I watched the whole thing. The announcement of the iPad. Via a combination of a Ustream feed and the gdgt.com blogger’s stills and commentary. It was thrilling. And once again, a brilliant marketing case study. (If you missed it, here’s the 180 second version)
What tires me is the press’ “responsibility” to report that tablets are all over, and why should Apple expect to have any more success than the other manufacturers (from HP to Toshiba, etc.). Answer This isn’t about devices. It’s about ecosystems.
When Apple introduced the iPod, they were late to a boring MP3 scene but redefined the space because they came to the party with a music ecosystem (iTunes store plus content from key providers) and a level of product integration that made the process so simple and inviting that there were zero barriers to adoption (from young kids to the very old – all have adopted the iPod). Then, once smart phones have been fully deployed by RIM and others…enter the iPhone. And an entire ecosystem – make that industry – of apps. Now, with the iPad, we’ll see the consumers of all kinds embrace the intimacy of content consumption from periodicals (and yes, with the potential to completely reinvigorate ‘magazine’ advertising), to books, to movies, and photo sharing. Right. it’s all been done. But not this well. And it’s not about all the other devices already available. The impetus has not existed. And it won’t take much. We can count on the iBook store to succeed. And we can look forward to carrying around our entire library of books and magazines, the latest editions and the most treasured classics, along with our music and movies if we choose. So that when we curl up on the couch, we’re ready to engage. Oh, don’t have the stuff you want? You’ll be connected on your home wireless or hotspot and you’ll quickly find it. And finally, the major progressive media outlets (can you say New York Times) can combine media in compelling ways for consumption. Yes! I can enlarge that photo from Iraq and see the detail. Or run the video of the Senator’s speech. Or watch the spelling bee final. Look out. Mixed media consumption will change fairly radically.
My favorite authority on the iPad and media impact? Colin Crawford. He’s leading the media industry in helping to understand what’s happening and what’s coming. Thanks Colin.
Also, my favorite new go-to development team for iPad apps? Clarus Agency here in Austin. (full disclosure: Clarus is a Chief Outsider client)
Excellent post. Adobe is really on the cutting edge here with this POC here done in conjunction with Wired magazine:
http://tv.adobe.com/watch/xd-inspire/transforming-the-magazine-experience-with-wired/
Really, all of those things you mention can be done now and quite well with laptops. I can’t imagine how awful it would be to try and read from what’s basically a slate form factor–at least I can balance my laptop hands free if I want to.
To me, the ipad is just a bigger version of the iphone. Nothing *at all* impressive about it. When you get right down to it, Apple, as a technology company, is pretty much like any other out there. The only difference is that they apparently have some serious marketing-fu going for them. Getting suckers–er–people to pay a premium for their boring technology is quite impressive.
Great post. I agree that the iPad helps build up Apple’s Ecosystem, as you put it. I did my analysis base on Marketing Warfare and you can find it here:
http://roihunters.wordpress.com/2010/04/01/marketing-warfare-the-ipad-battle/
Thanks Tim. Your discussion and post on your site are terrific. Thanks for sharing your link. \Pete