Tablet Strategies for Business - Keith Ahern, CEO Oomph.


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Tablet Strategies for Business - steps to consider; Keith Ahern, CEO of Oomph keynote presentation at the Tablet Wars event in Sydney 25th August 2011. Insights into Pc vs Tablets, iPad vs, Android, web apps vs native apps, web like vs magazine like apps, paid apps vs free apps. For more information about Oomph Simply Smart Tablet Publishing, contact

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Tablet Strategies for Business - Keith Ahern, CEO Oomph.

  1. 1. Tablet Strategies for Business - steps to consider Keith Ahern CEO Oomph, a division of Mogeneration
  2. 2. Props to John Butterworth @ AIMIA#TabletWars @OomphHQ
  3. 3. #1 Magazine & #1 National Newspaper Powered by Oomph
  4. 4. Amazon - most wished for (USA)
  5. 5. The Tablet Wars•PC vs. Tablet•iPad vs. Android vs. Playbook vs. TouchPad•Web Apps vs. Native Apps•Web like vs. Magazine like•Paid vs. Free#TabletWars @OomphHQ
  6. 6. Typical Early Adopters• Men aged 18-35• Gamers, tech heavy• Show off factor, bragging rights
  7. 7. Typical Tablet early adopters• Balance of female and male (60-70% male)• Internally CEO’s driving uptake more than technologists
  8. 8. Tablets are not about technology, they are creating new ways to communicate. • 2-3 tablets per household by 2014 • What does this mean for education? • What does this mean for businesses reaching new and exiting customers?
  9. 9. Tablet Users...• Use a desktop/laptop less after getting a tablet• 28% said a tablet is their primary computer• 43% use a tablet more each day than their PC• Watch less TV• Read less print Various sources: PwC, Google Survey
  10. 10. Tablets and productivity• People will move off a ‘real computer’ if there is a gain in: • Convenience - portable, current trend towards smaller laptops • User Experience - task oriented apps, auto saving • Productivity - instant on, ubiquitous internet, low maintainence• PCs are trucks, tablets are cars.
  11. 11. Tablets and productivity• I’ll never write a 20 page report on a tablet.• I’ll never edit a financial forecast on a tablet• I’ll never create a killer presentation on a tablet
  12. 12. Tablets and productivity• I’ll never write a 20 page report on a tablet.• I’ll never edit a financial forecast on a tablet• I’ll never create a killer presentation on a tablet I estimate “Never” to be 3 years
  13. 13. I’ll never edit a financial forecast on a tablet• Spreadsheets start with the best of intentions • ...then you add more data • ...then you buy a 24” monitor • ...then add more sheets for different views of your data e.g. dashboard • ...then you add scenarios.. • ...then you link multiple sheets...
  14. 14. I’ll never edit a financial forecast on a tablet• Imagine a touch based spreadsheet • zoom in for detail, out for summary • zoom in to see formulas • zoom out to see a dashboard view • enter formulas by tapping on cells and ranges • swipe left and right to move through scenarios...
  15. 15. Tablets will become anessential part of your business
  16. 16. Business Benefits of Tablets • extend your brand • new revenue models • engage with your audience in new and exciting ways • manage and control information flow • ability to listen, learn & optimise
  17. 17. A new world whereBrands = Publishers = Developers
  18. 18. Tablet apps can bring together the best designfeatures of TV and print, the rich interactivity ofdigital and the personalisation of touch – all in a trackable medium.
  19. 19. Building a tablet strategy 1) iPad, Android, Playbook, WebOS 2) Native apps vs web apps 3) Bespoke or platform approach?
  20. 20. iPad vs Android/Playbook etc• At the moment, the consensus is, there is an iPad market, not a tablet market. • Why haven’t android tablets taken off like android phones? • carriers, high prices and lousy & hardware/software• Android will be a significant player, perhaps not for 1-2 years• Cross platform publishing - seperation of content & presentation
  21. 21. Web app (HTML5) vs. Native app• The whole web vs. native app discussion solution depends on several factors• Do you have in house web or native app resources? Do they have capacity?• Does your app have complex business rules e.g. banking?• Does your app have content not allowed in an app store?• Do you think you can make more money bypassing an app store?• Is app store discovery important to you?
  22. 22. Web app (HTML5) vs. Native app• Truly great HTML5 experiences are still rare because: • Authoring is hard • Cross platform is still a problem (not all webkits are equal) • Commerce is harder than with an app store • By definition web app capabilities will always lag behind native app capabilities. (to put it another way, native apps can do everything a web app can do because they can ‘embed’ web apps)• Hybrid apps are popular - play to each technologies strengths • HTML5 for page layout, leverage existing CMS • Native app for offline, app store presence/commerce, push messages, ‘slickness’ • This is what we do
  23. 23. Bespoke vs Platform approach Generic App Dev Specialist Bespoke Platform App Platform creative control 100% 75% 90-95% limited, lowest common features all targetted denominator cost high low low updates $$ $ 0-$ coders, designers, depends e.g. designers,production resources UX coders, designers, UX journalists focused: analytics, ad added value $$ varies: analytics networks, dashboards, ‘off the shelf’ solutions Oomph, Woodwing, companies Tigerspike, off shore Flash/Air, Titanium Mobile Roadie
  24. 24. Paid. vs. Free• Web • Paid content is as rare as the HP Touchpad• Apps • Consumers far more willing to pay • games, freemium model • magazines • news - still a difficult sell
  25. 25. Web like vs. Magazine like• “The web is ugly” - every print designer on the planet• “I love flipboard” - most iPad users on the planet• “Gourmet Traveller is the #3 best iPad magazine in the world” - international magazine association• Magazine like:• Better ad placement, full screen ads (remember there is deeper engagement on tablets - more likely to interact with ads and spend a long time in apps)• More white space - more pleasant reading experience• Less templated, when you flip a page you can capture the readers attention with strong design.
  26. 26. DEMOS
  27. 27. Why do we care?• Oomph is passionate about helping our customers create world class tablet apps• Find out more @
  28. 28. The market is booming The customers are calling The hardware is awesomeIt’s an opportunity to personalise capitalise, inspire, captivate What are you waiting for?
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