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The Executive's Guide to iPad for Business

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In this presentation, Ogilvy's Thomas Crampton and John Stauffer discuss how to use the iPad for business.

In this presentation, Ogilvy's Thomas Crampton and John Stauffer discuss how to use the iPad for business.

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  • Please edit words
  • Need more points:Introduction of Web 2.0
  • Photo source: http://www.flickr.com/photos/neodelphi/2045989901/sizes/z/in/photostream/
  • News sources: http://www.apple.com/pr/library/2011/03/02ipad.html, http://www.mactech.com/2011/04/06/ipad-2-sales-way-ahead-sales-original-apple-tabletPic source: http://itnsltwn.deviantart.com/art/iPad-World-Blueprint-204170130
  • Source: http://www.insidemobileapps.com/2011/01/18/apple-revenue/
  • News source: http://www.ipadforums.net/user-news-submissions/21292-ipad-2-sold-out-faster-than-original-ipad-70-new-users.htmlPic source: http://www.ibtimes.com/articles/127212/20110327/ipad-2-apple.htm
  • http://hken.ibtimes.com/articles/142596/20110509/scalper-blamed-for-brawl-in-beijing-as-ipad-2-hits-chinese-market.htm
  • http://hken.ibtimes.com/articles/142596/20110509/scalper-blamed-for-brawl-in-beijing-as-ipad-2-hits-chinese-market.htm
  • http://www.isuppli.com/display-materials-and-systems/news/pages/global-tablet-shipments-to-rise-by-factor-of-12-by-2015.aspx
  • Source: http://blog.btrax.com/en/2011/05/04/10-big-brand-websites-that-break-on-the-ipad/Use of desktop computers is down for 35%iPad owners since they bought the deviceUse of laptops is down 39% since they bought an iPad87% of owners are using it every day of the week
  • Sources: 90 - http://www.quickpwn.com/2011/03/steve-jobs-presents-some-statistics-of-ipad-and-iphone.html15 - http://content.yudu.com/A1r0id/iPadTrendsFeb2011/resources/index.htm?referrerUrl=http%3A%2F%2Fwww.yudu.com%2Fblog%2F2011%2F02%2F18%2Fapple-ipad-trends-statistics-2%2F59 - http://www.tabletmonsters.com/news/4-7-million-ipads-sold-q1-2011Pics:59 - http://www.maclife.com/article/news/apple_announces_international_ipad_availability90 - http://phandroid.com/2011/03/08/which-android-tablet-is-right-for-you-affordable-alternatives/
  • http://www.zdnet.com/blog/sybase/apple-throws-out-more-stats-on-enterprise-uptake-of-iphone-ipad/329http://www.zdnet.com/photos/photos-useful-apps-for-apple-ipad/431895?seq=16&tag=photo-frame;get-photo-rotowww.dashboardinsight.com
  • https://www.mylookout.com/appgenome
  • Source: http://blog.btrax.com/en/2011/05/04/10-big-brand-websites-that-break-on-the-ipad/Many brands have been caught off guard by the meteoric rise of the tablet’s popularity since Apple released the iPad. This has serious implications for e-commerce sites, many of which are optimized only for desktop and laptop viewing. A clear indicator of that is how badly websites of major brands break when viewed on tablets and other mobile devices.
  • http://www.autoblog.com/2010/05/29/apple-ipad-to-be-used-as-sales-tool-at-mercedes-benz-dealers/Creative Commons (iFUN.de) http://www.flickr.com/photos/ifun/4581712244/sizes/z/in/photostream/
  • Source: http://itunes.apple.com/us/app/concierge-insider-guides/id403370724?mt=8
  • Transcript

    • 1. Audio Options:
      Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
    • 2. Social Media Belts
      Social Media Black Belt
      Social Media White Belt
      Social Media Red Belt
      Understand
      Lead
      Participate
    • 3. iPad for Business
      A White Belt Training
      Social Media White Belt
      Understand
    • 4. Speakers
      John Stauffer | @John Stauffer
      Regional Director, Hong Kong
      Ogilvy 360°Digital Influence
      ThomasCrampton.com | @ThomasCrampton
      Asia-Pacific Director
      Ogilvy 360°Digital Influence
    • 5. Twitter Hashtag
      #iPad4biz
    • 6. QUESTION PANE
      What city are you joining us from?
    • 7. The iPad landscape
    • 8. More than 17 million iPad/iPad2 units sold worldwide
      Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/
    • 9. One-sixth of Apple units are sold in the Asia-Pacific
      Source: insidemobileapps.com, http://itnsltwn.deviantart.com/
    • 10. In U.S., 500,000 iPad2’s sold on the first day, 70% to new users
      Source: ipadforums.net, Reuters
    • 11. On May 6th, iPad2 went on sale in China, home to Apple’s highest-grossing stores…
      Source: International Business Times
    • 12. …a brawl ensued
      Source: International Business Times
    • 13. Market Growth of Tablets
      242.3 Million
      sold in 2015
      Sydney
      19.7 Million sold in 2010
      Source: isuppli.com, itp.net
    • 14. 87% of iPad owners use it every day
      39%
      35%
      Source: btrax
    • 15. iPad Statistics
      90
      15
      59
      iPad already available in 59 countries
      15MM units sold in 2010
      90% tablet market share
      Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com
    • 16. 50
      50% of Fortune 100 using iPad commercially
      iPad in the Enterprise
      80
      80% of Fortune 500 deploying or piloting iPad
      Source: zdnet.com, dashboardinsight.com
    • 17. 10 bn
      App Economy
      Available Apps
      Thousand
      Downloads (Billion)
      Quarters after launch
      Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
    • 18. Nearly half of mobile traffic occurs on iPad
      Source: Forrester, February 2011
    • 19. Mobile share of web use on the rise
      Visits to Business Insider From Mobile Devices
      (Share Of Mobile Visits Per Device)
      iPhone
      Android
      iPad
      Mobile Share of Total Visits
      iPod
      Blackberry
      Source: Business Insider, May 2011
    • 20. iPad users’ perception of mobile advertising
      • More receptive to ads than other device users
      • 21. Enjoys interactive ads
      • 22. Looks more at ads with video
      • 23. Appreciates innovative advertising methods
      • 24. More likely to make a purchase after viewing an ad
      Source: The Nielsen Company
    • 25. Brand websites that break on the iPad
      Source: btrax
    • 26. QUICK POLL
      Do you own an iPad?
    • 27. Who is using the iPad?
    • 28. Businesses incorporate the iPad in various ways
      Entertainment
      Utility
      Information
      Incorporate games, videos, and other entertaining features based around products
      Call customers to act in a way that is in line with business objectives
      Offer additional knowledge about products or related services
    • 29. 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
      • 30. Check flight status
      • 31. Booking a flight
      • 32. Manage your booking
      • 33. Get flight schedules
      • 34. Access City Guides to over 70 destinations worldwide
      Utility
      Source: itunes.apple.com
    • 35. Starbucks Coffee-maker
      Features include:
      • Store Locator
      • 36. Drink Builder: Create and share your perfect Starbucks ® beverages
      • 37. Food Menu with nutritional info and ingredients
      • 38. Coffee Menu
      • 39. Job Finder
      • 40. myStarbucks: Save all of your favorites for quick recall and sharing.
      Utility
      Source: itunes.apple.com
    • 41. 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.
      Utility
      Source: itunes.apple.com, fashionista.com
    • 42. Disney Interactivity
      Features include:
      • Play & download games.
      • 43. Listen to Radio Disney.
      • 44. Interact with Disney characters.
      • 45. Create personalized greetings from characters.
      • 46. Watch new, favorite and original videos.
      • 47. Get the latest Disney news and updates about movies, TV shows, events and more
      • 48. Movie showtimes, locations and tickets
      Entertainment
      Source: itunes.apple.com
    • 49. 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.
      iPadswith a special Burberry app were distributed among the public, allowing the public to order and buy the items on show straight away.
      Entertainment
      Source: Ogilvy
    • 50. 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
      • 51. Behind the scenes tours
      • 52. Slideshows
      • 53. Easy-to-share recipes.
      Entertainment
      Source: itunes.apple.com
    • 54. Mercedes-Benz Advantage
      Mercedes-Benz Advantage is an app made for the automaker's sales force. The app provides quick access to the latest deals and a quicker turnaround time for customer credit application processes.
      The program streamlines the closing of the deal by eliminating the potentially deal-killing walk away.
      Information
      Flickr user iFun.de
      Source: autoblog.com
    • 55. 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
      • 56. Video tours
      • 57. An interactive map of recommended shops, restaurants and local attractions
      Information
      Source: itunes.apple.com
    • 58. 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
      • 59. Details of 15 class-exclusive features
      • 60. Informative videos
      • 61. View all of Fiesta's exterior colors
      • 62. Dealer locator current dealer inventory
      • 63. Price quote request
      Information
      Source: itunes.apple.com
    • 64. Strategic Approach to
      Content Creation for the Tablet
      Measure
      Measure
      Strategy
      Measure
      Create
      Publish
    • 65. Strategic Approach to
      Content Creation for the Tablet
      Measure
      Measure
      Strategy
      Measure
      Create
      Publish
      Discover
      What are our goals?
      Who will we reach?
      What are our resources?
      Plan
      Where will people interact with content?
      Define content types.
      Develop strategy.
      Refine messaging in content.
      Modify channels of distribution.
    • 66. Strategic Approach to
      Content Creation for the Tablet
      Measure
      Measure
      Strategy
      Measure
      Create
      Publish
      Discover
      Story
      What are our goals?
      Who will we reach?
      What are our resources?
      Define message and tone.
      What problem are you trying to solve?
      Plan
      Content
      Where will people interact with content?
      Define content types.
      Develop strategy.
      Owned content.
      Event triggered.
      Consumer generated.
    • 67. Strategic Approach to
      Content Creation for the Tablet
      Measure
      Measure
      Strategy
      Measure
      Create
      Publish
      Discover
      Story
      Curate
      What are our goals?
      Who will we reach?
      What are our resources?
      Define message and tone.
      What problem are you trying to solve?
      Determine sources.
      Aggregate content.
      Apply keywords.
      Plan
      Content
      Distribute
      Where will people interact with content?
      Define content types.
      Develop strategy.
      Owned content.
      Event triggered.
      Consumer generated.
      Content seeding with
      online destinations:
      social channels, etc.
    • 68. Strategic Approach to
      Content Creation for the Tablet
      Measure
      Measure
      Strategy
      Measure
      Create
      Publish
      Discover
      Story
      Evaluate
      Curate
      What are our goals?
      Who will we reach?
      What are our resources?
      Define message and tone.
      What problem are you trying to solve?
      Content performance meet goals?
      Which channels are best?
      Which most valuable?
      Determine sources.
      Aggregate content.
      Apply keywords.
      Plan
      Content
      Distribute
      Optimize
      Where will people interact with content?
      Define content types.
      Develop strategy.
      Owned content.
      Event triggered.
      Consumer generated.
      Content seeding with
      online destinations:
      social channels, etc.
      Refine messaging in content.
      Modify channels of distribution.
    • 69. Resources:
    • 70. Additional Resources
      Getting 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
    • 71. ?
      Any Questions?
    • 72. Ogilvy is the most awarded social media agency in APAC
      Click Awards
      • 2010: Integrated Marketing
      WPPed Cream Awards
      • 2010: Best Consumer Marketing
      ITSMA Marketing Excellence Awards
      • 2010: Most Effective Public Relations (Diamond)
      IBM Global Best Practice Awards
      • 2010: Best CFO Case Study (Silver)
      • 73. 2010: Best Impact in Regional Activity Using Social Media (Bronze)
      • 74. 2010: Values Award
      Microsoft Marketing Awards
      • 2010: Social Media Marketing in Asia Pacific
      Atticus Awards
      • 2010 Best Digital Influence Essay
      The Holmes Report Awards
      • 2011: APAC Digital Consultancy of the Year
      IPA Effectiveness Awards
      • 2010: Bronze award for “How Branding Generated Sales, Even in a Recession”
      Asia Pacific PR Awards
      • 2010: Best Use of Digital x 3
      • 75. 2009: Best Use of Digital
      Asia Marketing Effectiveness Awards
      • 2010: Most Effective Public Relations
      Ogilvy Professional Achievement Awards
      • 2010: Best in Digital Influence (Taiwan)
      • 76. 2010: Best Specialized Marketing (Shanghai)
      • 77. 2010: Best submission for 30th anniversary competition (Hong Kong)
      CONTACT:
      John Stauffer
      Regional Strategy Director | 360° Digital Influence
      Ogilvy Hong Kong
      p +852 9661 0998
      ejohn.stauffer
      t @johnstauffer
      Thomas Crampton
      Asia-Pacific Director | 360° Digital Influence
      Ogilvy Hong Kong
      p +852 6397 1662,
      e thomas.crampton@ogilvy.com
      t @thomascrampton

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