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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4Tuesday, June 21, 2011

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4Tuesday, June 21, 2011

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

6Tuesday, June 21, 2011

IBM, Apple, Amazon...

7Tuesday, June 21, 2011

IBM, Apple, Amazon...

Q: What do they have in common?

7Tuesday, June 21, 2011

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!

7Tuesday, June 21, 2011

SocialPersonal

Evernote’s Ambition

8Tuesday, June 21, 2011

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)!

9Tuesday, June 21, 2011

User Growth

10Tuesday, June 21, 2011

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

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-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...)

11Tuesday, June 21, 2011

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.

12Tuesday, June 21, 2011

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

13Tuesday, June 21, 2011

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

14Tuesday, June 21, 2011

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

15Tuesday, June 21, 2011

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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18Tuesday, June 21, 2011

From Mar 2010 - June 2011

28 Evernote Books in Japan

19Tuesday, 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.

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

22Tuesday, June 21, 2011

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

23Tuesday, 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.

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

25Tuesday, June 21, 2011

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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26Tuesday, June 21, 2011

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 Operationsdmitry@evernote.com+1(508)728-6758

29Tuesday, June 21, 2011