Ipad Marketing Plan
Ipad Marketing Plan
Table of Contents
I. Executive Summary
II. Company Description/History
III. Strategic Focus and Plan
IV. SWOT
V. Product Market Focus
VI. Marketing Program
VII. Financial Data and Projections
VIII. Implementation Plan
IX. Evaluation and Control
Executive Summary
The iPad is a strategic play by Apple to dominate the online publishing and distribution ecosystem from its own device-centric platform. It contains two significant innovations:
* First, as you might expect from Apple, the user interface has been developed above and beyond that of a PC / netbook to enhance the intuitive experience of reading online.
* Second, is that the iPad presents business model opportunities to the content industry, especially publishers and gamers. Apple is offering an alternative to the de-facto advertising funded web business model and this may be its most powerful innovation.
Apple’s business model is based on pushing the value chain towards the device, while processing transactions at marginal profitability for upstream content providers. The worrying aspect for telecoms operators is, at the launch stage at least, that the connectivity proposition above and beyond Wi-Fi appears to have been added as an afterthought.
The challenge for the telecoms industry is where to play in this ecosystem in a way that integrates more effectively with the user experience, and creates more compelling and value-adding propositions for content creators, publishers, aggregators, and end-users. Our team believes the iPad will have slow-burn appeal, initially to the existing Apple brand fan base, and competes most directly at this stage with the upper tiers of the netbook market. Noted commentator and comedian Stephen Fry sums up the iPad as ³a transformative device. You only really get it when you get your hands on it. If he is right, the device and its business model may prove to have much wider appeal in the long term.
3G pricing
$130 for a
Table of Contents
I. Executive Summary
II. Company Description/History
III. Strategic Focus and Plan
IV. SWOT
V. Product Market Focus
VI. Marketing Program
VII. Financial Data and Projections
VIII. Implementation Plan
IX. Evaluation and Control
Executive Summary
The iPad is a strategic play by Apple to dominate the online publishing and distribution ecosystem from its own device-centric platform. It contains two significant innovations:
* First, as you might expect from Apple, the user interface has been developed above and beyond that of a PC / netbook to enhance the intuitive experience of reading online.
* Second, is that the iPad presents business model opportunities to the content industry, especially publishers and gamers. Apple is offering an alternative to the de-facto advertising funded web business model and this may be its most powerful innovation.
Apple’s business model is based on pushing the value chain towards the device, while processing transactions at marginal profitability for upstream content providers. The worrying aspect for telecoms operators is, at the launch stage at least, that the connectivity proposition above and beyond Wi-Fi appears to have been added as an afterthought.
The challenge for the telecoms industry is where to play in this ecosystem in a way that integrates more effectively with the user experience, and creates more compelling and value-adding propositions for content creators, publishers, aggregators, and end-users. Our team believes the iPad will have slow-burn appeal, initially to the existing Apple brand fan base, and competes most directly at this stage with the upper tiers of the netbook market. Noted commentator and comedian Stephen Fry sums up the iPad as ³a transformative device. You only really get it when you get your hands on it. If he is right, the device and its business model may prove to have much wider appeal in the long term.
3G pricing
$130 for a
References: Apple Inc.(2010). Bogarty, S. (2010, March 26). Retrieved September 23, 2010, from NPD.com: http://www.npd.com/press/releases/press_100326.html Retrieved September 23, 2010, from CNNMoney.com: http://tech.fortune.cnn.com/2010/02/13/apples-10- Hope, D. (2010, April 26). Retrieved September 23, 2010, from iPad News Daily: http://www.ipadnewsdaily.com/the-year-of-the-tablet- Retrieved September 23, 2010, from Fredericksburg.com: