Rich content media and the Enterprise – the rise and rise of Tablet Publishing

Rich content media and the enterprise the rise and rise of Tablet Publishing
November 2013
Tuesday, 26 November 13

What’s all the noise about?
Enterprise as Publishers
Tablets in Business - Embrace the Opportunities
Re-thinking your tablet strategy
Coles, Harley, Sky One, Adidas


What is Oomph?
Oomph is a versatile tablet and mobile
publishing platform that allows print
and web designers to create and
publish rich media apps for touch
screen devices with absolutely no
programming required.


Why do I need to
care about
tablets?


Smartphones and tablets are
changing the way that we live and
work.
Consumer IT is driving innovation
within the enterprise.
This has profound implications for
organisations and particularly
their communications strategies,
both internal and external.


The Rise and
Rise and Rise
of Tablets

300,000
The number of iPads sold on the first
day they were released in 20101


327M
The total number of tablets globally
20132


795M
The predicted total number of tablets
globally by 20173


1 in 8
people in the world will own a tablet by
20173


76%
The predicted level of tablet
penetration in the Australian Market by
mid 20144


56%
The current level of tablet penetration
in the Australian Market4


3rd
The global ranking of Australia in terms
of tablet penetration5


68%
The iPad market share in Australia4


Device market share in Oz5


2015
The year that tablet shipments will
overtake PCs6


2013
The year that tablets drove more
website traffic than mobile7


88%
the level of media consumption that
occurs on a screen in Australia8


More than one in three minutes is now
spent beyond the desktop8


34%
The percentage of people who spend
more time on tablet than watch TV8


71%
number of Australians use a second
device while they watch TV8


44%
number of Australians use a tablet
while they watch TV8


The Lean Back device:
“12 months ago tablets were
described as the device you look
down at from your television. Now TV is
the device that you look up at from
your tablet.”


It’s a brave new world

So what does this mean
for your organisation?


And what is tablet
publishing?


Consumer Tablet Channel

Consumer
Magazines


Brochures &
Catalogues

Consumer Tablet Channel
By leveraging the personalised, interactive nature of
the tablet, you are able to create an experience
that is quite simply unparalleled through other
channels.


Enterprise Tablet Channel
Corporate
Publications

Development

Retail &

Sales

Kiosk


Training &

Tools

Enterprise Tablet Mobility solutions can deliver a
competitive advantage across a range of activities
including:
• More effective sales, marketing and
communications campaigns
• Faster, more informed decision making capability
• Increased staff productivity and efficiency
• Brand recognition as technological and
innovation leading
• Lower cost of hardware rollout using BYOD


So what’s
happening in the
enterprise?


92%
of Fortune 500 companies were testing
or using iPads by 20119


85%
of current enterprise usage is on iPads,
with Samsung at 7%3


18%
of tablet sales will come from
enterprise by 20173


So what results are
being achieved in
the enterprise?


18%
increase in sales for Aflac Insurance 6
weeks after converting sales material
to iPads10


250
number of hours per year each rep will
save following transition to iPad based
sales material, according to Novartis
CEO Joe Jiminez11


35,000
number of additional customer visits
per year that will enable11


29%
of doctors reported that they more
likely to prescribe a drug after seeing
an iPad based sales pitch11


15%
of online retail purchases came from
mobile last Black Friday12


10%
of online retail purchases came from
iPad last Black Friday12


There’s An
App For That


Native Apps versus Mobile Web
Pros
Native

Web


Cons

Better performance
Ofﬂine capability
Intuitive installation path and ecosystem
Ability to access hardware such as
camera, gyroscope, microphone etc
Easy access via installed App
Targeted messaging via push notiﬁcations

Siloed development - iOS, android etc
Approval process for app store may be
required
Commissions to app store may be payable

One source of code
Direct access
Instant updates
Accessible on all devices

Requires internet access to function
Doesn’t look native across all platforms
Hard to discover app
Potential performance issues
No centralised app store
Limitations on hardware access
Ongoing maintenance for website (hosting
etc)

85%
prefer mobile apps over mobile
websites, based on performance,
speed and convenience14


79%
of users will only try an app once or
twice if it failed to work first time14


60B
number of cumulative app downloads
from Apple app store


375,000
number of iPad specific apps available
in Apple App store14


How do we create
apps that are
relevant, useful and
used?

And the best
thing is - we
can measure it
It’s a blend of brand,
content strategy,
consistency and of
course usability.


So what
about
Strategy?

Building a Tablet Strategy

NEXT

Where
Commercial
return

Strategic
Objectives

What resources do
you have/ need?

Customer
Segmentation &
Targeting

What content,
design, features can
you use, should you
digitise?

What problems
are you solving?
What are your 5-7
key messages?

What channels
should you use?
What are your
competitors doing?

So what’s your value proposition?

What are we doing ?

Consumer at Centre
Business Driver
Implementing a Tablet Strategy
Integrate with the Business

Clear Value Prop
Considered UX
App Build
Marketing/ PR

Optimise & Review
8

Launch parties are a thing of the past


“Designers are
emerging as
the rock stars
of the
technology
world”


Design for the Medium
By understanding how people are using
tablets, in what environment and what
content, enterprise can build content
strategies that embrace cross platform
capabilities.


Key Trends
Mobile Commerce
The balancing act between content and commerce.
Personalisation
Your content, your voice (the company’s data?)
Big Data hits the App world
Analytics help businesses improve spend & targeting
Advertising
More interactivity = greater response
Business Adoption
Consumer toys becoming business tools


7 things you can do to help drive tablet acceleration

1.Take

a consumer centric approach to planning -

and make sure you have budget to reiterate
2.Benchmark your competition
3.Apply a mobile first strategy
4.Invest in talent and resources
5.Understand the power of data
6.Build new ways to drive consumer engagement utility and entertainment
7.Be committed to self education


FIND OUT MORE

CONTACT:

Zachary King
Business Development Manager
email:
phone:

Zachary@OomphHQ.com
+61 2 8039 0508

Lisa Walton
Strategy and Marketing Director
email:
phone:


Lisa@OomphHQ.com
+61 2 8039 0502

References
1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-SellsOver-300-000-iPads-First-Day.html
2. Mary Meeker state of the Internet, Q2 2013. - http://www.kpcb.com/insights/2013internet-trends
3. Global Business and and Consumer Tablet Forecast Update 2013 to 2017 by Forrester
http://blogs.forrester.com/jp_gownder/13-08-02global_business_and_consumer_tablet_forecast_update_2013_to_2017_0
4. Australian Mobile Phone Lifestyle Index, 9th Edition - Special topic: Mobile Retail.
Published by AIMIA
5. Australian Multi-Screen Report Q1, 2013. Nielsen. http://www.regionaltam.com.au/
upload/resources/2013/MultiScreenReport_Q1_2013_FINAL.pdf
6. IDC Press Release 11 September, 2013. http://www.idc.com/getdoc.jsp?
containerId=prUS24314413
7. ADOBE website, March 6, 2013. http://blogs.adobe.com/digitalmarketing/digital-index/
tablets-trump-smartphones-in-global-website-traffic/
8. The New Multi-Screen World - Understanding Cross-platform Consumer Behavior report
by Google, March 2013. http://www.google.com.au/think/research-studies/new-multiscreen-world-australia.html
9. Apple Q2 Results Presentation by Tim Cook, referenced from http://techcrunch.com/
2012/10/23/tim-cook-almost-every-company-in-the-fortune-500-is-testing-anddeploying-the-ipad/
10.AFLAC Press Release June 22, 2011 - http://www.aflac.com/aboutaflac/pressroom/
pressreleasestory.aspx?rid=1576889
11.Pharmalot interview with Joe Jiminez - http://www.fiercepharma.com/story/novartisceo-ipad-saves-time-keeps-reps-honest/2011-03-29
12.IBM 2012 Holiday Benchmark Reports - http://www-01.ibm.com/software/marketingsolutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012benchmark-reports-_-press-release-_-wire-_-text-link
13.Mobile Apps - What Consumer Really Need and Want, by Compuware - http://
offers2.compuware.com/rs/compuware/images/Mobile_App_Survey_Report.pdf
14.Apple Presentation by Tim Cook as reported by Endgagdet website on 22/10/2013
http://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-milliontimes-in-5-days/

Rich content media and the Enterprise – the rise and rise of Tablet Publishing

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