Date post: | 10-May-2015 |
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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?