1.
Mobile Portland
The iPad:
An Early Look at
Apple’s Latest Innovation
Raven Zachary
22 February 2010

2.
http://www.apple.com/ipad/
• Keynote
• Intro Video
• Features
• Design
• App Store
• Gallery
• Tech Specs
• Pricing
• (Developer Program)

3.
The Mobile Age

4.
1984 1997 2007

5.
1990: The Era of the Desktop PC

6.
2000: The Era of the Laptop

7.
2007: The Era of the Smartphone

8.
1990 2000 2007

9.
Is there room
for a third
category of
device in the
middle?

10.
Far better at
some key
things

11.
Web
Email
Photos
Video
Music
Games
Books
...

12.
1990 2000 2007 2010
Apple is a mobile devices company.

13.
iPhone OS Units (in millions)
80
33.0
iPhone iPod touch
60
45%
75+ million iPhone OS units and growing 20.0
40 17.0 42.1
15.0
33.4
13.0
26.4 55%
20
7.5 21.2
17.4
13.0
5.4
4.3
3.2 6.1
5.4
0 1.0 3.7
0.3
0 1.4
Q2 ‘07 Q3 ‘07 Q4 ‘07 Q1 ‘08 Q2 ‘08 Q3 ‘08 Q4 ‘08 Q1 ‘09 Q2 ‘09 Q3 ‘09 Q4 ‘09
Sources: iPhone - Apple
iPod touch - estimate by Raven Zachary and Apple

14.
Content Publishing

15.
Mobile Publishing Models in 2010
• Web (“as is”)
• Mobile Web - iPhone
• Mobile Web - iPad
• Native App - iPhone
• Native App - iPad
• Podcasts
• iBookstore
• (No publisher tools
for iPad)

16.
LAWeekly.com

17.
LAWeekly.com Mobile

18.
LA Weekly iPhone App

19.
• Selling individual issues
as native iPhone apps
• Sold 18,614 copies of Dec
+ Jan issues @ $2.99 per =
~$39,000

20.
“We’re incredibly psyched to pioneer the
next version of digital journalism.”
- Martin Nisenholtz,
SVP Digital Operations
√ Web (“as is”)
√ Mobile Web - iPhone
x Mobile Web - iPad
√ Native App - iPhone
√ Native App - iPad
√ Podcasts

21.
“We think that we’ve captured the
essence of reading the newspaper.”

22.
Native Apps - Approaches

23.
Paid Apps vs. Ads vs. In App Purchase

24.
iPad: New Opportunities
for Content Creators
Saturday
March 13, 2010
11am-12noon
Radisson Hotel

25.
Thank you!
www.smallsociety.com
Raven Zachary
raven@smallsociety.com
@ravenme (Twitter)