Vous êtes sur la page 1sur 18

Who’s afraid of the iPad?

Client briefing paper:

How do you think the iPad will impact what we do?

Headline in

Who’s afraid
of the iPad?
CEU client paper: Who’s afraid of the iPad?


Introduction 3

Who’s afraid of the iPad?

It’s all about the apps : Dr Dave Chaffey 4
Impact of the iPad on analytics : Hugh Gage 5
iPads, iPhones and the advent of ‘shortcut search’ : Amanda Davie 6
Because I want one : Lynda Rathbone 8
The general impact of the iPad on digital marketing : Hugh Gage 9
A new way of touching audiences : Anne Caborn 10
Will the iPad replace educational textbooks? : Mariam Mohajer-Pahbari 11
A significant opportunity for publishers? : Dom Graveson 12
What does the iPad mean for eCommerce : Dan Barker 14
But will it fit : Jay Cooper 15
Like Lego on steroids : Richard Sedley 16

Recommended reading 17

CEU client paper: Who’s afraid of the iPad?

How do you think the iPad will impact what we do?


Even before Apple CEO Steve Jobs Each CEU consultant was asked to
officially announced the launch date of provide a few words on what they think
Apple’s iPad on 3 April 2010 there had might be the impact of the iPad on
been considerable debate as to how a their specialist area.
‘tweener’ tablet might impact business
and customer alike. The iPad went on sale in the US on
the 3 April and in its first month sold
Richard Sedley Would anyone buy something too big over 1 million units, 12 million apps
for a pocket, but not designed for a from the App Store and 1.5 million
desk? What could such a device be e-books. Higher than expected
used for? Could a reading slate be the sales led to the International release
saviour of publishing? date being delayed until late May
in order to meet the US demand.
During some of our recent client It looks like the iPad is likely to open
workshops we have been asked these, up a market space in exactly the same
and other, questions about what the way as both the iPod and iPhone
iPad might indicate for how customer have done, so our question to you is:
engagement is changing. So we thought “could the iPad offer you a business
we’d collectively share our thoughts. opportunity?”

Richard Sedley
cScape Customer Engagement Director

This is the first in an occasional series of client briefing papers

that will be produced by the cScape CEU. Future subjects
include; The Role of Mobile in Customer Engagement,
Microsoft Sharepoint 2010 & Engagement, Beyond
Social Media Measurement and Quick Wins in
Website Personalisation. As a cScape client these
briefing papers are written for you so please tell
us what you think (content, format etc.). If you
have any subjects you’d like us to look at in the
future please don’t hesitate to get in touch.

CEU client paper: Who’s afraid of the iPad?

Dr Dave Chaffey

It’s all about

the apps
Your new iPad has arrived! What’s the appealing on the iPad. Many apps port
first thing you do after it’s fired up? straight across to the iPad, but what
Search for apps to try out the lovely interests me most is the new generation
large screen of course. The popularity of apps. Take a look at the Apple Apps
of apps for the iPhone has been truly for iPad page www.apple.com/ipad/
amazing with Apple announcing in apps-for-ipad/ and review the 1000
January that 3 billion apps have been new apps. These will give a good feel
Dr Dave Chaffey downloaded in the 18 months following for the experiences companies can
the launch of the AppStore. I think a lot offer to customers through branded
of growth has been fuelled by the viral utilities offering games or content.
affect of proud app owners showing off There’s a great range of app types from
their apps (and iPhones) to friends and transactional share dealing, mainstream
family and I’m sure this effect will be news, specialist content and games, all
strong for the iPad too. tailored for the iPad.

Currently Apple isn’t previewing

“...it will be interesting to see which branded apps, but it will be interesting
brands take the plunge to develop to see which brands take the plunge to
the first compelling app within their develop the first compelling app within
their market to claim the coveted ‘first
market to claim the coveted ‘first for for iPad’ headline.
iPad’ headline.”
Dave is a member of the cScape
So while the naysayers have focused Customer Engagement Unit and Director
on the weaknesses of the iPad as a of Smart Insights. For his work as an
word processor or portable device for author and commentator, Dave has been
example, for me, they have missed recognised by the Chartered Institute of
the opportunity of the device as a Marketing as one of 50 marketing ‘gurus’
personal or collaborative device within worldwide who have shaped the future
the home. I think this is one of the of marketing.
key benefits of the new device which
will spur its adoption. The larger form Blog: www.smartinsights.com
factor means that many applications Twitter: @davechaffey
for engaging with content or games on
the iPhone will become much more

CEU client paper: Who’s afraid of the iPad?

Hugh Gage

Impact of the iPad on analytics

The question around the iPad’s impact which has no problem accepting
on web analytics perhaps arises from cookies.
the ‘mobile issue’.
There is of course still the issue of
Traditionally mobile poses a problem tracking apps, but this is an issue that is
to web analytics because of the ‘cookie already faced with the iPhone so really
issue’ with many mobile browsers not in this case, what’s good for the goose
Hugh Gage accepting cookies and with cookies still is good for the gander.
being the mainstay of accurate data
collection in web analytics. Hugh is a member of the cScape Customer
Engagement Unit and works as an
independent web analytics and usability
“...Apple’s Safari web browser which has consultant. He is also author of the Web
no problem accepting cookies.” Pro Analytics column in the UK’s .NET
However, this is less of an issue for the
iPad for two reasons: Blog: www.engage-digital.com
Twitter: @hwjgage

1. The iPad isn’t really a mobile device

in the same way that Netbooks aren’t

really mobile devices but mobile
phones [obviously] are.

2. Because the iPad isn’t a truly

mobile device it can make
use of a full blown
version of Apple’s
Safari web

CEU client paper: Who’s afraid of the iPad?

Amanda Davie

iPhones, iPads and the advent

of ‘shortcut search’
The advent of Apple’s iPhone – neither Yahoo! nor Google have been
and indeed smart phones in general able to realise significant ad revenue
– is changing how we consume media through mobile search advertising.
and content. Nowadays, web-based
information can be accessed more When we’re on the move we tend to be
readily (and more cheaply) without more time poor, and the restrictions of
us necessarily having to be chained screen size and bandwidth mean that
Amanda Davie to our desks. we are more likely to limit our searches
to content such as maps, or for local
The behaviour of searching for listings such as restaurants, and less
web-based information on the smaller likely to carry out in-depth search-
screen is, however, different to how based research for purchases such as
we search on our personal computers. office equipment or cars.
This is exemplified by the fact that
mobile search volumes (the amount Another new behaviour to understand
of  times that people search the web on is the consumption of apps. Apps
their mobile phones) have been, on smart phones are fast becoming
by and large, disappointing, short cuts to finding information
to the extent that to date and the apps development market is
being flooded by brands who want to
make their mark. Often this new app
consumption behaviour is replacing the
behaviour of web search. For example,
on my PC if I want to find out if there
is a National Trust property in a certain
area I will open up my browser and I
will search on Google for “national trust
properties in [area]”; but on my iPhone
I won’t search by my browser (Safari),
“When we’re on the move we tend to I will open up my National Trust
be more time poor, and the restrictions app, and I search within it by area.
of screen size and bandwidth mean This behaviour of downloading and
deploying apps to snack on information
that we are more likely to limit our can be described as ‘shortcut search’
searches...” behaviour. >

CEU client paper: Who’s afraid of the iPad?

iPhones, iPads and the advert of ‘shortcut search’

< Google’s CEO Eric Schmidt has made the Mac. It has the speed and the rich
it clear that the technology giant visuals of the Mac but it is a giant
will be prioritising their product and touch screen that glides at the swipe of
technology strategy for ‘first screen’ your finger, and with big, friendly app
technology moving forwards, in buttons on it.
order to capitalise on the larger and
faster growing web markets such So the big question is: if we start
as India, Africa and South America booting up our iPads on the train, bus
(where mobile phone adoption takes or in the car (preferably not when
precedence over personal computers). driving!) because the very mobile
screen size and bandwidth affords
us more time online, will our search
“...will what we learn in touch screen behaviour be similar to our PC or
environments modify how we engage Mac search behaviour i.e. via the
with screen-based environments... ?” web browser, or will be it be more
comparable to mobile phone search
behaviour i.e. via apps? Will one
It is therefore important for digital platform’s search behaviour cannibalise
planners to keep one-eye on the future the other? And what will this mean for
opportunities for brands on these new brands that rely so heavily on search
platforms. And if app search and app traffic volume to satisfy direct response,
consumption grows to be as prolific as sales and business targets? We shall
PC-based web search over the last ten wait and see!
years, Google, Microsoft and the other
search providers will want to capitalise Amanda is a member of the cScape
in terms of advertising revenue. Customer Engagement Unit and the
founder of Reform, an independent search
For those of you who have seen or business consultancy that builds practical
even touched one of the new iPads, it solutions for clients and agencies – from
is enough to melt the heart of the most SEO & PPC through to business planning,
sceptical of gadget geeks. I think the strategy, training and analysis.
experience is more akin to the iPhone
experience (and eighteen months in, Web: www.reformdigital.com
I am still a woman in love!) than to Twitter: @amandacdavie

CEU client paper: Who’s afraid of the iPad?

Lynda Rathbone

Because I want one

When I was asked to contribute to spans and quick click to actions. The
this piece, I had already been thinking iPad encourages browsing, reading and
about getting an iPad. Not for any good watching. Content on sites must be
reason, just because I wanted one. And made fit for purpose to really capture
this sums up what I think the impact the iPad crowd.
the iPad will have on what we do – at
least for the first year or so. Compatibility
Lynda Rathbone
I think it will be a great compliment to I’m guessing that most business types
our business use of the web. It will be will want to make their iPad and their
the add-on that’s cool and gadgety but laptop and their blackberry all work
won’t be a game-changer unless the together. And this is where I think
next version of the iPad really targets business use of the iPad will fall short,
the business market. And I’m basing not to mention that the iPad will likely
my opinion on articles and hearsay as not work with most office networks.
I’ve yet to use or even see one! Am I being short-sighted here? Most
reviews love the product and I’m
certainly keen to get one myself, but I
“It will be the add-on that’s cool and can’t see me using it for work – at least
gadgety but won’t be a game-changer not yet.
unless the next version of the iPad
Lynda is a member of the cScape
really targets the business market. .” Customer Engagement Unit and the
Managing Director of Four Square Media.
Fit for purpose
Web: www.foursquaremedia.net
The first reason I don’t see it having Email: Lynda@foursquaremedia.net
a huge impact is that what the iPad
does best, business don’t do much
of – which is rich(er) media. Things like
viewing video, audio and photos on the
iPad are great, as is reading online, but
business have steered away from this
behaviour on their website as content
has been created for short-attention

CEU client paper: Who’s afraid of the iPad?

Hugh Gage

The general impact of the iPad

on digital marketing
There are already reports that the question is will consumers really walk
iPad’s operating system is showing around with a 0.68kg device in their
up in a meaningful way on web usage bag or very large pocket in addition to
stats. I’ve started seeing it albeit in very a mobile phone for the sake of a better
small numbers in some of the web on-the-go browsing experience?
analytics data I look at.
I don’t think the iPad means anything
Hugh Gage Its browser, Safari, handles websites from a web design perspective just
just as well as any of the major yet but marketing types will probably
browsers on the market. Its screen want to make sure the apps they built
is large enough to take the ‘mobile’ for iPhone also work on the iPad, just
browsing experience from emergency as Opera have done recently with their
only usage to extended leisure usage. mobile browser. However, the point
Apps are likely to be the other big area about an app is that is creates a richer
for consideration. mobile internet experience, so if the
iPad ends up being left at home then
one would assume that “normal” rules
“The question is will consumers of engagement will continue to apply
really walk around with a 0.68kg device for a while longer.
in their bag or very large pocket in
Perhaps for more insight we should also
addition to a mobile phone for the
be asking ourselves what impact the
sake of a better on-the-go browsing Netbook revolution had and take a leaf
experience?” from that.

What does this mean for site owners / Hugh is a member of the cScape Customer
marketers and e-businesses? Arguably Engagement Unit and works as an
not much at the moment, the iPad independent web analytics and usability
is just another device from which to consultant. He is also author of the Web
access the web and have a normal Pro Analytics column in the UK’s .NET
browsing experience. The issue must magazine.
surely lie in the extent to which the
iPad genuinely becomes a device Blog: www.engage-digital.com
for accessing the internet on the go, Twitter: @hwjgage
and here its size plays against it. The

CEU client paper: Who’s afraid of the iPad?

Anne Caborn

A new way of
touching audiences
We accept that screen-based web increasing importance of multi‑touch,
communication has changed the which allows us to do things like zoom
way audiences engage with content. in and zoom out. Those concerned with
This includes how images influence security issues are experimenting with
the way people navigate content on pressure sensitive authentication. Plus, a
screen, both positively (acting as touch screen facilitates a more direct
anchors for the eye) and negatively (and therefore, potentially, faster)
Anne Caborn (banner blindness). We recognise interface between thought and content,
that the visuality of the medium has without the interpolation of a track
encouraged us to scann and skim pad, mouse or stylus.
(eg the F Pattern) before we settle
down to consume or interact with We’re aware of the brain’s plasticity
words on a page, a form... and ability to change and reform neural
connections. For example, Braille
users apparently appropriate parts of
“...will what we learn in touch screen the brain used for sighted recognition.
environments modify how we engage (Interestingly, touch-screen developers
with screen-based environments... ?” are working with vibration to open up
their technology to Braille users.)

Now touch screen communication, Online content will have to meet the
as exemplified by the iPhone and challenges this new generation of
iPad, provoke another question. Will touch sensitive users present. For
our fingers play an increasing role in example, using dimensions to simulate
content assessment? More importantly, tactile surfaces?
will what we learn in touch screen
environments modify how we engage Ann is a member of the cScape
with screen-based environments per se? Customer Engagement Unit and
And, as importantly, what does it mean co-founder of CDA Ltd the content
for blind and partially sighted users? strategy and digital communications
Touch-screens are already provoking
new vocabularies and techniques. Early Web: www.cda.co.uk
adopters talk in terms of fine-tuning Blog: www.cdacontentlab.com
touch screen sensitivity and the Twitter: @annecaborn

CEU client paper: Who’s afraid of the iPad?

Mariam Mohajer-Rahbari

Will the iPad replace educational

The iPad has the potential to Mariam is a researcher with the cScape
revolutionise student learning. Customer Engagement Unit and is
The ability to store all current and currently studying for her MSc in Social
previous textbooks within one easily Psychology at the London School of
transportable device will not only Economics.
save students’ aching backs, but also
provide a more interactive educational Twitter: @maryummm
Mariam experience that suits all learning types.
The iPad provides the ability to learn “The iPad has the
in verbal, visual and tactile ways, potential to improve the
making it far more interactive and educational experience...”
valuable than traditional visual only
1-D textbooks. With the rising cost of
textbooks and the financial struggle
that accompanies the student budget,
the economic benefit of purchasing
an iPad far outweighs the cost of
a standard laptop and textbooks
each term.

The iPad has the potential to improve

the educational experience, so it’s just
a matter of time before students all
over the world are benefiting from the
multitude of possibilities that come
from the 1.5 pound device, while the
ecologically minded rejoice in the
salvation of trees.

n e s U
i T u
CEU client paper: Who’s afraid of the iPad?

Dom Graveson

A significant opportunity
for publishers
The iPad is representative of the an asymmetric downturn and the
convergence of several technological awakening of their audience to the
and social developments that have compelling power of their own content
emerged over the past few years. (a significant move away from their
Technologically, we have seen the previous position as passive consumers
miniaturisation of what has been of news into a new role as creator,
traditionally home or office based journalist and activist).
Dom Graveson computing and media storage, coming
together with a new generation of But all is far from lost... In fact, this
human centred interface design and flattening of the media landscape offers
near broadband speed connectivity huge opportunities. News International
through mobile and 3/4G networks. (among others) are launching
subscription based services for their
major broadsheets which have already
“The new holy grail is not quantity or established themselves in the online
eyeballs, as it once was...” space.

This has opened up a whole new To carry a days worth of news in

cultural phenomenon of audience your pocket (or bag) without the dirty
engagement, participation and fingers is a big draw for sure. But more
authorship, empowered by blogging, importantly the chance exists to add
social networks and location based value behind every image, article and
services feeding content into the galaxy advert presented. The iPad offers the
of user generated content platforms we chance for publishers to embed rich
call web 2.0. media content, interactive simulations,
user votes and comments, the ability
For traditional publishers in the news to send this to a friend... A newspaper
space this has been a bewildering can capture opinion on the fly, in real
transition set against a backdrop time, and adapt its journalistic pitch
of falling advertising revenues, to engage, support or infuriate an
audience that wants to be heard.

Perhaps more excitingly though, other

publishers are operating on the basis
of placing their content (often for free) >

CEU client paper: Who’s afraid of the iPad?

A significant opportunity
for publishers

< at the centre of the global, regional The ‘magic’ of the iPad isn’t so much
and local conversation. Great content in the technology (although its without
– whether written, rich media, or doubt an impressive and beautiful
interactive, if considered and intelligent product), but in what it represents in a
– has more value than ever and can marketplace that is ready to take part
become the seed or central point for rather than sit back. If you think your
‘constellations’ of interested parties audience aren’t listening any more,
as they discuss, comment, rate, remix perhaps you aren’t tuning in to the right
and distribute amongst themselves. channel... they are out there in their
These groupings are often intensely millions – writing, sharing, producing,
participatory and highly targetable by debating... taking in the world and
advertisers. changing it every day. It is not unlike a
return to the days of the town square:
it is up to you to place yourself in the
“The ‘magic’ of the iPad isn’t so much in centre of the throng and do what you
the technology, but in what it represents have always done... understand their
in a marketplace that is ready to take ambitions, interests and passions -– and
captivate them.
part rather than sit back.”
The new holy grail is not quantity Dom is a senior consultant in the cScape
or eyeballs, as it once was, but the Customer Engagement Unit
focussed traffic of a forum about local
issues, if you are a political party; Twitter: @dombles
a discussion about a new product
launch, if you are a product marketer
or the passion of a sporting event, if
you are a major brand. For publishers
that embrace this change and learn
to engage and most importantly
measure and segment these ‘tribes’,
the advertisers are queuing up to get a
piece of the action.

CEU client paper: Who’s afraid of the iPad?

Dan Barker

What does the iPad mean

for ecommerce?
One of the most interesting things 2. Payments.
about the iPad (and the iPhone to a The beauty of iTunes was it made
lesser extent) is it offers the first real buying so simple. Forget about using
possibility of successful ecommerce a credit card; just click the ‘buy’
through something other than the web button & it’s yours. It would be great
– i.e. through apps. That doesn’t sound to see Apple make that as simple for
hugely exciting but it’s quite a big deal third-party merchants.
Dan Barker – there are millions of successful B2C
ecommerce businesses on the web, and 3. Plugins.
almost none outside of the web. Apple are already being really
protective about how apps are
There are already a few iPad commerce used & programmed, so I’m not
apps that look good (e.g. Gilt and sure they’d go for this. But... if they
Ebay). At the moment these are fairly released a flash-style plugin to allow
one dimensional: slightly amended apps to run within any web browsers,
versions of web stores; combinations it would immediately catapult them
between magazine-style sites & stores, into the ‘hundreds of millions of
etc. But you can see the potential is users’ bracket.
there. Here are three things I think
would make ecommerce through apps Aside from all of the positives, I think
more interesting: if there’s one thing that’s sad about
the iPad is that it’s so controlled
1. App-to-app communication. compared to the web. Whereas the
A nice, simple framework to pass web put publishing in the hands of the
data between apps could be massive. masses, the iPad is far more top-down
That paves the way for selling & managed – a little bit like a shopping
between apps (e.g. ‘buy this dress mall to the web’s open marketplace.
at ASOS’ overlaid on the film you’re
watching), and for simple social Dan is a member of the cScape Customer
commerce (e.g. ‘7 of your Facebook Engagement Unit and manages
friends bought this wine – see who’ ecommerce for a group of toy retailers.
within a Tesco app). Those would
be useful, and fun, and make a lot of Twitter: @danbarker
money too.

CEU client paper: Who’s afraid of the iPad?

Jay Cooper

But will it fit?

‘Apple’s iPad will change the way we hooked up in 2008.

think about tablet computing’. However
given I’m not sure of the current state The argument against the iPad seems
of tablet computing this is probably a to stem from the fact that it doesn’t
bit of an empty statement. allow multi-tasking. But I’m sure this
will come in time. Another argument
While the future of the iPad is still is that it doesn’t have a camera.
Jay Cooper unwritten, Apple has been great at Without that, how will we capture that
launching and letting us go with the image for our blog or use it for video
flow. The iPad is following the usual calling? And what about the lack of
pattern: Apple creates the icon and the Adobe’s Flash technology? The closed
need and we provide the creativity. ecosystem? The lack of USB ports to
plug things in...?

When all is said and done, it isn’t

“.... we don’t really know what gap in the the hardwiring that is going to make
market the iPad fills.” the iPad work. Nor is it going to be
There are already 1 million apps that how useful it becomes, as most of
have been created or enhanced for the the functions can be carried out by
iPad and yet we don’t really know what an iPhone or a MacBook. It will be
gap in the market the iPad fills. all about how we decide to make the
iPad fit into our lives, and that is a
The trick, and Apple have played decision that most of us from the Apple
this very well so far, is that there community are starting to figure out.
isn’t necessarily a gap. It is left to the
consumer to figure out how they want Jay is a mobile marketing strategist,
to use and include it into their lives. specialising in the field of CRM through
Apple already have a strong community mobile channels. He is a member of
of buyers and advocates which can the cScape Customer Engagement
easily extinguish any dissenting voices. Unit and the Strategy Director for
I was initially one of these voices, ROI Mobile, an agency that specialises in
pointing out that as a phone, the mobile marketing.
iPhone didn’t stack up that well against
the Nokia N95. Yet here I am, still in Web: http://roimobile.co.uk
love with my iPhone since we first Twitter: @ROI_Mobile

CEU client paper: Who’s afraid of the iPad?

Richard Sedley

Like Lego on steriods

There is no denying that the iPad is However for me the most important
a cool device. It’s sleek and typically things about the iPad is relatively
‘Apple’ in the way that it provokes an hidden. In the same way as the strength
emotional response – not just because of the toy Lego lies not in the plastic
of its curves and finish, but also due to bricks themselves but the connectors
the very way you use it. This machine – the dimples and receptors – so the
comes to life as the result of a stroke power in the iPad lies in the way it
Richard Sedley and a caress. In the same way many connects to an ecostructure.
people react to the physical qualities of
a magazine or a book, so they will with The iPad can be connected to Apple’s
the iPad. online store via a computer or wi-fi
with an ease that makes the distribution
While the physicality of the iPad is and consumption of content and
the first of its qualities we react to, services seem the easiest thing in the
the second is the content. Content world. When I want a book I just click
on the iPad is served through and it is with me to read. If I subscribe
focused and relatively lightweight to a magazine the latest and all my
software applications known as Apps. previous issues are there on hand.
You’re never going to find multi-use When I want entertaining I watch as
behemoths like Microsoft Word on I buy.
the iPad. Instead Apps tend to be built
around smaller task-based needs; The iPad has many strengths but
reading, writing, connecting, viewing. most important for our businesses
to understand and embrace is the
This more focused software means that frictionless distribution channel it
adoption and usage is generally much offers. I recommend we give it a try.
simpler. Apps don’t come with user
manuals or training courses. As a result Richard is Director of the cScape
our customers are much more likely Customer Engagement Unit and Course
to try, experiment and discard Apps Director for Social Media at the Chartered
as they see what value they offer and Institute of Marketing.
how they can be used in their busy and
demanding lives. Web: cscape.com
Twitter: @RichardSedley

CEU client paper: Who’s afraid of the iPad?

Recommended reading
k, cl
clic ick,
Who’s afraid of the iPad?
News Apps on the iPad
6 best iPads Apps for business users
10 essential iPads tips and tricks
Books in the age of the iPad
iPad usability report
Adam, the iPad killer made in India?
New York Auto Show: Hyundai’s iPad connection
The 2010s the decade the book changed
iPad poses threat to Kindle’s market share
iPad merges with kitchen cabinet, sacrificing portability for utility
Apple has sold 1 million iPads
Tablets: the scramble to be second
The iPad isn’t a computer, it’s a distribution channel
Three ways the iPad could kill qwerty
iPad: Mass communications doesn’t have to be massive, just smart
10 luxury brands whose websites don’t work on the iPad
iPad needs its hypercard
iBooks: a novel way to buy and read books

If you’d like to receive a regular CEU linkletter you can sign up here.

b e
n’ nger
D tra
cScape Customer Engagement Unit Tel: +44 (0)20 7689 8800
4 Pear Tree Court Email: cScapeCEU@cscape.com
Clerkenwell Blog: customer-engagement.net
London EC1R 0DS Twitter: @cScapeCEU