Archive notice: This article was originally published on June 30, 2010. Links and embedded videos are preserved as part of the historical record.
The market launch of the iPad is paving the way for a new generation of devices, tablet computers, whose range of functions positions them between smartphones and laptops. Connected to mobile networks and equipped with all the services and applications of smartphones, these devices not only provide an improved entertainment experience but also inspire new ideas in other sectors, such as publishing and tourism.
“The iPad is certainly the tablet computer that has caused the greatest commotion in the market, but it is by no means alone. Many other manufacturers have also taken up the tablet-computer idea,” reports Saverio Romeo, Senior Industry Analyst at Frost & Sullivan. “At present, HP, Asus, Dell and Archos are Apple’s most aggressive competitors, at least from a European market perspective.”
As far as the business model for tablet computers is concerned, Apple has once again set the standard through an operating concept developed around the Apple App Store, from which additional applications can be downloaded to the device. The model created for the iPhone was simply extended to the tablet computer. The revenue model for the applications is also unchanged: the 70/30 participation model used for smartphones remains in place for iPad applications, and Apple’s competitors have chosen similar approaches.
“Tablets can change the mobile-gaming experience permanently and bring it close to a level of user comfort otherwise possible only with games consoles,” says Saverio Romeo. Mobile video and TV applications also become more attractive thanks to tablets’ larger screen size.”
Tablet computers also prompt new ideas in other sectors. The launch of the iPad, for example, brought a wealth of iPad applications from all the major European newspapers: R+ is the iPad application of the Italian newspaper “La Repubblica”; the Guardian’s “Eyewitness” iPad app achieved 90,000 downloads within just a few hours of launch; the French daily Le Figaro has its own app for the iPad; and German newspapers and magazines such as “Die Welt,” “Spiegel,” “Focus” and others presented their applications designed for the iPad in time for the German launch. In optimistic comments, publishers already see the beginning of a new era of journalism in which the tablet creates a new mobile and interactive distribution opportunity for print media without the previous restrictions regarding screen size. Only the question of the pricing model remains unresolved: free and advertising-funded, or fee-based.
European state tourism agencies and similar organisations are also planning to use tablet computers in museums, archaeological excavation sites and at cultural events. The persuasive power of 3D multimedia applications and the screen size of tablets make it possible to address tourists more effectively during visits to ancient sights and art galleries. Other ideas come from the hotel industry, where the iPad is intended to offer guests additional services such as satellite maps, street views and video clips of local attractions.
“The iPad has given the emerging tablet-computer segment in the mobile-device market new relevance. Apple’s tablet was enthusiastically received by two million users in just two months and has opened up new possibilities in various industries,” Romeo concludes. “However, tablet pricing makes it clear that these devices are currently aimed at a special user segment: the ‘early adopters.’ This enthusiasm has not yet really reached the mass market.”