With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users. From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business. Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.

1. The Executive’s
Guide to iPad for
Business
James Thomson
SmartCompany.com.au
Brian Giesen
360° Digital Influence, Ogilvy

2. James Thomson
Editor
SmartCompany.com.au

3. Speaker
Brian Giesen | @bdgiesen
Regional Director, Sydney
Ogilvy 360°Digital Influence

4. iPad for Business
Presented by Ogilvy 360°Digital
Influence
16 June 2011
Confidential 16/06/2011

5. Twitter Hashtag
#iPad4biz

6. The iPad landscape

7. More than 17 million
iPad/iPad2 units sold
worldwide
Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/

8. 8% of online Australians
own a tablet device
Source: Nielsen Online, Lillian Zrim

9. In U.S., 500,000 iPad2’s sold on
the first day, 70% to new users
Source: ipadforums.net, Reuters

10. On March
25, iPad2
went on
sale in
Australia,
selling out
within
hours
Source: International Business Times

11. Market Growth of Tablets
242.3
Million
Sydn
sold in
2015
ey
19.7
Million
sold in
2010
Source: isuppli.com, itp.net

12. 87% of iPad owners use it every day
35% 39%
Source: btrax

13. iPad Statistics
15 59 90
15MM iPad already 90% tablet
units sold available in market
in 2010 59 countries share
Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com

14. iPad in the Enterprise
50
50% of Fortune
80
80% of Fortune
100 using iPad 500 deploying or
commercially piloting iPad
Source: zdnet.com, dashboardinsight.com

15. 10 10 bn
App Economy
8
Available Apps
400
Thousand
200
6
Downloads (Billion)
0
Jul-06 Jan-07
Apple Android
4
2
0
0 1 2 3 4 5 6 7 8 9 10
Quarters after launch
Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
Apps iTunes

16. Nearly half of mobile traffic occurs on iPad
Mobile Traffic Report from Forrester Retail
Site
10.3%
iPad
iPhone
iPod Touch
45.5% Droid
Blackberry Tour
Blackberry Onyx
Samsung Moment
33.1%
Other Mobile
Source: Forrester, February 2011

17. Mobile share of web use on the rise
Visits to Business Insider From Mobile Devices
(Share Of Mobile Visits Per Device)
60%
50%
iPhone
40%
30%
Android
20% iPad
10% Mobile Share of Total Visits
iPod
Blackberry
0%
July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11
Source: Business Insider, May 2011

18. iPad users’ perception of mobile advertising
• More receptive to ads than other device users
• Enjoys interactive ads
• Looks more at ads with video
• Appreciates innovative advertising methods
• More likely to make a purchase after viewing an ad
Source: The Nielsen Company

19. Brand websites that break on the iPad
Source: btrax

20. Who is using the iPad?

21. Businesses incorporate the iPad in various ways
Utility Entertainment Information
Incorporate games, videos,
Call customers to act in a Offer additional knowledge
and other entertaining
way that is in line with about products or related
features based around
business objectives services
products

22. Utility
Cathay Pacific Travel Resources
CX Mobile makes travelling easier by
letting users handle many travel
necessities at any time and from
anywhere in the world, including:
 Check in
 Check flight status
 Booking a flight
 Manage your booking
 Get flight schedules
 Access City Guides to over 70
destinations worldwide
Source: itunes.apple.com

23. Utility
Starbucks Coffee-maker
Features include:
 Store Locator
 Drink Builder: Create and share your
perfect Starbucks ® beverages
 Food Menu with nutritional info and
ingredients
 Coffee Menu
 Job Finder
 myStarbucks: Save all of your favorites
for quick recall and sharing.
Source: itunes.apple.com

24. Utility
Gilt on the Go
Gilt on the Go allows users to shop top
fashion and luxury labels at prices up to
70% off retail from anywhere in the world.
7% of the company’s weekend sales
come from the Gilt on the Go app via
various mobile devices.
Source: itunes.apple.com, fashionista.com

25. Entertainment
Disney Interactivity
Features include:
 Play & download games.
 Listen to Radio Disney.
 Interact with Disney characters.
 Create personalized greetings from
characters.
 Watch new, favorite and original
videos.
 Get the latest Disney news and
updates about movies, TV shows, events
and more
 Movie showtimes, locations and tickets
Source: itunes.apple.com

26. Entertainment
Burberry Retail Theatre
During their 2011 spring/summer
show, 25 Burberry boutiques around
the globe streamed the runway show
live for customers on social media.
iPads with a special Burberry app
were distributed among the public,
allowing the public to order and buy
the items on show straight away.
Source: Ogilvy

27. Entertainment
MARTHA Digital Magazine
The digital edition of MARTHA STEWART
LIVING is an interactive app-based
magazine available for USD $3.99 each
month.
Features include:
 How-to videos
 Behind the scenes tours
 Slideshows
 Easy-to-share recipes.
Source: itunes.apple.com

28. Information
Mercedes-Benz Advantage
Mercedes-Benz Advantage is an app
made for the automaker's sales force.
The app provides quick access to the
latest deals and a quicker turnaround time
for customer credit application processes.
Flickr user iFun.de
The program streamlines the closing of
the deal by eliminating the potentially
deal-killing walk away.
Source: autoblog.com

29. Information
InterContinental Concierge
With the free InterContinental®
Concierge Insider Guides iPad App,
users tap into the knowledge and
experiences of the InterContinental
Concierges.
Features include:
 Local concierge recommendations for
over 120 destinations
 Video tours
 An interactive map of recommended
shops, restaurants and local attractions
Source: itunes.apple.com

30. Information
Ford Fiesta Brochure
The Ford Fiesta brochure app is a
friendly, easy-to-use presentation that
takes you on a complete tour of Fiesta in
a simple magazine format.
Features include:
 360-degree views of exterior & interior
 Details of 15 class-exclusive features
 Informative videos
 View all of Fiesta's exterior colors
 Dealer locator current dealer inventory
 Price quote request
Source: itunes.apple.com

31. Strategic Approach to
Content Creation for the Tablet
Measure
Strategy Create Publish Measure
Measure

32. Strategic Approach to
Content Creation for the Tablet
Measure
Strategy Create Publish Measure
Measure
Discover
What are our goals?
Who will we reach?
What are our resources?
Plan
Where will people interact Refine messaging in
with content? content.
Define content types. Modify channels of
Develop strategy. distribution.

33. Strategic Approach to
Content Creation for the Tablet
Measure
Strategy Create Publish Measure
Measure
Discover Story
What are our goals? Define message and tone.
Who will we reach? What problem are you trying
What are our resources? to solve?
Plan Content
Where will people interact Owned content.
with content? Event triggered.
Define content types. Consumer generated.
Develop strategy.

34. Strategic Approach to
Content Creation for the Tablet
Measure
Strategy Create Publish Measure
Measure
Discover Story Curate
What are our goals? Define message and tone. Determine sources.
Who will we reach? What problem are you trying Aggregate content.
What are our resources? to solve? Apply keywords.
Plan Content Distribute
Where will people interact Owned content. Content seeding with
with content? Event triggered. online destinations:
Define content types. Consumer generated. social channels, etc.
Develop strategy.

35. Strategic Approach to
Content Creation for the Tablet
Measure
Strategy Create Publish Measure
Measure
Discover Story Curate Evaluate
What are our goals? Define message and tone. Determine sources. Content performance meet
Who will we reach? What problem are you trying Aggregate content. goals?
What are our resources? to solve? Apply keywords. Which channels are best?
Which most valuable?
Plan Content Distribute Optimize
Where will people interact Owned content. Content seeding with Refine messaging in
with content? Event triggered. online destinations: content.
Define content types. Consumer generated. social channels, etc. Modify channels of
Develop strategy. distribution.

36. Resources:

37. Additional Resources
Getting started:
• http://www.apple.com/ipad/business/
Staying smart:
• https://discussions.apple.com/community/ipad?categoryID=267
• http://www.asiadigitalmap.com/
• http://www.zipadblog.com/
• http://www.tipb.com/
Slideshare presentations:
• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed
• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics

38. Ogilvy is the most awarded social media agency in APAC
The Holmes Report Awards Click Awards
• 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing
IPA Effectiveness Awards WPPed Cream Awards
• 2010: Bronze award for “How Branding • 2010: Best Consumer Marketing
Generated Sales, Even in a Recession”
ITSMA Marketing Excellence Awards
Asia Pacific PR Awards • 2010: Most Effective Public Relations
• 2010: Best Use of Digital x 3 (Diamond)
• 2009: Best Use of Digital
IBM Global Best Practice Awards
Asia Marketing Effectiveness Awards • 2010: Best CFO Case Study (Silver)
• 2010: Most Effective Public Relations • 2010: Best Impact in Regional Activity
Using Social Media (Bronze)
Ogilvy Professional Achievement Awards • 2010: Values Award
• 2010: Best in Digital Influence (Taiwan)
Microsoft Marketing Awards
• 2010: Best Specialized Marketing
(Shanghai) • 2010: Social Media Marketing in Asia
Pacific
• 2010: Best submission for 30th anniversary
competition (Hong Kong)
Atticus Awards
• 2010 Best Digital Influence Essay
Brian Giesen
CONTACT: Regional Director | 360° Digital Influence
Ogilvy Sydney
p 02 8281 3853
e brian.giesen@ogilvy.com.au
t @bdgiesen

39. Thank you