Mock as you will Apple’s new “magical” device, but the iPad – and soon-to-be derivative products – presents several new opportunities for brands as the mobile tablet space takes shape.
Even though it may not be the perfect device some critics expected, the iPad takes a new perspective on the tablet. Yes, it looks and feels like a hormone-injected iPod Touch, after all it has those exact same application icons, but this is a major change for the tablet space for several reasons:
- It’s not a laptop, it’s a tablet – Rather than cutting the keyboard from a regular OS, as most tablets are wont to do, the iPad instead uses the iPod Touch functionality proven to work for touch-screen users’ big, ugly fingers.
- A real display, and real speed to match – Most tablets have big, ugly, slow processors to match low resolution screens. With a full HD display, an efficient processor and a touch screen that feels organic, the iPad has the hardware advantage.
- A pre-loaded App Store – As with most Apple products, the magic of the iPad is in the software. It will leverage the 130,000-app App Store built for iPhone and iPod Touch users, and made it simple for app developers to upgrade their apps to the tablet space.
The iPad’s main benefit, particularly for marketers, is that it has laid ground for a new world of mobile applications, ads and websites that can display large, intricate brand experiences.
As we’ve seen happen with iPhone and other slate smartphones, on-the-go will become the primary surfing space for iPad users. These users will need much deeper, more functional websites than those we tend to think about for on-the-go users; they’ll be built for extended web usage, while still needing to live in the touch-screen world.
All this isn’t to say that iPad users should be treated exactly like normal desktop users. With the lack of file storage, Flash, and propensity to be on the go, we still need to consider use cases specific to users of the iPad and other tablets that are surely to emerge upon Apple’s success.
A few rules on how brands might ease into this space:
Be location aware
With devices connected to cell towers, we have the ability to target any mobile users’ location within a reasonably tight range. Marketers should build location-specific messaging into their content to improve the iPad users’ experience.
Include long-form content
Without the limitations of the small screen, iPad users will be more likely to engage and stay engaged with an experience on the web.
Remember, it’s touch screen
Lists of small links, long text fields on websites that work with a mouse and normal keyboard won’t work here. Consider new and innovative ways to cater your features and functionality to touch-screen users.
While it’s still in its early stages, most of the influence of the iPad is still yet to be seen. What else do you think the iPad means for mobile?
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