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iPad Presentation--Media Analysis Final
- 1. Artemis Ebneyousef Berry Jen Korzeniowski KirkLuedeke Lynn McFail M E D I A C O N T E N T A N A LY S I S D E C E M B E R 7 , 2 0 1 0
- 2. Table of Contents Objectiveand 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 • Thereis 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.
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- 7. High levels ofProminence
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- 12. Key Messages fromApple 1. “Magical and revolutionary device” 2. “Portable, Convenient, Intuitive” 3. “Unbelievable Price”
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- 14. The Positives In 10years 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 TheiPad 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
- 16. Competition Does Exist Outof 225 articles, competitors were mentioned > 80 times!
- 17. Who is Purchasingthe 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 • Recordingdevice • 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
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- 21. iPad Effect onOther Devices http://mashable.com/2010/07/08/ipad-usage-report/
- 22. The Next GatewayDevice http://mashable.com/2010/07/08/ipad-usage-report/
- 23. Opportunities and Recommendations Opportunities Based onthe 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 onthe 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
- #3 We have to redo the table of contents when we finalize the order of the slides
- #4 K. Luedeke 30 Nov: Lexis-Nexis in lieu of Lexus-Nexus K. Luedeke 30 Nov: Circulation numbers
- #5 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
- #6 Blogs: Mashable.com Tech Blogs: Techcrunch.com News: news.cnet.com Tech News: Wired.com Other: Apple.com
- #8 High 166 Medium 46 Low 13 Artemis added this on December 1st
- #9 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
- #10 225 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
- #11 January – Mention April – Launch October/November – Competitor products/holiday. Artemis match colors
- #12 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
- #13 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
- #14 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.
- #15 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…
- #16 The negatives
- #17 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.
- #18 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
- #19 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.
- #20 Jen working on this slide…. Breaking it out so we can read each box.
- #22 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
- #23 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
- #24 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.
- #25 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