The International Advertising Association (IAA West) features a panel of media gurus to discuss the dynamics and future of tablet-enabled advertising and media moderated by Greg Stern of Butler, Shine and Stern.
Panelists include Matt Van Dalsem, Vice President, Marketing, BlackRock; Greg Sterling, Principal of Sterling Market Intelligence/Analyst, Internet2Go; Andy Berkenfield, General Manager, Duncan/Channon; Carilu Dietrich, Director of Global Advertising, Oracle; and Thom Campbell, US Media Manager, Intel Corporation.
Jane Barrett, president of IAA West says, "The advertising, media and marketing community is at the precipice of yet another phase of technology driven change. The rapid evolution of media from paper to glass is fostering significant change and opportunity for our industry. We have empanelled thought leaders from the Bay Area Advertising and Marketing Community to discuss the burgeoning phenomena of tablet enabled media and expect a lively discussion to ensue."
The IAA is the only global partnership of advertisers, agencies, the media, and related services. Its mission is to promote the critical role and benefits of advertising as the vital force behind all healthy economies and the foundation of diverse, independent media in an open society to protect and advance freedom of commercial speech and consumer choice; encourage greater practice and acceptance of advertising self-regulation; provide a forum to debate emerging professional marketing communications issues and their consequences in a fast-changing world environment; take the lead in state-of-the-art professional development, education and training for the marketing communications industry of tomorrow. For more information, please go to www.iaawest.org.
Bio
Andy Berkenfield
Andy Berkenfield, General Manager of Duncan/Channon, earned an advertising degree from the distinguished Newhouse School at Syracuse University. He cut his marketing teeth working on packaged goods at multinationals in New York, then moved to San Francisco to get into retail and image brands. At Foote, Cone & Belding/SF, he held senior jobs running Taco Bell, Levi's and the $100 million Sega Dreamcast launch.
Joining Duncan/Channon in 2000, he brought a new level of strategic leadership and led giant-killing pitches for Clos du Bois, Network Associates (now McAfee), Birkenstock and others.
Thom Campbell
Thom Campbell is U.S. Media Manager for Intel Corporation.
Carilu Dietrich
Carilu Dietrich is Director of Global Advertising for Oracle.
Greg Sterling
Greg Sterling is the founding principal of Sterling Market Intelligence (SMI), a consulting and research firm focused on the Internet's influence on offline consumer purchase behavior. He also is a Senior Analyst for Internet2Go, an advisory service from Opus Research tracking the evolution of the mobile Internet.
Before SMI, Sterling ran The Kelsey Group's Interactive Local Media program. Prior to The Kelsey Group, Sterling was at TechTV where he helped produce "Working the Web," a national television show on e-business and the Internet. Before that he was a founding editor and executive producer at AllBusiness.com. And prior to joining AllBusiness, Sterling was a practicing attorney in San Francisco.
Greg Stern
As CEO of Butler, Shine, Stern & Partners, Greg Stern looks after general agency and client management as well as the strategic direction of the company.
After graduating from Brown University, Stern worked with Ogilvy in New York, Hong Kong and Indonesia. He met John Butler and Mike Shine while working at Goodby and later joined them in starting BSSP. Stern sits on several boards, including the 4As and SFJazz.
Matt Van Dalsem
Matt Van Dalsem is Vice President of Marketing at BlackRock.
Microcomputer design and manufacturing company, the first successful personal-computer company. It was founded in 1976 by Steven P. Jobs and Stephen G. Wozniak, whose first computer was manufactured in the Jobs family's garage. The Apple II (1977), with its plastic case and colour graphics, launched the company to success, earning Apple over $100 million by 1980, the year the company first offered stock to the public. The 1981 introduction of IBM's PC, running a Microsoft Corp. operating system, marked the beginning of long-term competition for Apple in the personal-computer market. The Macintosh, introduced in 1984, was the first personal computer to use a graphical user interface and a mouse. The “Mac” initially sold poorly, and Jobs left the company in 1985, but eventually it found its niche in the desktop publishing market. Meanwhile, Microsoft's Windows operating system eroded Apple's market share. Apple recalled Jobs in 1997. He returned the company to profitability by introducing more innovative products, such as the iMac. Apple introduced iTunes, software for playing music that has been converted to the MP3 format, and the iPod portable MP3 music player in 2001; in 2003 the company began selling downloadable copies of major record company songs in MP3 format over the Internet.
I do not agree. The netbook is a complete computer as far as I am concerned and the ipad isnot fully developed. There is room for both, the ipad is a toy to me.
I must agree with most of that, and I think that means my point still stands. The consumers consume for the sake of consuming, not because the device has a use, therefore the majority of humanity are fools.
Although, I don't accept the claim that the iPad is technically superior. It's the same size, same resolution, but it has no keyboard, no i/o ports, slower processor, limited software. No part of it is superior besides the battery life which is the product of the aforementioned downfalls, not technical superiority. It's a trade off, and I'd rather charge my EEE901 every night than carry around a useless device that really only exist because it's shiney and style trumps substance in the eyes of the ignorant masses.
I don't share your optimism on this being a fad, I'm pretty sure computers will descend into nothingness as "apps" take over. People will get dumber and dumber as they lose any understanding of what they are doing. They will just be tapping a screen with all the intellectual application of a monkey pressing a button to recieve a banana in a laboritory experiment. And I think that is a loss for humanity, all our potential and we will be going backwards.
I am not quite sure why we should pin the fate of humanity to the existence and economic success of a company like Apple... :-)
Having said that... they iPad is technically superior to any netbook out there that I have seen. It's a far better designed and conceived product than most netbooks. The problem that causes heartburn for many power users who love the idea of the device but not the device itself does not lie in the quality of either the engineering or the business development... it lies in the fact that neither device delivers what most power users are really waiting for. That, of course, is only a problem for power users who would like to see an open netbook like device in the form factor of the iPad. Apple has deliberately chosen not to deliver one, even though they could (almost) have. The reason for that is pretty trivial... netbooks sell to nerds (aka power users), iPads sell to consumers (aka everyone else). Apple has simply discovered that they can make a killing with consumers while they can hardly get a foot on the ground with nerd devices (see the relative sales numbers of Macs vs. PCs) and they are sticking to the recipe that has brought them success. They are, of course, playing for time here. Android is eating their lunch as we speak and it will be as tough (i.e. impossible) for Apple to stop that wave as it was for Microsoft to stop open source software. A year from now iPads will compete against comparable tablet devices running an open source OS and then the nerds will get their toys evolving towards their needs, just as the consumers will have theirs (and Apple will be happy to continue serving that market). I don't think there is much of a problem with splitting the market, the only consequence will be that Steve Jobs will lose his halo and Apple will no longer look like an Ueber-Company. Not that Steve ever had a halo in my eye-sight... he is nevertheless smart guy who knows the market.
The ultimate distinguishing characteristic between a consumer and a professional device, by the way, is pretty simple: it's display resolution (and always was display resolution, see e.g. Silicon Graphics in the good old days). It is excruciating to do any kind of professional work these days (be that engineering, art or finance) with display resolutions much below 1600x1000, which immediately require 14-15" displays or larger, which, by means of physics, require significantly larger batteries and faster graphics. An iPad size device will simply not do, can not do, what professionals need it to, unless we genetically enhance human eyesight. OTOH, professionals don't mind lugging a 15" tablet around, just as they don't mind being married to a desktop replacement notebook today.
When netbooks came out Apple denounced them as useless, and said they couldn't compete for the price. So they return to the drawing board and find ways to save money. Most of the features and functionality are eventually removed and the iPad finally arrives to market, 3 years late, technically inferior, and commanding a much higher price. And if you want to restore functionality, ie. keyboard, i/o ports, etc. you have to pay even more for "accessories".
And to cap off the stupidity, The iPad has absolutely no use. It is too big to put in your pocket and take with you like you would a mobile phone. So if you want/need simple and convenient access to the internet the mobile phone is the way to go. If you are prepared to sacrifice that convenience, and lug around something that requires a satchel/bag, you can buy a netbook, or even a full size laptop, for less than an iPad and you end up with a fully functional PC.
I hold very little hope for humanity while a company like Apple can not only exist, but thrive. We are sad pathetic creatures.
The iPad a netbook killer? Total nonsense... a netbook is a complete PC in a slightly smaller form factor... it can run any software... including user written code. The iPad is, by Apple's own choice, a device limited to running Apple approved apps. I doubt Apple will jump over their own shadow on this one and open it up.
Android tablets, of course, will indeed compete with netbooks. They will also compete with notebooks! I am waiting desperately for a 15" tablet device with the computational power of a conventional notebook. That's all I will ever need for my professional work and, as soon as they will become available, they will replace the 15" notebooks I have been carrying around ever since 1995!
iPad ads are a fad... and will fade. For now they are interesting because the people who are buying this advertising channel produce highly creative ads which attract users. Wait until the second, third and fourth tier advertising companies put their crap on the device... users will shut these ads out as quickly as they screen out any other form of advertising.
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