There is a new star in town
Launch facts
Almost 500,000 iPads sold in America during the first week(More than 85 million iPod Touch and iPhones sold worldwide)
9.7 inch touch screen(1024 x 768 resolution)
Always on with at least 10 hours battery life while being used
Nearly all existing iPhone apps work on the iPad, with 3,000 tablet specific apps already available and 1000s more under preparation
Change of media consumption
In the beginning, there was TV...
... then internet came along
And now we have …
... iPad = comfortable computing
Evolution of media consumption
Media TV WEB iPad / tablet PC
Primary model
Watch Scan, Interact, Do Read, Watch, Interact, Do
Differentiator
Creativity Interactivity Ease and pleasure of the experience
Contribution to sales
Awareness +Personalize,configure, consumer testimonials
+ Effortless buying
What will tablets be used for?
Watching
Movies TV Shows Catch up TV, Streaming TV Your own Video & Photos Podcasts…
Working
View & Edit Documents PDF, PPT, DOC, XLS, … Keynote, Pages, Numbers Email, Calendar, Adress Book, … Show Presentations…
Browsing
Internet & Intranet (VPN access) E-commerce websites News websites, … Youtube, Vimeo, … but NO FLASH!
Playing
From Casual Gaming… To Hardcore Gaming Network Gaming Multiplayers games (Scrabble)
Communicating
Email, Instant Messenging, … Skype, SIP Phones, … Facebook, LinkedIn, … The ultimate Twitter client
Controlling
Device control API Over Bluetooth and Wifi Control Lighting, Heating, Plugs, … Remote PC Control & VNC TV
Where will tablets be used?
At Work
Perfect in Meetings To Show a Presentations
(with VGA cable) Quick document edits Approve documents Access files on Windows Server,
SMB/AFP/NFS/FT/… Checking email, gmail, Me.com, … Fully compatible with Microsoft
Exchange and ActiveSync
Out and about
City Guide &Roadbooks Google Maps with POI Downloadable Museum Guides (Japan)
School / Universities
Always with you
What marketing opportunities are there for brands?
Display Advertising (iAds)
Local Advertising
eDirect marketing
Social media marketing
Emotional full screen video advertising
Online Campaigns (NO FLASH!)
Apps
Branded Gamevertising
eCouponing
Direct Sales
Ebay
Reality assessment
What’s the iPad about? Is it an e-book?Is it Apple’s response to Amazon’s
Kindle?
Comparing Apples with… ?
It’s far more
Barriers & Myths…
Barriers Penetration
iPad = an icon for a new generation of tablets
Costinitial high cost makes it a (very nice) gadget but a gadget nonetheless
Doubtersanti-hype reaction
Planning & buying adsnew media format to be defined
Myths No flash
Perfectly compensated by HTML5
Reading and eye-soreNot the case
Shared or personalMove from family device to personal device, like a mobile phone
Location targetingExtra services through location based features
Conclusions
Will it live up to its promise?
Yes.
What can Emakina offer to brands who want to go iPad?
What does the future hold
2012
2014
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