Apple unveils iAd
Apple has revealed details of its new mobile advertising platform, allowing advertisers to run campaigns that “combine the emotion of TV with the interactivity of the web”, as the company targets delivering one billion ad impressions a day. The platform, called iAd, will be pre-installed in the new iPhone 4.0 operating system, set to be released this summer, and will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.
What iAd Won’t Do For Marketers
For online marketers, there is a lot to like about Apple’s mobile ad platform, the iAd: an ad that stays inside the app doesn’t force the consumer to choose between the app or leaving the app to satisfy a passing curiosity about an ad (and guess who usually wins in that scenario).
announced this morning that it sold more than 300,000 iPads on opening day. The comprehensive number includes pre-order pickups, deliveries to channel partners and walk-in sales at Apple Stores. Additionally, customers went home and downloaded more than 1,000,000 apps (oh, it’s on) and 250,000 ebooks.
The underlying problems, things like the lack of multitasking, expandability, the anemic iBookstore
selection–all that stuff has been covered in the initial reviews. It’s something else entirely to actually have an Apple iPad in your hands, playing with it–you’ll discover quirks that only come from use, and the Internet community has been very vocal about them.
Here are some examples of the ways our Most Innovative Companies are taking advantage of Apple’s new tablet.
Even though the iPad looks like an iPhone built for the supersize inhabitants of Pandora
, its ambitions are as much about shrinking our laptops as about stretching our smartphones. Yes, the iPad is designed for reading, gaming, and media consumption. But it also represents an ambitious rethinking of how we use computers. No more files and folders, physical keyboards and mouses. Instead, the iPad offers a streamlined yet powerful intuitive experience that’s psychically in tune with our mobile, attention-challenged, super-connected new century. Instant-on power. Lightning-fast multitouch response. Native applications downloaded from a single source that simplifies purchases, organizes updates, and ensures security. Apple has even developed a custom chip, the A4, that both powers the machine and helps extend its battery life to 10 hours. The iPad’s price puts it in the zone of high-end netbooks: $500 for a basic 16-gig, Wi-Fi-only model.
Before the iPad was launched, most of the information we had about the device was provided by Apple and a few trusted partners. With it now in stores, consumers and business can see for themselves what there is to like about it – and what is missing. For the most part, marketers’ business case for the iPad – eventual large scale adoption because of the Apple name, the promise of iPad apps etc – appears to hold true, according to the numerous reviews that ran this weekend. That said, there are some missing features and functionality with the iPad that should give marketers pause.
- Apple understates iPad demand (go.theregister.com)
- Apple Sold 300,000 iPads on Launch Day. Most Buyers Owned Macs (shoppingblog.com)
- Users experiencing iPad technical issues (infoworld.com)
- Apple sells 300,000 iPads on Saturday alone (network.nationalpost.com)
- Apple sells 300K iPads on first day (seattlepi.com)
- Apple sells 300,000 iPads on its first day in U.S. (mobile.venturebeat.com)
- Apple sells 300,000 iPads in first day (macworld.com)
- iPad Is A Hit: Over 300,000 iPads, Over 1 Million Apps, 250,000 iBooks Sold On First Day (lockergnome.com)
- Apple iPad’s real test still to come (financialpost.com)
- Only 300,000 iPads Sold On Day One, Apple Says (AAPL) (businessinsider.com)
- Weekend Box Office: iPad vs. the iPhone 3G (gigaom.com)
Apple’s tablet will not only act as an e-reader for books, magazines and newspapers, but will play video, games and surf the web underscoring Apple chief executive Steve Jobs’ ambition to carve out a new market. The launch of the tablet is said to have been Jobs’ main focus since he returned to work after a six month medical break. Last month it was reported that Apple had been talking to book publishers about putting their content on an e-book platform.
Skiff Gives E-Reader Market Viable Ad Strategy
Another e-reader device – this time from a major magazine publisher – will hit the market sometime this year. Hearst previewed its new Skiff Reader at this week’s Consumer Electronics Show along with the announcement that Sprint is providing 3G connectivity for the e-reader and will sell it at Sprint retail outlets and Sprint.com.
Analysis: Could a tablet replace your notebook? (macworld.com)
Gorgeous iSlate design guess: reed-thin, button-free (dvice.com)
CES: When did the Tablet become the Slate? (timesonline.typepad.com)
Apple snubs Intel for tablet chips (venturebeat.com)
Microsoft’s Ballmer May Announce Tablet PC Tonight (microsoft-watch.com)
The e-Reader story of CES 2010 (engadget.com)
Skiff Reader to hit CES (ubergizmo.com)
Skiff and Sprint to Preview Skiff Reader at CES (shoppingblog.com)
Hearst-Backed Skiff Challenges Kindle With E-Book Ads, Videos (businessweek.com)
CES2010: Hearst’s Skiff Reader makes play for newspapers, magazines (seattlepi.com)
Skiff takes e-readers to new territory: flexible screens (dvice.com)
Report: Apple tablet coming in January (msnbc.msn.com)
Speculation has Apple tablet arriving in January (thestar.com)
Top Digital Marketing Trends for 2010: Flash, Crowdsourcing, Info-Art
As 2010 fast approaches, digital marketers are gearing up for yet another year of changes that will incorporate both the transformational and the incremental. From the economy’s influence on the burgeoning “do-it-yourself” culture to an increasing reliance on collective wisdom, information-based art, and remote computing, digital experts at Last Exit (via MarketingCharts) have put together the following list of top digital marketing trends they believe will play out in the year ahead.
2010: The Year of the Good Idea
Judy Franks believes that if the industry can begin to look at the media landscape as a whole and less at its parts, and understand the ways in which it is changing, 2010 can still be the “year of the good idea.”
The hype around the iTablet is reaching a fever pitch with the Kindle
increasingly looking like yet another example of Apple
roadkill. If Apple
can consume 32% of the profits in the mobile phone biz in less than three years, it should be no problem to swallow the nascent e-reader business in one quick bite. No sooner had Jeff Bezos
graced the cover of Fast Company than the Kindle was pronounced dead by the digiterati (actually, it was “Kindle in Danger of Becoming E-books’ Betamax
,” according to Brett Arends in the Wall Street Journal
). With competition for e-readers heating up, will Jeff be able to defend his walled garden from rivals inside and outside the category that he built?
Palm Pixi v iPhone
Palm‘s Pre was heralded as a potential iPhone-killer well ahead of its launch, but in the end it didn’t quite deliver. Its performance was slightly ahead of the iPhone 3G, but lagged behind Apple’s revamped iPhone 3GS (aided in part by Apple’s enhanced iPhone firmware which works on all its smartphones). Then we heard rumors that Palm was working on another webOS phone, but it had possibly been delayed due to poor Pre sales. That phone was codenamed Eos and Pixie, and it’s turned out to be the new Palm Pixi–a candybar phone with much simpler design than the Pre. So much simpler, in fact, that it’s probably fairer to compare the Pixi’s performance to the older iPhone 3G–which is still on sale, and is Pixi’s closest competitor. Pixi’s less capable than the Pre, and priced more cheaply, and it makes even more sense.
Report: Steve Jobs concentrating on tablet (news.cnet.com)
Steve Jobs is Hard at Work on Apple Tablet (shoppingblog.com)
Analyst: iPhone secure against competitors, AT&T not so much (venturebeat.com)