The Quantified Self. Market Overview and Proprietary Financial Intelligence

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1 The Quantified Self Market Overview and Proprietary Financial Intelligence Note: this is an adopted presentation of one given at the SVB Quantified Summit in Boston on April 3, 2014

2 Contents Quantified Self Defined Key Drivers Wearable Technology Software & Analytics Augmented Reality Summary #svbqs April 3, 2014

3 Quantified Self: Defined Products or services that use technology to extract and record data from everyday activities with the goal of providing information and insight that helps users to understand or improve personal behavior.

4 Quantified Self: Acceleration CONSUMER BEHAVIOR Focus on selfimprovement and general wellness TECHNOLOGY ADVANCES Sensors, smartphones, bluetooth low energy, smart watches, wearables The confluence of several key factors has driven the acceleration of this young, but rapidly growing sector MOBILE Tech-savvy, Mobile-centric population SOCIAL Connectivity to social networks, gamification

5 Quantified Self: Hype Curve Expectations Mass-Market Wearables Mass-Market Software Niche-Market Wearables Analytics Software Note: circle size indicates relative size of markets The Quantified Self shows great promise but is still in the early stages of maturity, adoption, and social application Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Peak of Inflated Expectations Time

6 Quantified Self: Hype Curve Mass-Market Wearables Expectations Mass-market wearables have led the way in Quantified Self development and adoption Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Peak of Inflated Expectations Time

7 Wearable: Acceleration Mobile Integration Metcalfe s Law Moore s Law Ubiquitous Computing Advances in cost and performance of technologies, network effects of mobile adoption, and other factors accelerate massmarket wearables Design Focus Battery/Sensor Technology

8 Wearable: Market Leadership 2013 Wearable Device Sales Jawbone 19% All Other 3% Nike 10% Fitbit 68% Mass wearables is a highly-saturated market, dominated by a few major players. Incumbents have a significant advantage over new startups with regard to sales, marketing, and distribution channels. In fact, since this presentation was first given, even Nike chose to wind-down its FuelBand.

9 Mobile Hardware: Replacement History of mobile devices provides a lesson for Quantified Self massmarket wearables namely that one device can do the job of many

10 160 Wearable: Cannibalization Risk ipod vs. iphone Device Sales Units Sold (mm) Release of the first-generation iphone marked the beginning of a stark turnaround in ipod sales

11 Garmin PND Sales (mm) Wearable: Replacement Risk Smartphone vs. Personal Navigation Device Sales iphone Sales (mm) Advances in mobile device hardware enable mobile applications to replicate some functionality of a wearable using existing hardware. 0

12 Invested Capital Multiple 12x 10x 8x 6x 4x 2x x Wearable: Shifting Values Pre-2011 Median IC Multiple Pre-2011 Median IC 5.3x 2.6x 2.5x 9x Post-2011 Median IC Multiple Post-2011 Median IC 11.3x <$5M $5M-$20M $20M-$50M $50M+ Revenues (mm) As evidence of saturation, post-2011 wearable technologies required more investment to reach revenue thresholds and had lower valuations compared with previous years. 5.1x Invested Capital (mm)

13 Quantified Self: Hype Curve Niche-Market Wearables Expectations Smartphone data collection isn t feasible in every situation (e.g. smart swim goggles), providing opportunity for niche wearables Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Peak of Inflated Expectations Time

14 Mobile Hardware: Niche Catalyst Smartphones aren t a replacement, but rather a catalyst for acceleration in niche-wearables enabling the storage and analysis of personal data collected by niche-wearable devices

15 180 Niche Wearable: Stability iphone vs. Camera Device Sales 150 Unit Sales (mm) iphone adoption negatively impacted sales for point-and-shoot cameras, however the more niche DSLR camera sales remained stable.

16 Niche Wearable: Crowdfunding $500,000 Crowdfunding Campaigns (Q to Q4-2013) Crowdfunding $ $400,000 $300,000 $200,000 $100,000 $ Number of Backers Quantified Self startups are flocking to crowdfunding platforms, particularly as a source of pre-order funding for new hardware applications, which also demonstrate consumer demand prior to potential venture investment.

17 Quantified Self: Hype Curve Mass-Market Software Expectations As hardware adoption increases data collection, software is there to store and analyze it Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Peak of Inflated Expectations Time

18 Software: Acceleration Social Media Integration Device Agnostic Smartphone Hardware User model promotes Viral Growth Analytics Data recording and storage Growth in software has naturally followed the first wave of hardware development, but viral growth in socialization of information and gamification should be major accelerants of this segment

19 Software: Device Agnostic Mobile software is device agnostic applications can utilize data from any wearable, creating a cross-platform device for users

20 Invested Capital (mm) Software: Value Accretion Total Invested Capital $2.77 Value per User $3.85 $4.00 < 5M 5M-10M 10M-50M Users(mm) When the community using a particular software grows, so does its value to investors (and users). This should accelerate as the adoption of Quantified Self technologies increases. $4.50 $4.00 $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 Value Per User

21 Network Effect and Big Data Network effects occur when applications reach a critical mass of users, and social connectivity becomes a driver of engagement. Existing software solutions aggregate mass amounts of data, which creates opportunity for a new wave of health analytics companies.

22 Quantified Self: Hype Curve Analytics Software Expectations Though in the very early stages, the next major push will come from big data analytics Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Peak of Inflated Expectations Time

23 Analytics: Next Accelerant Big data analytics represents a tremendous growth opportunity because the tools that will be used already exist and have been implemented in other sectors (e.g. digital advertising).

24 Augmented Reality: The Internet of Everything Data will eventually be collected on most everything, sent to, stored, and analyzed in the cloud, and have recommendations sent back to users to enhance real-time decision-making

25 Summary Mass-market wearables led the way in the development and early adoption of Quantified Self technologies, but shows limited opportunity for new startups moving forward because of market saturation and replacement/cannibalization risks that have already become evident. Because smartphones aren t able to collect data in every situation, we still see acceleration potential of niche wearables (e.g. smart swim goggles). Unlike with mass-wearables, smartphones will further enable not replace niche wearables devices. We are also optimistic about growth acceleration in software, due to the continual improvements in hardware enablement and the viral growth of socialization and gaming. As adoption of Quantified Self technologies spreads and data collection increases, we see the next big push coming from data analytics which has already been a major factor in other markets, such as digital advertising.

26 SVB Analytics 555 Mission Street, Suite 900 San Francisco, California svb.com This material, including without limitation the statistical information herein, is provided for informational purposes only. The material is based in part upon information from third-party sources that we believe to be reliable, but which has not been independently verified by SVB Financial Group and, as such, we do not represent that the information is accurate or complete. The information should not be viewed as tax, investment, legal or other advice nor is it to be relied on in making an investment or other decisions. You should obtain relevant and specific professional advice before making any investment decision. Nothing relating to the material should be construed as a solicitation or offer to acquire or dispose of any investment or transaction SVB Financial Group. All rights reserved. Member Federal Reserve System. SVB>, SVB>Find a way, SVB Financial Group, and Silicon Valley Bank are registered trademarks. SVB Analytics is a member of SVB Financial Group and a non-bank affiliate of Silicon Valley Bank. Products and services offered by SVB Analytics are not FDIC insured and are not deposits or other obligations of Silicon Valley Bank. SVB Analytics does not provide tax or legal advice. Please consult your tax or legal advisors for such guidance. Rev

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