executive's guide to the ipad for business
DESCRIPTION
With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business. Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.TRANSCRIPT
James ThomsonSmartCompany.com.au
Brian Giesen360° Digital Influence, Ogilvy
The Executive’s Guide to iPad for Business
James ThomsonEditorSmartCompany.com.au
Speaker
Brian Giesen | @bdgiesen
Regional Director, Sydney
Ogilvy 360°Digital Influence
Confidential 16/06/2011
iPad for BusinessPresented by Ogilvy 360°Digital
Influence
16 June 2011
Twitter Hashtag
#iPad4biz
The iPad landscape
More than 17 million More than 17 million
iPad/iPad2 units sold iPad/iPad2 units sold
worldwideworldwideSource: apple.com, mactech.com, http://itnsltwn.deviantart.com/
8% of online Australians 8% of online Australians
own a tablet deviceown a tablet deviceSource: Nielsen Online, Lillian Zrim
In U.S., 500,000 iPad2’s sold on In U.S., 500,000 iPad2’s sold on
the first day, 70% to new usersthe first day, 70% to new usersSource: ipadforums.net, Reuters
On March On March
25, iPad2 25, iPad2
went on went on
sale in sale in
Australia, Australia,
selling out selling out
within within
hourshours
Source: International Business Times
Sydney
242.3 Millionsold in 2015
19.7 Million sold in 2010
Market Growth of Tablets
Source: isuppli.com, itp.net
87% of iPad owners use it every day
Source: btrax
39%35%
iPad Statistics
5915 90
iPad already available in
59 countries
15MM units sold in 2010
90% tablet market share
Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com
5050% of Fortune 100 using iPadcommercially
iPad in the Enterprise
8080% of Fortune
500 deploying or piloting iPad
Source: zdnet.com, dashboardinsight.com
0
2
4
6
8
10
0 1 2 3 4 5 6 7 8 9 10
Apps iTunes
App Economy
Quarters after launch
Dow
nlo
ads (
Bill
ion)
Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
10 bn
Available AppsAvailable AppsThousand
Thousand
0
200
400
Jul-06 Jan-07
Apple Android
Available AppsThousand
Source: Forrester, February 2011
45.5%
33.1%
10.3%
Mobile Traffic Report from Forrester Retail Site
iPad
iPhone
iPod Touch
Droid
Blackberry Tour
Blackberry Onyx
Samsung Moment
Other Mobile
Nearly half of mobile traffic occurs on iPad
Source: Business Insider, May 2011
0%
10%
20%
30%
40%
50%
60%
July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11
iPhone
Android
iPad
Mobile Share of Total Visits
iPod
Blackberry
Visits to Business Insider From Mobile Devices(Share Of Mobile Visits Per Device)
Mobile share of web use on the rise
iPad users’ perception of mobile advertising
• More receptive to ads than other device users
• Enjoys interactive ads
• Looks more at ads with video
• Appreciates innovative advertising methods
• More likely to make a purchase after viewing an ad
Source: The Nielsen Company
Brand websites that break on the iPad
Source: btrax
Who is using the iPad?
EntertainmentUtility Information
Call customers to act in a
way that is in line with
business objectives
Incorporate games, videos,
and other entertaining
features based around
products
Offer additional knowledge
about products or related
services
Businesses incorporate the iPad in various ways
Source: itunes.apple.com
CX Mobile makes travelling easier by
letting users handle many travel
necessities at any time and from
anywhere in the world, including:
Check in
Check flight status
Booking a flight
Manage your booking
Get flight schedules
Access City Guides to over 70
destinations worldwide
Cathay Pacific Travel Resources
Utility
Features include:
Store Locator
Drink Builder: Create and share your
perfect Starbucks ® beverages
Food Menu with nutritional info and
ingredients
Coffee Menu
Job Finder
myStarbucks: Save all of your favorites
for quick recall and sharing.
Starbucks Coffee-maker
Source: itunes.apple.com
Utility
Gilt on the Go
Gilt on the Go allows users to shop top
fashion and luxury labels at prices up to
70% off retail from anywhere in the world.
7% of the company’s weekend sales
come from the Gilt on the Go app via
various mobile devices.
Source: itunes.apple.com, fashionista.com
Utility
Features include:
Play & download games.
Listen to Radio Disney.
Interact with Disney characters.
Create personalized greetings from
characters.
Watch new, favorite and original
videos.
Get the latest Disney news and
updates about movies, TV shows, events
and more
Movie showtimes, locations and tickets
Disney Interactivity
Source: itunes.apple.com
Entertainment
Burberry Retail Theatre
During their 2011 spring/summer
show, 25 Burberry boutiques around
the globe streamed the runway show
live for customers on social media.
iPads with a special Burberry app
were distributed among the public,
allowing the public to order and buy
the items on show straight away.
Source: Ogilvy
Entertainment
The digital edition of MARTHA STEWART
LIVING is an interactive app-based
magazine available for USD $3.99 each
month.
Features include:
How-to videos
Behind the scenes tours
Slideshows
Easy-to-share recipes.
MARTHA Digital Magazine
Source: itunes.apple.com
Entertainment
Mercedes-Benz Advantage is an app
made for the automaker's sales force.
The app provides quick access to the
latest deals and a quicker turnaround time
for customer credit application processes.
The program streamlines the closing of
the deal by eliminating the potentially
deal-killing walk away.
Mercedes-Benz Advantage
Source: autoblog.com
Information
Flickr user iFun.de
With the free InterContinental®
Concierge Insider Guides iPad App,
users tap into the knowledge and
experiences of the InterContinental
Concierges.
Features include:
Local concierge recommendations for
over 120 destinations
Video tours
An interactive map of recommended
shops, restaurants and local attractions
InterContinental Concierge
Source: itunes.apple.com
Information
Ford Fiesta Brochure
The Ford Fiesta brochure app is a
friendly, easy-to-use presentation that
takes you on a complete tour of Fiesta in
a simple magazine format.
Features include:
360-degree views of exterior & interior
Details of 15 class-exclusive features
Informative videos
View all of Fiesta's exterior colors
Dealer locator current dealer inventory
Price quote request
Source: itunes.apple.com
Information
Measure Measure
Strategic Approach to Content Creation for the Tablet
Strategy MeasureCreate Publish
Measure MeasureStrategy MeasureCreate Publish
Discover
Plan
What are our goals?
Who will we reach?
What are our resources?
Where will people interact
with content?
Define content types.
Develop strategy.
Strategic Approach to Content Creation for the Tablet
Refine messaging in
content.
Modify channels of
distribution.
Measure MeasureStrategy MeasureCreate Publish
Discover
Plan
What are our goals?
Who will we reach?
What are our resources?
Where will people interact
with content?
Define content types.
Develop strategy.
Strategic Approach to Content Creation for the Tablet
ContentOwned content.
Event triggered.
Consumer generated.
StoryDefine message and tone.
What problem are you trying
to solve?
Measure MeasureStrategy MeasureCreate Publish
Discover
Plan
What are our goals?
Who will we reach?
What are our resources?
Where will people interact
with content?
Define content types.
Develop strategy.
Strategic Approach to Content Creation for the Tablet
ContentOwned content.
Event triggered.
Consumer generated.
DistributeContent seeding with
online destinations:
social channels, etc.
StoryDefine message and tone.
What problem are you trying
to solve?
CurateDetermine sources.
Aggregate content.
Apply keywords.
Measure MeasureStrategy MeasureCreate Publish
Discover
Plan
What are our goals?
Who will we reach?
What are our resources?
Where will people interact
with content?
Define content types.
Develop strategy.
Strategic Approach to Content Creation for the Tablet
ContentOwned content.
Event triggered.
Consumer generated.
DistributeContent seeding with
online destinations:
social channels, etc.
OptimizeRefine messaging in
content.
Modify channels of
distribution.
StoryDefine message and tone.
What problem are you trying
to solve?
EvaluateContent performance meet
goals?
Which channels are best?
Which most valuable?
CurateDetermine sources.
Aggregate content.
Apply keywords.
Resources:
Additional Resources
Getting started:
• http://www.apple.com/ipad/business/
Staying smart:
• https://discussions.apple.com/community/ipad?categoryID=267
• http://www.asiadigitalmap.com/
• http://www.zipadblog.com/
• http://www.tipb.com/
Slideshare presentations:
• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed
• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics
The Holmes Report Awards
• 2011: APAC Digital Consultancy of the Year
IPA Effectiveness Awards
• 2010: Bronze award for “How Branding Generated Sales, Even in a Recession”
Asia Pacific PR Awards
• 2010: Best Use of Digital x 3
• 2009: Best Use of Digital
Asia Marketing Effectiveness Awards
• 2010: Most Effective Public Relations
Ogilvy Professional Achievement Awards
• 2010: Best in Digital Influence (Taiwan)
• 2010: Best Specialized Marketing (Shanghai)
• 2010: Best submission for 30th anniversary competition (Hong Kong)
Click Awards
• 2010: Integrated Marketing
WPPed Cream Awards
• 2010: Best Consumer Marketing
ITSMA Marketing Excellence Awards
• 2010: Most Effective Public Relations (Diamond)
IBM Global Best Practice Awards
• 2010: Best CFO Case Study (Silver)
• 2010: Best Impact in Regional Activity Using Social Media (Bronze)
• 2010: Values Award
Microsoft Marketing Awards
• 2010: Social Media Marketing in Asia Pacific
Atticus Awards
• 2010 Best Digital Influence Essay
CONTACT: Brian Giesen
Regional Director | 360° Digital Influence
Ogilvy Sydney
p 02 8281 3853
t @bdgiesen
Ogilvy is the most awarded social media agency in APAC
Thank you