executive's guide to the ipad for business

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James Thomson SmartCompany.com.au Brian Giesen 360° Digital Influence, Ogilvy The Executive’s Guide to iPad for Business

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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.

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Page 1: Executive's guide to the iPad for business

James ThomsonSmartCompany.com.au

Brian Giesen360° Digital Influence, Ogilvy

The Executive’s Guide to iPad for Business

Page 2: Executive's guide to the iPad for business

James ThomsonEditorSmartCompany.com.au

Page 3: Executive's guide to the iPad for business

Speaker

Brian Giesen | @bdgiesen

Regional Director, Sydney

Ogilvy 360°Digital Influence

Page 4: Executive's guide to the iPad for business

Confidential 16/06/2011

iPad for BusinessPresented by Ogilvy 360°Digital

Influence

16 June 2011

Page 5: Executive's guide to the iPad for business

Twitter Hashtag

#iPad4biz

Page 6: Executive's guide to the iPad for business

The iPad landscape

Page 7: Executive's guide to the iPad for business

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/

Page 8: Executive's guide to the iPad for business

8% of online Australians 8% of online Australians

own a tablet deviceown a tablet deviceSource: Nielsen Online, Lillian Zrim

Page 9: Executive's guide to the iPad for business

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

Page 10: Executive's guide to the iPad for business

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

Page 11: Executive's guide to the iPad for business

Sydney

242.3 Millionsold in 2015

19.7 Million sold in 2010

Market Growth of Tablets

Source: isuppli.com, itp.net

Page 12: Executive's guide to the iPad for business

87% of iPad owners use it every day

Source: btrax

39%35%

Page 13: Executive's guide to the iPad for business

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

Page 14: Executive's guide to the iPad for business

5050% of Fortune 100 using iPadcommercially

iPad in the Enterprise

8080% of Fortune

500 deploying or piloting iPad

Source: zdnet.com, dashboardinsight.com

Page 15: Executive's guide to the iPad for business

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

Page 16: Executive's guide to the iPad for business

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

Page 17: Executive's guide to the iPad for business

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

Page 18: Executive's guide to the iPad for business

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

Page 19: Executive's guide to the iPad for business

Brand websites that break on the iPad

Source: btrax

Page 20: Executive's guide to the iPad for business

Who is using the iPad?

Page 21: Executive's guide to the iPad for business

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

Page 22: Executive's guide to the iPad for business

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

Page 23: Executive's guide to the iPad for business

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

Page 24: Executive's guide to the iPad for business

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

Page 25: Executive's guide to the iPad for business

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

Page 26: Executive's guide to the iPad for business

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

Page 27: Executive's guide to the iPad for business

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

Page 28: Executive's guide to the iPad for business

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

Page 29: Executive's guide to the iPad for business

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

Page 30: Executive's guide to the iPad for business

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

Page 31: Executive's guide to the iPad for business

Measure Measure

Strategic Approach to Content Creation for the Tablet

Strategy MeasureCreate Publish

Page 32: Executive's guide to the iPad for business

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.

Page 33: Executive's guide to the iPad for business

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?

Page 34: Executive's guide to the iPad for business

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.

Page 35: Executive's guide to the iPad for business

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.

Page 36: Executive's guide to the iPad for business

Resources:

Page 38: Executive's guide to the iPad for business

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

e [email protected]

t @bdgiesen

Ogilvy is the most awarded social media agency in APAC

Page 39: Executive's guide to the iPad for business

Thank you