unconventional evernote, dmitry stavisky @ frontiers of interaction 2011
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Unconventional Evernote Frontiers of Interactions, June 21, 2011
Dmitry Stavisky, VP of International Operations1.1
1Tuesday, June 21, 2011
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 them
2Tuesday, June 21, 2011
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 device
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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.
5Tuesday, June 21, 2011
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.
5Tuesday, June 21, 2011
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 your passwords, accounts, credit card numbers... (encrypted)
• Store business card snapshots
• Record lectures
• Keep a diary, remember your great idea
• Collect info for your next trip, purchase, or home repairs project
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IBM, Apple, Amazon...
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IBM, Apple, Amazon...
Q: What do they have in common?
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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!
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SocialPersonal
Evernote’s Ambition
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SocialPersonal
Evernote’s Ambition
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.8Tuesday, June 21, 2011
User Growth
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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)!
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User Growth
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Unconventional Idea
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
11Tuesday, June 21, 2011
Unconventional Idea
Problem & product definition - memory extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
11Tuesday, June 21, 2011
Unconventional Idea
Problem & product definition - memory extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Universal need
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Unconventional Idea
Problem & product definition - memory extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Universal needFocus 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
11Tuesday, June 21, 2011
Unconventional Idea
Problem & product definition - memory extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Universal needFocus 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-contextAnti-social (Well, almost...)
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Unconventional Execution
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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Memory Extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
• Your external brain ought to be with you everywhere you go
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Memory Extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
• Your external brain ought to be with you everywhere you go
• Thus broad platform support and hybrid architecture
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Supported Platforms
Evernote Currently Supports:
WindowsMacOSAll modern browsersBrowser extensions
iPhone /iPod TouchiPadAndroid PhonesAndroid Tablets
BlackBerryHP WebOSWindows MobileWindows Phone 7
PRO ON WIRELESS LAN
Evernote Corporation
http://www.evernote.com
Clip to Evernote
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Memory Extension
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
• 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
• 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 service
16Tuesday, June 21, 2011
Universal Need
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
17Tuesday, June 21, 2011
Universal Need
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
95% of future Evernote users live outside of the US
17Tuesday, June 21, 2011
Universal Need
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
95% of future Evernote users live outside of the USearly international expansion
17Tuesday, June 21, 2011
Universal Need
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
95% of future Evernote users live outside of the USearly international expansion36 x 14 - localization to 36 languages on 14 platofrms
17Tuesday, June 21, 2011
Users by Country
• Fully localized into 12 languages, including:
English, Spanish, German, Russian, French, Italian, Dutch, Swedish, Japanese, Traditional Chinese, and Korean
• Dozen more languages - work in progress
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From Mar 2010 - June 2011
28 Evernote Books in Japan
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What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hard to define? Allow users define what the product is!
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hard to define? Allow users define what the product is!Breaking work/life barrier, life/work buddy
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hard to define? Allow users define what the product is!Breaking work/life barrier, life/work buddy
Hard to explain? Let users do it!
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 toolWhy do I need Evernote? How can I use it?
20Tuesday, June 21, 2011
What Is It?
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 toolWhy do I need Evernote? How can I use it?Free version
20Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hundreds of millions of users will rely on Evernote for their lifetime memory
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hundreds of millions of users will rely on Evernote for their lifetime memory
Evernote team is 70 people (year ago - 30)
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 ecosystemSupported by the architecture - comprehensive API
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 ecosystemSupported by the architecture - comprehensive APIThe Trunk
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 ecosystemSupported by the architecture - comprehensive APIThe TrunkAffiliate program
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 ecosystemSupported by the architecture - comprehensive APIThe TrunkAffiliate programFirst Evernote Trunk Conference - August 18 in San Francisco
21Tuesday, June 21, 2011
Ambitious? Get Help!
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
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 ecosystemSupported by the architecture - comprehensive APIThe TrunkAffiliate programFirst Evernote Trunk Conference - August 18 in San FranciscoDeveloper Contest - $100,000 in prizes!
21Tuesday, June 21, 2011
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/trunk
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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 & Services
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The Money Question...
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
24Tuesday, June 21, 2011
The Money Question...
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hundreds of millions of users will rely on Evernote for their lifetime memory
24Tuesday, June 21, 2011
The Money Question...
Evernote allows you to easily capture information in any environment using whatever device or platform you find most convenient, and makes this information accessible and searchable at any time, from anywhere.
Hundreds of millions of users will rely on Evernote for their lifetime memory
And who will pay for it? Servers, storage, pipes, Support, Dmitry...
24Tuesday, June 21, 2011
“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 20% of active subscribers who used Evernotefor 2 years are paying customers
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Increasing Value Over Time
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!
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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!
27Tuesday, June 21, 2011
The Best of Times
Today - App Stores+ Cloud Services+ Open Source Infrastructure+ Social Media+ Freemium Economics
= Geek Meritocracy!
Evernote would be impossible even 5 years ago
28Tuesday, June 21, 2011
Thanks!
Get Evernote at evernote.com
Latest news at blog.evernote.com and on Twitter @evernote, hash tag #evernote
Dmitry StaviskyVP, International [email protected]+1(508)728-6758
29Tuesday, June 21, 2011