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