Leonard Nimoy of Star Trek fame celebrates his 81st birthday today. Happy birthday Mr. Spock, you’ve lived to see the day when the “PADD” moves from science fiction to real world fact. “PADD” is an acronym for “Personal Access Display Device”, a hand-held computer that Star Trek officers used for a variety of functions including logging manifests, compiling duty rosters or diagnostic reports, entering personal data, and/or accessing library computer systems. The new Apple iPad tablet actually far surpasses the functionality envisioned by iconic Star Trek creator Gene Roddenberry. But to avoid any confusion, please don’t call it the “iPad 3”! It’s the “iPad “or the “Next Generation iPad” thank you very much. When the new iPad landed in retail stores March 16th, I just had to stop by the Apple Store to check it out… here’s a quick summary of what I found:
iPad is Indeed Transformational. From a marketing perspective, the iPad is definitely a Killer Platform to share ideas, broaden existing experiences, organize and engage in consumer conversations, and influence buying decisions and sell a lot of stuff. In short, it’s a marketers’ dream device. The constant challenge though is how to harness the tablet effectively to create impactful, relevant and consumer-actionable campaigns. According to Mobex Director Chris Bourke, “Tablets will grow faster than any public prediction. Brands will wake up and realize that linear, interruptive tablet advertising – the kind that mimics magazine advertising can be so much more.” The iPad currently rules the tablet category by a wide margin with close to 70% market share and those figures should make marketers sit up and take notice- the days when mass-media channels (TV, radio, print) were the go-to medium for reaching consumers with messages about products, brands or services are now over or at least now those messages must be integrated with your mobile devices.
Meeting Our Insatiable Cravings. Consumers want more speed, more flexibility, more portability, more efficiency, more smarts in our devices… along with all the aesthetic qualities that thrill and delight. Does the new iPad deliver? Not surprisingly, it does. At first glance, it’s impossible not to notice the stunning photos, vibrant colors, and crisper text but as I probe a bit deeper it’s the subtle differences that delight, such as an updated camera to make my photo portfolio shine, there’s also a reading light- that’s something my Kindle can’t deliver. With 4G LTE connectivity, the beautiful HD retina display and a longer-life battery, the Next Generation iPad will keep us satiated (at least for now).
Brand Communicates Value Not Price. Emerging from the recession, we consumers are more frugal than ever with our disposable income. That said, when it comes to the Apple brand, all rationale and penny-pinching goes out the window! At a starting price of $499, the cost of the new iPad is still too dear for a lot of people to just run out and buy (let alone stand in line for). Nonetheless, they’re flying off the shelves again at a record pace – why is the Apple brand so irresistible? Well, they’ve certainly packed a lot of value into the small package, but let’s face it: Apple’s marketing wizardry has made just made it irresistible. We consumers have fallen in love with this Killer Platform and it’s ability to fulfill our personal productivity wants, entertainment needs and water-cooler bragging rights! Or maybe, we’re all just victims of a “Vulcan Mind-Meld”!