Apple Tablet Computer for EducationMarketing Assessment ProjectES2-A2

Introduction, Goals and Research ApproachMikhail Turilin

Tablet Computer

Why education?

Why Apple?

http://www.systemshootouts.org/mac_sales.html

Growing market momentum

Revolution experience

Apple Tablet

iPhone 2006

Goal #1 How can education process benefit from

tablet computer?

What impact could Apple brand have on the education

market?

Any other ideas?

Apple Tablet Computer

Education Market

Goal #2Features?

Pricing?Users?

Product line? Scenarios?

Barriers?

Success factors?

Secondary Data Analysis

Focus Group 1

Survey 1 Focus Group 2

Survey 2Apple Tablet PC

Education Market

Goal #1 Goal #2

ES2-A2Research Approach

Secondary Data AnalysisAngela Chen

History

1994 1998 2002 2007

Tablet PC technology chasm

Innovators

Early

Adopters

Early

Majority

Late

Majority

Laggards

Tablet PCsSm

artp

hone

s

MP3 players

Laptops

Desktop

Chasm

© Geoffrey Moore

Influencers

Apple iPhone

HP Touchsmart tx2

Axiotron Modbook

Current Applications

Outdoor Industry

Medicine Graphics

Benefits for education

Education experts opinion:

Create multimedia content: record voice and stylus interactions

Grading: erasing and rewriting comments

Lecture: switch between presentation and white board

Remote team work: internet learning sessions and group assignment

Focus Group 1Frederic Dumazert

Review of the objectives following the market research

Understand the trend of the TPC market

Understand the potential of TPC in the education process

What role can Apple have on this market

Marginal market share concentrated on vertical markets

Countless application exemples

Notebook trend

Iphone success

Can the role of TPC in education increase the

market share

Why?

Impact of mobility trend

Impact of IPod like touch

screen

Role of Apple’s Brand equity

Focus group 1Getting experience

4 participants

Homogeneous group

General conversation without mention of TPC from the moderator

General start with the use of IT in HEC

Answers focused on network, cloud computing and value of the electronic content stored.

Use of computer for assignments and note taking

PC are not convenient to write assignments and to read content.

Importance of Mobility, link between notebook and Iphone

Mobility is more function of the network than the device used.

Iphone and notebook are different products.

Potential usage of Tablet PC

Negative feeling towards stylus

Could help to build more convenient applications

Need of a “break”

Review of the objectives

Understand the trend of the TPC market

Understand the potential of TPC in the education process

What role can Apple have on this market

Marginal market share concentrated on vertical markets

Countless application exemples

Notebook trend

Iphone success

Can the role of TPC in education increase the

market share

Why?

Impact of mobility trend

Impact of IPod like touch

screen

Role of Apple’s Brand equity

Survey 1Frederic Dumazert

I don’t want to buy another TPC 1 17%

I don't mind to go back to a normal laptop 2 33%

I would definitely purchase another TPC 3 50%

Electronic survey 1/2IF YOU ARE A TABLET PC USER, what would be your choice if buying a new Laptop:

IF YOU ARE AN IPHONE OR IPOD-TOUCH user (or other touch screen device), is using a the touch screen created the need to use a tablet PC?

Using this Apple product doesn't change my expectations towards my laptop.

22 41.5%

May be some of the touch features of the IPhone/ITouch would be convenient on my laptop.

22 41.5%

After using iPhone/iTouch I think that my laptop needs a touchscreen.

9 17%

Electronic survey 2/2IF YOU DON'T USE ANY TOUCH BASED DEVICE, Would you be interested in buying a TPC?

Would you trust Apple to create useful applications using touch screen technology?

9%

63%

28%

Not at all interestedMay be interestedReally interested

81%

16%3%

No, I would not trust AppleMay beYes, I would trust Apple

First conclusions

Understand the trend of the TPC market

Understand the potential of TPC in the education process

What role can Apple have on this market

Marginal market share concentrated on vertical markets

Countless application exemples

Notebook trend

Iphone success

Can the role of TPC in education increase the

market share

Why?

Impact of mobility trend

Impact of IPod like touch

screen

Role of Apple’s Brand equity

Focus Group 2George Philip

Focus Group 2 - The Apple Tablet Laptop?

FG1 established a clear need for more mobility access, iPod Touch like features, new applications and features for Education market

Is there a place for Apple in this tablet business?

What is the general perception of Apple and expectations from them for such a product?

What else is needed to make a clear and strong entry and presence in this market?

FG2 - Composition, Ground Rules & Discussion guideline

Group composition: 7 members (4 men, 3 women; 3 expert users, 4 normal/intermediate users; 4 Mac & 3 PC users; India - 2, US - 2, Latin America - 1, Asia - 2)

2 Moderators: 1-Structured questions, 2-Exploratory & Context based questions

Discussion Outline: Usage scenarios, Product features, Apple brand perception, Additional needs & Pricing

FG 2 - Tablet Concerns, Drawbacks & Needs

Need better support for sharing & collaborating with

multiple input types

Multiple input types not supported on leading

productivity applications

Risky - Since back-up features seem complicated

& expensive

Converting Hand-writing to regular text - OCR

Tablets are significantly underpowered & need more

storage capacity

Most tablets are significantly overpriced

Most tablets are not stylish nor sturdy

Need 1 portable device for all needs. Synchronizing

multiple devices not favoredTablets need to be more

Reliable

Need better ways to organize all different content

Need new and more powerful software to enable seamless content creation

More ways to create & share content

Focus Group 2 - Idea Board

Product Features

Usage Scenarios

Apple Brand

Pricing

Free-hand Drawing

Hand-written Notes

Productivity On-the-go

Multiple types of inputs

Non-traditional scripts

Organized notes

Synchronized content

Easy content creation

Finger-based input

Stylus input

Collaborated working

Automated back-up

Aesthetic Appeal

Power & Performance

Optical Character Recog.

More App./Tool Support

Clear Brand Identity Positive Market Reaction

Premium for Apple Tablet Feature Premium +200€

Focus Group 2 - FindingsNeed for seemless easy-to-use mobile content creation with hand-written, typed, voice, image, video, graph with bundled OCR and supported by all leading commercial productivity applications

General market perception of Apple as being more stylish and the Mac as a more reliable and easy-to-use operating system and hence an overall positive outlook on Mac tablet laptop.

Most significantly, most people feel that in the future there will be no tablet PC, just tablet features as extension to Apple-Mac laptops and hence price premium should be minimal or not at all.

Survey 2Joanna Wright

Survey #2

The Apple Brand is the Key

Ideal product - no conjoint analysis

Focus on 2 of the 4 P’s- Price and Product

Sample

Questions

AppleTablet Computer

2.Price

1.Weight

3.Display size

4.Features5.Light version

7.Scenarios

6.Power version

8.Barriers

Results

(Q1) Weight: 1.39 kg

(Q2) Price: 1161 €

(Q3) Display size: 13.3”

(Q4) What features of the Tablet Macbook are required or preferred?

0%

17.5%

35%

52.5%

70%

Camera Cell modem Water Durable Video phone Scanner DVD

Not necessary Required Preferred

(Q5) Would you pay extra 300 EURO to faster Tablet Macbook with hard drive higher capacity?

Don’t know33%

Yes36%

No31%

(Q6) Will you pay extra 400 EURO for slightly slower Tablet Macbook that weight 40% less?

Don’t know20%

Yes14%

No66%

(Q7) For what purpose could you use Tablet Macbook?

0%

25%

50%

75%

100%

Note taking Blackboard Sharing Content Creation Reading Internet DVD

Never Often Not often

Interpretation of Results

Ideal Macbook Tablet:

Camera, Durability and DVD

Sand and Water Protection, GPS and Cellular Modem also somewhat interesting

Usage: Note taking, Blackboard, Content Creating,

Reading, Internet and DVD

More Power

ConclusionsMikhail Turilin

Tablet Computer is good for education

ManyScenarios

UserEnthusiasm

Touch-screenConceptApproval

Better design

Better usability

Full life-cycle vs features

Breakthrough

Apple brand is essential

Tablet Computer must be main (single) computer

Students don’t want to sacrifice any laptop features

Students need keyboard

Students will watch video and DVD

Existing software is not enough

What we found:

MacBook Tablet

Product Line

Feature Macbook Tablet Macbook Tablet Pro

CPU Standard High performance

Hard disk drive Standard Bigger capacity

Display 13.3”13.3”Weight 1.8 kg*1.8 kg*

Features

CameraDurable

Video phoneDVD

CameraCellular modemWater protected

DurableVideo phone

Blue-Ray

Price € 1199 € 1599

... one more thing

Apple iNote

Note Taking Search Handwriting

Pictures

Formulas

“Notebook”metaphor

Spreadsheets

Success Factors

All features built-in - can be used as standard computer

Default touch-screen capabilities will create market for handwriting software

Having touchscreen by default will break “uncertainty” barrier and prove that technology is mature enough for mass market

Mac Tablet PC will outperform Windows-based Tablet PCs in in 1 year

Questions?