2. Table of Contents
Objective and Methodology
Key Findings
Content Volume
Coding Criteria
Metrics
Trends
How Consumers View the iPad
iPad Competitors
Who is Purchasing the iPad
How Consumers are Using the iPad
How the iPad is Effecting Other Devices
Current Situation and SWOT
Opportunities & Recommendations
3. Objective and Methodology
Objective: To preserve and enhance the Apple iPad reputation and
media coverage as new competitors enter the market
Methodology: Gathered a wide variety of technical and news
articles using the tools listed below, then coded the content of the
articles based on pre-defined criteria
• Research Tools
- Factiva - Google
- Lexis-Nexis - Technorati
• Impression
– Instead of circulation numbers, web impressions were
analyzed
– Gathered impression information from Backtype.com
4. Key Findings
• There is a messaging disconnect.
• Majority of articles are product reviews.
• Tablet competitors are quickly gaining
press.
• Strong, generally positive coverage by
leading industry blogs, magazines, and
analysts.
• Dozens of mentions of new and creative
uses of product.
• Many view the iPad as a luxury item or
“expensive toy”.
• iPad will be the Apple gateway product.
14. The Positives
In 10 years of reviewing tech products for
The New York Times, I’ve never seen a
product as polarizing as Apple’s iPad.
- Allthingsdigital.com
…the iPad is going to be the first
computer to eliminate the social
divide. - Wired.com
The best way to
experience the web...
- CNNTech.com
…when, not if, Apple
gets it right, then they
will dominate the
mobile computing
market.
- Technorati.com
…the iPad may be all a
student ever needs to
carry with them.
- LA Times Blog
The iPad has replaced my
laptop on the road. Does
everything I want or need it to
do...and I have read more
books and magazines, played
more games and watched
more movies in the last month
than I have in the last year.
- cnet.com
15. …and the Negatives
The iPad needs to add far more business-
friendly capabilities before it can become a
corporate staple. - Computerworld.com
All you're getting with the iPad is a
neutered computer and you're
saving a half pound of weight.
- InformationWeek
...Apple's iPad meets
its first and by far,
only rival: Samsung
Galaxy Tab.
- LA News Monitor
There are a lot of ways
the iPad leaves you short,
including a lack of support
for multi-tasking and the
absence of Adobe's Flash
player, which is used to
power multimedia on
many websites...
- Knowledge@Wharton
A well-timed price cut could
light a fire under iPad sales.
- PCWorld.com
The iPad was supposed to
change the face of
computing…But what Steve
Jobs showed us yesterday
was in fact little more than a
giant iPhone. - Wired.com
17. Who is Purchasing the
iPad?
Innovators: venturesome, educated, multiple info sources
Early adopters: social leaders, popular, educated
Early majority: deliberate, many informal social contacts
Late majority: skeptical, traditional, lower socio-economic status
Laggards: neighbors/friends main info sources, fear of debt
18. iPad Usages
• Recording device
• Musical instrument
• Retail sales tool for store
associates
• Learning tool for Autistic
children
• Back saver for students
• Kitchen aid for recipes
• Gaming device
• Portable TV/movie
player/e-reader
21. iPad Effect on Other
Devices
http://mashable.com/2010/07/08/ipad-usage-report/
22. The Next Gateway Device
http://mashable.com/2010/07/08/ipad-usage-report/
23. Opportunities and
Recommendations
Opportunities
Based on the articles consumers noted the following as opportunities for
the product:
•Educational Purposes: iPad has assisted with making education and learning
easier and more interactive. More educational software could make the iPad a
staple within education.
•Business: With the portability of the product, the iPad could serve as the
newest business accessory.
24. Opportunities and
Recommendations
Recommendations
Based on the articles, consumers noted
improvements for the iPad if Apple were to
release a newer version.
• Consider price adjustment or
packaged pricing with iPhone or iPod
products
• Consider adding features including
the USB drives and camera
• The availability of a Flash Player
Editor's Notes
We have to redo the table of contents when we finalize the order of the slides
K. Luedeke 30 Nov: Lexis-Nexis in lieu of Lexus-Nexus
K. Luedeke 30 Nov: Circulation numbers
Key message disconnect
Product Reviews- As Apple’s first tablet to hit the market there are a lot of reviews of the iPad that are either praising or criticizing the the functionality and the capabilities of the product.
Competitors- Since the iPad lacks key functions that consumers need and want, the product’s competitors are making sure they have what the iPad lacks.
Usability and Functionality
Business, Education & Literature Uses- With the launch of the iPad has began to create positive opportunities within these industries.
- iPad's innovative technology strengthens the Apple brand and has been received favorably by Apple consumers/stakeholders
- Multiple competitor tablets (Samsung, BlackBerry, Dell, etc.) are a sign that Apple has created a strong enough market for the new technology
- There are myriad implications and effects that the iPad could have on education as a learning platform at most levels
- Many see iPad as a luxury or "expensive toy" whose capabilities are covered by other devices
- There is enough "buzz" and interest that the next generation iPads will address identified shortcomings/usability issues; will continue to be a moneymaker for Apple
High 166
Medium 46
Low 13
Artemis added this on December 1st
Artemis to add this in for us.
Number of twitter impressions per article – gathered by Backtype.com
K. Luedeke 30 Nov: Money slide! This really gets to the impact of Twitter on the iPad in media– well done
Add facebook and other logos
225 total sources analyzed
1- Positive (60): Views product favorably, recommends product,
features product capabilities
2- Neutral/Mixed (133): States facts about the product, does not endorse or
protest, neither promotional nor harmful
3- Negative (32): Rejects product, highlights weaknesses, endorses competition
January – Mention
April – Launch
October/November – Competitor products/holiday.
Artemis match colors
Print this and all the other charts to see better.
Positives: Amazingly brisk
Flexible
Cool; super convenient
Easy-to-use
Intelligent and competitively priced
Captivating
Utterly unique; for all ages
Must-have, best TV accessory
Dazzling
Fast and light
Lightweight, elegant, visually stunning
Simple, fast
Fabulous
Magical
Game changer
Favorite product
Revolutionary
New cultural icon
Negatives:
Huge hindrance
“Backbreaking failures” for “inessential” product
Standard, underwhelming
Frustrating
Ridiculous product
Annoying
Useless
Lacks usability
Expensive luxury item
Not mobile
Key Messages for the Apple iPad was based off the following sources:
The Apple website (iPad pages)
The Apple press release announcing the project
Steve Jobs announcement of the iPad on January 27, 2010: http://news.cnet.com/8301-31021_3-10440943-260.html
K Luedeke 30 Nov: Good chart– I don’t think anything else is needed here, though we probably need to discuss as a group what it all means for the iPad during the presentation.
The positives
K. Luedeke 30 Nov: Should we put quotation marks around every quote or do the dialogue boxes suffice? Just a question from a style analysis POV…
The negatives
Need Lynn’s spreadsheet to redo this slide to match the others and make it more clear. We should use another type of chart.
K Luedeke 30 Nov.- Agreed- pie chart needs to more closely resemble our others for continuity.
Innovators – venturesome, educated, multiple info sources
Loyal Apple customers, followed product while in development, were on waiting list to have the first iPads
Early adopters – social leaders, popular, educated
Young professionals, 22-45, who were either early adopters in general or had a highly connected and mobile lifestyle
Early majority – deliberate, many informal social contacts
Where the iPad is now
People have seen them around and tested them about so they are embracing the technology
Late majority – skeptical, traditional, lower socio-economic status
Laggards – neighbors + friends are main info sources, fear of debt
Multi-platinum musicians, Damon Albarn's Gorillaz recorded their fourth album entirely on an iPad
Magic Fiddle app for iPad users, allowing users to try playing the fiddle with the iPad
Departments store sales associates are using iPad to provide customers with questions about inventory and prices
Autistic children
Students - Seton Hill gave iPads to its 2,100 students and 300 faculty members this fall. Forget carrying around a backpack full of books!
Retail – Tool for retail sales stores associates and printed catalog replacement.
Jen working on this slide…. Breaking it out so we can read each box.
Forrester Research found that U.S. online customers plan to buy the following items within the next 12 months:
14% tablet computer
13% laptop
11% eBook reader
8% netbook
8% desktop computer
Tablet computers captured the majority of consumers
Since respondents who owned or were planning to own an iPad said that it would be their first Apple product, there is potential to turn them into loyal Apple customers.
AKA – The Halo Effect
Objective – to preserve and enhance their reputation as competitors emerge. Tablet industry leaders.
Opportunities
Based on the articles consumers noted the following as opportunities for the product:
Educational Purposes: iPad has assisted with making education and learning easier and more interactive. More educational software could make the iPad a staple within education. We could elaborate on features that can enhance education by using the iPad.
Business: With the portability of the product, the iPad could serve as the newest business accessory. Discuss how businesses are able to utilize the iPad’s features for their business without having to carry around a bulky laptop.
Objective – to preserve and enhance their reputation as competitors emerge. Tablet industry leaders.
Recommendations
Based on the articles, consumers noted improvements for the iPad if Apple were to release a newer version.
Consider price adjustment or packaged pricing with iPhone or iPod products
Consider adding features including the USB drives and camera.
The availability of a Flash Player
Elaborate on all of these points as they relate to the functionality of the product with the consumers
