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Who's afraid of the iPad


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cScape CEU client paper: Thoughts on the iPad from cScape Customer Engagement Unit's consultants. Contributors include: Dr Dave Chaffey, Anne Caborn, Dom Graveson, Jay Cooper, Lynda Rathbone, Amanda Davie, Hugh Gage, Dan Barker, Mariam Mohajer-Pahbari, Richard Sedley

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Who's afraid of the iPad

  1. 1. Who’s afraid of the iPad? Client briefing paper: How do you think the iPad will impact what we do? Headline in hjere Who’s afraid of the iPad?
  2. 2. CEU client paper: Who’s afraid of the iPad? Contents Introduction 3 Who’s afraid of the iPad? It’s all about the apps : Dr Dave Chaffey 4 Impact of the iPad on analytics : Hugh Gage 5 iPads, iPhones and the advent of ‘shortcut search’ : Amanda Davie 6 Because I want one : Lynda Rathbone 8 The general impact of the iPad on digital marketing : Hugh Gage 9 A new way of touching audiences : Anne Caborn 10 Will the iPad replace educational textbooks? : Mariam Mohajer-Pahbari 11 A significant opportunity for publishers? : Dom Graveson 12 What does the iPad mean for eCommerce : Dan Barker 14 But will it fit : Jay Cooper 15 Like Lego on steroids : Richard Sedley 16 Recommended reading 17 2
  3. 3. CEU client paper: Who’s afraid of the iPad? How do you think the iPad will impact what we do? Introduction Even before Apple CEO Steve Jobs Each CEU consultant was asked to officially announced the launch date of provide a few words on what they think Apple’s iPad on 3 April 2010 there had might be the impact of the iPad on been considerable debate as to how a their specialist area. ‘tweener’ tablet might impact business and customer alike. The iPad went on sale in the US on the 3 April and in its first month sold Richard Sedley Would anyone buy something too big over 1 million units, 12 million apps for a pocket, but not designed for a from the App Store and 1.5 million desk? What could such a device be e-books. Higher than expected used for? Could a reading slate be the sales led to the International release saviour of publishing? date being delayed until late May in order to meet the US demand. During some of our recent client It looks like the iPad is likely to open workshops we have been asked these, up a market space in exactly the same and other, questions about what the way as both the iPod and iPhone iPad might indicate for how customer have done, so our question to you is: engagement is changing. So we thought “could the iPad offer you a business we’d collectively share our thoughts. opportunity?” Richard Sedley cScape Customer Engagement Director This is the first in an occasional series of client briefing papers that will be produced by the cScape CEU. Future subjects include; The Role of Mobile in Customer Engagement, Microsoft Sharepoint 2010 & Engagement, Beyond Social Media Measurement and Quick Wins in Website Personalisation. As a cScape client these briefing papers are written for you so please tell us what you think (content, format etc.). If you have any subjects you’d like us to look at in the future please don’t hesitate to get in touch. 3
  4. 4. CEU client paper: Who’s afraid of the iPad? Dr Dave Chaffey It’s all about the apps Your new iPad has arrived! What’s the appealing on the iPad. Many apps port first thing you do after it’s fired up? straight across to the iPad, but what Search for apps to try out the lovely interests me most is the new generation large screen of course. The popularity of apps. Take a look at the Apple Apps of apps for the iPhone has been truly for iPad page amazing with Apple announcing in apps-for-ipad/ and review the 1000 January that 3 billion apps have been new apps. These will give a good feel Dr Dave Chaffey downloaded in the 18 months following for the experiences companies can the launch of the AppStore. I think a lot offer to customers through branded of growth has been fuelled by the viral utilities offering games or content. affect of proud app owners showing off There’s a great range of app types from their apps (and iPhones) to friends and transactional share dealing, mainstream family and I’m sure this effect will be news, specialist content and games, all strong for the iPad too. tailored for the iPad. Currently Apple isn’t previewing “ will be interesting to see which branded apps, but it will be interesting brands take the plunge to develop to see which brands take the plunge to the first compelling app within their develop the first compelling app within their market to claim the coveted ‘first market to claim the coveted ‘first for for iPad’ headline. iPad’ headline.” Dave is a member of the cScape So while the naysayers have focused Customer Engagement Unit and Director on the weaknesses of the iPad as a of Smart Insights. For his work as an word processor or portable device for author and commentator, Dave has been example, for me, they have missed recognised by the Chartered Institute of the opportunity of the device as a Marketing as one of 50 marketing ‘gurus’ personal or collaborative device within worldwide who have shaped the future the home. I think this is one of the of marketing. key benefits of the new device which will spur its adoption. The larger form Blog: factor means that many applications Twitter: @davechaffey for engaging with content or games on the iPhone will become much more 4
  5. 5. CEU client paper: Who’s afraid of the iPad? Hugh Gage Impact of the iPad on analytics The question around the iPad’s impact which has no problem accepting on web analytics perhaps arises from cookies. the ‘mobile issue’. There is of course still the issue of Traditionally mobile poses a problem tracking apps, but this is an issue that is to web analytics because of the ‘cookie already faced with the iPhone so really issue’ with many mobile browsers not in this case, what’s good for the goose Hugh Gage accepting cookies and with cookies still is good for the gander. being the mainstay of accurate data collection in web analytics. Hugh is a member of the cScape Customer Engagement Unit and works as an independent web analytics and usability “...Apple’s Safari web browser which has consultant. He is also author of the Web no problem accepting cookies.” Pro Analytics column in the UK’s .NET magazine. However, this is less of an issue for the iPad for two reasons: Blog: Twitter: @hwjgage Safa 1. The iPad isn’t really a mobile device ri in the same way that Netbooks aren’t logo really mobile devices but mobile phones [obviously] are. 2. Because the iPad isn’t a truly mobile device it can make use of a full blown version of Apple’s Safari web browser 5
  6. 6. CEU client paper: Who’s afraid of the iPad? Amanda Davie iPhones, iPads and the advent of ‘shortcut search’ The advent of Apple’s iPhone – neither Yahoo! nor Google have been and indeed smart phones in general able to realise significant ad revenue – is changing how we consume media through mobile search advertising. and content. Nowadays, web-based information can be accessed more When we’re on the move we tend to be readily (and more cheaply) without more time poor, and the restrictions of us necessarily having to be chained screen size and bandwidth mean that Amanda Davie to our desks. we are more likely to limit our searches to content such as maps, or for local The behaviour of searching for listings such as restaurants, and less web-based information on the smaller likely to carry out in-depth search- screen is, however, different to how based research for purchases such as we search on our personal computers. office equipment or cars. This is exemplified by the fact that mobile search volumes (the amount Another new behaviour to understand of times that people search the web on is the consumption of apps. Apps their mobile phones) have been, on smart phones are fast becoming by and large, disappointing, short cuts to finding information to the extent that to date and the apps development market is being flooded by brands who want to make their mark. Often this new app consumption behaviour is replacing the behaviour of web search. For example, on my PC if I want to find out if there is a National Trust property in a certain area I will open up my browser and I will search on Google for “national trust properties in [area]”; but on my iPhone I won’t search by my browser (Safari), “When we’re on the move we tend to I will open up my National Trust be more time poor, and the restrictions app, and I search within it by area. of screen size and bandwidth mean This behaviour of downloading and deploying apps to snack on information that we are more likely to limit our can be described as ‘shortcut search’ searches...” behaviour. > 6
  7. 7. CEU client paper: Who’s afraid of the iPad? iPhones, iPads and the advert of ‘shortcut search’ < Google’s CEO Eric Schmidt has made the Mac. It has the speed and the rich it clear that the technology giant visuals of the Mac but it is a giant will be prioritising their product and touch screen that glides at the swipe of technology strategy for ‘first screen’ your finger, and with big, friendly app technology moving forwards, in buttons on it. order to capitalise on the larger and faster growing web markets such So the big question is: if we start as India, Africa and South America booting up our iPads on the train, bus (where mobile phone adoption takes or in the car (preferably not when precedence over personal computers). driving!) because the very mobile screen size and bandwidth affords us more time online, will our search “...will what we learn in touch screen behaviour be similar to our PC or environments modify how we engage Mac search behaviour i.e. via the with screen-based environments... ?” web browser, or will be it be more comparable to mobile phone search behaviour i.e. via apps? Will one It is therefore important for digital platform’s search behaviour cannibalise planners to keep one-eye on the future the other? And what will this mean for opportunities for brands on these new brands that rely so heavily on search platforms. And if app search and app traffic volume to satisfy direct response, consumption grows to be as prolific as sales and business targets? We shall PC-based web search over the last ten wait and see! years, Google, Microsoft and the other search providers will want to capitalise Amanda is a member of the cScape in terms of advertising revenue. Customer Engagement Unit and the founder of Reform, an independent search For those of you who have seen or business consultancy that builds practical even touched one of the new iPads, it solutions for clients and agencies – from is enough to melt the heart of the most SEO & PPC through to business planning, sceptical of gadget geeks. I think the strategy, training and analysis. experience is more akin to the iPhone experience (and eighteen months in, Web: I am still a woman in love!) than to Twitter: @amandacdavie 7
  8. 8. CEU client paper: Who’s afraid of the iPad? Lynda Rathbone Because I want one When I was asked to contribute to spans and quick click to actions. The this piece, I had already been thinking iPad encourages browsing, reading and about getting an iPad. Not for any good watching. Content on sites must be reason, just because I wanted one. And made fit for purpose to really capture this sums up what I think the impact the iPad crowd. the iPad will have on what we do – at least for the first year or so. Compatibility Lynda Rathbone I think it will be a great compliment to I’m guessing that most business types our business use of the web. It will be will want to make their iPad and their the add-on that’s cool and gadgety but laptop and their blackberry all work won’t be a game-changer unless the together. And this is where I think next version of the iPad really targets business use of the iPad will fall short, the business market. And I’m basing not to mention that the iPad will likely my opinion on articles and hearsay as not work with most office networks. I’ve yet to use or even see one! Am I being short-sighted here? Most reviews love the product and I’m certainly keen to get one myself, but I “It will be the add-on that’s cool and can’t see me using it for work – at least gadgety but won’t be a game-changer not yet. unless the next version of the iPad Lynda is a member of the cScape really targets the business market. .” Customer Engagement Unit and the Managing Director of Four Square Media. Fit for purpose Web: The first reason I don’t see it having Email: a huge impact is that what the iPad does best, business don’t do much of – which is rich(er) media. Things like viewing video, audio and photos on the iPad are great, as is reading online, but business have steered away from this behaviour on their website as content has been created for short-attention 8
  9. 9. CEU client paper: Who’s afraid of the iPad? Hugh Gage The general impact of the iPad on digital marketing There are already reports that the question is will consumers really walk iPad’s operating system is showing around with a 0.68kg device in their up in a meaningful way on web usage bag or very large pocket in addition to stats. I’ve started seeing it albeit in very a mobile phone for the sake of a better small numbers in some of the web on-the-go browsing experience? analytics data I look at. I don’t think the iPad means anything Hugh Gage Its browser, Safari, handles websites from a web design perspective just just as well as any of the major yet but marketing types will probably browsers on the market. Its screen want to make sure the apps they built is large enough to take the ‘mobile’ for iPhone also work on the iPad, just browsing experience from emergency as Opera have done recently with their only usage to extended leisure usage. mobile browser. However, the point Apps are likely to be the other big area about an app is that is creates a richer for consideration. mobile internet experience, so if the iPad ends up being left at home then one would assume that “normal” rules “The question is will consumers of engagement will continue to apply really walk around with a 0.68kg device for a while longer. in their bag or very large pocket in Perhaps for more insight we should also addition to a mobile phone for the be asking ourselves what impact the sake of a better on-the-go browsing Netbook revolution had and take a leaf experience?” from that. What does this mean for site owners / Hugh is a member of the cScape Customer marketers and e-businesses? Arguably Engagement Unit and works as an not much at the moment, the iPad independent web analytics and usability is just another device from which to consultant. He is also author of the Web access the web and have a normal Pro Analytics column in the UK’s .NET browsing experience. The issue must magazine. surely lie in the extent to which the iPad genuinely becomes a device Blog: for accessing the internet on the go, Twitter: @hwjgage and here its size plays against it. The 9
  10. 10. CEU client paper: Who’s afraid of the iPad? Anne Caborn A new way of touching audiences We accept that screen-based web increasing importance of multi-touch, communication has changed the which allows us to do things like zoom way audiences engage with content. in and zoom out. Those concerned with This includes how images influence security issues are experimenting with the way people navigate content on pressure sensitive authentication. Plus, a screen, both positively (acting as touch screen facilitates a more direct anchors for the eye) and negatively (and therefore, potentially, faster) Anne Caborn (banner blindness). We recognise interface between thought and content, that the visuality of the medium has without the interpolation of a track encouraged us to scann and skim pad, mouse or stylus. (eg the F Pattern) before we settle down to consume or interact with We’re aware of the brain’s plasticity words on a page, a form... and ability to change and reform neural connections. For example, Braille users apparently appropriate parts of “...will what we learn in touch screen the brain used for sighted recognition. environments modify how we engage (Interestingly, touch-screen developers with screen-based environments... ?” are working with vibration to open up their technology to Braille users.) Now touch screen communication, Online content will have to meet the as exemplified by the iPhone and challenges this new generation of iPad, provoke another question. Will touch sensitive users present. For our fingers play an increasing role in example, using dimensions to simulate content assessment? More importantly, tactile surfaces? will what we learn in touch screen environments modify how we engage Anne is a member of the cScape with screen-based environments per se? Customer Engagement Unit and And, as importantly, what does it mean co-founder of CDA Ltd the content for blind and partially sighted users? strategy and digital communications consultancy. Touch-screens are already provoking new vocabularies and techniques. Early Web: adopters talk in terms of fine-tuning Blog: touch screen sensitivity and the Twitter: @annecaborn 10
  11. 11. CEU client paper: Who’s afraid of the iPad? Mariam Mohajer-Rahbari Will the iPad replace educational textbooks? The iPad has the potential to Mariam is a researcher with the cScape revolutionise student learning. Customer Engagement Unit and is The ability to store all current and currently studying for her MSc in Social previous textbooks within one easily Psychology at the London School of transportable device will not only Economics. save students’ aching backs, but also provide a more interactive educational Twitter: @maryummm Mariam experience that suits all learning types. Mohajer-Rahbari The iPad provides the ability to learn “The iPad has the in verbal, visual and tactile ways, potential to improve the making it far more interactive and educational experience...” valuable than traditional visual only 1-D textbooks. With the rising cost of textbooks and the financial struggle that accompanies the student budget, the economic benefit of purchasing an iPad far outweighs the cost of a standard laptop and textbooks each term. The iPad has the potential to improve the educational experience, so it’s just a matter of time before students all over the world are benefiting from the multitude of possibilities that come from the 1.5 pound device, while the ecologically minded rejoice in the salvation of trees. s U i Tune 11
  12. 12. CEU client paper: Who’s afraid of the iPad? Dom Graveson A significant opportunity for publishers The iPad is representative of the an asymmetric downturn and the convergence of several technological awakening of their audience to the and social developments that have compelling power of their own content emerged over the past few years. (a significant move away from their Technologically, we have seen the previous position as passive consumers miniaturisation of what has been of news into a new role as creator, traditionally home or office based journalist and activist). Dom Graveson computing and media storage, coming together with a new generation of But all is far from lost... In fact, this human centred interface design and flattening of the media landscape offers near broadband speed connectivity huge opportunities. News International through mobile and 3/4G networks. (among others) are launching subscription based services for their major broadsheets which have already “The new holy grail is not quantity or established themselves in the online eyeballs, as it once was...” space. This has opened up a whole new To carry a days worth of news in cultural phenomenon of audience your pocket (or bag) without the dirty engagement, participation and fingers is a big draw for sure. But more authorship, empowered by blogging, importantly the chance exists to add social networks and location based value behind every image, article and services feeding content into the galaxy advert presented. The iPad offers the of user generated content platforms we chance for publishers to embed rich call web 2.0. media content, interactive simulations, user votes and comments, the ability For traditional publishers in the news to send this to a friend... A newspaper space this has been a bewildering can capture opinion on the fly, in real transition set against a backdrop time, and adapt its journalistic pitch of falling advertising revenues, to engage, support or infuriate an audience that wants to be heard. Perhaps more excitingly though, other publishers are operating on the basis of placing their content (often for free) > 12
  13. 13. iBoo CEU client paper: Who’s afraid of the iPad? ksto re A significant opportunity for publishers < at the centre of the global, regional The ‘magic’ of the iPad isn’t so much and local conversation. Great content in the technology (although its without – whether written, rich media, or doubt an impressive and beautiful interactive, if considered and intelligent product), but in what it represents in a – has more value than ever and can marketplace that is ready to take part become the seed or central point for rather than sit back. If you think your ‘constellations’ of interested parties audience aren’t listening any more, as they discuss, comment, rate, remix perhaps you aren’t tuning in to the right and distribute amongst themselves. channel... they are out there in their These groupings are often intensely millions – writing, sharing, producing, participatory and highly targetable by debating... taking in the world and advertisers. changing it every day. It is not unlike a return to the days of the town square: it is up to you to place yourself in the “The ‘magic’ of the iPad isn’t so much in centre of the throng and do what you the technology, but in what it represents have always done... understand their in a marketplace that is ready to take ambitions, interests and passions -– and captivate them. part rather than sit back.” The new holy grail is not quantity Dom is a senior consultant in the cScape or eyeballs, as it once was, but the Customer Engagement Unit focussed traffic of a forum about local issues, if you are a political party; Twitter: @dombles a discussion about a new product launch, if you are a product marketer or the passion of a sporting event, if you are a major brand. For publishers that embrace this change and learn to engage and most importantly measure and segment these ‘tribes’, the advertisers are queuing up to get a piece of the action. 13
  14. 14. CEU client paper: Who’s afraid of the iPad? Dan Barker What does the iPad mean for ecommerce? One of the most interesting things 2. Payments. about the iPad (and the iPhone to a The beauty of iTunes was it made lesser extent) is it offers the first real buying so simple. Forget about using possibility of successful ecommerce a credit card; just click the ‘buy’ through something other than the web button & it’s yours. It would be great – i.e. through apps. That doesn’t sound to see Apple make that as simple for hugely exciting but it’s quite a big deal third-party merchants. Dan Barker – there are millions of successful B2C ecommerce businesses on the web, and 3. Plugins. almost none outside of the web. Apple are already being really protective about how apps are There are already a few iPad commerce used & programmed, so I’m not apps that look good (e.g. Gilt and sure they’d go for this. But... if they Ebay). At the moment these are fairly released a flash-style plugin to allow one dimensional: slightly amended apps to run within any web browsers, versions of web stores; combinations it would immediately catapult them between magazine-style sites & stores, into the ‘hundreds of millions of etc. But you can see the potential is users’ bracket. there. Here are three things I think would make ecommerce through apps Aside from all of the positives, I think more interesting: if there’s one thing that’s sad about the iPad is that it’s so controlled 1. App-to-app communication. compared to the web. Whereas the A nice, simple framework to pass web put publishing in the hands of the data between apps could be massive. masses, the iPad is far more top-down That paves the way for selling & managed – a little bit like a shopping between apps (e.g. ‘buy this dress mall to the web’s open marketplace. at ASOS’ overlaid on the film you’re watching), and for simple social Dan is a member of the cScape Customer commerce (e.g. ‘7 of your Facebook Engagement Unit and manages friends bought this wine – see who’ ecommerce for a group of toy retailers. within a Tesco app). Those would be useful, and fun, and make a lot of Twitter: @danbarker money too. 14
  15. 15. CEU client paper: Who’s afraid of the iPad? Jay Cooper But will it fit? ‘Apple’s iPad will change the way we hooked up in 2008. think about tablet computing’. However given I’m not sure of the current state The argument against the iPad seems of tablet computing this is probably a to stem from the fact that it doesn’t bit of an empty statement. allow multi-tasking. But I’m sure this will come in time. Another argument While the future of the iPad is still is that it doesn’t have a camera. Jay Cooper unwritten, Apple has been great at Without that, how will we capture that launching and letting us go with the image for our blog or use it for video flow. The iPad is following the usual calling? And what about the lack of pattern: Apple creates the icon and the Adobe’s Flash technology? The closed need and we provide the creativity. ecosystem? The lack of USB ports to plug things in...? When all is said and done, it isn’t “.... we don’t really know what gap in the the hardwiring that is going to make market the iPad fills.” the iPad work. Nor is it going to be There are already 1 million apps that how useful it becomes, as most of have been created or enhanced for the the functions can be carried out by iPad and yet we don’t really know what an iPhone or a MacBook. It will be gap in the market the iPad fills. all about how we decide to make the iPad fit into our lives, and that is a The trick, and Apple have played decision that most of us from the Apple this very well so far, is that there community are starting to figure out. isn’t necessarily a gap. It is left to the consumer to figure out how they want Jay is a mobile marketing strategist, to use and include it into their lives. specialising in the field of CRM through Apple already have a strong community mobile channels. He is a member of of buyers and advocates which can the cScape Customer Engagement easily extinguish any dissenting voices. Unit and the Strategy Director for I was initially one of these voices, ROI Mobile, an agency that specialises in pointing out that as a phone, the mobile marketing. iPhone didn’t stack up that well against the Nokia N95. Yet here I am, still in Web: love with my iPhone since we first Twitter: @ROI_Mobile 15
  16. 16. CEU client paper: Who’s afraid of the iPad? Richard Sedley Like Lego on steriods There is no denying that the iPad is However for me the most important a cool device. It’s sleek and typically things about the iPad is relatively ‘Apple’ in the way that it provokes an hidden. In the same way as the strength emotional response – not just because of the toy Lego lies not in the plastic of its curves and finish, but also due to bricks themselves but the connectors the very way you use it. This machine – the dimples and receptors – so the comes to life as the result of a stroke power in the iPad lies in the way it Richard Sedley and a caress. In the same way many connects to an ecostructure. people react to the physical qualities of a magazine or a book, so they will with The iPad can be connected to Apple’s the iPad. online store via a computer or wi-fi with an ease that makes the distribution While the physicality of the iPad is and consumption of content and the first of its qualities we react to, services seem the easiest thing in the the second is the content. Content world. When I want a book I just click on the iPad is served through and it is with me to read. If I subscribe focused and relatively lightweight to a magazine the latest and all my software applications known as Apps. previous issues are there on hand. You’re never going to find multi-use When I want entertaining I watch as behemoths like Microsoft Word on I buy. the iPad. Instead Apps tend to be built around smaller task-based needs; The iPad has many strengths but reading, writing, connecting, viewing. most important for our businesses to understand and embrace is the This more focused software means that frictionless distribution channel it adoption and usage is generally much offers. I recommend we give it a try. simpler. Apps don’t come with user manuals or training courses. As a result Richard is Director of the cScape our customers are much more likely Customer Engagement Unit and Course to try, experiment and discard Apps Director for Social Media at the Chartered as they see what value they offer and Institute of Marketing. how they can be used in their busy and demanding lives. Web: Twitter: @RichardSedley 16
  17. 17. CEU client paper: Who’s afraid of the iPad? Recommended reading Clic k, cl clic ick, k Who’s afraid of the iPad? News Apps on the iPad 6 best iPads Apps for business users 10 essential iPads tips and tricks Books in the age of the iPad iPad usability report Adam, the iPad killer made in India? New York Auto Show: Hyundai’s iPad connection The 2010s the decade the book changed iPad poses threat to Kindle’s market share iPad merges with kitchen cabinet, sacrificing portability for utility Apple has sold 1 million iPads Tablets: the scramble to be second The iPad isn’t a computer, it’s a distribution channel Three ways the iPad could kill qwerty iPad: Mass communications doesn’t have to be massive, just smart 10 luxury brands whose websites don’t work on the iPad iPad needs its hypercard iBooks: a novel way to buy and read books If you’d like to receive a regular CEU linkletter you can sign up here. 17
  18. 18. e t b er on’ ang D tr as cScape Customer Engagement Unit Tel: +44 (0)20 7689 8800 4 Pear Tree Court Email: Clerkenwell Blog: London EC1R 0DS Twitter: @cScapeCEU