TRANSCRIPT: Overall, the iPad is a beautiful product (but you would expect this), fast, clever, but not overly portable.
For instance we were scared to drop and damage our iPad. We feel it is a little like a range Rover; it is a very capable beautifully designed, perfectly engineered but not overly practical where people may be too scared for instance to take it off road.
We believe over the next couple of months, you will see accessory makers go crazy and accessories like cases and carrying devices for the iPad turning up everywhere!
However what is different, is we believe this is a continuation of Apples foray beyond hardware. They have a simple design philosophy, which is a proven formula that makes getting content into consumers hands fun, enjoyable, and overall a special experience. This is important to note, we’ve spoken before about how we don’t believe this is a device for everyone. We believe that the iPad positions Apple where they have always preferred to be; amongst the fashion conscious, information craved, design focused, well-heeled professional. The iPad is a beautiful device that enhances the distribution and consumption of paid content. We believe that is where Apple will devote its energy over the coming months. They will concentrate on securing premium paid (and unique) content deals that see Apple click the ticket on the way through as people purchase this content, and ultimately Apple get richer along the way.
So welcome to the age of digital media consumption as it should be. So what will a device like this mean to brands, and ultimately consumers?
Firstly it has been said to some time that brands are publishers, in fact when asked in 1916 what he would do with the New York Times if he had unlimited resources, the editor replied; I would publish a magazine every day.
Next, design and more importantly information design will become a vital component in getting our message across to target audiences. Branded content and brand entertainment will become the new advertising story-lines.
Finally we believe for the right brands that are looking to attract the well-heeled design conscious, then their digital strategy just became a whole lot more important. If banner ads and flyovers with a few ad words were your strategy previously, is about to die a painful death.
Overall tools like the iPad have the potential to marry brands with content and entertainment like never before, finding the right product and experience will become easier for consumers, but only if brands are willing to experience more with media, software, and applications that ‘talk to’ and ‘play with’ the new iPad customer. More content will be consumed for sure on a device like this, so brands, start producing!!
A big thanks to Hugo Ortega of Tegatech for getting the new iPad into our hands early!!
- Paid content is digital media consumption as it should be? This whole model sounds like DRM and vendor lock-in, exactly like everyone else. Nothing new here except the toy is shinier. Woo-hoo!
- I don’t deny the iPad is a rockin’ unit. I deny utter control of the provider over content, as in, if they decide in month I shouldn’t watch that content I “bought”, then they simply remotely turn off my ability to play it, and I’m S.O.L. If that’s how digital media “should” be consumed, then that’s what the sheeple will get. Sadly so will I.
- Perhaps that isn’t what’s being said, but it sure sounds like it, and everyone going out and getting spiffy new iPads, because they are cool, will support that model fully with each one sold. I see only one more nail the coffin of yet another freedom we used to enjoy.