Presentation at the First iPad Event @Trouw Amstr

1. Sanoma on
tablets
iPad event, 11 November 2010
Herman Kienhuis, Sanoma Digital

2. 1. new category of
comfortable
computing devices
quickly entering
households

3. http://www.flickr.com/photos/schnaars/4544419991/

4. iPad sales [number of devices]
14
Milion 12
10
8
6
4
2
0
3-apr 3-mei 2-jun 2-jul 1-aug 31-aug 30-sep 30-okt 29-nov29-dec
Source: Apple, analist reports

5. 94 percent uses
the iPad multiple
times per day
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

6. More than half
uses it more than
one hour per day
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

7. Favorite usage moments:
In the evening [on couch]
but also:
At breakfast [2/3],
In bed [1/2]
On the toilet [1/4]
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

8. The iPad is shared
within a household: also
used by partner [3/4]
and kids [1/2]!
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

9. 2. new opportunities
in advertising and
paid content

10. What do you use the iPad for?
News
Browse web
Search
Email
TV/video
Photos
Games
Reading magazines
Music Often
Shopping Sometimes
Reading books
Notes / word processing
Social networking/blogging
Business presentations
Drawing / image processing
Chat / messenging
0 20 40 60 80 100
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

11. 20 percent of users
install new apps on a
daily basis, 70
percent weekly
Source: Sanoma Digital NL iPad survey 2010 [n=5500]

12. At what price are you willing to pay?
Digital Newspaper 5-10
5-12
sub/mnth 1-4
Digital 2-4
1-3
Magazine 4-7
US
5-10
eBook 7-12
7-13 Germany
Finland
Source: BCG $0 $5 $ 10 $ 15

13. Advertising
building on power of:
• print [tangible, inform,inspire]
• TV [audiovisual, emotion, social]
• online [interaction, targeting]
• mobile [portable, always-on]

14. 3. Sanoma:
exploring,
exploring,
learning,
learning, sharing

20. Learning by doing

21. Don’t repack the
old medium

22. Don’t overestimate
current brands

23. Don’t reinvent the wheel
The PADD
(Personal Access
Display Device)

24. Compared to a touch,
clicking is boring

25. Design for fingers,
not for eyes only

26. Provide multiple entry
and exit points

27. Get feedback!

28. Thank you
@kienhuis | SanomaDigital.nl