Rich content media and the enterprise - the rise and rise of Tablet Publishing

November 2013

Tuesday, 26 November 13

Tablets in Business - Embrace the Opportunities

Re-thinking your tablet strategy

What’s all the noise about?

Enterprise as Publishers

Coles, Harley, Sky One, Adidas

Tuesday, 26 November 13

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.

Tuesday, 26 November 13

Tuesday, 26 November 13

Why do I need to care about

tablets?

Tuesday, 26 November 13

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.

Tuesday, 26 November 13

The Rise and Rise and Rise

of Tablets

Tuesday, 26 November 13

300,000The number of iPads sold on the first

day they were released in 20101

Tuesday, 26 November 13

327MThe total number of tablets globally

20132

Tuesday, 26 November 13

795MThe predicted total number of tablets

globally by 20173

Tuesday, 26 November 13

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

20173

Tuesday, 26 November 13

76%The predicted level of tablet

penetration in the Australian Market by mid 20144

Tuesday, 26 November 13

56%The current level of tablet penetration

in the Australian Market4

Tuesday, 26 November 13

3rdThe global ranking of Australia in terms

of tablet penetration5

Tuesday, 26 November 13

68%The iPad market share in Australia4

Tuesday, 26 November 13

Device market share in Oz5

Tuesday, 26 November 13

2015The year that tablet shipments will

overtake PCs6

Tuesday, 26 November 13

2013The year that tablets drove more

website traffic than mobile7

Tuesday, 26 November 13

88%the level of media consumption that

occurs on a screen in Australia8

Tuesday, 26 November 13

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

Tuesday, 26 November 13

34%The percentage of people who spend

more time on tablet than watch TV8

Tuesday, 26 November 13

Tuesday, 26 November 13

71%number of Australians use a second

device while they watch TV8

Tuesday, 26 November 13

44%number of Australians use a tablet

while they watch TV8

Tuesday, 26 November 13

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.”

Tuesday, 26 November 13

It’s a brave new worldTuesday, 26 November 13

So what does this mean for your organisation?

Tuesday, 26 November 13

And what is tablet publishing?

Tuesday, 26 November 13

Consumer Tablet Channel

Consumer Magazines

Brochures & Catalogues

Tuesday, 26 November 13

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.

Tuesday, 26 November 13

Corporate Publications

Training & Development

Retail & Kiosk

Sales Tools

Enterprise Tablet Channel

Tuesday, 26 November 13

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

Tuesday, 26 November 13

So what’s happening in the enterprise?

Tuesday, 26 November 13

92%of Fortune 500 companies were testing

or using iPads by 20119

Tuesday, 26 November 13

85%of current enterprise usage is on iPads,

with Samsung at 7%3

Tuesday, 26 November 13

18%of tablet sales will come from

enterprise by 20173

Tuesday, 26 November 13

Tuesday, 26 November 13

So what results are being achieved in the enterprise?

Tuesday, 26 November 13

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

to iPads10

Tuesday, 26 November 13

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

CEO Joe Jiminez11

Tuesday, 26 November 13

35,000number of additional customer visits

per year that will enable11

Tuesday, 26 November 13

29%of doctors reported that they more

likely to prescribe a drug after seeing an iPad based sales pitch11

Tuesday, 26 November 13

15%of online retail purchases came from

mobile last Black Friday12

Tuesday, 26 November 13

10%of online retail purchases came from

iPad last Black Friday12

Tuesday, 26 November 13

There’s An App For That

Tuesday, 26 November 13

Native Apps versus Mobile Web

NativeBetter performanceOffline capabilityIntuitive installation path and ecosystemAbility to access hardware such as camera, gyroscope, microphone etcEasy access via installed AppTargeted messaging via push notifications

Siloed development - iOS, android etcApproval process for app store may be requiredCommissions to app store may be payable

One source of codeDirect accessInstant updatesAccessible on all devices

Requires internet access to functionDoesn’t look native across all platformsHard to discover appPotential performance issues No centralised app storeLimitations on hardware accessOngoing maintenance for website (hosting etc)

Pros Cons

Web

Tuesday, 26 November 13

85%prefer mobile apps over mobile

websites, based on performance, speed and convenience14

Tuesday, 26 November 13

79%of users will only try an app once or

twice if it failed to work first time14

Tuesday, 26 November 13

60Bnumber of cumulative app downloads

from Apple app store

Tuesday, 26 November 13

375,000number of iPad specific apps available

in Apple App store14

Tuesday, 26 November 13

How do we create apps that are

relevant, useful and used?

It’s a blend of brand, content strategy,

consistency and of course usability.

And the best thing is - we can measure it

Tuesday, 26 November 13

So what about

Strategy?

Tuesday, 26 November 13

Tuesday, 26 November 13

Strategic Objectives

Commercial return

Customer Segmentation &

Targeting

What problems are you solving?

What are your 5-7 key messages?

What resources do you have/ need?

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

digitise?

What channels should you use?

What are your competitors doing?

Where

Building a Tablet Strategy

NEXT

So what’s your value proposition?

Tuesday, 26 November 13

What are we doing ?

8

Consumer at Centre

App Build

Considered UX

Business Driver

Clear Value Prop

Marketing/ PR

Implementing a Tablet StrategyIntegrate with the Business

Optimise & ReviewTuesday, 26 November 13

Launch parties are a thing of the past

Tuesday, 26 November 13

“Designers are emerging as the rock stars

of the technology

world”

Tuesday, 26 November 13

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.

Tuesday, 26 November 13

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

Key Trends

Tuesday, 26 November 13

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

7 things you can do to help drive tablet acceleration

Tuesday, 26 November 13

CONTACT:

Zachary KingBusiness Development Manager

email: Zachary@OomphHQ.comphone: +61 2 8039 0508

Lisa WaltonStrategy and Marketing Director

email: Lisa@OomphHQ.comphone: +61 2 8039 0502

FIND OUT MORE

Tuesday, 26 November 13

1. Apple Website - http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html

2. Mary Meeker state of the Internet, Q2 2013. - http://www.kpcb.com/insights/2013-internet-trends

3. Global Business and and Consumer Tablet Forecast Update 2013 to 2017 by Forrester http://blogs.forrester.com/jp_gownder/13-08-02-global_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-multi-screen-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-and-deploying-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/novartis-ceo-ipad-saves-time-keeps-reps-honest/2011-03-29

12.IBM 2012 Holiday Benchmark Reports - http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2012.html?cm_mmc=holiday2012-benchmark-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-million-times-in-5-days/

References

Tuesday, 26 November 13