Harnessing Potential of iPads for Business Content
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Transcript of Harnessing Potential of iPads for Business Content
Bright Blue Day MAG+ SeminarDRAFT 1
31st May 2012
Harnessing the potential of iPad for business content
A Brighter Thinking Seminar
31st May 2012
Bedford Square, London
Introduction
Richard Calvert
Bright Blue DayThe Tablet Imperative
Jeremy Baldwin
Bright Blue DayThe Content App
David Ford
Bright Blue DayApplying it to B2B
Richard West
Mag+The Mag+ Experience
The Tablet Imperative
Richard Calvert
Bright Blue Day
Content marketing is marketers becoming publishers; owning the
media instead of renting it. Attracting and retaining customers
by creating/curating valuable, compelling and relevant content to
maintain or change behaviour.
Joe Pulizzi, Founder of Junta42 and Content Marketing Institute quoted in B2B Content Marketing: Formats, Distribution and Measurement. October 2011
9 out of 10 B2B organisations market with content
51% of B2B marketers plan to increase their content marketing budgets within the next year
On average marketers spend >25% of their budget on content marketing
Content is key in B2B
A key driver in the use of digital channels is the accessibility of technology, making the production
and distribution of content cost-effective.
2012 SEO Benchmark Report, eConsultancy
Human
Augmentation
Computer-brain
interface
3D Printing
Speech-to-Speech
Translation
Cloud Computing
Gesture Recognition
Micro Blogging
E-bookreader
Video tele-presence
Mobile application
stores
Internet micropayment
Electronic Paper
Speech recognition
Tablet PCs
Public Virtual Worlds
Video Search
Mobile Robots
Technology Trigger Pocket inflated
expectations
Trough of disillusionment
Hype Cycle 2010Garther.com
< 2 years
Years to mainstream adoption
2-5 years 5-10 years >10 years
Slope of
enlightment
Plateau time
of productivity
Location Aware
Applications
Augmented Reality
Wireless Power
3D Flat panel
TVs & Display
Peak of inflated expectations
Plateau ofproductivity
Gartner.com
Tablet shipment outpacing notebooks by 10:1
132m Tablet sales up to 132 million in 2013
Two years later we see mass adoption
15% of men would give up car to keep tablet
+ 115%UK
Italy
Germany
France
Spain
+ 95%
+ 75%
+ 50%
Feb2011
Jan2012
+ 37%
Growth rate of iPad owners amongst mobile audience
44% could not be separated from tablet
25% of women would give up sex
Yahoo 2012Cisco IBSG Horizons Study
Today’s B2B buyers are adopting...mobile platforms to consume information and conduct purchase research
95% of organisations allow employee owned devices
76% said they were great for business
24% of SMEs supply employees with tablet
Impact on working life
90% of professional owners use it for work
60% use it primarily for work
90% of said tablet increased productivity
3.3 connected devices per employee by 2014
Cisco IBSG Horizons Study
Practicality and convenience drive adoption
Usage throughout the day
42% of tablet users say tablets ‘allow me to explore new things’
72% of tablet users report Dual Screen behaviour with TV
63% of tablet users in the UK agreed that it is easier to access media content on a tablet than on a mobile or laptop/desktop
51% use a tablet to fill what would previously have been ‘dead time’
During a Typical Day, at What Times Do You Usually Use Your Device?
70%
60%
50%
40%
30%
20%
10%
0%6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM
Laptop/ Desktop Smartphone Tablet
12AM–2:59AM 3AM–5:59AM
IAB 2012
Fast SlowIntimacy
Curation
Geography
Tablets join worlds and shift paradigms
Tablets offer new opportunities to engage with content in new ways
• Accessing content is no longer time constrained
• Content can be integrated into cross-channel, multi-screen conversations
• Businesses are able to offer unique depth of engagement to better engage senior stakeholders and decision makers when and where it matters
• Ability to repurpose and reuse content across audiences and locations
• Deliver value across protracted sales and re-purchase cycles
We have a clear opportunity to leverage tablets to deliver compelling and effective content and services to
customers, prospects and employees across an engaging and
convenient digital platform.
What are the options?
Jeremy Baldwin
Bright Blue Day
The rise of the app economy?
The growth of smartphones and tablets fuelled a whole new economy with shift from web to app platforms:
1 billion Android App downloads in 2011
App economy drives half a million jobs in US
App market estimated to be $38 billion by 2015
$38
billion
TechNet
The rise of the app economy?
But whilst consumer and social apps enjoy all the buzz there is massive investment from B2B:
25% growth in Mobile Enterprise Applications
Average investment in mobile projects will rise to £590K in next 18 months
43% of businesses are currently creating apps for customers 42% for employees
£590K
25%
43% 42%
IDC
2 App ‘flavours’
Utility Apps
Add value by helping people to do things more efficiently, to be more productive.
Content Apps
Apps that add value by giving more convenient and compelling access to content that drives stakeholder engagement.
• Tablet is a natural device for ‘slow’ content like books, articles, magazines and video.
• Offers convenient and enhanced experience through interactivity, rich media and connectivity.
• Opportunity for B2B marketers is to create experiences dedicated to the tablet that drive deeper engagement with stakeholders.
Rise of the content app
Many are already taking it...
There is a clear need for a tablet content strategy.
Not just as an adjunct to web, mobile or offline plans, but as a channel in
its own right.
...but not in isolation
Courtesy of Christophe Stoll
Coherence Synchronisation Screen sharing
Device shifting Complementarity Simultaneity
App options
Many ways to create the content experiences, and this complexity makes it hard to know where to invest.
But there are some clues....OPEN(browser/desktop)
CONTENT
UTILITY
CLOSED(app store)
hybrid
Adapted
Website
Web
App
Native
App
Published
App
Choosing a platform for content apps
Web content apps are about finding, distributing, organising and sharing content. The container is less important, the value is in the content itself.
Published content apps are designed for deeper, more considered consumption. The enjoyment and value comes from the complete pixel perfect experience.
UK
Italy
France
recency
PUBLISHED APP
WEB APP
replication
completeness
technical
It is all about the kind of experience you want to create.
This comes from detailed understanding of audience, their
expectations and needs.
We have a clear opportunity to deliver compelling, rich,
interactive and connected content experiences in an
efficient and measurable way that leverages existing skills and
assets.
The Mag+ Experience
Richard West
Mag+
magplus.com
A huge varierity of apps
. . .
magplus.com
Tablet App of the Year
Bonnier Corp (U.S.) awarded by the Publishing Executive Magazine (U.S.)
Innovator of the Year award
Digital Magazine of the Year Popular Science+ awarded by
MIN Online (U.S.)
Popular Science+ awarded by MIN Online (U.S.)
Credentials so far
magplus.com
Mag+ Philosophy
It’s about recreating the experience: immersive, intimate, easy.
1
2Make content that feels like it was made for this device.
3Create a simple and flexible system that lets creators do what they do best: designing pages, telling stories, connecting with readers.
magplus.com
Show me
magplus.com
Mag+ overview
Create Produce AppStore
Review
Publish Android market
produce publishplug in
Enterprise
magplus.com
Research Methods
magplus.com
Corporate customers
• Sandvik
• Telenor
• SKF
• IC Company
• ABB
• Ernst & Young
• Unilever
• TetraPak
• Sybase
• Ericsson
• Thule
• Nato
• Volkswagen
• Toyota
• Thule
magplus.com
Why tablet publishing?
• New market opportunities
• Increased quality, package and design content
• Cost effective distribution
• Efficient communication (push/online/offline)
• Easy to get started (test and evaluate)
• Low entry of barrier (no initial cost)
• Accurate information available
• Engaging the customer/employee
David Ford
Bright Blue Day
Application in B2B marketing
The app becomes a new channel?
Approach can be applied to:
• Existing publications
• Existing communication assets
• Face to face presentations
• Company reports
• Internal communications
...or completely new content-led services
Direct connection to your audience
Employeesaligned and productive workforce
ManagementGreater clarity and insight from enhanced customer and stakeholder interaction and data
Investment community
Accurate, up-to-date and detailed picture of
corporate activity and performance
Customers and prospects
Deeper engagement building on-going relationships and
enhanced revenue
Content strategy
ContentPlanning
TouchpointPlanning
ExperienceDesign
ContentProduction
IssueProduction
Publish
Bright Blue Day
Already out there
Let’s Play!