connect and transact with suppliers of goods and services. These include services like Airbnb, Uber, Lyft, Handy, Etsy, TaskRabbit, and many others.
* NOTE: MBO study only includes on-demand workers who devote at least one hour per week to an on-demand platform. Those who use these platforms less frequently are not counted. Figure has
been de-duplicated.
75%
25%
Worked on One Platform
Worked on Multiple Platforms
Percent of ‘On-Demand’ Workers Who Use
Multiple Platforms, USA, 2014

136
Growth in Online Platforms / Marketplaces =
Creates Benefits & Challenges

137
Online Platforms / Marketplaces =
Benefits & Challenges for Consumers
Source: Various.
This list is meant to be general, it is not mutually exclusive or collectively exhaustive. Some platforms / marketplaces may possess all these elements, while others will possess only a few.
Time / Cost Tradeoff – Products with
rapid delivery may be more expensive
Quality – unable to test products /
services...reliant on feedback from
peers / reviews
Trust – new marketplaces must prove
trustworthiness to consumers
Time / Convenience Tradeoff –
Convenience of delivery to home /
work may mean delaying gratification
of getting product immediately
Choice / Access – product depth +
breadth...availability of goods / services /
experiences previously hard to find / reach
Time Savings – can offset incremental
costs, if any
Transparency – ability to research / set
expectations / track process
Personalized – can get items / services
on own schedule
Online Reputation & Trust Systems
Often in Place – ability to read & write
reviews / ratings for merchants & service
providers
Benefits Challenges

138
Online Platforms / Marketplaces =
Benefits & Challenges for Workers
Financial – ability to earn supplemental /
primary income
Flexibility – choose own schedule / task,
location / income goals-targets
Skill Set Match – can often effectively
match skills with needed services
Feedback / Communication – often real-
time / direct
Data – customer location + data can allow
workers to provide more informed /
efficient service
Customer Base – marketplaces can
aggregate demand that may be
fragmented / far-reaching (global)
Growth – rising sector demand for
services should boost opportunities /
competition for workers
Incumbent Displacement – creates
change / uncertainty
Financial – lack of predictable income
possible
Uncertainty – lack of clarity related to
demand / work / reporting possible
Benefits Clarity – insurance / vacation /
sick leave / pension...
Asset Use – potential job requirement to
use personal items (cars / phones...)
Training / Development – potentially
limited training / development /
supervision
Workplace Culture – people often
dispersed
Benefits Challenges
Source: Various.
This list is meant to be general, it is not mutually exclusive or collectively exhaustive. Some platforms / marketplaces may possess all these elements, while others will possess only a few.

ONLINE MARKETPLACE / PLATFORMS =
REGULATORY FOCUS EVOLVING

140
Traditional Challenge / Opportunity =
Incumbents  Regulators  Innovators...
Regulators
Incumbents Innovators
Workers
Consumers

141
...Evolving Challenge / Opportunity =
Incumbents  Regulators  Innovators
Regulators
Incumbents Innovators
Consumers + Workers =
Armed with Mobile Devices +
Social Media
(+ Ratings / Feedback)
Helping Drive Innovation
Consumers
Workers

142
Innovative Online Platform / Marketplace Business Models =
Capturing Attention of Incumbents + Regulators + Policy Makers + Plaintiffs Lawyers
• Airbnb Emerges Victorious as New York City Regulators Overturn Host's $2,400 Fine
– The Verge, 9/13
• Artist Sued for 'Subletting' Loft on Airbnb
– New York Post, 6/14
• Sharing Economy Faces Patchwork of Guidelines in European Countries
– NY Times, 9/14
• State Regulator Says Uber meets Florida Insurance Requirement
– Tampa Bay Times, 10/14
• Handy.com Housecleaners’ Lawsuit Could Rock On-Demand Companies
– SF Gate, 11/14
• Uber, Lyft Lawsuits Could Spell Trouble For the On-Demand Economy
– CNN, 3/15

143
Uber, Lyft... = Facing Confusion in Regulatory Environment
Related to Worker Classification System
Source: Cotter vs. Lyft Inc., et al Order Denying Cross-Motions for Summary Judgment, 3/15.
National Law Review, 3/15
California law defines whether workers are employees or independent
contractors, and there’s a test, but the test and classification system
are woefully outdated...
...It seems to me, as a matter of common sense, that Lyft drivers don’t
fall into the traditional understanding of [the two
classifications]. They seem to fall into a third category....
The jury in this case will be handed a square peg and asked to choose
between two round holes. The test the California courts have
developed over the 20th Century for classifying workers isn't very
helpful in addressing this 21st Century problem...
- Judge Vince Chhabria, U.S. District Judge Presiding Over Cotter vs. Lyft Inc., et al
*Note that Lyft was eventually denied motion for summary judgement & case will need to be decided by a jury.

144
Airbnb = Facing Confusion in Regulatory Environment
Related to Myriad of Local Laws on Hotels / Short-Term Rentals
Source: “The Future of Airbnb in Cities,” McKinsey & Company Interview with Brian Chesky (Cofounder and CEO of Airbnb), 11/14.
...this is amazing, but it’s also complicated because there are laws that
were written many decades ago – sometimes a century ago – that said,
‘There are laws for people and there are laws for business.’ What happens
when a person becomes a business?
Suddenly these laws feel a little bit outdated. They’re really 20th-century
laws, and we’re in a 21st-century economy.
- Brian Chesky, Co-founder and CEO of Airbnb, 11/14

145
StubHub = Faced Confusion in Regulatory Environment &
Proved Marketplaces Can Be Regulators’ Allies
Source: “Lessons from a Scalper” by David Harrington, Kenyon College, Spring 2009.
“A Brief Overview on Ticket Scalping Laws, Secondary Ticket Markets, and the StubHub Effect,” Entertainment and Sports Lawyer, 11/12.
Original Intent of Anti-Scalping Laws (passed in 1920s) = Protect Consumers...
...the law ‘merely prohibits’ scalpers and ticket brokers from charging excessive prices and
thereby ‘end[s] the extortion’ of the public...
StubHub When Founded in 2000 = Faced Many Anti-Scalping Law Barriers...
>20 states prohibited some form of ticket resale...for example, Alabama / Massachusetts
require licenses...in Indiana, one couldn’t sell tickets to boxing matches...
StubHub in 2015 = Legal in Nearly All States & Has Helped Provide...
• Marketplace Liquidity = Can help prevent excessive pricing (‘extortion of public’)
• Trust & Safety / Transparency = Likes of ratings / feedback systems can help find /
remove bad actors
With passage of time (& collaboration), StubHub has helped regulators do
their jobs – effectively regulate what they had intended to regulate all along.

PEOPLE + SYSTEMS + REGULATIONS /
POLICIES =
NEED TO EVOLVE / ADAPT TO MORE
CONNECTED SOCIETY

147
High-Level Summary...
• Job Market – Has been more difficult & work has been harder to find
for many
• Benefits – Traditional employer-provided benefits like health
insurance & retirement plans falling...Recipients of government
benefits rising
• Millennials – Have different expectations for work than previous
generations, for now...Shaped, in part, by Great Recession
• Connectivity – Has created efficiencies & changed work for many
• Work – Alternative work arrangements (including freelancing)
increasing...Competition for workers may rise with demand

148
...High-Level Summary
• Online Platforms / Marketplaces Growing Rapidly – Creating new work
opportunities & challenges for individuals...These will continue to rise,
similar to trends / impact from first-generation Internet companies,
potentially faster / broader
• Need to Shape Direction & Evolve Policies & Laws – Industry
participants (workers / businesses / governments) need to work together
to be more aligned with rapidly emerging ways of doing business &
creating work & recognize that emerging technologies / marketplaces can
help solve for consumer & worker welfare
• Innovative Online Platforms / Marketplaces Stand to Continue to
Benefit Consumers – As evinced by strong demand for their products &
services...
• Impact of Social Media (+ Feedback / Ratings) Should Not be
Underestimated – Empowered consumers increasingly – in effect – take
elements of consumer protection into their own hands

BIG INTERNET MARKETS =
– CHINA = #1 IN SHEER MASS...
– INDIA = #1 IN NEW USER ADDITIONS

150
China =
Digital Innovation Alive & Well
Hillhouse Capital*
Created / Provided China Section of Internet Trends, 2015
*Disclaimer – The information provided in the following slides is for informational and illustrative purposes only. No representation or warranty, express or implied, is given and no responsibility or
liability is accepted by any person with respect to the accuracy, reliability, correctness or completeness of this Information or its contents or any oral or written communication in connection with it. A
business relationship, arrangement, or contract by or among any of the businesses described herein may not exist at all and should not be implied or assumed from the information provided. The
information provided herein by Hillhouse Capital does not constitute an offer to sell or a solicitation of an offer to buy, and may not be relied upon in connection with the purchase or sale of, any
security or interest offered, sponsored, or managed by Hillhouse Capital or its affiliates.

151
Tencent WeChat = Massive Scale + Engagement...
Billions of Red Envelopes Sent / Received on 1 Day
Source: Tencent.
Note: For context, around America’s most viewed live events Super Bowl 2015, Twitter recorded 28 million tweets and Facebook recorded 265 million posts.
User-Initiated Red
Envelope Sends in
Group Chats
Randomized
Gift Amount =
Fun + Social
Sponsor-Initiated
Red Envelope Gifts
with TV prompts
User Shake = Get Gift
+ Follow Sponsor
WeChat Account
1B Virtual Red Envelopes Sent
Chinese New Year’s Eve – 2/18/15
11B Shakes from 20MM Users
CCTV’s New Year Gala TV Show
Hillhouse Capital

152
Tencent WeChat = Major Video Distribution Channel...
Shaping Social Debate
Source: CTR Market Research’s online survey of 1,580 respondents, Kantar China Insights, Tencent.
*Monthly active users as of 1Q15.
‘Under the Dome’
200MM Views Within 3 Days of Release (2/15)
Long-Form Documentary Film (103 minutes)
Investigation of Smog in China
‘Under the Dome’ Viewer Distribution by Channel
41%
Others
Weibo
News / video mobile app
News / video website
WeChat
0% 10% 20% 30% 40% 50%
Hillhouse Capital

153
Tencent WeChat = Helping Government Get Online...
Offering Government Services to its 549MM Users*
Source: Tencent.
*Monthly active users as of 1Q15.
Shanghai Government
Services Provided via
WeChat
Hospital
Appointment
Pay Natural
Gas Fee
Obtain Taiwan
Travel Docs
Smog Test
Appointment
Property Tax
Lookup
Pay Electricity /
Water Bill
Passport
Applications
Driving Violations
Look Up
Weather / Library
Search
Fapiao (Receipt)
Management
Hillhouse Capital

154
China Social Commerce Rising... Meilishuo + Mogujie Driving =
Content (15MM+ Photos) + Community (200MM Users) + Commerce ($2B GMV)*
Source: Meilishuo, Mogujie.
*Photos / community / commerce data are cumulative estimates of both companies combined through 2014E.
**Mogujie introduced new payment option allowing buyers to ‘request payment’ from their partners.
Meilishuo
Pioneering Crowd-Sourced
Design + Production + Sale of Fashion Items
Mogujie
Seamlessly Integrating
Content + Product + Buyer + Seller
Browse
Chat
Pay**
Like
Make
Sell
Hillhouse Capital

155
China Local Food Delivery =
One of Fastest Growing / Competitive Local On-Demand Services
China Online Food Delivery
Transaction Volume, Q1-Q4:14
Source: Analysis.cn Enfodesk.
$0
$200
$400
$600
$800
$1,000
Q1 2014 Q2 2014 Q3 2014 Q4 2014
TransactionVolume($MM)
Ele.me
31%
Meituan
28%
Taodiandian
11%
Baidu
9%
Other
21%
China Online Food Delivery
$ Market Share, 2014
Hillhouse Capital

156
China Internet Leaders =
Evolving from Info-Only to On-Demand Service Providers
Baidu.com
Search engine
Baidu Life
Local restaurant / entertainment / delivery...
58.com
Classified ad listings
58 Daojia
Owned & operated home services provider
Hillhouse Capital

157
China Internet M&A =
Accelerating Industry Consolidation / Rationalization
*Mark-to-market value based on private or public market valuations at time of merger announcement.
Didi / Kuaidi
China’s #1 / #2 On-Demand
Transportation Startups
• $6B = combined mark-to-market* value
• 90% = estimated combined market
share
• $1B+ = estimated cumulative
marketing / investments prior to merger
• Merger announced 2/15
58 / Ganji
China’s #1 / #2 General Online
Classified Platforms
• $10B = combined mark-to-market*
value
• $500MM+ = estimated cumulative
sales & marketing investments prior to
merger
• Merger announced 4/15
Hillhouse Capital

158
China E-Commerce =
Low Take Rates* Helped China Marketplace Leaders Pass USA Peers
Source: Meituan gross billings data are estimates by Tuan800.com, eBay, Groupon, Alibaba GMV data per company.
Note: Take rate defined as net revenue divided by gross merchandise value or gross billings. eBay marketplace take rate excludes PayPal (~3%),
eBay, Alibaba GMV data per company. Meituan take rate is estimate per media report.
Gross Merchandise Value, 2004 – 2014
eBay vs. Alibaba (Taobao / Tmall)
Gross Billings, 2009 – 2014
Groupon N. America vs. Meituan
$0
$100
$200
$300
$400
2004 2006 2008 2010 2012 2014
GrossMerchandiseVolume($B)
eBay Global Marketplace
Take Rate = ~8%
Taobao / Tmall
Take Rate = ~3%
$0
$2
$4
$6
$8
2009 2010 2011 2012 2013 2014
GrossBillings($B)
Groupon North America
Take Rate = ~35%
Meituan
Take Rate = ~5%
Hillhouse Capital

159
China =
Internet of Things Alive & Well

160
Xiaomi = Supported Strong Smartphone Growth...
+227% Y/Y @ 61MM, 2014
Xiaomi Smartphones Shipped Globally, 2012 – 2014
Source: Xiaomi, based on public statements from Lei Jun (Xiaomi CEO) for 2014, 2013 and Li Wanqiang (Co-Founder and Vice President) for 2012.
7
19
61
0%
50%
100%
150%
200%
250%
0
14
28
42
56
70
2012 2013 2014
Y/YGrowth(%)
SmartphonesShipped(MM)
Smartphones Shipped (MM) Y/Y Growth (%)

161
Xiaomi = China Smartphone Shipment Leader
Source: IDC, IHS for Q1:15.
0
30
60
90
120
150
0%
5%
10%
15%
20%
25%
Q2:12 Q3:12 Q4:12 Q1:13 Q2:13 Q3:13 Q4:13 Q1:14 Q2:14 Q3:14 Q4:14 Q1:15
TotalChinaUnitShipments(MM)
ChinaSmartphoneMarketShare(%)
Total Shipments Apple Huawei Lenovo Samsung Xiaomi
Smartphone Shipment Market Share, China, Q2:12 – Q1:15
Apple
Xiaomi
Huawei
Samsung
Lenovo

162
Xiaomi Evolution =
Smartphone + Retail Store + Remote Control for Home Management
Source: Xiaomi.
Mi Home App = Remote Control for
Connected Devices
Smartphone / Computer
2011 = Mi 1
2012 = Mi 2
2013 = Mi 3 / Redmi 1
2014 = Mi 4 / Redmi 1s / Redmi Note(s) / Mi Pad
2015 = Mi Note(s) / Redmi 2
Connected Retail Store (Mi Market App)
with Reminder Prompts
2012 = Set-Top Box
2013 = TV
2014 = Router / Power / Fitness + Health (Band / Air
Purifier / Blood Pressure) / Webcam / Light
Bulb
2015 = Scale / Power Strip / Smart Home Kit (beta)

163
Xiaomi Mi Internet of Things Ecosystem =
Solid Upsell + Volumes (2MM Users, +5x Since 2013)
Source: Xiaomi. *Data through 4/9/15, cumulative unless otherwise noted. *Mi Smartphones data are annual (not cumulative). 61MM = phones shipped in 2014 full year.
** via mi.com only. Xiaomi sells phones via different distribution channels (mi.com, 3rd party e-commerce, carrier stores, resellers, etc.). Note that each buyer account can purchase several phones.
Data here represent number of Mi Accounts that have purchased smartphones via mi.com. This is the base off of which we calculate users who have also purchased a home product. Mi Account is
an all-in-one personal account that allows users to access / manage all Xiaomi products and services, such as shopping on mi.com, reserving after-sale services, enabling Mi smart products, syncing
data across devices with Mi Cloud, making posts on MIUI forum, etc.
Xiaomi Ecosystem 2013 2015*
Mi Smartphones Sold 19MM 61MM*
Mi Smartphone Online** Buyers 9MM 29MM
Mi Smart Home Products Available 2 10+
Mi Smartphone Online** Buyers
Purchasing ≥1 Xiaomi Home Product
338K or 4% 2MM+ or 7%

164
Large Scale
Internet Adoption History =
USA  China...
India Next?

165
India = Appears to Be @ Internet Penetration Growth Inflection
Internet User Penetration Curve, USA / China / India, 1990 – 2020E
Source: World Bank, Hillhouse Capital forecast for India beyond 2014.
0%
20%
40%
60%
80%
100%
1990 1993 1996 1999 2002 2005 2008 2011 2014 2017E 2020E
PopulationPenetration(%)
USA China India
Catalyst Companies
Netscape
Yahoo!
Amazon.com
eBay
Catalyst Companies
Tencent
Alibaba
JD.com
Catalyst Companies
?
Hillhouse Capital

166
India =
232MM Internet Users (+37% Y/Y)...
3rd Largest Market
Top Country in New Internet User
Adds per Year (+63MM in 2014)
Source: IAMAI, 2014 year-end India Active Internet User (has used the Internet at least once in the last one month). Note: China is the largest Internet market in the world with 629MM Internet users
at the end of 2014; China was the 2nd largest market in 2014 in Internet user additions per year, with 31 million Internet user additions. Figures here are year-end and may not match other figures in
presentation, which are mid-year figures.

167
India = Often #1 or #2 MAU Market for Global Internet Leaders
Source: Facebook, WhatsApp (per Facebook earnings call and statement by Neeraj Arora of Whatsapp), LinkedIn (per Company blog, press release, and earnings), Amazon, Twitter.
YouTube data per Google.
WhatsApp
India = Largest Market @ 70MM...10% of
Global MAUs, 11/14...
Global MAUs = 800MM, 3/15
Facebook
India = 2nd Largest Market @ 112MM MAUs,
8% of Global MAUs, 9/14
USA & Canada = Largest Markets @ 210MM
MAUs, 3/15
LinkedIn
India = 2nd Largest Market @ 24MM MAUs, 8%
of Members, 2/14
USA = Largest Market @ 100MM Members, 4/14
Twitter
India = Fastest Growing User Market, 3/15
Amazon
“Amazon Announces Additional $2 Billion
Investment in India,” 7/14
YouTube
70MM Users in India, ~7% of Global Users

168
Top India Android Apps =
1) WhatsApp 2) Facebook 3) MX Video Player 4) Facebook Messenger 5) Truecaller
Source: Quettra, Q1:15. Data ranked based on usage.
Quettra analyzes 75MM+ Android users spread out in more than 150 countries, collecting install and usage statistics of every application present on the device. Q1:15 data analyzed three months of
data starting from 1/1/15. Data excludes Google apps and other commonly pre-installed apps to remove biases. Only apps with 10K+ installs worldwide and 100+ DAU are counted.
Top Android Apps by Usage, India, Q1:15

169
Mobile = 65% of India Internet Traffic...
More Mobilized vs. Most Other Countries
Mobile % of Total Internet Traffic by Country, 5/15
Source: Statcounter, 5/15.
11%
14%
15%
17%
19%
22%
22%
22%
23%
24%
25%
25%
26%
27%
28%
30%
30%
33%
38%
39%
52%
57%
57%
65%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Russia
France
Canada
Germany
Egypt
Brazil
USA
Italy
UK
Vietnam
Korea (Rep.)
Argentina
Philippines
Spain
Colombia
Japan
China
Mexico
Iran (I.R.)
Turkey
Poland
Indonesia
South Africa
India
Nigeria

170
Mobile = 41% of India E-Commerce...
= More Mobilized vs. Most Other Countries*
Mobile as % of Total E-Commerce Sales, 2014
*Mobile e-commerce penetration defined as % of total e-commerce sales made via mobile devices.
Source: Morgan Stanley Research.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Japan
Russia
Germany
USA
Australia
Brazil
France
UK
China
India

171
India E-Commerce Leaders =
More Mobilized vs. Global Leaders
Mobile as % of E-Commerce GMV / Orders
Snapdeal (India) vs. Flipkart (India) vs. Alibaba (China) vs. JD.com (China)
vs. eBay (Global), Q2:13 – Q1:15
Source: Flipkart, Public filings (JD.com, Alibaba.com, eBay.com). Snapdeal data per public statements from Kunal Bahl (CEO).
JD.com, Snapdeal, and JD.com based on order volume; Alibaba and eBay based on gross merchandise value (GMV).
Flipkart data shown as a trendline from 5% in Q4:13 to 70% in Q1:15.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2:13 Q3:13 Q4:13 Q1:14 Q2:14 Q3:14 Q4:14 Q1:15
Business(OrdersorGMV)fromMobile(%)
JD.com (Orders) Alibaba (GMV) Snapdeal (Orders) eBay (GMV) Flipkart (Orders)

173
Global Internet Public Market Leaders =
Apple / Google / Alibaba / Facebook / Amazon / Tencent...
Source: CapIQ. 2015 market value data as of 5/22/15.
Note: Colors denote current market value relative to Y/Y market value. Green = higher. Red = lower. Purple = newly public within last 12 months.
Rank Company Region 2015 Market Value ($B) 2014 Revenue ($MM)
1 Apple USA $764 $199,800
2 Google USA 373 66,001
3 Alibaba China 233 11,417
4 Facebook USA 226 12,466
5 Amazon USA 199 88,988
6 Tencent China 190 12,727
7 eBay USA 73 17,902
8 Baidu China 72 7,909
9 Priceline Group USA 63 8,442
10 Salesforce.com USA 49 5,374
11 JD.com China 48 18,543
12 Yahoo! USA 41 4,618
13 Netflix USA 38 5,505
14 LinkedIn USA 25 2,219
15 Twitter USA 24 1,403
16 Yahoo! Japan Japan 23 3,441
17 Rakuten Japan 23 4,996
18 NetEase China 19 1,889
19 Naver Korea 17 2,527
20 Vipshop China 15 3,774
Total $2,513 $479,939

174
$3 $3
$8 $7 $5
$14
$26
$19
$28
$89
$157
$58
$28
$22
$36 $40 $36
$42
$34
$25
$33
$48 $50
$44
$105
$32
$0
$50
$100
$150
$200
Technology IPO Volume
($B)
Technology Private
Financing Volume ($B)
NASDAQ
33% Below
April 24, 2015 =
Technology Market Peak,
NASDAQ @ 5,092
AnnualTechnologyIPOand
TechnologyPrivateFinancingVolume($B)
March 10, 2000 =
NASDAQ @ 5,049
2014 Global Technology Public + Private Financings =
$ Volume 33% Below 2000 Peak Level / 17% Above 1999 Level
Global US-Listed Technology IPO Issuance and
Global Technology Venture Capital Financing, 1990 – 2015YTD
VC Funding per
Company ($MM) $3 $3 $2 $5 $4 $4 $5 $5 $6 $8 $14 $18 $11 $8 $8 $9 $8 $9 $8 $9 $7 $7 $10 $8 $9 $13 $14
*Facebook ($16B IPO) = 75% of 2012 IPO $ value. **Alibaba ($25B IPO) = 69% of 2014 IPO $ value.
Source: Thomson ONE, 2015YTD as of 5/22/15. VC Funding per Company ($MM) calculated as total venture financing per year divided by number of companies receiving venture financing.
Morgan Stanley Equity Capital Markets, 2015YTD as of 05/21/15. All global U.S.-listed technology IPOs over $30MM, data per Dealogic, Bloomberg, & Capital IQ.

175
Technology-Related Company Investing Observations
• Booms / Busts – In periods of material business disruption – like
those brought about by the evolutions of the Internet – company
creation typically goes through a boom  bust  boom-let cycle
while wealth creation typically goes through a boom-let  bust 
boom cycle.
• Valuations – There are pockets of Internet company overvaluation
but there are also pockets of undervaluation – the one rule is that
very few companies will win – those that do – can win big.
• Platforms – Race is won by those that build platforms & drive free
cash flow over long-term (a decade or more).
• Free Cash Flow – Value of a business, over time, is the present
value of its future cash flows.

177
Diversity Matters...It’s Just Good Business
One of the things I have learned about
effective decision making is that the best
decisions are often made by diverse
groups of people.
Saying or hearing these words is magic...
‘That’s really interesting, I had never
thought of it that way before. Thank you.’

178
Thanks...
KPCB Partners
Especially Alex Tran / Cindy Cheng / Dino Becirovic / Alex
Kurland / Paul Vronsky who helped develop the ideas /
presentation we hope you find useful...
Participants in Evolution of Internet Connectivity
From creators to consumers who keep us on our toes
24x7...and the people who directly helped us prepare this
presentation...
Walt & Kara
For continuing to do what you do so well...

179
Disclosure
This presentation has been compiled for informational purposes only and
should not be construed as a solicitation or an offer to buy or sell securities
in any entity.
The presentation relies on data and insights from a wide range of sources,
including public and private companies, market research firms and
government agencies. We cite specific sources where data are public; the
presentation is also informed by non-public information and insights.
We publish the Internet Trends report on an annual basis, but on occasion
will highlight new insights. We will post any updates, revisions, or
clarifications on the KPCB website.
KPCB is a venture capital firm that owns significant equity positions in
certain of the companies referenced in this presentation, including those at
www.kpcb.com/companies.

181
Re-Imagining
Design / User Experience

182
complexity
Key Design Concepts That Have Made a Difference...
per John Maeda...
Google Search
Hide complexity behind
a simple door
Instagram
Remove choice to make
things simpler
Tinder
Iconic gesture for choosing
“thumbs up/down”
The longstanding discipline by Google to keep
the homepage limited to a single search box has
been key to maintaining its simplicity. Once a
search term is typed into Google, it gets complex
really quickly -- but you don’t notice it at first.
Analogy: The Motorola Startac phone introduced
a clamshell design that hid all the complexity --
to be revealed only when used.
By removing the need to choose portrait versus
landscape mode, Instagram made it easier for
the user. Only square photos could be taken on
Instagram -- which were uncommon at the time
and could stand out. Instagram made things
easy.
Analogy: Similar to when Steve Jobs removed
the extra buttons on a mouse to have only one
button. In doing so, the Mac became known for
simplicity.
Traditional computers are grounded in the one-
or two-button mouse -- which tends to promote
“clicking” and minimal dragging. The touch
screen introduced a new element: swiping.
When supported by animation, it speaks of
power.
Analogy: The “slide to unlock” feature on the
Apple iPhone introduced the idea of translating
an emphatic motion to a button press.

183
...Design Elements That Have Made a Difference...
per John Maeda
Snapchat
Start with the activity to
bias towards
Uber
Entirely remove a constraint
with technology
Typeform
Sustain overall context so user is
aware where (s)he is
Most imaging applications asked to turn on the
camera, whereas Snapchat began the interaction
in live camera mode. The invitation to snap a
photo was immediate; and the secretive, self-
destruct feature completed the addictive loop.
Analogy: A hammer’s handle invites you to grasp
it. In the design world that’s called an object’s
“affordance” — it primes how you might use it.
By keeping the entire interaction in view, and
easily referred to within a vertical scroll, the
experience of inputting information feels less like
the computer is in control; and leads to
completion rates of survey information with an
average of 60% (vs 10%).
Analogy: The acclaimed film “Birdman” used the
cinematic illusion of “the single take” to achieve a
similar effect to create greater viewer immersion.
Removing cash or a card payment from a taxi
transaction was a huge technical innovation that
achieved a better designed outcome. It’s often easy to
hope that design can solve a fundamental problem —
technology is what enables quantum leaps.
Analogy: When cars were rear-wheel drive, the
“hump” in the back seat was a bummer. Front-wheel
drive cars completely removed that constraint.

184
Healthcare – Continuing to Shift
Towards Consumer-Driven,
Value-Based Care =
Opportunity for Technology Solutions

185
US Healthcare in the 21st Century
Purchase + Delivery Change Forever
ACA and Government Effects
• With Cadillac tax coming into effect in 2018, employers are moving towards offering high
deductible health benefit plans
• 72% of employers offer at least 1 consumer directed health plan
• 30% of Medicare payments will be tied to quality or value by end of 2016 and 50% by end of
2018
• Effective Jan 2015, Medicare has separate payments for chronic care management for “non-
face-to-face” care
Retail
Healthcare Apps
and Wearables
Healthcare
Exchanges
Connected
Medicine
Private Health
($947 Bn)
Out of Pocket
($338 Bn)
Medicare -
Medicaid
($1,040 Bn)
MajorHealthcare
Purchasers
Traditional
Healthcare
Consumer
Doctor’s Office Hospital
H
Urgent Care
21st Century
Consumption
Source: Beth Seidenberg, KPCB General Partner and Lynne Chou, KPCB Partner. Sources: CMS National Health Expenditure Projections 2013-2023, National Business Group Survey Aug. 2014

186
Lower Healthcare Costs by Utilizing Technology to Help
Manage and Prevent Chronic Diseases
• In 2013, the US government spent $591 billion on Medicare. However, Medicare is
projected to have insufficient funds to pay all hospital bills beginning in 2030
• Chronic disease accounts for 86% of US healthcare costs, which can be reduced by
enabling the healthcare ecosystem with innovative technology
Obesity
$147 Bn linked
to medical
expenditures
Diabetes
$176 Bn spent on
direct medical
expenditures
Cardiovascular
$193 Bn spent on
direct medical
expenditures
BIG DATA AND ANALYTIC PLATFORMS
Cancer
$157 Bn spent on
direct medical
expenditures
Source: Beth Seidenberg, KPCB General Partner and Lynne Chou, KPCB Partner. Sources: Kaiser Family Foundation website and CDC website http://www.cdc.gov/chronicdisease/overview/

188
Drones = Driving New Wave of Big Data Collection / Analysis
Source: News articles, KPCB analysis.
Point cloud models created from aerial LiDAR surveys
measure conductor tension & vegetation encroachment,
reducing inspection cost & injury.
Vegetation health maps created from multi-spectral imaging
surveys help minimize use of water & pesticides & maximize
crop yields.
Stockpile maps created from aerial photo surveys provide
faster & more accurate volumetric calculations for mining and
quarry operations.
High resolution photos of rooftops aid damage assessment for
insurance underwriters & thermal imaging being used for
building insulation inspections.
Delta
Drone
Delta
Drone Redbird

189
Consumer / Commercial Drone Development –
Ranking Countries by Government Accommodation...
Source: News articles, KPCB analysis – Wen Hsieh / James Tang / Paul Yeh.
1) France & United Kingdom
• Both countries allow Beyond Visual Line of Sight “BVLOS” commercial operations.
• In France, users must obtain a proper pilot’s license plus 100 hours of flying experience &
20 hours of drone training.
• In United Kingdom, operator must be approved by the Civil Aviation Authority “CAA.”
• France & UK both have training certifications, weight categories & relatively mature regulatory
framework.
2) Canada
• Early to allow commercial operations with Special Flight Operating Certificates and regulator
takes holistic safety approach without requiring pilots licenses. In November 2014, Transport
Canada issued blanket exemptions for drones weighing less than 2kgs, but restrictions are tight
whereby UAVs 2kg or less have to avoid flying closer than 9km from build-up areas (e.g. group
of buildings larger than a farmstead).
• Still lacks a comprehensive regulatory framework.
3) Australia
• Australia has a mature regulatory framework, but Civil Aviation and Safety Authority “CASA” is
rewriting its regulations with the concept of a micro UAS rule. Yamaha has had success in
Australia with its R-MAX unmanned helicopter.
4) Japan
• Led way on UAVs 20 years ago with development of the Yamaha R-MAX, but country did not
develop regulatory structure, and has lost its early technical lead.

190
...Consumer / Commercial Drone Development –
Ranking Countries by Government Accommodation
5) USA
• FAA is about 6 months into an exemption program that grants company-by-company exemptions
(permits) for specific UAS applications. However, those permits come with restrictions & conditions that
pose impediments to operators, such as pilot certification (in a real aircraft), mandatory separation from
persons and structures (500 feet), a prohibition against night operations, & other parameters that are
generally viewed as overly conservative & potentially not capable of being satisfied by many of the
companies being granted those permits. Agency claims that statutes prohibit it from providing a more
reasonable approach to UAS permits.
• FAA is trying to speed up its processes, and is now up to ~400 exemptions granted to companies.
However, it still has a massive backlog with ~1,200 more pending. Additionally, the FAA is at least 18
months away from actual small UAS rules.
6) China
• Military allots only 1/5 of airspace to civilian use and is very sensitive about drone usage. While there is
no blanket ban on commercial drone activity, China’s Civil Aviation Administration requires anyone
operating a drone >7kg to have a license. For flying drones <7kg, no license is required as long as it’s
below 400 feet and within operator’s line of sight. However, this policy has caused confusion among
operators and regulators. In one example, the Beijing Police briefly detained a well-known aerial
photographer for filming the Forbidden City - they confiscated his quadcopter and later returned it to the
photographer at the airport on his flight out of China.
• Other countries developing UAS regulations
• Mexico recently released framework including micro UAS rule.
• New Zealand is behind but has proposed a solid risk-based set of regulations.
Source: News articles, KPCB analysis – Wen Hsieh / James Tang / Paul Yeh.

192
2014 Internet 2014 Internet 2013 Internet Population Total Per Capita
Rank Country Users (MM) User Growth User Growth Penetration Population (MM) GDP ($000)
1 China 632 7% 10% 47% 1,356 $13
2 United States 269 2 2 84 319 $55
3 Japan 110 0 9 86 127 $37
4 Brazil 105 4 12 52 203 $16
5 Russia 87 15 9 61 142 $25
6 Germany 68 0 1 84 81 $46
7 United Kingdom 57 4 1 90 64 $40
8 France 54 -1 5 82 66 $40
9 Iran (I.R.) 49 8 16 60 81 $17
10 Egypt 43 15 13 50 87 $11
11 Korea (Rep.) 42 1 1 85 49 $35
12 Turkey 38 4 6 46 82 $20
13 Italy 36 1 2 58 62 $35
14 Spain 34 0 7 72 48 $34
15 Canada 30 0 5 86 35 $45
Top 15 1,653 5% 7% 59% 2,800
World 2,793 8% 10% 39% 7,176
Established ‘Big’ Internet Markets (China / USA / Japan / Brazil / Russia) =
+6% Growth in 2014 vs. +7% Y/Y = Slowing, Most Well Past 50% Penetration
Source: United Nations / International Telecommunications Union, US Census Bureau. Internet user data is as of mid-year. Internet user data for: China from CNNIC, India from IAMAI, Iran from
Islamic Republic News Agency, citing data released by the National Internet Development Center, Indonesia from APJII / eMarketer.
Countries with Internet Penetration >45%, 2014

193
Developing ‘Big’ Internet Markets (India / Indonesia / Nigeria / Mexico) =
+24% Growth in 2014 vs. +23% Y/Y = Still Growing Strongly
Countries with Internet Penetration ≤45%
Source: United Nations / International Telecommunications Union, US Census Bureau. Internet user data is as of mid-year. Internet user data for: China from CNNIC, India from IAMAI, Iran from
Islamic Republic News Agency, citing data released by the National Internet Development Center, Indonesia from APJII / eMarketer.
2014 Internet 2014 Internet 2013 Internet Population Total Per Capita
Rank Country Users (MM) User Growth User Growth Penetration Population (MM) GDP ($000)
1 India 198 33% 34% 16% 1,236 $6
2 Indonesia 83 17 13 33 254 $11
3 Nigeria 67 18 19 38 177 $6
4 Mexico 52 15 11 43 120 $18
5 Vietnam 41 12 14 44 93 $6
6 Philippines 40 4 27 37 108 $7
7 Pakistan 21 11 12 11 196 $5
8 Thailand 20 10 12 29 68 $14
9 Ukraine 19 23 17 42 44 $9
10 Kenya 18 24 17 39 45 $3
11 Peru 12 4 7 39 30 $12
12 Uzbekistan 11 6 22 38 29 $6
13 Bangladesh 11 5 28 7 166 $3
14 Sudan 8 10 13 23 35 $4
15 Algeria 6 10 11 17 39 $14
Top 15 607 19% 21% 23% 2,641
World 2,793 8% 10% 39% 7,176

194
Established ‘Big’ Smartphone Markets (USA / Japan / Brazil / Germany / UK) =
+13% Growth in 2014 vs. +18% in 2013 = Slowing, Most Well Past 50% Penetration
Markets with >45% Penetration
Source: Informa. Note: Japan data per Gartner, Morgan Stanley Research, and KPCB estimates.
2014 Smartphone 2014 Smartphone 2013 Smartphone Population Total Per Capita
Rank Country Subs (MM) Sub Growth Sub Growth Penetration Population (MM) GDP ($000)
1 USA 204 9% 16% 64% 319 $55
2 Japan 104 5 5 82 127 $37
3 Brazil 96 28 43 47 203 $16
4 Germany 52 33 30 65 81 $46
5 United Kingdom 45 9 14 71 64 $40
6 France 43 16 43 65 66 $40
7 South Korea 39 5 15 80 49 $35
8 Spain 26 1 19 55 48 $34
9 Saudi Arabia 25 14 6 91 27 $52
10 South Africa 23 26 48 47 48 $13
11 Australia 22 1 40 100 23 $46
12 Canada 21 16 20 60 35 $45
13 Argentina 20 28 52 47 43 $23
14 Malaysia 20 16 38 66 30 $25
15 Taiwan 14 1 50 61 23 $46
Top 15 756 13% 21% 64% 1,186
World 2,107 23% 27% 29% 7,176

195
Developing ‘Big’ Smartphone Markets (China / India / Indonesia / Russia) =
+28% Growth in 2014 vs. +29% in 2013 = Strong, Well Below 50% Penetration
Markets with ≤45% Penetration
Source: Informa.
2014 Smartphone 2014 Smartphone 2013 Smartphone Population Total Per Capita
Rank Country Subs (MMs) Sub Growth Sub Growth Penetration Population (MMs) GDP ($000)
1 China 513 21% 26% 38% 1,356 $13
2 India 140 55 19 11 1,236 $6
3 Indonesia 64 40 36 25 254 $11
4 Russia 57 24 95 40 142 $25
5 Mexico 30 31 50 25 120 $18
6 Philippines 29 39 47 27 108 $7
7 Thailand 29 11 69 43 68 $14
8 Italy 28 17 26 45 62 $35
9 Turkey 23 22 42 28 82 $20
10 Nigeria 23 58 62 13 177 $6
11 Vietnam 21 33 39 23 93 $6
12 Egypt 20 50 20 23 87 $11
13 Poland 14 42 12 37 38 $25
14 Colombia 12 41 50 26 46 $13
15 Iran 10 42 19 12 81 $17
Top 15 1,014 29% 32% 26% 3,950
World 2,107 23% 27% 29% 7,176

INTERNET TRENDS 2015
kpcb.com/InternetTrends

[Report] Internet Trends 2015

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