Rich Content Media and Enterprise - The Rise and Rise and Tablet Publishing

Rich content media and the enterprise - the rise and rise of Tablet Publishing

November 2013

Tuesday, 26 November 13

Tablets in Business - Embrace the Opportunities

Re-thinking your tablet strategy

What’s all the noise about?

Enterprise as Publishers

Coles, Harley, Sky One, Adidas


What is Oomph?

Oomph is a versatile tablet and mobile publishing platform that allows print and web designers to create and publish rich media apps for touch screen devices with absolutely no

programming required.



Why do I need to care about

tablets?


Smartphones and tablets are changing the way that we live and

work.

Consumer IT is driving innovation within the enterprise.

This has profound implications for organisations and particularly

their communications strategies, both internal and external.


The Rise and Rise and Rise

of Tablets


300,000The number of iPads sold on the first

day they were released in 20101


327MThe total number of tablets globally

20132


795MThe predicted total number of tablets

globally by 20173


1 in 8people in the world will own a tablet by

20173


76%The predicted level of tablet

penetration in the Australian Market by mid 20144


56%The current level of tablet penetration

in the Australian Market4


3rdThe global ranking of Australia in terms

of tablet penetration5


68%The iPad market share in Australia4


Device market share in Oz5


2015The year that tablet shipments will

overtake PCs6


2013The year that tablets drove more

website traffic than mobile7


88%the level of media consumption that

occurs on a screen in Australia8


More than one in three minutes is now spent beyond the desktop8


34%The percentage of people who spend

more time on tablet than watch TV8



71%number of Australians use a second

device while they watch TV8


44%number of Australians use a tablet

while they watch TV8


The Lean Back device:

“12 months ago tablets were described as the device you look

down at from your television. Now TV is the device that you look up at from

your tablet.”


It’s a brave new worldTuesday, 26 November 13

So what does this mean for your organisation?


And what is tablet publishing?


Consumer Tablet Channel

Consumer Magazines

Brochures & Catalogues


Consumer Tablet Channel

By leveraging the personalised, interactive nature of the tablet, you are able to create an experience that is quite simply unparalleled through other channels.


Corporate Publications

Training & Development

Retail & Kiosk

Sales Tools

Enterprise Tablet Channel


Enterprise Tablet Mobility solutions can deliver a competitive advantage across a range of activities including:

•More effective sales, marketing and communications campaigns

•Faster, more informed decision making capability• Increased staff productivity and efficiency•Brand recognition as technological and

innovation leading•Lower cost of hardware rollout using BYOD


So what’s happening in the enterprise?


92%of Fortune 500 companies were testing

or using iPads by 20119


85%of current enterprise usage is on iPads,

with Samsung at 7%3


18%of tablet sales will come from

enterprise by 20173



So what results are being achieved in the enterprise?


18%increase in sales for Aflac Insurance 6 weeks after converting sales material

to iPads10


250number of hours per year each rep will save following transition to iPad based sales material, according to Novartis

CEO Joe Jiminez11


35,000number of additional customer visits

per year that will enable11


29%of doctors reported that they more

likely to prescribe a drug after seeing an iPad based sales pitch11


15%of online retail purchases came from

mobile last Black Friday12


10%of online retail purchases came from

iPad last Black Friday12


There’s An App For That


Native Apps versus Mobile Web

NativeBetter performanceOffline capabilityIntuitive installation path and ecosystemAbility to access hardware such as camera, gyroscope, microphone etcEasy access via installed AppTargeted messaging via push notifications

Siloed development - iOS, android etcApproval process for app store may be requiredCommissions to app store may be payable

One source of codeDirect accessInstant updatesAccessible on all devices

Requires internet access to functionDoesn’t look native across all platformsHard to discover appPotential performance issues No centralised app storeLimitations on hardware accessOngoing maintenance for website (hosting etc)

Pros Cons

Web


85%prefer mobile apps over mobile

websites, based on performance, speed and convenience14


79%of users will only try an app once or

twice if it failed to work first time14


60Bnumber of cumulative app downloads

from Apple app store


375,000number of iPad specific apps available

in Apple App store14


How do we create apps that are

relevant, useful and used?

It’s a blend of brand, content strategy,

consistency and of course usability.

And the best thing is - we can measure it


So what about

Strategy?



Strategic Objectives

Commercial return

Customer Segmentation &

Targeting

What problems are you solving?

What are your 5-7 key messages?

What resources do you have/ need?

What content, design, features can you use, should you

digitise?

What channels should you use?

What are your competitors doing?

Where

Building a Tablet Strategy

NEXT

So what’s your value proposition?


What are we doing ?

8

Consumer at Centre

App Build

Considered UX

Business Driver

Clear Value Prop

Marketing/ PR

Implementing a Tablet StrategyIntegrate with the Business

Optimise & ReviewTuesday, 26 November 13

Launch parties are a thing of the past


“Designers are emerging as the rock stars

of the technology

world”


Design for the Medium

By understanding how people are using tablets, in what environment and what content, enterprise can build content strategies that embrace cross platform capabilities.


Mobile Commerce

The balancing act between content and commerce.

Personalisation

Your content, your voice (the company’s data?)

Big Data hits the App world

Analytics help businesses improve spend & targeting

Advertising

More interactivity = greater response

Business Adoption

Consumer toys becoming business tools

Key Trends


1.Take a consumer centric approach to planning -

and make sure you have budget to reiterate

2.Benchmark your competition

3.Apply a mobile first strategy

4.Invest in talent and resources

5.Understand the power of data

6.Build new ways to drive consumer engagement -

utility and entertainment

7.Be committed to self education

7 things you can do to help drive tablet acceleration


CONTACT:

Zachary KingBusiness Development Manager

email: [email protected]: +61 2 8039 0508

Lisa WaltonStrategy and Marketing Director

email: [email protected]: +61 2 8039 0502

FIND OUT MORE


mailto:[email protected]




1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html

2. Mary Meeker state of the Internet, Q2 2013. - http://www.kpcb.com/insights/2013-internet-trends

3. Global Business and and Consumer Tablet Forecast Update 2013 to 2017 by Forrester http://blogs.forrester.com/jp_gownder/13-08-02-global_business_and_consumer_tablet_forecast_update_2013_to_2017_0

4. Australian Mobile Phone Lifestyle Index, 9th Edition - Special topic: Mobile Retail. Published by AIMIA

5. Australian Multi-Screen Report Q1, 2013. Nielsen. http://www.regionaltam.com.au/upload/resources/2013/MultiScreenReport_Q1_2013_FINAL.pdf

6. IDC Press Release 11 September, 2013. http://www.idc.com/getdoc.jsp?containerId=prUS24314413

7. ADOBE website, March 6, 2013. http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/

8. The New Multi-Screen World - Understanding Cross-platform Consumer Behavior report by Google, March 2013. http://www.google.com.au/think/research-studies/new-multi-screen-world-australia.html

9. Apple Q2 Results Presentation by Tim Cook, referenced from http://techcrunch.com/2012/10/23/tim-cook-almost-every-company-in-the-fortune-500-is-testing-and-deploying-the-ipad/

10.AFLAC Press Release June 22, 2011 - http://www.aflac.com/aboutaflac/pressroom/pressreleasestory.aspx?rid=1576889

11.Pharmalot interview with Joe Jiminez - http://www.fiercepharma.com/story/novartis-ceo-ipad-saves-time-keeps-reps-honest/2011-03-29

12.IBM 2012 Holiday Benchmark Reports - http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012-benchmark-reports-_-press-release-_-wire-_-text-link

13.Mobile Apps - What Consumer Really Need and Want, by Compuware - http://offers2.compuware.com/rs/compuware/images/Mobile_App_Survey_Report.pdf

14.Apple Presentation by Tim Cook as reported by Endgagdet website on 22/10/2013 http://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-million-times-in-5-days/

References


http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html




http://www.kpcb.com/insights/2013-internet-trends




http://blogs.forrester.com/jp_gownder/13-08-02-global_business_and_consumer_tablet_forecast_update_2013_to_2017_0




http://www.regionaltam.com.au/upload/resources/2013/MultiScreenReport_Q1_2013_FINAL.pdf




http://www.idc.com/getdoc.jsp?containerId=prUS24314413




http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/




http://www.google.com.au/think/research-studies/new-multi-screen-world-australia.html




http://techcrunch.com/2012/10/23/tim-cook-almost-every-company-in-the-fortune-500-is-testing-and-deploying-the-ipad/






http://www.aflac.com/aboutaflac/pressroom/pressreleasestory.aspx?rid=1576889




http://www.fiercepharma.com/story/novartis-ceo-ipad-saves-time-keeps-reps-honest/2011-03-29




http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012-benchmark-reports-_-press-release-_-wire-_-text-link






http://offers2.compuware.com/rs/compuware/images/Mobile_App_Survey_Report.pdf




http://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-million-times-in-5-days/




Technology

Rich Content Media and Enterprise - The Rise and Rise and Tablet Publishing