awkward, teenage years maybe. >> as you know, aye been an evernote -- i've been an evernote user fory years. i've got the app on my watch. years ago, you were making apps for like every platform. >> yeah. >> that came out. and i was like, well, i'd like you to make some improvements maybe to the iphone app. are you casting that wide a net or have the changes in the smart phone market, the need to focus on wearables like the watch app you have now, caused you to shift your philosophy sbl? >> we want to be on every device that is cool and has a shot at success. ting takes so much more work to improve an existing product than to make a new one. the vast majority of effort goes into existing apps, and maybe we get to spend 10, 20% of our time on shiny new things. >> we heard you hit 100 million users. i'm wondering if you could give us an update on where user growth is coming from giving that you've had to change your strategy. >> it's coming geographically from asia, south america, but the u.s. continues to have really strong growth for us. in terms of devices, we're seeing a ton of gro

>> evernote plays a big role with offering context. when we launched evernote business a couple of years ago there's a lot of hidden information inside organizations. it's not possible for you to know what your colleagues know even if you're sitting next to each other and it's one of the greatest things that can happen to you inside a team. when you start working on a project, keyword and you'll see all relevant information there in the company saved by your colleagues in ever note coming back at you. the same way push it forward and we had major partnerships with media to offer you real life information without going out of the platform. so it's really in the same interface. evernote anticipated what you need. >> more people try to store their data in the cloud. it's other truly interesting. thank you for joining us on cnbc's worldwide exchange. general manager for evernote. wilfred back over to you. >> seema, thank you very much. we're going to switch focus and talk about china which must quote reform and open up to the second larges

the way that people take notes in evernote be voice dictation largely?e but yn able to experiment with it yet and is it working much better? >> yeah. i think for quick notes if you want to remind yourself of something then dictating something into your watch actually make as lot of sense. for anything longer, you would get your phone out or your mac book or whatever. but the experiences work really well. the way to think about it is, the more you have things like the apple watch succeed the more you'll get other wearables or connected devices the more that experiences will become less about a particular device and more about the person. the more devices on you the less you'll notice separate devices and the more you'll have an experience based around the human being. this is a real transformation in how i think software will be designed to go from device specific to user specific and the apple watch will be the first major step in that direction. >> we'll be coming up on wwdc later in the summer. is it your sense that the number of apps developed for thi

it's like twitter, ebay, air b and b, yelp, evernote, cisco, paypal. even if you don't know anything about big data cloud computing, even if you are watching me right now on an abacus that you rigged up to a sun dial or something, these are big enough firms now, this is a big enough portion and such a dynamic portion of the american economy, this is an attention-getting thing. and that huge and acute tech backlash that goes all the way to the very top of the tech industry, that has happened on top of all the other business backlash, and the growing list of cities and states around the country that are doing things like blocking taxpayer funded travel for any state employee to the state of indiana in protest of what mike pence just did. the final four in the ncaa championship is due to be played in indianapolis this weekend. the coach of the uconn men's basketball team canceled his plans and his coaching staff's plans to be in indianapolis this weekend, because the connecticut governor just issued a travel ban for the state of connecticut and their empl

or evernote. but for the power users, certain parts of their product, people will pay.in traditional media. back in the days of cbs, abc, nbc, all ad models and over time, cable came and the consumers started paying like comcast and major companies today drive only about 25% of their business from advertising. it's very possible that other models will pick up the slack. but i think the ad model is getting long in the tooth. >> what about the top down. we had concerns about some scattered markets in television, do you think ad spending in general is robust in this country? >> ad spending in general is predictable year to year. it gross in line with gdp. it's about $550 billion on a global basis, think it's grown 4% per year for the last ten years. but it tends to rise and fall and why is that? because advertising is based on a projected sales level. png, the major marketers in this country, auto companies, they figure out what their sales are going to be and increase their ad budgets similarly so the budget itself, ebb and flow with the economy. but it is, all of these n

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