The Executive’sGuide to iPad forBusinessJames ThomsonSmartCompany.com.auBrian Giesen360° Digital Influence, Ogilvy
James ThomsonEditorSmartCompany.com.au
SpeakerBrian Giesen | @bdgiesen Regional Director, SydneyOgilvy 360°Digital Influence
iPad for Business      Presented by Ogilvy 360°Digital      Influence      16 June 2011Confidential   16/06/2011
Twitter Hashtag   #iPad4biz
The iPad landscape
More than 17 millioniPad/iPad2 units soldworldwideSource: apple.com, mactech.com, http://itnsltwn.deviantart.com/
8% of online Australiansown a tablet deviceSource: Nielsen Online, Lillian Zrim
In U.S., 500,000 iPad2’s sold onthe first day, 70% to new usersSource: ipadforums.net, Reuters
On March25, iPad2went onsale inAustralia,selling outwithinhoursSource: International Business Times
Market Growth of Tablets                                       242.3                                       Million        ...
87% of iPad owners use it every day                35%                         39%Source: btrax
iPad Statistics          15 59 90               15MM                               iPad already                   90% tabl...
iPad in the Enterprise  5050% of Fortune                                            80                                    ...
10                                                                                                             10 bn      ...
Nearly half of mobile traffic occurs on iPad                      Mobile Traffic Report from Forrester Retail             ...
Mobile share of web use on the rise                        Visits to Business Insider From Mobile Devices                 ...
iPad users’ perception of mobile advertising      • More receptive to ads than other device users      • Enjoys interactiv...
Brand websites that break on the iPadSource: btrax
Who is using the iPad?
Businesses incorporate the iPad in various ways         Utility                 Entertainment                 Information ...
Utility          Cathay Pacific Travel Resources           CX Mobile makes travelling easier by           letting users ha...
Utility          Starbucks Coffee-maker           Features include:            Store Locator            Drink Builder: C...
Utility          Gilt on the Go           Gilt on the Go allows users to shop top           fashion and luxury labels at p...
Entertainment            Disney Interactivity                Features include:                 Play & download games.    ...
Entertainment            Burberry Retail Theatre                During their 2011 spring/summer                show, 25 Bu...
Entertainment            MARTHA Digital Magazine                The digital edition of MARTHA STEWART                LIVIN...
Information              Mercedes-Benz Advantage               Mercedes-Benz Advantage is an app               made for th...
Information              InterContinental Concierge               With the free InterContinental®               Concierge ...
Information              Ford Fiesta Brochure               The Ford Fiesta brochure app is a               friendly, easy...
Strategic Approach to               Content Creation for the TabletMeasure    Strategy      Create     Publish     Measure...
Strategic Approach to                             Content Creation for the Tablet  Measure      Strategy                  ...
Strategic Approach to                             Content Creation for the Tablet  Measure      Strategy                  ...
Strategic Approach to                             Content Creation for the Tablet  Measure      Strategy                  ...
Strategic Approach to                             Content Creation for the Tablet  Measure      Strategy                  ...
Resources:
Additional ResourcesGetting started:•    http://www.apple.com/ipad/business/Staying smart:•    https://discussions.apple.c...
Ogilvy is the most awarded social media agency in APAC                         The Holmes Report Awards                   ...
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Executive's guide to the iPad for business

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With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.

From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business.

Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.

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Executive's guide to the iPad for business

  1. 1. The Executive’sGuide to iPad forBusinessJames ThomsonSmartCompany.com.auBrian Giesen360° Digital Influence, Ogilvy
  2. 2. James ThomsonEditorSmartCompany.com.au
  3. 3. SpeakerBrian Giesen | @bdgiesen Regional Director, SydneyOgilvy 360°Digital Influence
  4. 4. iPad for Business Presented by Ogilvy 360°Digital Influence 16 June 2011Confidential 16/06/2011
  5. 5. Twitter Hashtag #iPad4biz
  6. 6. The iPad landscape
  7. 7. More than 17 millioniPad/iPad2 units soldworldwideSource: apple.com, mactech.com, http://itnsltwn.deviantart.com/
  8. 8. 8% of online Australiansown a tablet deviceSource: Nielsen Online, Lillian Zrim
  9. 9. In U.S., 500,000 iPad2’s sold onthe first day, 70% to new usersSource: ipadforums.net, Reuters
  10. 10. On March25, iPad2went onsale inAustralia,selling outwithinhoursSource: International Business Times
  11. 11. Market Growth of Tablets 242.3 Million Sydn sold in 2015 ey 19.7 Million sold in 2010Source: isuppli.com, itp.net
  12. 12. 87% of iPad owners use it every day 35% 39%Source: btrax
  13. 13. iPad Statistics 15 59 90 15MM iPad already 90% tablet units sold available in market in 2010 59 countries shareSource: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com
  14. 14. iPad in the Enterprise 5050% of Fortune 80 80% of Fortune100 using iPad 500 deploying or commercially piloting iPadSource: zdnet.com, dashboardinsight.com
  15. 15. 10 10 bn App Economy 8 Available Apps 400 Thousand 200 6Downloads (Billion) 0 Jul-06 Jan-07 Apple Android 4 2 0 0 1 2 3 4 5 6 7 8 9 10 Quarters after launch Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com Apps iTunes
  16. 16. Nearly half of mobile traffic occurs on iPad Mobile Traffic Report from Forrester Retail Site 10.3% iPad iPhone iPod Touch 45.5% Droid Blackberry Tour Blackberry Onyx Samsung Moment 33.1% Other MobileSource: Forrester, February 2011
  17. 17. Mobile share of web use on the rise Visits to Business Insider From Mobile Devices (Share Of Mobile Visits Per Device) 60% 50% iPhone 40% 30% Android 20% iPad 10% Mobile Share of Total Visits iPod Blackberry 0% July 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11Source: Business Insider, May 2011
  18. 18. iPad users’ perception of mobile advertising • More receptive to ads than other device users • Enjoys interactive ads • Looks more at ads with video • Appreciates innovative advertising methods • More likely to make a purchase after viewing an adSource: The Nielsen Company
  19. 19. Brand websites that break on the iPadSource: btrax
  20. 20. Who is using the iPad?
  21. 21. Businesses incorporate the iPad in various ways Utility Entertainment Information Incorporate games, videos,Call customers to act in a Offer additional knowledge and other entertaining way that is in line with about products or related features based around business objectives services products
  22. 22. Utility Cathay Pacific Travel Resources CX Mobile makes travelling easier by letting users handle many travel necessities at any time and from anywhere in the world, including:  Check in  Check flight status  Booking a flight  Manage your booking  Get flight schedules  Access City Guides to over 70 destinations worldwideSource: itunes.apple.com
  23. 23. Utility Starbucks Coffee-maker Features include:  Store Locator  Drink Builder: Create and share your perfect Starbucks ® beverages  Food Menu with nutritional info and ingredients  Coffee Menu  Job Finder  myStarbucks: Save all of your favorites for quick recall and sharing.Source: itunes.apple.com
  24. 24. Utility Gilt on the Go Gilt on the Go allows users to shop top fashion and luxury labels at prices up to 70% off retail from anywhere in the world. 7% of the company’s weekend sales come from the Gilt on the Go app via various mobile devices.Source: itunes.apple.com, fashionista.com
  25. 25. Entertainment Disney Interactivity Features include:  Play & download games.  Listen to Radio Disney.  Interact with Disney characters.  Create personalized greetings from characters.  Watch new, favorite and original videos.  Get the latest Disney news and updates about movies, TV shows, events and more  Movie showtimes, locations and tickets Source: itunes.apple.com
  26. 26. Entertainment Burberry Retail Theatre During their 2011 spring/summer show, 25 Burberry boutiques around the globe streamed the runway show live for customers on social media. iPads with a special Burberry app were distributed among the public, allowing the public to order and buy the items on show straight away. Source: Ogilvy
  27. 27. Entertainment MARTHA Digital Magazine The digital edition of MARTHA STEWART LIVING is an interactive app-based magazine available for USD $3.99 each month. Features include:  How-to videos  Behind the scenes tours  Slideshows  Easy-to-share recipes. Source: itunes.apple.com
  28. 28. Information Mercedes-Benz Advantage Mercedes-Benz Advantage is an app made for the automakers sales force. The app provides quick access to the latest deals and a quicker turnaround time for customer credit application processes. Flickr user iFun.de The program streamlines the closing of the deal by eliminating the potentially deal-killing walk away. Source: autoblog.com
  29. 29. Information InterContinental Concierge With the free InterContinental® Concierge Insider Guides iPad App, users tap into the knowledge and experiences of the InterContinental Concierges. Features include:  Local concierge recommendations for over 120 destinations  Video tours  An interactive map of recommended shops, restaurants and local attractions Source: itunes.apple.com
  30. 30. Information Ford Fiesta Brochure The Ford Fiesta brochure app is a friendly, easy-to-use presentation that takes you on a complete tour of Fiesta in a simple magazine format. Features include:  360-degree views of exterior & interior  Details of 15 class-exclusive features  Informative videos  View all of Fiestas exterior colors  Dealer locator current dealer inventory  Price quote request Source: itunes.apple.com
  31. 31. Strategic Approach to Content Creation for the TabletMeasure Strategy Create Publish Measure Measure
  32. 32. Strategic Approach to Content Creation for the Tablet Measure Strategy Create Publish Measure MeasureDiscoverWhat are our goals?Who will we reach?What are our resources?PlanWhere will people interact Refine messaging inwith content? content.Define content types. Modify channels ofDevelop strategy. distribution.
  33. 33. Strategic Approach to Content Creation for the Tablet Measure Strategy Create Publish Measure MeasureDiscover StoryWhat are our goals? Define message and tone.Who will we reach? What problem are you tryingWhat are our resources? to solve?Plan ContentWhere will people interact Owned content.with content? Event triggered.Define content types. Consumer generated.Develop strategy.
  34. 34. Strategic Approach to Content Creation for the Tablet Measure Strategy Create Publish Measure MeasureDiscover Story CurateWhat are our goals? Define message and tone. Determine sources.Who will we reach? What problem are you trying Aggregate content.What are our resources? to solve? Apply keywords.Plan Content DistributeWhere will people interact Owned content. Content seeding withwith content? Event triggered. online destinations:Define content types. Consumer generated. social channels, etc.Develop strategy.
  35. 35. Strategic Approach to Content Creation for the Tablet Measure Strategy Create Publish Measure MeasureDiscover Story Curate EvaluateWhat are our goals? Define message and tone. Determine sources. Content performance meetWho will we reach? What problem are you trying Aggregate content. goals?What are our resources? to solve? Apply keywords. Which channels are best? Which most valuable?Plan Content Distribute OptimizeWhere will people interact Owned content. Content seeding with Refine messaging inwith content? Event triggered. online destinations: content.Define content types. Consumer generated. social channels, etc. Modify channels ofDevelop strategy. distribution.
  36. 36. Resources:
  37. 37. Additional ResourcesGetting started:• http://www.apple.com/ipad/business/Staying smart:• https://discussions.apple.com/community/ipad?categoryID=267• http://www.asiadigitalmap.com/• http://www.zipadblog.com/• http://www.tipb.com/Slideshare presentations:• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics
  38. 38. Ogilvy is the most awarded social media agency in APAC The Holmes Report Awards Click Awards • 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing IPA Effectiveness Awards WPPed Cream Awards • 2010: Bronze award for “How Branding • 2010: Best Consumer Marketing Generated Sales, Even in a Recession” ITSMA Marketing Excellence Awards Asia Pacific PR Awards • 2010: Most Effective Public Relations • 2010: Best Use of Digital x 3 (Diamond) • 2009: Best Use of Digital IBM Global Best Practice Awards Asia Marketing Effectiveness Awards • 2010: Best CFO Case Study (Silver) • 2010: Most Effective Public Relations • 2010: Best Impact in Regional Activity Using Social Media (Bronze) Ogilvy Professional Achievement Awards • 2010: Values Award • 2010: Best in Digital Influence (Taiwan) Microsoft Marketing Awards • 2010: Best Specialized Marketing (Shanghai) • 2010: Social Media Marketing in Asia Pacific • 2010: Best submission for 30th anniversary competition (Hong Kong) Atticus Awards • 2010 Best Digital Influence Essay Brian GiesenCONTACT: Regional Director | 360° Digital Influence Ogilvy Sydney p 02 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen
  39. 39. Thank you
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