iPad: 10 + 1 Things to Know for the Mobile Marketer


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As consumer interest grows brands and agencies are reacting quite favorably to the new platform with roughly 30.6% of polled agencies looking at the iPad as a sought after advertising channel (STRATA, Jan 2011) and an estimated 67% of surveyed media buyers planning to allocate budget toward iPad/Tablet advertising this year (Deutsche Bank, 2011). These numbers, in our opinion are very interesting seeing how the iPad has only been in market for a full year.

So with consumer interest at an all time high and increasing focus from an advertising perspective, how should brands engages with the iPad/Tablet device? Yes, there is always the use of banner media to drive awareness and apps to encourage repeat use and loyalty; however what does it take to be successful with a Tablet execution?

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  • http://readwriteweb.com/enterprise/2011/02/10-ipad-business-intelligence-tools.php http://www.slideshare.net/pathf/should-the-ipad-be-in-your-product-strategy http://www.slideshare.net/mrtomollerton/the-future-of-digital-4341789 http://www.slideshare.net/edog1203/stanford-cs193p-designing-for-ipad http://www.slideshare.net/mringlein/designing-iphone-ipad-apps http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145342&nid=123950
  • eMarketer estimated in December that 24 million tablets, including 19.4 million iPads, would be sold in the US this year, more than doubling last year ’ s sales figures . Worldwide, eMarketer forecasts 43.6 million tablet sales this year , up from 15.7 million in 2010. More than three in four tablets sold around the world will be an iPad http://www.emarketer.com/Article.aspx?R=1008256 Steve Jobs, in unveiling the iPad 2 yesterday said iPad 1, currently has a 90% market share, sold 14.8 million units and generated $9.5 billion in revenue. iPad 2 starts at around $499 where competitors start around $700
  • The new iPad 2 will be thinner and faster. It will have an A5 chip which is designed to act as a 2 nd calculation engine. This will boost graphic performance 9 fold. Furthermore, it will have a front and rear camera
  • http://blogs.wsj.com/digits/2011/03/01/as-second-ipad-looms-so-does-talk-of-tablet-price-war/ If you look at the global sales for tablets, eMarketer is predicting 43.6 million units sold this year, which will increase 86% to reach 81.3 million units sold by 2012.
  • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145342&nid=123950
  • http://www.chicagotribune.com/business/ct-biz-0220-ipad-shopping-20110220,0,7545823.story
  • iPad: 10 + 1 Things to Know for the Mobile Marketer

    1. 1. iPad: 10 + 1 Things to Know for the Mobile Marketer 110304
    2. 2. 1. One of the Fastest Selling CE Devices Source: Mary Meeker June 2010, Microsoft Press Release, Nov 2010, Morgan Stanley Research <ul><li>On pace to become the most popular mobile device in history (selling 13-16MM units in the first year) </li></ul>Number of Days to Sell 1MM Units Xbox Kinect …… ..……………………………………………… 10 Days Nintendo Wii …… ..……………………………………………… 13 Days Nintendo DS …… ..……………………………………………… 15 Days iPad …… ..………………………………………………28 Days iPhone …… ..………………………………………………74 Days
    3. 3. 2. It is mobile, but it is not a Smartphone <ul><li>Laptops are becoming more stationary and less useful for real time activities </li></ul><ul><li>Smartphone screen sizes are roughly a ¼ of the size, which minimize engagement opportunities </li></ul><ul><li>iPad have a max capacity of 64GB; Smartphone are typically 32GB </li></ul><ul><li>iPads and tablets are becoming great for hallway conversations and utilized for on-the-go meetings </li></ul>Source: About.com , “Comparing Features”
    4. 4. 3. Usage is Growing <ul><li>ComScore reports on average of 2-3 minutes of time spent for digital magazine publishers – iPad time spent reached 60 minutes for the same titles </li></ul><ul><li>After the initial “honeymoon” period 77.6% of users found their iPad usage increase </li></ul><ul><li>74.8% of iPad users spend between one and five hours a day on their tablet device (web and social communications made up the majority of the time </li></ul><ul><li>UM and Time Inc study reveled that 56% of consumers are using their iPad several times a day </li></ul>Source: Yudu, “The Apple iPad” 2010 Gigaom Nov 2010,, eMarketer: UM and Time Inc Study Sept 2010
    5. 5. 4. It is Here to Stay <ul><li>Netbooks sales declined roughly 13% with the launch of the iPad in April 2010 </li></ul><ul><li>In 2011, an estimated100+ new iPad competitors will launch </li></ul><ul><li>28.9% of users say the iPad has replaced their primary computer </li></ul><ul><li>Top 3 devices a user is likely not buying after owning an iPad include: eReaders, portable gaming devices, netbooks/laptops </li></ul><ul><li>Already a well established app store for iPad and Android devices </li></ul>Source: CNET Sept 2010, Wall Street Journal 2011, Mashables
    6. 6. 5. It is Entertaining Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011 Which of the following devices do you think is the most enjoyable for playing games? Which of the following device would you not buy after owning an iPad? Portable Gaming Device 60% iPad 23% Smartphone 8%
    7. 7. 6. It is Business Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011, Media Post, Feb 2011 <ul><li>38-44% of user who own or intending to buy an iPad/tablet travel for business </li></ul><ul><li>Wells Fargo, Mercedes-Benz, and SAP are among the enterprises buying iPads for employee use </li></ul><ul><li>Gartners predicts that by 2013, 33% of business intelligence functionality will be consumed on mobile devices </li></ul><ul><li>NPD Group shows consumers are getting used to doing the same things on tablets that they typically do on desktop PCs </li></ul>
    8. 8. 7. It is Reshaping Commerce Source: Mashables, 2010: Forrester, ChangeWave Research 2010, Shopatron, 2010 <ul><li>Many online retailers are reporting half of mobile commerce is coming from tablet devices </li></ul><ul><li>5.5x higher conversion rates compared to other mobile devices </li></ul><ul><li>iPad has already captured more than 16% of the eReader market </li></ul><ul><li>Retailers like J. C. Penney, Things Remembered, AllSaints Spitalfields and Gucci are testing the iPad as a new way to boost sales and engage shoppers </li></ul>
    9. 9. 8. It is Multi-Device <ul><li>Comcast/Xfinity iPad app allows customers with compatible digital TV service to browse listings,On-Demand content and change channel </li></ul><ul><li>iPad Scrabble app allows users to synch iPhones for multi-player game play </li></ul><ul><li>Leverages Wifi and Bluetooth technology to seamless transmit content </li></ul>
    10. 10. 9.It is Multi-User <ul><li>Many iPad games are becoming multi-player </li></ul><ul><li>Users can play one another </li></ul>
    11. 11. 10. It is More than Just a Digital Experience <ul><li>Yoomi iPad application </li></ul><ul><li>$40 digital board game </li></ul><ul><li>Plastic hollow device sitting up-top the iPad </li></ul><ul><li>Application can be distributed through digital and brick & mortar channels </li></ul>
    12. 12. + 1: It ’s Just the Beginning! http://blogs.wsj.com/japanrealtime/2010/05/26/sony-rolls-out-a-new-display/
    13. 13. Summary <ul><li>One of the fastest selling CE devices </li></ul><ul><li>It is mobile, but it is not a Smartphone </li></ul><ul><li>Usage is growing </li></ul><ul><li>It is here to stay </li></ul><ul><li>It is entertaining </li></ul><ul><li>It is business focused </li></ul><ul><li>It is reshaping commerce </li></ul><ul><li>It is multi-device </li></ul><ul><li>It is multi-user </li></ul><ul><li>It is more than just a digital experience </li></ul>
    14. 14. Thank you team iconmobile lauren brown sr. account director [email_address] paul cowman strategist paul.cowman@iconmobile.com