ipad presentation--media analysis final
TRANSCRIPT
Artemis Ebneyousef
BerryJen Korzeniowski
Kirk LuedekeLynn McFail
M E D I A C O N T E N T A N A LY S I S
D E C E M B E R 7 , 2 0 1 0
Table of ContentsObjective and Methodology
Key Findings
Content Volume
Coding Criteria
Metrics
Trends
How Consumers View the iPad
iPad Competitors
Who is Purchasing the iPad
How Consumers are Using the iPad
How the iPad is Effecting Other Devices
Current Situation and SWOT
Opportunities & Recommendations
Objective and Methodology
Objective: To preserve and enhance the Apple iPad reputation and media coverage as new competitors enter the market
Methodology: Gathered a wide variety of technical and news articles using the tools listed below, then coded the content of the articles based on pre-defined criteria
• Research Tools- Factiva - Google- Lexis-Nexis - Technorati
• Impression– Instead of circulation numbers, web impressions were
analyzed– Gathered impression information from Backtype.com
Key Findings• There is a messaging disconnect.• Majority of articles are product reviews. • Tablet competitors are quickly gaining
press.• Strong, generally positive coverage by
leading industry blogs, magazines, and analysts.
• Dozens of mentions of new and creative uses of product.
• Many view the iPad as a luxury item or “expensive toy”.
• iPad will be the Apple gateway product.
Content Volume
Our Coding Criteria
High levels of Prominence
Viewership (Backtype.com)
36,527,472impressions
Source Favorability
Tone by Month
Key Descriptors
Key Messages from Apple
1. “Magical and revolutionary
device”
2. “Portable, Convenient,
Intuitive”
3. “Unbelievable Price”
Key Message Media Mentions
The PositivesIn 10 years of reviewing tech products for The New York Times, I’ve never seen a product as polarizing as Apple’s iPad.
- Allthingsdigital.com
…the iPad is going to be the first computer to eliminate the social divide. - Wired.com
The best way to experience the web... - CNNTech.com
…when, not if, Apple gets it right, then they will dominate the mobile computing market. - Technorati.com
…the iPad may be all a student ever needs to carry with them. - LA Times Blog
The iPad has replaced my laptop on the road. Does everything I want or need it to do...and I have read more books and magazines, played more games and watched more movies in the last month than I have in the last year. - cnet.com
…and the NegativesThe iPad needs to add far more business-friendly capabilities before it can become a corporate staple. - Computerworld.com
All you're getting with the iPad is a neutered computer and you're saving a half pound of weight.
- InformationWeek
...Apple's iPad meets its first and by far, only rival: Samsung Galaxy Tab. - LA News Monitor
There are a lot of ways the iPad leaves you short, including a lack of support for multi-tasking and the absence of Adobe's Flash player, which is used to power multimedia on many websites...- Knowledge@Wharton
A well-timed price cut could light a fire under iPad sales. - PCWorld.com
The iPad was supposed to change the face of computing…But what Steve Jobs showed us yesterday was in fact little more than a giant iPhone. - Wired.com
Competition Does Exist
Out of 225 articles, competitors were mentioned > 80 times!
Who is Purchasing the iPad?
Innovators: venturesome, educated, multiple info sourcesEarly adopters: social leaders, popular, educatedEarly majority: deliberate, many informal social contactsLate majority: skeptical, traditional, lower socio-economic statusLaggards: neighbors/friends main info sources, fear of debt
iPad Usages• Recording device• Musical instrument• Retail sales tool for store
associates• Learning tool for Autistic
children • Back saver for students• Kitchen aid for recipes• Gaming device• Portable TV/movie
player/e-reader
SWOT
WLack of Adobe Flash limits usabilityLuxury itemNo option to add memoryNo USB inputiTunes is requiredNo cameraNo photo card compatibilityApple "censorship"Requires specialized softwarelimited advertising and marketinginability to multi-taskNo HDMIHigher R&D costs, make price higherNon-upgradeable
Weaknesses
OOpportunities
TEmerging competitors
Emulation of product
Regulations of internet downloads
Poor global economic situation
Threats
Update design to improve capabilitiesContinue building brand loyaltyEndless applications that give theproduct new capabilitiesEnter into new marketsAdd-ons and complementaryproducts for the iPadImproved product warranty
Consumer Views
http://mashable.com/2010/07/08/ipad-usage-report/
iPad Effect on Other Devices
http://mashable.com/2010/07/08/ipad-usage-report/
The Next Gateway Device
http://mashable.com/2010/07/08/ipad-usage-report/
Opportunities and Recommendations
OpportunitiesBased on the articles consumers noted the following as opportunities for the product:
• Educational Purposes: iPad has assisted with making education and learning easier and more interactive. More educational software could make the iPad a staple within education.
• Business: With the portability of the product, the iPad could serve as the newest business accessory.
Opportunities and Recommendations
RecommendationsBased on the articles, consumers noted improvements for the iPad if Apple were to
release a newer version.
• Consider price adjustment or packaged pricing with iPhone or iPod products
• Consider adding features including the USB drives and camera
• The availability of a Flash Player