Unconventional Evernote, Dmitry Stavisky @ Frontiers of Interaction 2011
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Unconventional Evernote, Dmitry Stavisky @ Frontiers of Interaction 2011 Unconventional Evernote, Dmitry Stavisky @ Frontiers of Interaction 2011 Presentation Transcript

  • Unconventional Evernote Frontiers of Interactions, June 21, 2011 Dmitry Stavisky, VP of International Operations 1.1Tuesday, June 21, 2011 1
  • Mission: To Give Everyone a Better Memory Evernote is building the global platform for human memory We want to be the trusted, permanent and ubiquitous destination for user lifetime memories and to power all the products that connect to themTuesday, June 21, 2011 2
  • The Evernote Service Capture Everything • Store everything interesting that happens to you using your computer, phone, camera, scanner, etc. • Sync everything to the cloud and your other devices for fast, reliable access • Quickly recall any memory from any deviceTuesday, June 21, 2011 3
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  • Search Technologies Unique technology recognizes printed and handwritten text in images, even in poor conditions. Geo-tagging and timestamps allow search by time or place. Full text search in notes, documents and PDFs. Visual browsing and associative memory make search very intuitive.Tuesday, June 21, 2011 5
  • Search Technologies Remember Everything Unique technology recognizes printed and handwritten text in images, even in poor conditions. Geo-tagging and timestamps allow search by time or place. Full text search in notes, documents and PDFs. Visual browsing and associative memory make search very intuitive.Tuesday, June 21, 2011 5
  • What You Can Do with Evernote? • Clip web pages - recipes, flight schedule, book review, poem, business article... • Keep scans of your documents with you • Remember(encrypted) numbers... your passwords, accounts, credit card • Store business card snapshots • Record lectures • Keep a diary, remember your great idea • Collect project your next trip, purchase, or home repairs info forTuesday, June 21, 2011 6
  • IBM, Apple, Amazon...Tuesday, June 21, 2011 7
  • IBM, Apple, Amazon... Q: What do they have in common?Tuesday, June 21, 2011 7
  • IBM, Apple, Amazon... Q: What do they have in common? A: These are companies “built around an idea that transcends any particular product or technology” (The Economist) So is Evernote!Tuesday, June 21, 2011 7
  • Evernote’s Ambition Personal SocialTuesday, June 21, 2011 8
  • Evernote’s Ambition Personal Social Evernote is creating a new “genre” - memory extension. The goal is to be a historically significant company. We want to be a signature brand for information-centric people.Tuesday, June 21, 2011 8
  • User Growth #!" !"##"$%& +" Evernote publicly *" launched in June 2008. )" The total number of registered users crossed (" the 10 million mark 2 " weeks ago. &" It took only 38 days to add the 10th million. %" Everyone at Evernote got $" an iPad 2 (64GB 3G)! #" !" ), " #) *" ), " #) +" ), " #) !" #) #" #" #) *" #) *" #) *" " #) +" #) +" #) +" " #) !" #) !" #) !" " ,# !* ,# !+ ,# #! ,# !* ,# !+ ,# #! $, !! $, !! $, !# &, $!# !# &, $!! (, !! *, !! &, $!! (, !! *, !! &, $!# (, !# *, !# #$ ,$! #$ ,$! #$ ,$! #! ,$! #! ,$! #! ,$! $ $ $ ,$ ,$ ,$ ,$ ,$ ,$ ,$ , , , , ) ) ) #) $,Tuesday, June 21, 2011 9
  • User GrowthTuesday, June 21, 2011 10
  • Unconventional Idea EvTuesday, June 21, 2011 11
  • Unconventional Idea Problem & product definition - memory extension EvTuesday, June 21, 2011 11
  • Unconventional Idea Problem & product definition - memory extension Universal need EvTuesday, June 21, 2011 11
  • Unconventional Idea Problem & product definition - memory extension Universal need Focus on everything in your head: not just contacts, or to-dos, or files, or pictures, or web clips or notes or audio, but everything, together and in-context EvTuesday, June 21, 2011 11
  • Unconventional Idea Problem & product definition - memory extension Universal need Focus on everything in your head: not just contacts, or to-dos, or files, or pictures, or web clips or notes or audio, but everything, together and in-context Ev Anti-social (Well, almost...)Tuesday, June 21, 2011 11
  • Unconventional Execution EvTuesday, June 21, 2011 12
  • Memory Extension • Your external brain ought to be with you everywhere you go EvTuesday, June 21, 2011 13
  • Memory Extension • Your external brain ought to be with you everywhere you go • Thus broad platform support and hybrid architecture EvTuesday, June 21, 2011 14
  • Supported Platforms Evernote  Corporation http://www.evernote.com Clip  to  Evernote PRO ON WIRELESS  LAN Evernote Currently Supports: Windows iPhone /iPod Touch BlackBerry MacOS iPad HP WebOS All modern browsers Android Phones Windows Mobile Browser extensions Android Tablets Windows Phone 7Tuesday, June 21, 2011 15
  • Memory Extension • Your external brain ought to be with you everywhere you go • Thus broad platform support and hybrid architecture • support for all reasonable computing platforms (14) • toaster & fridge versions are coming • native apps Ev • intelligently consistent UX • native experience, no x-platform tools, HTML wrappers, no lowest common denominator • local data replica - available on the plane, in the mountains, while roaming • side effect - offload our servers - lower cost of running the serviceTuesday, June 21, 2011 16
  • Universal Need EvTuesday, June 21, 2011 17
  • Universal Need 95% of future Evernote users live outside of the US EvTuesday, June 21, 2011 17
  • Universal Need 95% of future Evernote users live outside of the US early international expansion EvTuesday, June 21, 2011 17
  • Universal Need 95% of future Evernote users live outside of the US early international expansion 36 x 14 - localization to 36 languages on 14 platofrms EvTuesday, June 21, 2011 17
  • Users by Country 1!# 345*0# • Fully localized into 12 -1# 2&# languages, including: $&# 6&# /0# $&#-.# English, Spanish, German,$&# !"# $%&# Russian, French, Italian, Dutch, Swedish, Japanese, Traditional Chinese, and *!# Korean +,&# • Dozen more languages - work in progress (# $)&#Tuesday, June 21, 2011 18
  • 28 Evernote Books in Japan From Mar 2010 - June 2011Tuesday, June 21, 2011 19
  • What Is It? EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool Why do I need Evernote? How can I use it? EvTuesday, June 21, 2011 20
  • What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool Why do I need Evernote? How can I use it? Free version EvTuesday, June 21, 2011 20
  • Ambitious? Get Help! EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program EvTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program Ev First Evernote Trunk Conference - August 18 in San FranciscoTuesday, June 21, 2011 21
  • Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program Ev First Evernote Trunk Conference - August 18 in San Francisco Developer Contest - $100,000 in prizes!Tuesday, June 21, 2011 21
  • The Evernote Trunk Enabled by open API In-app showcase of integrated products, services and content Designed to bring additional functionality to Evernote users, publicity and new revenue streams to partners Works with existing app stores, marketplaces and channels evernote.com/about/trunkTuesday, June 21, 2011 22
  • Ecosystem Stats (May) • Over 5,070 developers using Evernote API • 627 are live on production servers • More than 180 items in the Trunk - with more added every week. Over 80 iPhone and 60 Android apps integrating Evernote available in App Stores • Featured partners: Mobile Manufacturers Devices Apps & ServicesTuesday, June 21, 2011 23
  • The Money Question... EvTuesday, June 21, 2011 24
  • The Money Question... Hundreds of millions of users will rely on Evernote for their lifetime memory EvTuesday, June 21, 2011 24
  • The Money Question... Hundreds of millions of users will rely on Evernote for their lifetime memory And who will pay for it? Servers, storage, pipes, Support, Dmitry... EvTuesday, June 21, 2011 24
  • “Freemium” Business Model • All of Evernote’s applications are free • Basic Evernote service is free • Use Evernote for free forever • Upgrade to premium ($5/mo) whenever you want • Provides additional features for active users • Upgrade or cancel anytime without losing your notes • Over yearsof active subscribers who used Evernote for 2 20% are paying customersTuesday, June 21, 2011 25
  • Increasing Value Over Time 34%$+*,%"5*+4%$.*+",*"#$%&(&" The longer someone &"!!#$ &&"!!#$ uses Evernote, the &%"!!#$ more valuable it &!"!!#$ %-"!!#$ becomes for them. %,"!!#$ %+"!!#$ %*"!!#$ The easiest way to %)"!!#$ %("!!#$ get a million people %"!!#$ to pay for your non- !"#$%&(&" %&"!!#$ scarcity-based %%"!!#$ %!"!!#$ product may be to -"!!#$ make 100 million ,"!!#$ +"!!#$ people fall in love *"!!#$ with it! )"!!#$ ("!!#$ "!!#$ &"!!#$ %"!!#$ !"!!#$ %$ &$ $ ($ )$ *$ +$ ,$ -$ %!$%%$%&$%$%($%)$%*$%+$%,$%-$&!$&%$&&$&$&($&)$&*$&+$&,$&-$!$%$&$$($)$*$ )*+,-."/+0%"1*++2"34%$+*,%"Tuesday, June 21, 2011 26
  • Evolution of What You Worry About • It used to be money • raising money in the middle of financial crisis • Then it was the product • Over the last couple of months • cost of electricity • supporting international users • taxes • office layout! • But the greatest challenge is always HIRING!Tuesday, June 21, 2011 27
  • The Best of Times Evernote would be impossible even 5 years ago Today - App Stores + Cloud Services + Open Source Infrastructure + Social Media + Freemium Economics = Geek Meritocracy!Tuesday, June 21, 2011 28
  • Thanks! Get Evernote at evernote.com Latest news at blog.evernote.com and on Twitter @evernote, hash tag #evernote Dmitry Stavisky VP, International Operations dmitry@evernote.com +1(508)728-6758Tuesday, June 21, 2011 29