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#1 PEOPLE ARE RUINING EVERYTHING Fjord trends 2013

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#1 PEOPLE ARE RUINING EVERYTHING for traditional businesses This trend began with user-generated content. The first WHAT’S NEXT 2013 THE PAST wave was well underway by 2000 with Napster and 2007 Blogger. YouTube’s Now, 80% or more of the content consumed online is bandwidth equaled that of user-generated. This has caused massive disruption the entire internet across all the content creation and publishing industries, in 2001 from broadcasters to newspapers to the music industry. But the emergence of new business models that sit between traditional ownership and illegal exchange (see our trend, ‘Access is the New Ownership’) suggests that2011 the area is as much an under-exploited opportunity forAirBnB saw 500% businesses as a potential threat to their livelihood.growth in nightsbooked 2011. The past few years have seen a dramatic upswing in THE NOW peer-to-peer services, which has begun to disrupt several industry verticals including travel and transportation. Services like AirBnB, Getaround and Lyft have understandably caused much alarm amongst traditional businesses, which has contributed to political action in 2012 some areas and raised the possibility of regulation. Lyft, Sidecar Uber were each fined Peer-to-peer funding platforms like Kickstarter and $20K by the CPUC Indiegogo have also begun to disrupt the way that for alleged public businesses are created and grown, bypassing the safety violations traditional investment framework. While these platforms are facing their own challenges, Kickstarters funding success rate is far higher than many industry experts 2012 predicted, at around 45% on average and as high as 70% Crowdfunding is in the top category. expected to reach $500 million in 2012, up from $33 million in 2010. Slide 4 © Fjord 2012 | Confidential

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