Tablet Strategies for Business - steps to consider

Keith AhernCEO Oomph, a division of Mogeneration

#TabletWars @OomphHQ

Props to John Butterworth @ AIMIA

#1 Magazine & #1 National Newspaper Powered by Oomph

Amazon - most wished for (USA)

The Tablet Wars

•PC vs. Tablet

•iPad vs. Android vs. Playbook vs. TouchPad

•Web Apps vs. Native Apps

•Web like vs. Magazine like

•Paid vs. Free

#TabletWars @OomphHQ

Typical Early Adopters

• Men aged 18-35

• Gamers, tech heavy

• Show off factor, bragging rights

Typical Tablet early adopters

• Balance of female and male (60-70% male)

• Internally CEO’s driving uptake more than technologists

Tablets are not about technology, they are creating new ways to

communicate.

• 2-3 tablets per household by 2014

• What does this mean for education?

• What does this mean for businesses reaching new and exiting customers?

Tablet Users...

• Use a desktop/laptop less after getting a tablet

• 28% said a tablet is their primary computer

• 43% use a tablet more each day than their PC

• Watch less TV

• Read less print

Various sources: PwC, Google Survey

Tablets and productivity

• People will move off a ‘real computer’ if there is a gain in:

• Convenience - portable, current trend towards smaller laptops

• User Experience - task oriented apps, auto saving

• Productivity - instant on, ubiquitous internet, low maintainence

• PCs are trucks, tablets are cars.

• I’ll never write a 20 page report on a tablet.

• I’ll never edit a financial forecast on a tablet

• I’ll never create a killer presentation on a tablet

Tablets and productivity

I estimate “Never” to be 3 years

• I’ll never write a 20 page report on a tablet.

• I’ll never edit a financial forecast on a tablet

• I’ll never create a killer presentation on a tablet

Tablets and productivity

I’ll never edit a financial forecast on a tablet

• Spreadsheets start with the best of intentions

• ...then you add more data

• ...then you buy a 24” monitor

• ...then add more sheets for different views of your data e.g. dashboard

• ...then you add scenarios..

• ...then you link multiple sheets...

I’ll never edit a financial forecast on a tablet

• Imagine a touch based spreadsheet

• zoom in for detail, out for summary

• zoom in to see formulas

• zoom out to see a dashboard view

• enter formulas by tapping on cells and ranges

• swipe left and right to move through scenarios...

Tablets will become an

essential part of your business

Business Benefits of Tablets

• extend your brand

• new revenue models

• engage with your audience in new and exciting ways

• manage and control information flow

• ability to listen, learn & optimise

A new world where

Brands = Publishers = Developers

Tablet apps can bring together the best design features of TV and print, the rich interactivity of

digital and the personalisation of touch – all in a trackable medium.

Building a tablet strategy

1) iPad, Android, Playbook, WebOS 2) Native apps vs web apps

3) Bespoke or platform approach?

iPad vs Android/Playbook etc

• At the moment, the consensus is, there is an iPad market, not a tablet market.

• Why haven’t android tablets taken off like android phones?

• carriers, high prices and lousy & hardware/software

• Android will be a significant player, perhaps not for 1-2 years

• Cross platform publishing - seperation of content & presentation

Web app (HTML5) vs. Native app

• The whole web vs. native app discussion solution depends on several factors

• Do you have in house web or native app resources? Do they have capacity?

• Does your app have complex business rules e.g. banking?

• Does your app have content not allowed in an app store?

• Do you think you can make more money bypassing an app store?

• Is app store discovery important to you?

Web app (HTML5) vs. Native app

• Truly great HTML5 experiences are still rare because:

• Authoring is hard

• Cross platform is still a problem (not all webkits are equal)

• Commerce is harder than with an app store

• By definition web app capabilities will always lag behind native app capabilities. (to put it another way, native apps can do everything a web app can do because they can ‘embed’ web apps)

• Hybrid apps are popular - play to each technologies strengths

• HTML5 for page layout, leverage existing CMS

• Native app for offline, app store presence/commerce, push messages, ‘slickness’

• This is what we do

Bespoke vs Platform approachBespoke

Generic App Dev Platform

Specialist App Platform

creative control 100% 75% 90-95%

features all limited, lowest common denominator

targetted

cost high low low

updates $$ $ 0-$

production resources coders, designers, UX

coders, designers, UXdepends e.g. designers,

journalists

added value $$ varies: analyticsfocused: analytics, ad

networks, dashboards, ‘off the shelf ’ solutions

companies Tigerspike, off shore Flash/Air, Titanium Oomph, Woodwing, Mobile Roadie

Paid. vs. Free

•Web

• Paid content is as rare as the HP Touchpad

• Apps

• Consumers far more willing to pay

• games, freemium model

• magazines

• news - still a difficult sell

Web like vs. Magazine like• “The web is ugly” - every print designer on the planet

• “I love flipboard” - most iPad users on the planet

• “Gourmet Traveller is the #3 best iPad magazine in the world” - international magazine association

• Magazine like:

• Better ad placement, full screen ads (remember there is deeper engagement on tablets - more likely to interact with ads and spend a long time in apps)

• More white space - more pleasant reading experience

• Less templated, when you flip a page you can capture the readers attention with strong design.

DEMOS

Why do we care?

• Oomph is passionate about helping our customers create world class tablet apps

• Find out more @ oomphhq.com

The market is boomingThe customers are callingThe hardware is awesome

It’s an opportunity to personalise capitalise, inspire, captivate

What are you waiting for?