ethanbeute

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Tag: iPad

Too Little, Too Late for Kindle?

(((Disclaimer: this is not a technology review or product comparison.  This post is about product positioning in prospects’ minds.)))

They’re the best commercials on TV right now … but they’re probably too late.  The first of these hit the air in March.  The iPad dropped on April 3.

Amazon hit up Ithyle for these fun, imaginative and insanely stylish ads for their Kindle reader.  Between the visual technique, music, props, scenes and transitions, they sing “the simple pleasure of stories” to me.  The feature or benefit sell is strictly limited to “books in 60 seconds,” which is subtle and sound.

Too bad this effort wasn’t undertaken a year or two back.

Check out the first three:

The Kindle has a very specific purpose.  It’s uniquely focused – no apps, no color, no video, no internet, just reading.  3G wireless provides access to a huge library of books, each of which can be downloaded in a minute or less.  That 3G access requires no subscriptions or monthly fees.  The battery life is very, very impressive.  Quite simply, it’s the best e-reader currently available.

Despite all this, I feel strongly that the iPad takes Kindle’s place in the mind of prospective buyers of e-readers.

That said, this isn’t a zero-sum game.  For the sliver who only want to read books and who do a rational side-by-side comparison, the Kindle should come out ahead.

For a couple years now, Amazon has done a nice job profiling Kindle on its homepage, particularly around holidays and other gift-buying times.  They have end-cap displays at Target complete with a live device that you can pick up, hold and explore.  They continue to roll out beautiful ads on television.

I hope it’s enough.

Link: previous post on iPad’s potential value to magazine publishers

iPad to Save Magazine Publishing?

A few weeks ago, I had the opportunity to see Chris Anderson, editor in chief of Wired magazine, present an idea at Ad:Tech San Francisco.  He’s also the author of The Long Tail and Free.

Anderson seems to have a strong vision and strong voice for what’s going on and what’s happening next.

Chris Anderson Wired Magazine AdTech Ad Tech iPad publishing

Chris Anderson sees a future for magazine publishing; it's all about the tablet.

His idea involves Wired, Adobe, Apple’s iPad and a healthy future for magazine publishers like Conde Nast (Wired, Vogue, GQ, and loads more).

He’s presented this idea for a few months now, so I won’t belabor it.  Instead, I’ll share my version of it in bullet-point form.

  • The tablet is the “third great platform” (PC > phone > tablet)
  • The tablet is permitted by the movement of of storage and computing/processing off the local machine and into “the cloud”
  • The web lowers barrier to entry and eliminates scarcity so competition is wide open
  • If the tablet goes rich and dynamic, traditional media may once again be able to deliver their skills in a commanding way
  • Wired/Conde Nast is working with Adobe to establish new publishing process
  • They’re seeking the efficiencies of digital, but with the pricing of analog – need a new economic model to survive, tablet era provides opportunity to create new model
  • Magazines provide the height of production value – layout, design, photos, etc
  • HTML and browsers limit the reproduction of this rich experience online – the magazine is lost in translation
  • At present, Wired magazine and wired.com are produced and sold by two separate groups
  • In a new future, digital can be designed and sold in parallel with print, simultaneously
  • Same thoughts, same people, same process
  • Print, portrait and landscape displays all laid out at once
  • It can be made to be worth paying for, not “less than print” like HTML/browser reproduction, but actually more
  • For the first time ever, Anderson sees a 21st century magazine business

I don’t have the knowledge, foresight or even interest to judge whether or not the tablet will, in fact, become the third great platform.

I support the production values argument, but the web has proven “good enough” for most people.

I also feel strongly that new economic models for publishers based in yesterday’s media must be developed.  So many people take such great pride in not watching TV, not reading magazines and not subscribing to newspapers.  Example: “I just get my news from Google.”  Meanwhile, a disproportionately high portion of their media consumption online is provided free by television-, magazine- and newspaper-based publishers.  This can’t go on forever.

So: good luck to Anderson, Adobe and Conde Nast – I wish healthy futures for all content producers, especially ones pushing forward production and display.

HP Slate (their tablet) versus Apple iPad: engadget

Verizon and Google team to make tablet: gizmodo

Another take on his keynote speech: Mobile Marketer

Chris Anderson’s blog: The Long Tail

Chris Anderson on Twitter: chr1sa

Video Demo of Wired Magazine on iPad

iPad Billboard high over Union Square, San Francisco:

Apple iPad Billboard over Union Square, San Francisco, California

iPad Billboard over Union Square, San Francisco

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