The Executive's Guide to iPad for Business
 

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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  • 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

The Executive's Guide to iPad for Business The Executive's Guide to iPad for Business Presentation Transcript

  • 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.
  • Social Media Belts
    Social Media Black Belt
    Social Media White Belt
    Social Media Red Belt
    Understand
    Lead
    Participate
  • iPad for Business
    A White Belt Training
    Social Media White Belt
    Understand
  • Speakers
    John Stauffer | @John Stauffer
    Regional Director, Hong Kong
    Ogilvy 360°Digital Influence
    ThomasCrampton.com | @ThomasCrampton
    Asia-Pacific Director
    Ogilvy 360°Digital Influence
  • Twitter Hashtag
    #iPad4biz
  • QUESTION PANE
    What city are you joining us from?
  • The iPad landscape
  • More than 17 million iPad/iPad2 units sold worldwide
    Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/
  • One-sixth of Apple units are sold in the Asia-Pacific
    Source: insidemobileapps.com, http://itnsltwn.deviantart.com/
  • In U.S., 500,000 iPad2’s sold on the first day, 70% to new users
    Source: ipadforums.net, Reuters
  • On May 6th, iPad2 went on sale in China, home to Apple’s highest-grossing stores…
    Source: International Business Times
  • …a brawl ensued
    Source: International Business Times
  • Market Growth of Tablets
    242.3 Million
    sold in 2015
    Sydney
    19.7 Million sold in 2010
    Source: isuppli.com, itp.net
  • 87% of iPad owners use it every day
    39%
    35%
    Source: btrax
  • 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
  • 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
  • 10 bn
    App Economy
    Available Apps
    Thousand
    Downloads (Billion)
    Quarters after launch
    Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
  • Nearly half of mobile traffic occurs on iPad
    Source: Forrester, February 2011
  • 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
  • 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 ad
    Source: The Nielsen Company
  • Brand websites that break on the iPad
    Source: btrax
  • QUICK POLL
    Do you own an iPad?
  • Who is using the iPad?
  • 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
  • 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 worldwide
    Utility
    Source: itunes.apple.com
  • 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.
    Utility
    Source: itunes.apple.com
  • 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
  • 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
    Entertainment
    Source: itunes.apple.com
  • 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
  • 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.
    Entertainment
    Source: itunes.apple.com
  • 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
  • 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
    Information
    Source: itunes.apple.com
  • 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 Fiesta's exterior colors
    • Dealer locator current dealer inventory
    • Price quote request
    Information
    Source: itunes.apple.com
  • Strategic Approach to
    Content Creation for the Tablet
    Measure
    Measure
    Strategy
    Measure
    Create
    Publish
  • 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.
  • 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.
  • 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.
  • 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.
  • Resources:
  • 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
  • ?
    Any Questions?
  • 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)
    • 2010: Best Impact in Regional Activity Using Social Media (Bronze)
    • 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
    • 2009: Best Use of Digital
    Asia Marketing Effectiveness Awards
    • 2010: Most Effective Public Relations
    Ogilvy Professional Achievement Awards
    • 2010: Best in Digital Influence (Taiwan)
    • 2010: Best Specialized Marketing (Shanghai)
    • 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