NMA MOBILE: Unveiling the tablet

Tablet computers have been around for a while, but Apple's iPad launch in April effectively kick-started the market, and other electronic companies are lining up their own versions in the run-up to Christmas. With so much hardware hitting the stores, electronics companies clearly believe in tab...

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Bibliographic Details
Published inNew Media Age p. 26
Main Author Woods, Adam
Format Trade Publication Article
LanguageEnglish
Published London Centaur Media USA Inc. (A member of Centaur Plc Group) 14.10.2010
Subjects
Advertising
Inventory
Mobile commerce
Portable computers
Product introduction
Smartphones
Trends
United Kingdom > UK
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Summary:Tablet computers have been around for a while, but Apple's iPad launch in April effectively kick-started the market, and other electronic companies are lining up their own versions in the run-up to Christmas. With so much hardware hitting the stores, electronics companies clearly believe in tablets. But how are brands approaching the opportunities the platform offers? Apple is cagey about the number of iPads sold to date, although it announced it had sold 3m worldwide during the first 80 days following launch. However, there's a general industry consensus that there are no more than 500,000 in use in the UK, perhaps even less than half that number. But the tablet user base, however modest, is very targetable, and digital media agencies are increasingly urging clients to consider iPad advertising. "I see it as the preserve of the brave," says Oli Newton, head of emerging platforms at Starcom MediaVest Group. "It's a statement. Audiences are still very small, but they're an incredibly early-adopting, affluent group and, more importantly, one with a high disposition to advertising, because they've already bought into the iPad."
ISSN:1364-7776