Artemis Ebneyousef

BerryJen Korzeniowski

Kirk LuedekeLynn McFail

M E D I A C O N T E N T A N A LY S I S

D E C E M B E R 7 , 2 0 1 0

Table of ContentsObjective and Methodology

Key Findings

Content Volume

Coding Criteria

Metrics

Trends

How Consumers View the iPad

iPad Competitors

Who is Purchasing the iPad

How Consumers are Using the iPad

How the iPad is Effecting Other Devices

Current Situation and SWOT

Opportunities & Recommendations

Objective and Methodology

Objective: To preserve and enhance the Apple iPad reputation and media coverage as new competitors enter the market

Methodology: Gathered a wide variety of technical and news articles using the tools listed below, then coded the content of the articles based on pre-defined criteria

• Research Tools- Factiva - Google- Lexis-Nexis - Technorati

• Impression– Instead of circulation numbers, web impressions were

analyzed– Gathered impression information from Backtype.com

Key Findings• There is a messaging disconnect.• Majority of articles are product reviews. • Tablet competitors are quickly gaining

press.• Strong, generally positive coverage by

leading industry blogs, magazines, and analysts.

• Dozens of mentions of new and creative uses of product.

• Many view the iPad as a luxury item or “expensive toy”.

• iPad will be the Apple gateway product.

Content Volume

Our Coding Criteria

High levels of Prominence

Viewership (Backtype.com)

36,527,472impressions

Source Favorability

Tone by Month

Key Descriptors

Key Messages from Apple

1. “Magical and revolutionary

device”

2. “Portable, Convenient,

Intuitive”

3. “Unbelievable Price”

Key Message Media Mentions

The PositivesIn 10 years of reviewing tech products for The New York Times, I’ve never seen a product as polarizing as Apple’s iPad.

- Allthingsdigital.com

…the iPad is going to be the first computer to eliminate the social divide. - Wired.com

The best way to experience the web... - CNNTech.com

…when, not if, Apple gets it right, then they will dominate the mobile computing market. - Technorati.com

…the iPad may be all a student ever needs to carry with them. - LA Times Blog

The iPad has replaced my laptop on the road. Does everything I want or need it to do...and I have read more books and magazines, played more games and watched more movies in the last month than I have in the last year. - cnet.com

…and the NegativesThe iPad needs to add far more business-friendly capabilities before it can become a corporate staple. - Computerworld.com

All you're getting with the iPad is a neutered computer and you're saving a half pound of weight.

- InformationWeek

...Apple's iPad meets its first and by far, only rival: Samsung Galaxy Tab. - LA News Monitor

There are a lot of ways the iPad leaves you short, including a lack of support for multi-tasking and the absence of Adobe's Flash player, which is used to power multimedia on many websites...- Knowledge@Wharton

A well-timed price cut could light a fire under iPad sales. - PCWorld.com

The iPad was supposed to change the face of computing…But what Steve Jobs showed us yesterday was in fact little more than a giant iPhone. - Wired.com

Competition Does Exist

Out of 225 articles, competitors were mentioned > 80 times!

Who is Purchasing the iPad?

Innovators: venturesome, educated, multiple info sourcesEarly adopters: social leaders, popular, educatedEarly majority: deliberate, many informal social contactsLate majority: skeptical, traditional, lower socio-economic statusLaggards: neighbors/friends main info sources, fear of debt

iPad Usages• Recording device• Musical instrument• Retail sales tool for store

associates• Learning tool for Autistic

children • Back saver for students• Kitchen aid for recipes• Gaming device• Portable TV/movie

player/e-reader

SWOT

WLack of Adobe Flash limits usabilityLuxury itemNo option to add memoryNo USB inputiTunes is requiredNo cameraNo photo card compatibilityApple "censorship"Requires specialized softwarelimited advertising and marketinginability to multi-taskNo HDMIHigher R&D costs, make price higherNon-upgradeable

Weaknesses

OOpportunities

TEmerging competitors

Emulation of product

Regulations of internet downloads

Poor global economic situation

Threats

Update design to improve capabilitiesContinue building brand loyaltyEndless applications that give theproduct new capabilitiesEnter into new marketsAdd-ons and complementaryproducts for the iPadImproved product warranty

Consumer Views

http://mashable.com/2010/07/08/ipad-usage-report/

iPad Effect on Other Devices

http://mashable.com/2010/07/08/ipad-usage-report/

The Next Gateway Device

http://mashable.com/2010/07/08/ipad-usage-report/

Opportunities and Recommendations

OpportunitiesBased on the articles consumers noted the following as opportunities for the product:

• Educational Purposes: iPad has assisted with making education and learning easier and more interactive. More educational software could make the iPad a staple within education.

• Business: With the portability of the product, the iPad could serve as the newest business accessory.

Opportunities and Recommendations

RecommendationsBased on the articles, consumers noted improvements for the iPad if Apple were to

release a newer version.

• Consider price adjustment or packaged pricing with iPhone or iPod products

• Consider adding features including the USB drives and camera

• The availability of a Flash Player