Now that the initial iPad flurry has died down, it’s time to look at it from a market versus “gadget” perspective.
Most of the initial iPad analysis makes a fundamental mistake by assuming the iPad is a simpler computing device for access to content on the Web. This is why much heated discussion has revolved around technology. This analysis misses the bigger market implications.
Yes, the iPad does provide Internet access, multimedia content, gaming, email, IM, and e-books, while being a mobile compute platform. The iPad essentially changes the frustrating compute experience from one requiring expertise and patience to one as simple as operating a mobile phone. This is the genius of the iPad and where every other computer vendor (including Microsoft Corp. (Nasdaq: MSFT)) has missed the boat.
But what sets the iPad apart from every other computing platform is who will use it.
The iPad targets two distinct markets: the millennial generation (a.k.a. the shadow boomers), and the older baby boomers and their parents (the greatest generation, which grew up in the depression, fought WW II, etc.).
The millennials grew up using technology while living their lives online on the grid for all to see on Facebook, Twitter, and YouTube. They were weaned on computer programs, gaming consoles, portable game consoles, browsers, and cellphones. They know how to set or change every feature on their cellphones and digital still-video cameras; how to work the most popular computer and online games, while confidently navigating the Web, Facebook, IM, or search engines. These things are their lives. But ask them to explain, maintain, or fix the underlying technology, and expect a blank stare.
Most millennials see technology as something that should just work, be idiot-proof, and make life better. They will typically reject any technology that’s not intuitive, requires a manual, or requires in-depth technical knowledge.
The iPad meets or exceeds millennial requirements. The WiFi and/or 3G means that the iPad is always connected to the grid and the millennials’ content. A lot less local storage is required when high-speed Web access is always there.
The iPad, like the iPod and iPhone before it, drives music, video, television episodes, movies, applications, and game downloads from iTunes. In addition, the iPad will drive cloud storage, media streaming, and Web/cloud apps. It even meets student requirements for documents, spreadsheets, and presentations with the built-in Apple iWork software.
The second market of aging baby boomers and the greatest generation may be even more significant in that it is mostly untapped. This market has been largely bypassed by the information age. The majority is off the grid and many are computer phobic. The PC or smart phone is not intuitive to them. The iPad doesn’t feel like a computer. It feels like a tool, such as a TV remote control. It turns on at the touch of a button. It doesn’t take forever to turn on, or require esoteric knowledge or a manual. It’s easy to operate. You don’t need a mouse. The screen is large enough for aging eyes (vs. small screens of smart phones). And users can get 3G continuous Internet access.
The iPad for this market introduces online banking, iTunes (music, TV episodes, movies, etc.), YouTube, Facebook, Google, Bing, Hulu, Flickr, and the Web in general easily. And grandparents will finally be able to see pictures and videos of their grandkids instantly while directly communicating with them via email or chat. Apple is tapping a huge greenfield market.
Does this make the iPad a groundbreaking device? Technogeeks will say no. But for a large swath of users in the millennial, early baby boomer, and greatest generations, the answer is a resounding yes.
— Marc Staimer is president and chief dragon slayer (CDS) of Dragon Slayer Consulting in Beaverton, Ore.
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It has been a while since the iPad announcement.Not a generation, as you point out as the relevant measure, but as while.An I think you are right.Looking at something like a very simple iPad in a long term perspective makes sense.
For example, the gratest generation, the boomers, may currently choose to read a dead trees newspaper vs a iPad or Kindle.But that assumes there is a choice.Perhaps, in five to ten years, that choice will not exist.If they want the New York Times, they WILL get DRM content on thier device.
When this happens, that is where the simplicity of the featureless iPad will make sence.
I agree Chris. I like Apple, but I don't like their control. Image if they told you what you were allowed to install on your Mac. Most people would be in an uproar, but I'm sure some would go along to use Apple's products.
I have a Mac, but not an iPhone. I'm not crazy about Apple's total control over the content.
Terry, I'm with you on Apple's attempt to control content is a slippery slope. Jobs is such a control freak that Apple again seems to push their will on the public. Some day the public will push back and the shine will finally be removed and the tarnish will endure.
I think you gave a brilliant analysis on the Pros and Cons of the Ipad.I never looked at the Ipad through the eyes of the Boomer or the Greatest Generation.I have a feeling after looking at it through their eyes that Apple is already onto a winner.
This generation generally has the money to buy Good quality products.So the Ipad will be a resounding success with them.[Wow ,I am not even an Apple fan and I am talking like this-on the contrary as a Developer I hate Apple for making life so difficult for us].
Yes, you are correct hrcohen. It has not been released yet. I was under the impression from my discussions in class that it had been released. I suppose then time will tell, though the general buzz does not seem good.
Even if it had an annotator, which I'm sure will happen (how can it not with a touch screen?), I don't see my interest growing. I find reading for pleasure much more enjoyable when I have a physical copy of the book. Though that is just my preference. I've seen a few people with the Amazon Kindle around and they seem to be enjoying it; one girl even brings it to dinner every night. It must hold some appeal if she keeps doing it despite our incessant mocking!
But now that I think of it, I would enjoy not having to lug around my massive textbooks everywhere. To have them in a little pad would be quite nice. But with the iPads' price, if the textbooks were not sufficiently cheaper on that platrom then I doubt it would be cost effective. The Kindle or even my laptop could do the same thing.
Someone 18 in '45 is about 82 now. I'm not even certain what percentage obtained cell phones. With all due respect, I don't put much stock in the Greatest Generation as a great demographic. Unless they are being provided iPads by other parties.
Boomers are another matter. And as a younger Boomer in the IT industry, I can see where I would like to have an iPad at a lower price or with more features. In particular, an ebook reader with annotation capabilities and an ATSC broadcast TV receiver. HD radio wouldn't hurt either.
Cayce - I didn't think the iPad was actually released, so I wouldn't imagine too many people having it in hand. Would you be more inclined to purchase one if it has a versatile ebook reader annotator?
You make many good points Marc, but as a Millennial in a Millennial environment (college) I'm not finding the iPad to be particularly attractive. From a few discussions in one of my management classes I've found my peers to be in agreement. I do not know a single person that owns an iPad or has even expressed much interest. Anecdotal evidence to be sure, but I feel it's worth noting.
The main complaint? Price. Obvious enough, we don't have much money! Of course the price will eventually drop so it's a rather moot point. The second complaint, which I believe is most applicable, is the size of the thing! Sure it's a nifty little device (and we do love our touch screens) but it seems to be sort of a "jack-of-all-trades, master of none" kind of deal.
What makes the iPod and iPhone convenient is their small size. Slip the pod in your pocket and you have all the music you've ever wanted and it doesn't get in the way. I can't really bring an iPad to the gym now can I?
It can browse the internet, but so can my phone and my computer. My phone's a quarter of the size and my computer is of comparable size to the pad. Everyone has a laptop. And the iPad can't even use flash! (Roommate: "How the hell am I going to watch my South Park!? What about all the movies I stream?" How am I going to space out in class if I can't play those addicting web games? Which brings me to my next point...
Games. Who seriously games on anything other then a console (360, PS3, Wii) or a pc? Gamers are a highly picky breed and will always choose a superior product. They want graphics and they want competition. Modern Warfare 2 being a good example, having generated over $300 million (!) worth of sales in one day. A touch screen is just not a good gaming platform.
So really, why should I buy an iPad? Its size hinders it in the music department. Its touch screen hinders its gaming. Anything else a laptop can do better, so owning an iPad would just be redundant. I suppose maybe for reading books, but I'm an old fashion sort of guy that likes the feel of pages under my fingers. It cheapens the experience for me to read on a screen in which I can't scribble my own little notes.
Now of course my experiences don't represent my entire generation. I will say though, we are highly discerning and very critical. Most of us may not know how everything works, but we know what works for us. And it has a silly name :)
Now don't you go stealing my eldest's (of 6) great idea - it's gonna score him big and (it's hoped) make up for the recent defeathering in my retirement nestegg!
Terry - I'm sorry to say that it looks like Apple has passed you right by on this one. Their bad, since you are a self identified GenXer, Perhaps they're finding you a bit too much in your generation. I mean, you're using a laptop AND a Blackberry? WHat;s up with that? No self IDed GenXer would ever admit that. Shhhh. Let's try to keep this from the Apple folks, maybe iPad2 will be for those of us stubbornly holding onto 2 technologies when 1 would suffice.
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