> COVER STORY
The iPad 2 has introduced a pair of cameras to allow video chat
While much of the advertising in the first phase of the iPad assumed a certain amount of disposable income and a certain type of reader, Grealy believes that the launch of the iPad 2 will see a wider base of consumers getting their hands on the original model through discounting. “I think it will be very typical to see stu- dents with iPads in their rucksacks. An iPad 1 will maybe cost a couple of hundred quid. So that opens up a much broader read- ership and a much broader audience.” Grealy also maintains that the iPad 2 will have an impact on the
gaming market. “Games will be a major feature that have really been enhanced with iPad 2, particularly with the new graphics capability. This is going to appeal to a much broader audience.” He says that most Irish media companies are now aware of the
growing importance of the tablet market and are trying to figure out the right time to enter the space. “Versus iPhone, we’re still seeing a relatively modest number of
iPads out there. We would estimate that there are no more than 50,000 iPads in the Irish market at the moment. A lot of compa- nies are beginning to ask, how can I publish on mobile and tablet, so that I publish once and it appears across these multiple devices, rather than having to create a separate version of my pub- lication for Android etc?” He says the browser will become a much more typical way to
publish in 2011. “If you look at what’s happening with smart- phones and the iPad etc, they all have a web kit browser, which is much more capable and is able to present with many of the advantages that the native app is able to present. It’s becoming increasingly sophisticated so you’re going to find that browser- based apps are going to be able to deliver a lot of what the native apps [apps developed for specific devices] delivered as long as you’re looking at it on a smartphone. “I’m not saying that the native app is gone by any means but I
think we’re going to see a lot of companies begin to look at the most cost efficient ways to publish. For many companies they will have the ability to have both a native app and a browser-based version of their service that works on any form.
26 Marketing Age Volume 5 Issue 1 2011 “Right now, there are lots of advantages if you’re publishing to a
native app. For example, people can find it in the App Store. Also, if I’m a media company and I’d like someone to pay for my con- tent, the App Store is a very successful way to do that. If I’m pure- ly ad-based and I’m looking to maximise the number of people who access my content, the browser becomes a very important part of that. “For media companies, we will see hybrid strategies where I
deliver my publication in the browser and also in a showcase app. Over time we’re going to find that the browser – particularly on tablets – will be increasingly attractive.”
Changes for media industry As with IDC, Grealy does not believe it’s going to be all about Apple going forward. Ones to watch, he says, are the new Android devices, including Motorola Xoom, which will launch in Ireland in early April. “These have started out with a version of the Google operating system made especially for tablets. The number of apps there is quite modest, but growing, and you’re going to see most of the bigger applications available. Applications help drive the take-up of these devices. “You’re going to see all the big names appearing on Google’s platform as well. By the second half of this year, we’ll probably see six to eight significant tablets on Android competing with iPad 2 so it’s going to be a very interesting year.” What will definitely happen is a permanent change in the way we connect to internet, he says. “Up to 2009 we used a PC or laptop. In 2010 we began to use our personal use of the internet on mobile phones on smartphones. From mid-year last year to now, a growing share of that traffic has been spilling over into tablets and that’s going to continue to happen to the point that the laptop is almost becoming a work device. “So, for the advertising community and particularly the media industry this is really relevant. In fact, more media-related traffic may emanate from mobile and tablet devices in the future than from PCs.”
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