The document provides predictions for technology trends in 2015 from an independent research report. It predicts that: 1) End-to-end service disruption will expand beyond transportation and lodging into new industries like retail, real estate, and healthcare. 2) The Internet of Things will move from "smart" devices that passively track user data to more "intelligent" devices with context-aware apps and features that analyze data and take automated actions. 3) Major changes will occur in the payments industry driven by mobile technologies and peer-to-peer payment solutions.

1. January 2015
Independent Technology Research Report
GP BULLHOUND
TECHNOLOGY
PREDICTIONS
2015

2. GP Bullhound – Technology Predictions 2015
Page 2 of 18
Table of Contents
GP Bullhound Technology Predictions 2015
A Recap of GP Bullhound’s 2014 Predictions
End-to-End Service Disruption Goes Beyond Uber and Airbnb
Internet of Things to Move from Smart to Intelligent
Major Landscape Changes in the World of Payments
3D Printing Moves from Prototyping to End-Products
New Media Outlets Taking Off
Continued Emergence of One-Stop Shops in Ad-Tech
Returned Focus on Customer Long-Term Value in Mobile Gaming
SaaS Adoption Permeates Throughout the Enterprise
Comprehensive Cybersecurity Protection Will Become the Norm
The Wave of Technology & Product Exits Will be Strong in 2015
1
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GP Bullhound Technology Predictions 2015
ALI DAGLI
ali.dagli@gpbullhound.com
USA: +1 415 500 6999
ALEC DAFFERNER
alec.dafferner@gpbullhound.com
USA: +1 415 986 0168
CHRISTOPHER PARK
chris.park@gpbullhound.com
USA: +1 415 200 4281
MATT FINEGOLD
matt.finegold@gpbullhound.com
USA: +1 415 767 5507
For the eighth year running, GP Bullhound is publishing its
Technology Predictions for the upcoming year.
2014 saw record spending on acquisitions and R&D by publicly
listed tech champions. At the same time, we witnessed booming
private markets led by VC-backed firms with significant amounts
of capital raised at increasing valuations. As we head into 2015,
the current investment boom shows every sign of maintaining
momentum, and we predict continued long-term economic
growth in the global technology sector.
Our predictions range from technology-enabled end-to-end
service companies disrupting massive industries to Internet of
Things devices becoming more intelligent due to software
innovations and better data utilization.
We also expect to see fundamental changes in the payment
industry led by mobile technologies and peer-to-peer payment
solutions. In 3D printing, we expect a notable number of new 3D
printed products to emerge in end-product applications, such as
titanium parts used in Airbus engines, 3D printed dental implants,
and wedding cufflinks.
In 2015, we expect a larger percentage of Internet users, who are
tired of the first iterations of online content, to shift their
consumption habits to new digital media outlets, such as Vice and
Vox, that offer deeper content with better storytelling and
enhanced visuals. In the ad-tech sector, we expect further
consolidation via acquisitions of leading pure-play players in the
RTB and programmatic buying, mobile, and video advertising
sectors.
Mobile gaming will continue to take the largest share of total
mobile app store revenue, but the true winners in the space will be
the companies that master the user retention hooks through
superior gameplay mechanics.
Enterprise adoption of SaaS has been an ongoing trend for a while,
though on-premise software still represents the vast majority of
software used in organizations. Beginning in 2015, we expect
global enterprises to increasingly update their procedures and be
more serious about adopting SaaS solutions as a whole—in wide
variety of functions of their businesses—and to drive the SaaS
industry to new heights.
In 2014, we experienced a number of cyberattacks on companies
such as Sony, Apple and Home Depot. Large companies and
governments are now acutely aware of the heightened risk and
will respond with substantial increases in security budgets. Lastly,
we expect tech M&A and IPO transactions to remain strong in
2015, driven by rich cash balances and the continued appetite of
large tech companies to invest in growth sectors.
2015 PREDICTIONS
“END-TO-END SERVICE
DISRUPTION GOES BEYOND
UBER AND AIRBNB”
“INTERNET OF THINGS TO MOVE
FROM SMART TO INTELLIGENT”
“MAJOR LANDSCAPE
CHANGES IN THE WORLD OF
PAYMENTS”
“3D PRINTING MOVES FROM
PROTOTYPING TO END-
PRODUCTS”
“NEW MEDIA OUTLETS TAKING
OFF”
“CONTINUED EMERGENCE OF
ONE-STOP SHOPS
IN AD-TECH”
“RETURNED FOCUS ON
CUSTOMER LONG-TERM VALUE
IN MOBILE GAMING”
“SAAS ADOPTION PERMEATES
THROUGHOUT THE ENTERPRISE”
“COMPREHENSIVE
CYBERSECURITY PROTECTION
WILL BECOME THE NORM”
“THE WAVE OF TECHNOLOGY &
PRODUCT EXITS WILL BE
STRONG IN 2015”

4. GP Bullhound – Technology Predictions 2015
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A Recap of GP Bullhound’s 2014 Predictions
2014 Predictions
Breakthrough in Indoor
Location,
Communication and
Marketing
Eye-Tracking Reaches
Consumer Masses
Shopping Goes ‘Click
& Mortar’
Smart Machines
Market Taking-Off
The Battle of “Where“
Will Unfold
Social Messaging
Markets Will
Consolidate
Advanced Data
Analytics Climbs to
Top of Corporate
Agenda
Marketplaces Will Go
Vertical
Cloud Storage
Platforms Go
Mainstream
Curved Smartphones
Will Flop in 2014






Before we dig into this year’s exciting list, here’s a brief recap of last
year’s predictions and how we saw their development throughout the
year.
A year ago, we predicted that Indoor Location Communication and
Marketing would break through and 2014 supported this trend. While
less than 1% of the 3.6 million retail stores used beacon technology1, we
saw a number of large retailers leading the way for beacon technology
implementation. For example, Macy’s implemented beacon technology
in nearly 800 stores across the country2, mobile shopping startup
InMarket installed iBeacon technology in over 100 grocery stores3, and
the National Football League used beacon technology during the Super
Bowl4.
Contrary to our prediction, mass consumer applications of Eye-
Tracking technology were still under development in 2014. However,
we expect these applications to hit the market in 2015. Tobii’s first
gaming eye tracking wearable, SteelSeries Sentry, will start shipping in
January 2015 and Pizza Hut is expected to provide a subconscious menu
that tracks eye movement to see what customers are really craving.
Click & Mortar surged in 2014. Well known ecommerce retailers
including Birchbox, Bonobos and Amazon opened their flagship stores.
The store openings were moderately successful as the retailers reached
new customers they otherwise wouldn’t have been able to reach online.
Brick and mortar offerings not only boosted sales, but slashed digital
marketing expenses as well. As we see more and more flagship stores
open, it is evident that brick and mortar still has a place in the retail
market.
Acquisitions in the Smart Machines Market took off in 2014. Google
made the headlines after acquiring Nest for $3.2 billion5 and Dropcam
for $555 million6, while Samsung acquired SmartThings for $200
million7. Internet of Things did not penetrate like we envisioned in
2014, but the previously mentioned acquisitions primed the market to
take a leap in 2015 as large cap companies make strategic moves into
the space. We expect more innovations and investments going forward
driven by precedent exits and the large addressable market opportunity.
Battle of “Where” Will Unfold broadly proved to be correct. Google
Maps remained the leader in the industry with Apple Maps, Nokia Here,
and Microsoft Bing making great strides to catch up. We expect the war
on “where” to continue as map applications develop additional features
on their native apps, such as detailed lane navigation, restaurant
reservations through OpenTable and estimated travel time on Uber.

/
–
–
/
–
–

1 Businessweek, Aug 2014
2 The Washington Post, Sep 2014
3 The Associated Press, Jan 2014
4 New York Times, Jan 2014
5 Google 10-K, Feb 2014
6 Google 10-Q, Oct 2014
7 USA Today, Aug 2014

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We predicted that the Social Messaging industry would consolidate in
2014 and this proved to be true. Facebook acquired WhatsApp for a
purchase consideration of $19 billion1 and Rakuten acquired Viber for
$900 million2. The vast scale of highly engaged users made these
messengers attractive to strategic partners searching for growth as the
companies had 450 million and 300 million users, respectively, at the
time of acquisitions1.
Widespread adoption of Big Data Analytics came to fruition in 2014.
A survey conducted by Gartner indicated 47% of organizations invested
in big data up from 38% in 2013. With Hortonworks raising $100
million in the public markets and climbing to a $1 billion plus dollar
market cap, we expect a bright future for big data analytics in 20153.
We predicted that Vertical Marketplaces would become category
leaders in 2014. This trend has played out as expected with investors
placing large valuations on the likes of Uber and Airbnb as well as the
acquisition of OpenTable by Priceline for a purchase consideration of
$2.5 billion4. Five years ago, invested capital in marketplaces was evenly
split between vertical and horizontal players, but in 2014, more than
85% of investments were in vertical solution providers4.
Cloud Storage Platforms achieved significant growth in 2014. The
cloud has been adopted, to some degree, by nearly 90% of businesses5.
Companies have reported saving time and money from reducing time
managing IT and deploying fewer internal resources. On the consumer
side, cloud storage has experienced widespread adoption with Dropbox
claiming more than 300 million users, Google Drive 240 million users
and Microsoft OneDrive 250 million users6.
As predicted, Curved Smartphones had disappointing sales in 2014.
Samsung and LG, two of the largest smartphone manufacturers, both
launched curved smartphones in 2013 and weren’t able to attract
consumers due to high price points and lack of perceived value of the
curved design. However, Samsung and LG are continuing to invest in
this space and are expected to launch new curved smartphones, such as
Samsung Edge and LG G Flex 2 in 2015.
1 Facebook 8-K, Feb 2014
2 Rakuten Press Release Feb, 2014
3 Hortonworks Company Filings, Dec 2014
4 Priceline 8-K, Jul 2014
4 SVB Analytics Presentation, Nov 2014
5 PC World, Oct 2014
6 Fortune, Nov 2014

6. GP Bullhound – Technology Predictions 2015
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End-to-End Service Disruption Goes Beyond
Uber and Airbnb
1 Techcrunch
2 First defined by James Slavet at Greylock Partners
2014 was a big year for technology-enabled end-to-end (E2E) service companies. Uber
in transportation and Airbnb in lodging became leading tech companies with valuations
of $40 billion and $13 billion, respectively1. E2E companies focus on delivering an “end-
to-end” consumer experience powered by a fusion of software and people to deliver
compelling services in the off-line world2. In 2015, we expect the E2E movement to
penetrate additional large industries such as retail, real estate, online auctions, home
services, and healthcare. New businesses will emerge and a few existing players will
start to gain meaningful traction in each market by providing enhanced solutions to
consumers as well as significantly improving both seller and buyer experiences instead
of selling the services/products in their original forms.
CATEGORIES TO BE IMPACTED
E2E companies sell trust in the branded entity rather than the component parts.
Efficiencies and cost savings come from utilization of new technologies and elimination
of middlemen with the value shared among the company, the service providers/sellers,
and the consumers. Re-invented product, maximized convenience, wide array of options,
varieties of added value (personalization, real-time tracking, quick delivery, etc), and
seamless payment options all encourage more transactions. Expanded opportunities for
participation by way of ratings, available information, and digital word-of-mouth help
to empower customers, and enhance customer satisfaction, leading to greater brand
loyalty, forming a positive feedback loop. For example, Thredup, an E2E marketplace
of secondhand clothing and accessories, receives assorted goods from sellers,
professionally curates the content, and posts items online, providing buyers a premium
retail-like experience. Their primary focus is on customer satisfaction, not daily sales.
Likewise, Redfin, a tech-powered real estate brokerage firm, has a team of real estate
agents, who earn salaries and bonuses based on customer satisfaction not commissions.
Enhanced customer and service provide/seller satisfaction is a critical element in E2E
marketplaces to drive future profits.
Increased adoption of mobile and viral online communities will boost growth in the E2E
market. However, it will continue to take time and investment for these companies to
gain traction. We therefore do not expect them to scale as quickly as the likes of
Instagram and Snapchat due to their capital and operational needs. An IPO will be the
most likely exit for successful E2E service companies.
Transportation Lodging Food & Dining Retail Real Estate
Auctions Delivery Care Services Travel Businesses Services
COMPANIES TO WATCH

7. GP Bullhound – Technology Predictions 2015
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Internet of Things to Move from Smart to Intelligent
The Internet of Things (“IoT”) is currently the most widely used technology buzzword
due to its transformational potential and all encompassing, tech-enabled vision.
Software innovation and better use of data will be key focus areas for IoT players to
drive faster mainstream adoption and build consumer loyalty. Smartphones are key
components of IoT and act as a gateway for other IoT devices. Software innovation will
start with the mobile apps on our smartphones. We will see new features that add an
array of benefits, and lower friction to take weight off of consumers’ shoulders. We
expect to see more intelligent context-aware applications that automatically collect data
from multiple sources, learn, make recommendations, and, in some instances, take action
without requiring input from users.
To date, wearable fitness devices such as Jawbone and Fitbit have been mostly about
“tracking” and required too much hand holding from consumers to make them
“intelligent”. New devices in 2015 will have more intelligent software and features.
Wearables will become more useful as the net long-term benefit of ownership increases.
Large tech giants such as Apple, Google and Intel will continue to place significant bets
in this market. We expect Apple Watch to have strong sales, though relatively lower
than previous Apple products. Apple Watch will still be the best selling wearable device
this year. Fitbit, the current wearable leader by market share, may start its IPO process
in 2015.
Successful wearable startups will expand to clothes, shoes, jewelries and headsets in
2015, all connecting to our smartphones. Intelligent headphones will create a whole new
sub-category of wearables called “hearables”. 2015 will be about experimenting with a
wide range of software applications and services embedded in these devices to see which
use cases are most appealing to consumers. IoT companies will continue to invest in
new features that address customer pain points such as longer battery life and
innovative charging technologies.
Despite all the recent hype at CES around the implementation of smart homes, we
expect our digital homes and TVs to remain relatively dumb in 2015, and we will
continue to rely on separate IP-based boxes such as Roku, Apple TV, and Sonos to
stream digital content throughout our homes. Apple, Samsung, Intel, Qualcomm, and
other large players will get the community going in more serious ways and investments
in IP-enabled appliances and cloud-based digital home software will grow, but
significant consumer traction will take place in 2016 and beyond. Possibly very exciting
this year, Apple may recapture its "revolutionary" status in announcing its long-awaited
re-invention of the television.
Drones will be in the headlines again with their sci-fi like capabilities. Powerful software
combined with 3D cameras will allow drones to detect and avoid obstacles without any
user inputs. In 2015, the FAA is expected to set regulations and grant permission for
unmanned aerial vehicles, and initial Amazon PrimeAir “same hour” deliveries may take
place in San Francisco.
Analytics will be at the forefront as a key driver to gain actionable data from these
devices. We will see increased effort and investments on cloud software development to
integrate and upload data and perform analytics for what are predicted to be 26 billion
IoT devices by 20201
In 2015, we will begin witnessing the true potential of intelligent IoT devices.
1 Gartner, Mar 2014
COMPANIES TO WATCH

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COMPANIES TO WATCH
Major Landscape Changes in the World of Payments
Mobile technologies and innovative software are causing the biggest landscape changes
in payments since the introduction of credit cards in the mid-1950’s. In 2015, we will
see a rise in alternative mobile payment methods and currencies. Demand for change in
terms of ease of use, reduction in fees, and loyalty benefits will be the main driving
forces. Consumers have shown they are willing to spend using contactless payments
with Starbucks now generating over 15% of their revenue from mobile transactions in
U.S. operated stores1. 2015 will be the year that we see a faster decline in the physical
use of cash and plastic credit cards.
Emerging forms of mobile payment solutions will take off in 2015 as merchant and
consumer adoption increases. Apple estimates that there are about 220,000 merchants
accepting contactless payments out of 3.7 million merchants in the U.S. Despite the
current resistance, we expect Apple Pay to launch in Europe in 2015. Competition to be
the hardware vendor of choice and increasing traction in mobile payments will force
POS companies to subsidize hardware for accepting alternative payments. For example,
ShopKeep is offering merchants free Apple Pay-compatible hardware to compete with
Square. Companies such as Jumio and iZettle will focus on lowering friction between
merchants and consumers. We also expect at least one offline payment giant such as
Visa, MasterCard or American Express will acquire an online challenger.
Traditional social media companies will enter the payments fray in 2015. Leveraging
large user bases, Snapchat, Twitter and Facebook are expected to integrate payment
APIs into their respective platforms. Based on their sheer size, we expect the social
media giants to have a leg up in the “one click payment” and P2P spaces. We expect
merchants to start selling products instantly on users’ news feeds. The P2P market is
still up for grabs with incumbents Venmo and Square as category leaders.
Despite the highly volatile nature of Bitcoin and the challenges faced by its followers,
cryptocurrency will remain as an alternative form of payment that is nearly universally
accepted. The number of merchants accepting cryptocurrencies has grown
exponentially over the past year and with blue chip companies such as Microsoft
headlining the effort, we expect to see more companies following suit. We believe at
least one major global bank organization will start accepting cryptocurrency for
transfers and payments this year. There may also be attempts to create a new, cleaner
“bitcoin” using the cryptocurrency model and existing infrastructure. We also expect
this disruptive digital block chain mechanism will be applied to other industries, such
as art collection where transparency, efficiency and traceable unique identifiers are key
components of the business.
EXAMPLES OF MOBILE PAYMENT AND CRYPTOCURRENCY
1 Starbucks Earnings Call, Jul 2014

9. GP Bullhound – Technology Predictions 2015
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COMPANIES TO WATCH
3D Printing Moves from Prototyping to End-Products
2015 will be the year in which a notable number of new 3D printed products emerge in
end-product applications, such as titanium parts used in Airbus engines, 3D printed
dental implants, and incidentals such as wedding cufflinks printed-on-demand.
We expect to see an increase in the applications of 3D printed technologies in big, less
price-sensitive industries (e.g. healthcare, aviation and automotive) where the products
are comprised of fewer parts that are lighter, more versatile, and more durable than
conventional manufacturing. 3D printing will start to replace “part no longer available”
and “part not in inventory” with the print button. Retail brands, on the other hand, will
start to empower consumers by providing a 3D printing element, allowing consumers
to create one-of-a-kind products, co-designed by the end users.
Customer expansion will be boosted by continued innovation from established vendors.
HP’s Multi Jet Fusion and Delta printers have increased productivity to reduce current
pain points in 3D printing technology. The introduction of multiple printheads has
increased manufacturing speeds by 10x, which is a crucial stepping stone for the
industry with products regularly taking hours or even days to print1. Additionally, the
price of 3D printers that bring professional features to businesses is expected to decrease
to less than $1,000 by 20162.
User-friendly design and printing capabilities will be key for mass customization in 3D
printing. Innovative design software and 3D scanning devices will provide access to
individuals without engineering or computer-aided design (CAD) expertise, spurring
further growth in much needed 3D content. For example, Digital Forming empowers
independent designers and retail companies to instantly setup an online customization
capability. The company’s technology exploits 3D printing capabilities for mass
customization without the need for CAD expertise or complex supply chain processes.
In addition, HP just launched a 3D scanning desktop workstation.
EXAMPLES OF 3D PRINTING APPLICATIONS
Big players such as HP, Adobe and Autodesk have entered the sector in more serious
ways, all working to overcome barriers and at the same time challenge incumbents such
as 3D Systems and Stratasys to spur further innovation. In 2014, more than 50 3D
printing companies launched or raised money3. We expect sizeable investments from
VCs, large cap companies, and online communities (through crowdfunding) to continue
to drive the technology forward.
Industry innovations in 3D printing in 2015 are expected to lay the groundwork for
unprecedented product development with the most significant impact on existing
manufacturing companies.
1 HP White Paper, Nov 2014
2 Gartner, Mar 2013
3 Techcrunch, Dec 2014

10. GP Bullhound – Technology Predictions 2015
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COMPANIES TO WATCH
New Media Outlets Taking Off
Millennials have redefined the way the media is being consumed. Social media and
mobile phones have boosted viral-focused new media brands such as Buzzfeed by
attracting younger audiences with interesting, timely, and humorous content in a
visually stimulating format. As millennials mature and demand deeper content, we are
starting to see the return of good story-telling and better editorial styles. New media
journalism outlets such as Vox, Vice, and Quartz are gaining the trust of readers by
offering high quality, curated, and more digestible digital content across multiple
devices. These new media outlets go against previous online publishing conventions
and focus on more innovative formats (e.g., continuous stream of content vs. static
homepage, in-content advertising vs. traditional banner ads). The name of the game in
media is no longer captive passive audiences, but instead engaged loyal followers. In
2015, we expect a larger percentage of Internet users, who are tired of the first iterations
of online content, to shift their consumption habits to these highly engaging media
outlets, and for new media brands to emerge globally and gain significant tractions.
A related trend over the past couple of years has been the emergence of new digital
distribution platforms such as YouTube, Instagram, Tumblr, Twitch, Vine, Soundcloud,
Medium, and Scribd. These platforms democratized the playing field in content
publishing and promoted non-professionals to earn recognition in their verticals,
delighting their audience with authentic and compelling content. For example, Youtube
star, Pewdiepie, has gained significant fame and generated more than $4 million in ad
revenue in 20131, by producing catchy viral content through the medium of games.
As these new online celebrities and content creators start to attract massive audiences
and generate meaningful revenues, multichannel networks such as Maker Studios and
Fullscreen have emerged to move them upstream. Maker Studios signed Pewdiepie
under its geek culture and gaming channel Polaris to allow him to focus on creating
unique content while the network takes care of production, audience growth,
community, advertising, and merchandising.
The tastes and inclinations of the younger generation are prompting alterations in the
style and delivery of content across the board. The look and feel of 20th century legacy
media are morphing into the new parameters of 21st century media. The Atlantic, a 150+
year-old media company, had the foresight to incubate Quartz, acquiring 10 million
loyal users in 12 months2. Traditional media companies, previously unimpressed with
the modest revenues posted by the first wave of online content, looked elsewhere to
invest. Now these giant media companies are taking notice of the significant revenues
being generated by the new crop of media outlets. For example, Disney acquired Maker
Studios for $950 million and A&E invested $250 million in Vice in 2014. Such moves
also present an opportunity to refresh their aging audiences. We therefore expect a
surge of global interest in the creation and acquisition of new media brands in 2015.
LANDSCAPE OF NEW MEDIA OUTLETS – SELECTED PLAYERS
New Media Journalism Entertainment Networks New Media Distribution Discovery & Consumption
1 Wall Street Journal, Jun 2014
2 GPB Estimates

11. GP Bullhound – Technology Predictions 2015
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COMPANIES TO WATCH
Continued Emergence of One-Stop-Shops in Ad-Tech
The number of comprehensive third-party ad-tech service providers will increase in
2015 through acquisitions of pure-play ad-tech companies and agencies. The two main
drivers of this trend will be (1) the opportunity for large players (both advertising and
non-advertising) to diversify their core revenue streams by expanding into fast growing
digital advertising segments, and (2) the need for consolidation in an increasingly
fragmented marketplace.
As the app-driven world exploded, it paved the way for social networks to enter the
third-party advertising sector by leveraging their massive user bases. As data became
increasingly critical in ad placement and programmatic buying became the norm, large
software and data analytics companies have entered the space. With skyrocketing
mobile and video advertising spending, telcos, Internet/video content companies, and
large advertising agencies are seeing big opportunities and placing serious bets in this
sector.
As a result of these recent trends, we now have an opportunistic landscape with a much
more diverse set of large players, and we expect them to continue investing in the third-
party advertising market. Their investments will likely start with the most synergistic
areas that can complement and/or enhance their existing strengths. The large players
will then continue to acquire companies to fill in product and geographical gaps.
A case in point is Facebook, which leveraged its massive audience and added third-party
mobile ads into its news feeds. The result was a wild success in which Facebook quickly
became the number one player in the mobile user acquisition sector, generating over $1
billion within 12 months1. Facebook then acquired an app-support company Parse and
launched a mobile ad network in order to generate more revenue from third-party app
developers. Lastly, Facebook recently acquired an online video ad platform LiveRail to
better monetize its video network. Telstra, the largest telecom in Australia, also
acquired a video distribution platform, Ooyala, and a year later, now with much larger
video content network, acquired video SSP Videoplaza to tap into the vastly growing
video ad market. We have seen similar acquisition strategies being used by Comcast,
Twitter, and Singtel.
Advertisers are looking for more efficient ad platforms and are in favor of consolidation.
Publishers are not any different, since they prefer to work with fewer intermediaries to
sell their ad inventory. Having invested significant capital in the ad-tech industry, VCs
are seeking returns as well. With recent IPOs such as Rocket Fuel and Millennial Media
trading below their initial offering pricing, VCs have a strong preference for M&A exits.
RTB and programmatic buying, mobile, and video advertising are top priorities for
existing and new players in digital advertising. Therefore, we expect pure-play ad-tech
players in these sectors to benefit from continued consolidation in 2015.
1 GP Bullhound Estimates

12. GP Bullhound – Technology Predictions 2015
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COMPANIES TO WATCH
Returned Focus on Customer Long-Term Value
in Mobile Gaming
2014 was another strong year for mobile gaming, with gaming apps representing the
largest share of revenue for both the App Store and Google Play1. Mobile games have
become deeper and more realistic with spectacular graphics and user experience to stand
out in the competitive gaming marketplace. In 2015, we expect the quality threshold in
game production values to continue to increase, but the ultimate winners will be the
games that have the right game retention and monetization hooks to capitalize on the
long-term value of loyal customers. We expect more than 50% of the current 25 top-
grossing games to remain at the top of the charts by the end of the year, driven by the
existing games of successful players such as Supercell, King, Machine Zone, Kabam, Glu
Games and SGN successfully retaining their active customer bases.
Strong IPs and brand names, such as Kim Kardashian, are very valuable in attracting
targeted users to a game, and have the clout for implementing critical content updates.
However, without powerful gameplay mechanisms, IP alone is not enough to maintain
long-term franchise success. For example, in the Kardashian game, Glu Mobile created
a successful title with power to retain its players. According to CEO Niccolo De Masi:
“We had a game engine that we knew would monetize and retain players but we didn’t
have Kim’s IP or promotional power. The fit between her fan-base … and our own
gameplay and engine has been incredible"2. Rovio is another good example in the other
direction. The Company had a game with great mechanics that engaged millions of
gamers and created the strong “Angry Birds” brand. However, Rovio’s following title,
Amazing Alex, was developed on an engine with weaker game mechanics, and failed to
reach commercial success even with Rovio’s 250 million existing user base.
King’s Candy Crush Soda Saga, a steady top-grossing game, regularly updates content
such as expanding the endless map/stages to increase user retention. The game includes
many social features to create a virality-based ecosystem in which players compete
against friends. We expect to see new community management and in-game hubs
becoming important components of increased focus on user retention strategies in 2015.
We also expect to see more mobile developers embracing cloud-based services such as
Fuel and Scientific Revenue to increase retention and monetization.
Although highly competitive, mobile gaming is a unique market where a relatively small
team with the right talent can create a blockbuster. Supercell, said to generate $1.4
billion in revenues in 2014, with only three games in its portfolio, and with only 15
people updating its top game, Clash of Clans3. We expect M&A activity to continue in
this industry as large gaming companies strive to build a broad and successful gaming
portfolio through the acquisitions of talented studios that have the means to develop
high-production quality games with the right retention and monetization hooks to
maintain long-term top grossing franchises.
MARQUEE GAMES OF LEADING MOBILE GAME PUBLISHERS
Clash of Clans Game of War Kim Kardashian Contest of Champions
Supercell MachineZone Glu Kabam
1 App Annie & GP Bullhound Estimates
2 Fast Company, Jul 2104
3 VentureBeat, Dec 2014

13. GP Bullhound – Technology Predictions 2015
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COMPANIES TO WATCH
SaaS Adoption Permeates Throughout the
Enterprise
1 Skyhigh Networks Cloud Adoption Report, Q4 2014
2 ZDNet, Sep 14
3 Salesforce 10-Q Aug, 2014
Enterprise SaaS has been acknowledged as a growth sector for years, but adoption has
been lagging until now. On-premise software still represents the vast majority of
software used in organizations. In 2015, we expect the majority of global enterprises to
adopt SaaS solutions throughout the enterprise and drive the industry to new heights.
Reducing costs is no longer the sole rationale behind the recent cloud transformation.
Employee efficiency and effectiveness along with overall enterprise agility are actually
driving the trend. Cloud services enable companies to scale globally and employees to
work remotely. Serving the needs of the mobile workforce is becoming increasingly
important as employees need to update and share information in real time and take
action using their mobile phones.
With smartphone adoption at 75% and fewer restrictions on the use of employees’ own
devices, enterprises on average use over 800 cloud applications1. However IT
departments are aware of only 10% of the applications being used by the employees2. It
is clear to managers that adoption of SaaS is increasing productivity and efficiency
across organizations and impacting sales and administrative functions as well as core
product development. We expect CIOs and IT departments to work closely with their
employees in 2015, and enterprises as a whole to further immerse themselves in SaaS
applications as they realize the benefits of replacing legacy processes. A recent survey
by Dimensional Research, showed that 77% of IT professionals are planning to deploy
multiple clouds within the next 12 months.
We expect this transformation to take place in the following organizational functions:
1. Product development/testing
2. Business intelligence and analytics
3. Web content/experience management
4. Office functions and collaboration
5. Sales, marketing and customer service
6. Back-office and management, including ERP, supply chain management,
product lifecycle management, enterprise asset management, purchasing,
finance, HR
7. Industry-specific process management, including business process
management, enterprise content management, and vertical process
management (e.g. claim management)
8. Security and privacy
9. IT and data storage
The majority of the large on-premise software giants such as Oracle and SAP realized
that there is no going back to client software and these companies are investing billions
to become leaders in the cloud computing service industry by acquiring young,
innovative startups that offer features tailored to the new mobile workforce. For
example, Salesforce recently acquired RelateIQ, a SaaS provider of relationship
intelligence, for $390 million to re-energize their CRM product offering3.
2015 will be the year that enterprises take the next step and fully immerse themselves
in cloud applications.

14. GP Bullhound – Technology Predictions 2015
Page 14 of 18
COMPANIES TO WATCH
Comprehensive Cybersecurity Protection Will
Become the Norm
In 2015, companies will actively build security solutions directly into their applications
and adopt comprehensive cybersecurity solutions to protect against data breaches and
business disruptions. Endpoint solutions such as firewalls are no longer enough.
Applications and data will need to be protected through dynamic application security,
multi-factor authentication software and proactive access controls.
In response to the threat of cyberattacks, security budgets are expected to increase
significantly with double-digit growth in some sectors in 2015. One-third of security
decision makers in North America and Europe also viewed privacy as a competitive
differentiator to address public concerns and protect consumer data1.
In 2015, we expect mass adoption of big data security options and multi-factor
authentications such as Authy and Nymi. Gartner estimates that 15% of mobile devices
will be accessible biometrically and 20% of regulated data will be encrypted by the end
of 2015. Even the large tech giants such as Google are implementing biometric security
with products such as Google Wallet.
NEW WAVE OF ADVANCED COMPREHENSIVE PLATFORMS AND AUTHENTICATIONS
The U.S. government is also supporting the development and adoption of cybersecurity
by allocating $5 billion for military cyber spending for fiscal year 2015. The government
plans on improving security measures to respond to cyber threats that are increasingly
targeting U.S. infrastructures2.
2014 put the enterprise at risk with the notable cyberattacks on Apple, Sony and Home
Depot. With an increasing amount of vulnerable endpoints that enterprises have on
their networks, we will see increased adoption of comprehensive cybersecurity in 2015
including dynamic security options and multi-factor authentications.
1 Forrester, Nov 2014
2 FY 2015 U.S. Government Budget, Mar 2014

15. GP Bullhound – Technology Predictions 2015
Page 15 of 18
The Wave of Technology & Product Exits Will be
Strong in 2015
1 Pitchbook 2014 Annual M&A Datagraphics, Dec 2014
2 KPMG 2015 M&A Outlook Survey Report, Dec 2014
3 Economist, Dec 2014
2014 was another strong year with global M&A activity exceeding $2.5 trillion, or 15,000 transactions1.
As economic conditions improve in many markets and tech companies all over the world look for growth,
tech companies will look to put their strong balance sheets to use and we expect to see continued strong
M&A in 2015.
Beyond increasing revenues, the primary driving force supporting technology deals will be the acquisition
of innovative technologies or products, access to IP and/or talent, enhancing new products, the desire to
enter into new markets, and the desire to expand existing technology. The key sectors that will witness
significant M&A activities are mobile technology, cloud, data analytics, and security2.
The technology M&A market is currently led by the Silicon Valley heavyweights such as Apple, Amazon,
Facebook, Google and Twitter. “Together these five tech firms now invest more than any single company
in the world: more than such energy Leviathans as Gazprom, PetroChina and Exxon, which each invest
about $40-50 billion a year”3. Many of the large, technology firms are completing M&A to pursue new
speculative technologies. For example, Facebook acquired Oculus VR, a producer of virtual reality
headsets for 3D gaming and Google acquired Nest, a home automation company during 2014.
Furthermore, the cash on many technology firms’ balance sheets is “largely parked offshore and cannot
be brought home without incurring tax, giving an extra incentive to spend it”3. We expect technology
companies to continue spending heavily on new products and technologies heading into 2015 in an effort
to maintain strong returns on capital. Private equity investors—especially in Europe and Asia—are likely
to write bigger checks to finance and buy technology companies, due to the emergence of attractive tech-
enabled mavericks and a strong tech M&A and IPO markets.
According to a survey conducted on over 700 M&A professionals in the U.S., 82% of respondents expect
to make at least one acquisition in 2015 and 10% planned to make 11 or more M&A deals for the coming
year2.
In 2015, we expect major consumer electronics brands such as Samsung and Sony to acquire younger IP-
based innovators in the connected ecosystems, likes of Roku, Sonos, and Withings.
Large Chinese companies will continue investing in western companies, particularly in the mobile and
gaming sectors to expand their customer bases and revenue streams. Just last year, Alibaba invested $200
million in mobile messaging company Tango and $120 million in F2P gaming company Kabam.
Market demand for one-stop-shops will drive consolidation in the ad-tech and software markets. Large
players in these markets will expand their product offerings by acquiring leading pure-play companies in
the fast-growing mobile, video, and SaaS markets.
In 2015, we predict category leaders such as Uber and Airbnb to have successful IPOs and be more
acquisitive with their newly refreshed balance sheets.

16. GP Bullhound – Technology Predictions 2015
Page 16 of 18
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17. GP Bullhound – Technology Predictions 2015
Page 17 of 18
HUGH CAMPBELL
Managing Partner
MANISH MADHVANI
Managing Partner
PER ROMAN
Managing Partner
SIR MARTIN SMITH
Chairman
GRAEME BAYLEY
Partner & Group CFO
GUILLAUME BONNETON
Partner
ALEC DAFFERNER
Partner
SIMON NICHOLLS
Partner
JULIAN RIEDLBAUER
Partner
CLAUDIO ALVAREZ
Director
CARL BERGHOLTZ
Director
ALI DAGLI
Director
ALEXIS SCORER
Director
ALESSANDRO CASARTELLI
Vice President
PER LINDTORP
Vice President
ADAM RUDD
Vice President
CARL WESSBERG
Vice President
STIRLING ADELHELM
Associate
RAVI GHEDIA
Associate
MALCOM HORNER
Associate
CHRIS PARK
Associate
OLOF RUSTNER
Analyst
LORD CLIVE HOLLICK
Senior Advisor
CHRISTIAN LAGERLING
Co-founder & Senior Advisor
MATT ROGERS
Senior Advisor
CECILIA ROMAN
Senior Advisor
ANDRE SHORTELL
Partner
IMAN CRISBY
Business Development Manager
HARRI NEEDHAM
Finance Manager
DAVE NISH
Technology Manager Analyst
MATTHEW FINEGOLD
Analyst
PHILIPPE GREMILLET
Analyst
OKAN INALTAY
Analyst
MARVIN MAERZ
Analyst
Analyst
HARRIET ROSETHORN
CHRIS GRAVES
Director
Vice President
SEBASTIAN MARKOWSKY
ROBERT AHLDIN
Partner
JOAKIM DAL
Vice President
LUKE BURNS
MARK SEBBA
Non-Executive Director
MATHIAS ACKERMAND
Non-Executive Director
Our Team

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Dealmakers in Technology