Rich content media and the enterprise the rise and rise of Tablet Publishing
November 2013
Tuesday, 26 November 13
What’s all the noise about?
Enterprise as Publishers
Tablets in Business - Embrace the Opportunities
Re-thinking your tabl...
What is Oomph?
Oomph is a versatile tablet and mobile
publishing platform that allows print
and web designers to create an...
Tuesday, 26 November 13
Why do I need to
care about
tablets?

Tuesday, 26 November 13
Smartphones and tablets are
changing the way that we live and
work.
Consumer IT is driving innovation
within the enterpris...
The Rise and
Rise and Rise
of Tablets
Tuesday, 26 November 13
300,000
The number of iPads sold on the first
day they were released in 20101

Tuesday, 26 November 13
327M
The total number of tablets globally
20132

Tuesday, 26 November 13
795M
The predicted total number of tablets
globally by 20173

Tuesday, 26 November 13
1 in 8
people in the world will own a tablet by
20173

Tuesday, 26 November 13
76%
The predicted level of tablet
penetration in the Australian Market by
mid 20144

Tuesday, 26 November 13
56%
The current level of tablet penetration
in the Australian Market4

Tuesday, 26 November 13
3rd
The global ranking of Australia in terms
of tablet penetration5

Tuesday, 26 November 13
68%
The iPad market share in Australia4

Tuesday, 26 November 13
Device market share in Oz5

Tuesday, 26 November 13
2015
The year that tablet shipments will
overtake PCs6

Tuesday, 26 November 13
2013
The year that tablets drove more
website traffic than mobile7

Tuesday, 26 November 13
88%
the level of media consumption that
occurs on a screen in Australia8

Tuesday, 26 November 13
More than one in three minutes is now
spent beyond the desktop8

Tuesday, 26 November 13
34%
The percentage of people who spend
more time on tablet than watch TV8

Tuesday, 26 November 13
Tuesday, 26 November 13
71%
number of Australians use a second
device while they watch TV8

Tuesday, 26 November 13
44%
number of Australians use a tablet
while they watch TV8

Tuesday, 26 November 13
The Lean Back device:
“12 months ago tablets were
described as the device you look
down at from your television. Now TV is...
It’s a brave new world
Tuesday, 26 November 13
So what does this mean
for your organisation?

Tuesday, 26 November 13
And what is tablet
publishing?

Tuesday, 26 November 13
Consumer Tablet Channel

Consumer
Magazines

Tuesday, 26 November 13

Brochures &
Catalogues
Consumer Tablet Channel
By leveraging the personalised, interactive nature of
the tablet, you are able to create an experi...
Enterprise Tablet Channel
Corporate
Publications

Development

Retail &

Sales

Kiosk

Tuesday, 26 November 13

Training &...
Enterprise Tablet Mobility solutions can deliver a
competitive advantage across a range of activities
including:
• More ef...
So what’s
happening in the
enterprise?

Tuesday, 26 November 13
92%
of Fortune 500 companies were testing
or using iPads by 20119

Tuesday, 26 November 13
85%
of current enterprise usage is on iPads,
with Samsung at 7%3

Tuesday, 26 November 13
18%
of tablet sales will come from
enterprise by 20173

Tuesday, 26 November 13
Tuesday, 26 November 13
So what results are
being achieved in
the enterprise?

Tuesday, 26 November 13
18%
increase in sales for Aflac Insurance 6
weeks after converting sales material
to iPads10

Tuesday, 26 November 13
250
number of hours per year each rep will
save following transition to iPad based
sales material, according to Novartis
C...
35,000
number of additional customer visits
per year that will enable11

Tuesday, 26 November 13
29%
of doctors reported that they more
likely to prescribe a drug after seeing
an iPad based sales pitch11

Tuesday, 26 No...
15%
of online retail purchases came from
mobile last Black Friday12

Tuesday, 26 November 13
10%
of online retail purchases came from
iPad last Black Friday12

Tuesday, 26 November 13
There’s An
App For That

Tuesday, 26 November 13
Native Apps versus Mobile Web
Pros
Native

Web

Tuesday, 26 November 13

Cons

Better performance
Offline capability
Intuit...
85%
prefer mobile apps over mobile
websites, based on performance,
speed and convenience14

Tuesday, 26 November 13
79%
of users will only try an app once or
twice if it failed to work first time14

Tuesday, 26 November 13
60B
number of cumulative app downloads
from Apple app store

Tuesday, 26 November 13
375,000
number of iPad specific apps available
in Apple App store14

Tuesday, 26 November 13
How do we create
apps that are
relevant, useful and
used?

And the best
thing is - we
can measure it
It’s a blend of brand...
So what
about
Strategy?
Tuesday, 26 November 13
Tuesday, 26 November 13
Building a Tablet Strategy

NEXT

Where
Commercial
return

Strategic
Objectives

What resources do
you have/ need?

Custom...
What are we doing ?

Consumer at Centre
Business Driver
Implementing a Tablet Strategy
Integrate with the Business

Clear ...
Launch parties are a thing of the past

Tuesday, 26 November 13
“Designers are
emerging as
the rock stars
of the
technology
world”

Tuesday, 26 November 13
Design for the Medium
By understanding how people are using
tablets, in what environment and what
content, enterprise can ...
Key Trends
Mobile Commerce
The balancing act between content and commerce.
Personalisation
Your content, your voice (the c...
7 things you can do to help drive tablet acceleration

1.Take

a consumer centric approach to planning -

and make sure yo...
FIND OUT MORE

CONTACT:

Zachary King
Business Development Manager
email:
phone:

Zachary@OomphHQ.com
+61 2 8039 0508

Lis...
References
1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-SellsOver-300-000-iPads-First-Day.html
2. Ma...
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Rich content media and the Enterprise – the rise and rise of Tablet Publishing

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Presented to CBA at their Innovation Festival in November 2013. Jam packed full of insights and a how to guide to building a tablet publishing strategy in the Enterprise. Created by Lisa Walton and Zachary King, Oomph.

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Rich content media and the Enterprise – the rise and rise of Tablet Publishing

  1. 1. Rich content media and the enterprise the rise and rise of Tablet Publishing November 2013 Tuesday, 26 November 13
  2. 2. What’s all the noise about? Enterprise as Publishers Tablets in Business - Embrace the Opportunities Re-thinking your tablet strategy Coles, Harley, Sky One, Adidas Tuesday, 26 November 13
  3. 3. What is Oomph? Oomph is a versatile tablet and mobile publishing platform that allows print and web designers to create and publish rich media apps for touch screen devices with absolutely no programming required. Tuesday, 26 November 13
  4. 4. Tuesday, 26 November 13
  5. 5. Why do I need to care about tablets? Tuesday, 26 November 13
  6. 6. Smartphones and tablets are changing the way that we live and work. Consumer IT is driving innovation within the enterprise. This has profound implications for organisations and particularly their communications strategies, both internal and external. Tuesday, 26 November 13
  7. 7. The Rise and Rise and Rise of Tablets Tuesday, 26 November 13
  8. 8. 300,000 The number of iPads sold on the first day they were released in 20101 Tuesday, 26 November 13
  9. 9. 327M The total number of tablets globally 20132 Tuesday, 26 November 13
  10. 10. 795M The predicted total number of tablets globally by 20173 Tuesday, 26 November 13
  11. 11. 1 in 8 people in the world will own a tablet by 20173 Tuesday, 26 November 13
  12. 12. 76% The predicted level of tablet penetration in the Australian Market by mid 20144 Tuesday, 26 November 13
  13. 13. 56% The current level of tablet penetration in the Australian Market4 Tuesday, 26 November 13
  14. 14. 3rd The global ranking of Australia in terms of tablet penetration5 Tuesday, 26 November 13
  15. 15. 68% The iPad market share in Australia4 Tuesday, 26 November 13
  16. 16. Device market share in Oz5 Tuesday, 26 November 13
  17. 17. 2015 The year that tablet shipments will overtake PCs6 Tuesday, 26 November 13
  18. 18. 2013 The year that tablets drove more website traffic than mobile7 Tuesday, 26 November 13
  19. 19. 88% the level of media consumption that occurs on a screen in Australia8 Tuesday, 26 November 13
  20. 20. More than one in three minutes is now spent beyond the desktop8 Tuesday, 26 November 13
  21. 21. 34% The percentage of people who spend more time on tablet than watch TV8 Tuesday, 26 November 13
  22. 22. Tuesday, 26 November 13
  23. 23. 71% number of Australians use a second device while they watch TV8 Tuesday, 26 November 13
  24. 24. 44% number of Australians use a tablet while they watch TV8 Tuesday, 26 November 13
  25. 25. The Lean Back device: “12 months ago tablets were described as the device you look down at from your television. Now TV is the device that you look up at from your tablet.” Tuesday, 26 November 13
  26. 26. It’s a brave new world Tuesday, 26 November 13
  27. 27. So what does this mean for your organisation? Tuesday, 26 November 13
  28. 28. And what is tablet publishing? Tuesday, 26 November 13
  29. 29. Consumer Tablet Channel Consumer Magazines Tuesday, 26 November 13 Brochures & Catalogues
  30. 30. Consumer Tablet Channel By leveraging the personalised, interactive nature of the tablet, you are able to create an experience that is quite simply unparalleled through other channels. Tuesday, 26 November 13
  31. 31. Enterprise Tablet Channel Corporate Publications Development Retail & Sales Kiosk Tuesday, 26 November 13 Training & Tools
  32. 32. Enterprise Tablet Mobility solutions can deliver a competitive advantage across a range of activities including: • More effective sales, marketing and communications campaigns • Faster, more informed decision making capability • Increased staff productivity and efficiency • Brand recognition as technological and innovation leading • Lower cost of hardware rollout using BYOD Tuesday, 26 November 13
  33. 33. So what’s happening in the enterprise? Tuesday, 26 November 13
  34. 34. 92% of Fortune 500 companies were testing or using iPads by 20119 Tuesday, 26 November 13
  35. 35. 85% of current enterprise usage is on iPads, with Samsung at 7%3 Tuesday, 26 November 13
  36. 36. 18% of tablet sales will come from enterprise by 20173 Tuesday, 26 November 13
  37. 37. Tuesday, 26 November 13
  38. 38. So what results are being achieved in the enterprise? Tuesday, 26 November 13
  39. 39. 18% increase in sales for Aflac Insurance 6 weeks after converting sales material to iPads10 Tuesday, 26 November 13
  40. 40. 250 number of hours per year each rep will save following transition to iPad based sales material, according to Novartis CEO Joe Jiminez11 Tuesday, 26 November 13
  41. 41. 35,000 number of additional customer visits per year that will enable11 Tuesday, 26 November 13
  42. 42. 29% of doctors reported that they more likely to prescribe a drug after seeing an iPad based sales pitch11 Tuesday, 26 November 13
  43. 43. 15% of online retail purchases came from mobile last Black Friday12 Tuesday, 26 November 13
  44. 44. 10% of online retail purchases came from iPad last Black Friday12 Tuesday, 26 November 13
  45. 45. There’s An App For That Tuesday, 26 November 13
  46. 46. Native Apps versus Mobile Web Pros Native Web Tuesday, 26 November 13 Cons Better performance Offline capability Intuitive installation path and ecosystem Ability to access hardware such as camera, gyroscope, microphone etc Easy access via installed App Targeted messaging via push notifications Siloed development - iOS, android etc Approval process for app store may be required Commissions to app store may be payable One source of code Direct access Instant updates Accessible on all devices Requires internet access to function Doesn’t look native across all platforms Hard to discover app Potential performance issues No centralised app store Limitations on hardware access Ongoing maintenance for website (hosting etc)
  47. 47. 85% prefer mobile apps over mobile websites, based on performance, speed and convenience14 Tuesday, 26 November 13
  48. 48. 79% of users will only try an app once or twice if it failed to work first time14 Tuesday, 26 November 13
  49. 49. 60B number of cumulative app downloads from Apple app store Tuesday, 26 November 13
  50. 50. 375,000 number of iPad specific apps available in Apple App store14 Tuesday, 26 November 13
  51. 51. How do we create apps that are relevant, useful and used? And the best thing is - we can measure it It’s a blend of brand, content strategy, consistency and of course usability. Tuesday, 26 November 13
  52. 52. So what about Strategy? Tuesday, 26 November 13
  53. 53. Tuesday, 26 November 13
  54. 54. Building a Tablet Strategy NEXT Where Commercial return Strategic Objectives What resources do you have/ need? Customer Segmentation & Targeting What content, design, features can you use, should you digitise? What problems are you solving? What are your 5-7 key messages? What channels should you use? What are your competitors doing? So what’s your value proposition? Tuesday, 26 November 13
  55. 55. What are we doing ? Consumer at Centre Business Driver Implementing a Tablet Strategy Integrate with the Business Clear Value Prop Considered UX App Build Marketing/ PR Optimise & Review 8 Tuesday, 26 November 13
  56. 56. Launch parties are a thing of the past Tuesday, 26 November 13
  57. 57. “Designers are emerging as the rock stars of the technology world” Tuesday, 26 November 13
  58. 58. Design for the Medium By understanding how people are using tablets, in what environment and what content, enterprise can build content strategies that embrace cross platform capabilities. Tuesday, 26 November 13
  59. 59. Key Trends Mobile Commerce The balancing act between content and commerce. Personalisation Your content, your voice (the company’s data?) Big Data hits the App world Analytics help businesses improve spend & targeting Advertising More interactivity = greater response Business Adoption Consumer toys becoming business tools Tuesday, 26 November 13
  60. 60. 7 things you can do to help drive tablet acceleration 1.Take a consumer centric approach to planning - and make sure you have budget to reiterate 2.Benchmark your competition 3.Apply a mobile first strategy 4.Invest in talent and resources 5.Understand the power of data 6.Build new ways to drive consumer engagement utility and entertainment 7.Be committed to self education Tuesday, 26 November 13
  61. 61. FIND OUT MORE CONTACT: Zachary King Business Development Manager email: phone: Zachary@OomphHQ.com +61 2 8039 0508 Lisa Walton Strategy and Marketing Director email: phone: Tuesday, 26 November 13 Lisa@OomphHQ.com +61 2 8039 0502
  62. 62. References 1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-SellsOver-300-000-iPads-First-Day.html 2. Mary Meeker state of the Internet, Q2 2013. - http://www.kpcb.com/insights/2013internet-trends 3. Global Business and and Consumer Tablet Forecast Update 2013 to 2017 by Forrester http://blogs.forrester.com/jp_gownder/13-08-02global_business_and_consumer_tablet_forecast_update_2013_to_2017_0 4. Australian Mobile Phone Lifestyle Index, 9th Edition - Special topic: Mobile Retail. Published by AIMIA 5. Australian Multi-Screen Report Q1, 2013. Nielsen. http://www.regionaltam.com.au/ upload/resources/2013/MultiScreenReport_Q1_2013_FINAL.pdf 6. IDC Press Release 11 September, 2013. http://www.idc.com/getdoc.jsp? containerId=prUS24314413 7. ADOBE website, March 6, 2013. http://blogs.adobe.com/digitalmarketing/digital-index/ tablets-trump-smartphones-in-global-website-traffic/ 8. The New Multi-Screen World - Understanding Cross-platform Consumer Behavior report by Google, March 2013. http://www.google.com.au/think/research-studies/new-multiscreen-world-australia.html 9. Apple Q2 Results Presentation by Tim Cook, referenced from http://techcrunch.com/ 2012/10/23/tim-cook-almost-every-company-in-the-fortune-500-is-testing-anddeploying-the-ipad/ 10.AFLAC Press Release June 22, 2011 - http://www.aflac.com/aboutaflac/pressroom/ pressreleasestory.aspx?rid=1576889 11.Pharmalot interview with Joe Jiminez - http://www.fiercepharma.com/story/novartisceo-ipad-saves-time-keeps-reps-honest/2011-03-29 12.IBM 2012 Holiday Benchmark Reports - http://www-01.ibm.com/software/marketingsolutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012benchmark-reports-_-press-release-_-wire-_-text-link 13.Mobile Apps - What Consumer Really Need and Want, by Compuware - http:// offers2.compuware.com/rs/compuware/images/Mobile_App_Survey_Report.pdf 14.Apple Presentation by Tim Cook as reported by Endgagdet website on 22/10/2013 http://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-milliontimes-in-5-days/ Tuesday, 26 November 13

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