rich content media and the enterprise – the rise and rise of tablet publishing
TRANSCRIPT
Rich content media and the enterprise - the rise and rise of Tablet Publishing
November 2013
Tuesday, 26 November 13
Tablets in Business - Embrace the Opportunities
Re-thinking your tablet strategy
What’s all the noise about?
Enterprise as Publishers
Coles, Harley, Sky One, Adidas
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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.
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Why do I need to care about
tablets?
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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.
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The Rise and Rise and Rise
of Tablets
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300,000The number of iPads sold on the first
day they were released in 20101
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327MThe total number of tablets globally
20132
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795MThe predicted total number of tablets
globally by 20173
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1 in 8people in the world will own a tablet by
20173
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76%The predicted level of tablet
penetration in the Australian Market by mid 20144
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56%The current level of tablet penetration
in the Australian Market4
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3rdThe global ranking of Australia in terms
of tablet penetration5
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68%The iPad market share in Australia4
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Device market share in Oz5
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2015The year that tablet shipments will
overtake PCs6
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2013The year that tablets drove more
website traffic than mobile7
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88%the level of media consumption that
occurs on a screen in Australia8
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More than one in three minutes is now spent beyond the desktop8
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34%The percentage of people who spend
more time on tablet than watch TV8
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71%number of Australians use a second
device while they watch TV8
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44%number of Australians use a tablet
while they watch TV8
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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.”
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It’s a brave new worldTuesday, 26 November 13
So what does this mean for your organisation?
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And what is tablet publishing?
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Consumer Tablet Channel
Consumer Magazines
Brochures & Catalogues
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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.
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Corporate Publications
Training & Development
Retail & Kiosk
Sales Tools
Enterprise Tablet Channel
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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
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So what’s happening in the enterprise?
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92%of Fortune 500 companies were testing
or using iPads by 20119
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85%of current enterprise usage is on iPads,
with Samsung at 7%3
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18%of tablet sales will come from
enterprise by 20173
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So what results are being achieved in the enterprise?
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18%increase in sales for Aflac Insurance 6 weeks after converting sales material
to iPads10
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250number of hours per year each rep will save following transition to iPad based sales material, according to Novartis
CEO Joe Jiminez11
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35,000number of additional customer visits
per year that will enable11
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29%of doctors reported that they more
likely to prescribe a drug after seeing an iPad based sales pitch11
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15%of online retail purchases came from
mobile last Black Friday12
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10%of online retail purchases came from
iPad last Black Friday12
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There’s An App For That
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Native Apps versus Mobile Web
NativeBetter performanceOffline capabilityIntuitive installation path and ecosystemAbility to access hardware such as camera, gyroscope, microphone etcEasy access via installed AppTargeted messaging via push notifications
Siloed development - iOS, android etcApproval process for app store may be requiredCommissions to app store may be payable
One source of codeDirect accessInstant updatesAccessible on all devices
Requires internet access to functionDoesn’t look native across all platformsHard to discover appPotential performance issues No centralised app storeLimitations on hardware accessOngoing maintenance for website (hosting etc)
Pros Cons
Web
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85%prefer mobile apps over mobile
websites, based on performance, speed and convenience14
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79%of users will only try an app once or
twice if it failed to work first time14
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60Bnumber of cumulative app downloads
from Apple app store
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375,000number of iPad specific apps available
in Apple App store14
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How do we create apps that are
relevant, useful and used?
It’s a blend of brand, content strategy,
consistency and of course usability.
And the best thing is - we can measure it
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So what about
Strategy?
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Strategic Objectives
Commercial return
Customer Segmentation &
Targeting
What problems are you solving?
What are your 5-7 key messages?
What resources do you have/ need?
What content, design, features can you use, should you
digitise?
What channels should you use?
What are your competitors doing?
Where
Building a Tablet Strategy
NEXT
So what’s your value proposition?
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What are we doing ?
8
Consumer at Centre
App Build
Considered UX
Business Driver
Clear Value Prop
Marketing/ PR
Implementing a Tablet StrategyIntegrate with the Business
Optimise & ReviewTuesday, 26 November 13
Launch parties are a thing of the past
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“Designers are emerging as the rock stars
of the technology
world”
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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.
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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
Key Trends
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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
7 things you can do to help drive tablet acceleration
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CONTACT:
Zachary KingBusiness Development Manager
email: [email protected]: +61 2 8039 0508
Lisa WaltonStrategy and Marketing Director
email: [email protected]: +61 2 8039 0502
FIND OUT MORE
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1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html
2. Mary Meeker state of the Internet, Q2 2013. - http://www.kpcb.com/insights/2013-internet-trends
3. Global Business and and Consumer Tablet Forecast Update 2013 to 2017 by Forrester http://blogs.forrester.com/jp_gownder/13-08-02-global_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-multi-screen-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-and-deploying-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/novartis-ceo-ipad-saves-time-keeps-reps-honest/2011-03-29
12.IBM 2012 Holiday Benchmark Reports - http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012-benchmark-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-million-times-in-5-days/
References
Tuesday, 26 November 13