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Quick Take with Bryon Morrison: iPad Mini Impact On Brand s & Marketing

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Quick Take with Bryon Morrison: iPad Mini Impact On Brand s & Marketing

While Apple prepares to unveil a new, smaller iPad on October 23, our own industry expert shares insights on what it will bring to the marketing table.


  Bryon Morrison | President of Wireless Marketing

What impact will the iPad Mini have on brand s and  marketing?

Everyone has watched in awe as Apple and  its ecosystem has completely enveloped the mobile industry and  they’ve done so after countless competitors had tried and  failed. This new device will continue to grow and  lock in more users. If a company isn’t tailoring an acquisition and  utility strategy against the Apple Ecosystem audience, they’re operating in a 2006 marketing world. Regardless of your target demographics, they’re likely in that mix and  are likely your most valuable customer. This new device will give just another reason for those who have postponed an Apple device purchase to make the leap and  get sucked into iTunes, Passbook, iTV, and  other fantastic Apple services that “will change your life.” How many times have you heard that from new Apple users?

All of this underscores the importance of a brand  having a “mobile first” omnichannel strategy. Today, there’s a need to develop a consistent experience across all channels and  as more products like the iPad Mini hit the market, we’ll be forced ensure that lowest common denominator is met and  provides a decent brand  experience. A sound mobile strategy or larger communication strategy are table stakes for brand s to be successful in this environment.

Of course, we’re still defining the role of each device. When Apple launched the iPhone, it was one of the first true examples of technology convergence that was notable. Now, as we evolve in our usage of these mobile devices and  their uses expand  we are returning to a state of divergence. All the people that said tablets would fail have been discredited, because consumers are proving they need a “lean back” device which the mobile phone and  the laptop did not provide. Now the question becomes, what role will the larger than phone, smaller-than-tablet “crossover” devices play? We have definitely seen varying user states between Laptops, Tablets and  Mobile Phones, but this device could be the one that begins to cannibalize instead of being additive.

This is just the beginning and  great marketers need to be prepared for the next big wave of change before they are swallowed up in it. Natural User Interfaces (NUIs), Digital Signage Integrations, wearable technologies and  other advances are at a tipping point. The work that brand s put into planning and  executing against multiple devices and  multiple uses will make these further adaptations very manageable instead of overwhelming and  paralyzing.

So, yes, companies should be applying time to this new device for several of the reasons stated above. But, all that said, if a company’s mobile strategy is defined by every new device that rolls out then they’re really missing the boat. And, if they didn’t miss the boat entirely, they are at best a massive cruise ship being pulled around the world by a tug boat.

Follow Bryon Morrison on Twitter   @BryonMorrison