Despite its detractors, Apple’s iPad has lead the way in creating demand for tablet devices. Melita Shelley, head of user experience, Pod1, takes a look at what the future holds for what Steve Jobs calls ‘third category’ devices…
When the iPad launched earlier this year, many were keen to voice an opinion on its value as a new technology tool, suggesting that despite its sleekness it had the air of the emperor’s new clothes about it. Yet even more were eager to shout about its potential for brands and publishers, citing it as the next major media platform.
So, after the first few months how have we progressed?
At first glance, some might argue that the take-up has been rather slow. Despite early demographic data suggesting a niche audience of affluent and early adopters (typical of any new technology), there is no doubt that many brands have given a nod to the significant positive impact that tablet technology could have on how users interact with their brands.
For retail brands in particular there have been predictions that tablet devices will not only improve customers’ browsing experience, but also that the portable nature of the device will open a wealth of opportunities to improve the in-store experience.
Some people may find this hard to get their heads round, but there is an opportunity to provide a platform from which more engaging methods of customer service can be offered. For example, imagine being given a tablet device that will guide you through a store highlighting key product features and information along the way, possibly even suggesting items you might like based on your previous purchases – that’s pretty amazing.
For now, however, while it may seem that some brands are not catching on fast enough (I read an article recently that slammed certain luxury brands because the sites weren’t viewable on the iPad) I don’t believe this is the case.
For example, Condé Nast last month its plans to launch iPad apps for leading titles Wired and Vogue, with GQ and Brides soon to follow. US apparel company Sullen also announced recently the launch of an iPad catalogue application, the first brand to do so, which is rather surprising for a relatively minor company (although on closer reading it seems that having some friends over at Apple may have helped).
Behind the scenes, brands are striving to achieve cross-channel maturity, and the iPad and future tablet devices will most definitely be viewed as complementary to existing mobile and cross-channel strategies.
The existing mobile landscape is already a complex creature. Having had a rather bumpy start, smart phone apps have given the sector more tangible credibility as a marketing channel. But one where measuring ROI can be tricky as using pure sales metrics may not be a true measure of success.
Similarly tablet devices are another source of confusion for many brands, while they consider how best to approach it. But as with mobile, it may cause a couple of false starts for some and at the very least prove to be a catalyst for others to take a step back and ask themselves how their consumers want to interact with them. The point is, the focus will be on the user, not the device, and that can only be a good thing.
By Melita Shelley
Head of User Experience
Pod1www.pod1.com
