Ronnie05's Blog

Here comes the iPad

Posted in Mobile Devices and Company Updates by Manas Ganguly on January 28, 2010

After Jesus Phone (viz iPhone), the iPad ought to be the Mosses tablet!

After months of speculation and 6 posts later (References below), the iPad finally arrives. Apple seeks to supplement the falling iPod sales with the iPad. Heres the first look at the iPad

Apple Inc CEO Steve Jobs took the wraps off the “iPad” tablet on Wednesday, the 27th January, making a big bet on a new breed of gadgets that aim to bridge the gap between smartphones and laptops. The iPad is Apple’s biggest product launch since the iPhone three years ago, and arguably rivals the smartphone as the most anticipated in Apple’s history.

The iPad turns out to be a cross between the Laptop and a iPhone. The touch-screen tablet-shaped gadget acts as an ¬internet browser, computer, music and film player, and an e-reader that can download and display books and newspapers. With a 9.7-inch screen and weighing just 1.5lb Apple is banking on the device generating massive global demand for a new generation of less costly computers. Prices are expected to start at £309 for the iPad with the smallest memory and WiFi internet connectivity, rising to £513 for the biggest memory model and a faster 3G internet connection. It goes on sale in the US in March accompanied by the debut of a new Apple online shop called iBooks where customers can buy and download “e-books” in the same way as iPod and iPhone users download music from the iTunes store. The books project follows a deal between Apple and major publishers including Penguin and Harper Collins. The iPad has a near life-sized touch-screen keyboard on which users type directly. Objects on screen can be manipulated with fingers, as on an iPhone.

The iPad feature set (from its first looks) is as follows: Apple’s own 1 GHz Apple A4 chip, 16 – 64 GB of Flash storage, Bluetooth 2.1, 802.11n, 10 hours of battery life, Speaker, microphone and 30-pin connector, Fully multi-touch Capacitive screen, 9.7 inch IPS LED backlit LCD, Half an inch thick, Accelerometer and Compass,3G UMTS/HSPDA and GSM/EDGE data (optional), Assisted GPS and Digital Compass (3G version only),3.5mm headphone jack,VGA out support or AV out via dock connector and converter cable.

iPad’s missed opportunities : Doesnot support Multitasking, No Camera, Adapters, ugly thick black lining, multi operator support, No Flash support, Could do better with Augmented Reality

iPad initial thoughts: Great job on pricing, backward compatibility, New UI enhancements but cud have done more with the basic UI

Despite the buzz surrounding the launch and Apple’s storied golden touch on consumer electronics, the tablet is not necessarily an easy sell, analysts say. Consumer appetite for such a device category has yet to be proven, though plenty of devices such as’s Kindle e-reader are vying for that market.

Apple’s task is to persuade consumers that they should buy this “third category” product if they already have mobile phones and laptop computers. Apple’s design and marketing expertise would ensure the iPad was a sure-fire hit with customers. The iPad is essentially a big iPhone but with more functionality so it is a scaled-up iPhone. For the category to succeed, the iPad really needs to capture people’s imagination and act as a catalyst for a whole new ‘pad’ format. The e-reader thing will be quite key because they seem to have been growing more popular since Christmas and with Apple’s competencies in gaining access to content and distribution, this can be a clincher. You don’t bet against Apple anyways.

As iPod sales wane, Apple is looking for another growth engine and hopes to find one in the tablet. But the move is not without risk. Consumers have never warmed to tablet computers, despite many previous attempts by other companies. In an online poll on, 37% of more than 1,000 respondents said they would pay $500-$699 for the tablet. Nearly 30% weren’t interested, while 20% said they would pay $700-$899.Analysts’ sales predictions for the tablet vary widely, with many believing Apple can sell 2 million to 5 million units in the first year.


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Is social media a marketing hyperbole? (Part III)

Posted in Social context, media and advertising by Manas Ganguly on January 28, 2010

Dell is one of the few companies which have driven the social media to their advantage. While such examples are widely acknowledged and appreciated, working out such examples and such business models is tricky.

However, driving social media to one’s advantage isn’t as easy across. The beauty (and the problem) with social media marketing is that it’s a new field. As of now it’s more of an art than a science. I think we just need to see marketing guess/test/refine to find the perfect balance of advertisement and engagement. Also it is important to have the relevant engagement strategy. More often, companies are planning social media for the heck of planning it without a core idea of what they would like the social media to achieve for them. Until a good mix is found we probably will see approaches flounder… when was the last time you clicked on a FB ad?

2009 was also an year of experimentation with Social media launched to drive brands towards perceived relevance. Budgets for most parts were borrowed from other divisions to fund largely experimental programs. In many cases, these Social media programs were introduced without a relevant and integrated strategy and in 84% cases the ROI was not even monitored. In 2010, executives are demanding scrutiny, evaluation, and interpretation. Even though new media is transforming organizations from the inside out, what is constant is the need to apply performance indicators to our work. They want measurable results from social media but the exact implications of social media still evade CMOs.

53% CMOs are unsure about return on Twitter
50% are unable to access the value of LinkedIn.
Source: Bazaarvoice 2009

Most importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook. This may be because of a direct disconnect between social media activity and a clearly defined end game. CMOs must establish what we want to measure before we engage. By doing so, Marketing Organizations can answer the questions, “what is it that they want to change, improve, accomplish, incite, etc?”

Quoting Brian Solis, Social Media expert, principal of FutureWorks and author, observer of Social media trends:
The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve.
Business leaders simply need clarity in a time of abundant options and scarcity of experience. As many of us can attest, we report to executives who have no desire to measure intangible credos rooted in transparency and authenticity. In the end, they simply want to calculate the return on investment and associate social media programs with real-world business performance metrics.

Over the years, our exploration and experience has redefined the traditional metrics and created hybrid models that will prove critical to modern business practices and help companies effectively compete for the future.

Thus 2010 would be the year when Social Media Marketing takes on wings but the flight would need a well charted plan, a clear intent and dimensional details of what the Advertisers want to do in the first place. The greater the clarity on these aspects, the better the focus and the definition, the greater the efficiency for the marketers from social media. Unless it is backed by a strategy, intent and proper metrics, a hyped-up approach to social media will only make it a marketing hyperbole.

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