Tablet Strategies for Business - steps to consider; Keith Ahern, CEO of Oomph keynote presentation at the Tablet Wars event in Sydney 25th August 2011. Insights into Pc vs Tablets, iPad vs, Android, web apps vs native apps, web like vs magazine like apps, paid apps vs free apps. For more information about Oomph Simply Smart Tablet Publishing, contact OomphHQ.com.

1. Tablet Strategies for Business - steps to consider
Keith Ahern
CEO Oomph, a division of Mogeneration

2. Props to John Butterworth @ AIMIA
#TabletWars @OomphHQ

5. #1 Magazine & #1 National Newspaper
Powered by Oomph

6. Amazon - most wished for (USA)

7. The Tablet Wars
•PC vs. Tablet
•iPad vs. Android vs. Playbook vs. TouchPad
•Web Apps vs. Native Apps
•Web like vs. Magazine like
•Paid vs. Free
#TabletWars @OomphHQ

8. Typical Early Adopters
• Men aged 18-35
• Gamers, tech heavy
• Show off factor,
bragging rights

9. Typical Tablet early adopters
• Balance of female and male
(60-70% male)
• Internally CEO’s driving uptake
more than technologists

10. Tablets are not about technology,
they are creating new ways to
communicate.
• 2-3 tablets per household by 2014
• What does this mean for education?
• What does this mean for businesses reaching new and exiting
customers?

11. Tablet Users...
• Use a desktop/laptop less after getting a tablet
• 28% said a tablet is their primary computer
• 43% use a tablet more each day than their PC
• Watch less TV
• Read less print
Various sources: PwC, Google Survey

12. Tablets and productivity
• People will move off a ‘real computer’ if there is a gain in:
• Convenience - portable, current trend towards smaller
laptops
• User Experience - task oriented apps, auto saving
• Productivity - instant on, ubiquitous internet, low
maintainence
• PCs are trucks, tablets are cars.

13. Tablets and productivity
• I’ll never write a 20 page report on a tablet.
• I’ll never edit a financial forecast on a tablet
• I’ll never create a killer presentation on a tablet

14. Tablets and productivity
• I’ll never write a 20 page report on a tablet.
• I’ll never edit a financial forecast on a tablet
• I’ll never create a killer presentation on a tablet
I estimate “Never” to be 3 years

15. I’ll never edit a financial forecast on
a tablet
• Spreadsheets start with the best of intentions
• ...then you add more data
• ...then you buy a 24” monitor
• ...then add more sheets for different views of
your data e.g. dashboard
• ...then you add scenarios..
• ...then you link multiple sheets...

16. I’ll never edit a financial forecast on
a tablet
• Imagine a touch based spreadsheet
• zoom in for detail, out for summary
• zoom in to see formulas
• zoom out to see a dashboard view
• enter formulas by tapping on cells and
ranges
• swipe left and right to move through
scenarios...

17. Tablets will
become an
essential part of
your business

18. Business Benefits
of Tablets
• extend your brand
• new revenue models
• engage with your audience
in new and exciting ways
• manage and control
information flow
• ability to listen, learn &
optimise

19. A new world where
Brands = Publishers = Developers

20. Tablet apps can bring together the best design
features of TV and print, the rich interactivity of
digital and the personalisation of touch – all in a
trackable medium.

21. Building a tablet strategy
1) iPad, Android, Playbook,
WebOS
2) Native apps vs web apps
3) Bespoke or platform approach?

22. iPad vs Android/Playbook etc
• At the moment, the consensus is, there is an iPad market, not a
tablet market.
• Why haven’t android tablets taken off like android phones?
• carriers, high prices and lousy & hardware/software
• Android will be a significant player, perhaps not for 1-2 years
• Cross platform publishing - seperation of content &
presentation

23. Web app (HTML5) vs. Native app
• The whole web vs. native app discussion solution depends on
several factors
• Do you have in house web or native app resources? Do they have
capacity?
• Does your app have complex business rules e.g. banking?
• Does your app have content not allowed in an app store?
• Do you think you can make more money bypassing an app store?
• Is app store discovery important to you?

24. Web app (HTML5) vs. Native app
• Truly great HTML5 experiences are still rare because:
• Authoring is hard
• Cross platform is still a problem (not all webkits are equal)
• Commerce is harder than with an app store
• By definition web app capabilities will always lag behind native app
capabilities. (to put it another way, native apps can do everything
a web app can do because they can ‘embed’ web apps)
• Hybrid apps are popular - play to each technologies strengths
• HTML5 for page layout, leverage existing CMS
• Native app for offline, app store presence/commerce, push
messages, ‘slickness’
• This is what we do

25. Bespoke vs Platform approach
Generic App Dev Specialist
Bespoke
Platform App Platform
creative control 100% 75% 90-95%
limited, lowest common
features all targetted
denominator
cost high low low
updates $$ $ 0-$
coders, designers, depends e.g. designers,
production resources UX
coders, designers, UX
journalists
focused: analytics, ad
added value $$ varies: analytics networks, dashboards,
‘off the shelf’ solutions
Oomph, Woodwing,
companies Tigerspike, off shore Flash/Air, Titanium
Mobile Roadie

26. Paid. vs. Free
• Web
• Paid content is as rare as the HP Touchpad
• Apps
• Consumers far more willing to pay
• games, freemium model
• magazines
• news - still a difficult sell

27. Web like vs. Magazine like
• “The web is ugly” - every print designer on the planet
• “I love flipboard” - most iPad users on the planet
• “Gourmet Traveller is the #3 best iPad magazine in the world” - international
magazine association
• Magazine like:
• Better ad placement, full screen ads (remember there is deeper engagement
on tablets - more likely to interact with ads and spend a long time in apps)
• More white space - more pleasant reading experience
• Less templated, when you flip a page you can capture the readers attention
with strong design.

28. DEMOS

29. Why do we care?
• Oomph is passionate about helping our customers create
world class tablet apps
• Find out more @ oomphhq.com

30. The market is booming
The customers are calling
The hardware is awesome
It’s an opportunity to personalise
capitalise, inspire, captivate
What are you waiting for?