ryanapeterson.com » iPad

Embracing iPad: Media vs. Non-media Brands

Ryan — Tue, 03 Aug 2010 20:36:44 +0000

A good friend recently tweeted an article from Advertising Age that caught my eye – go figure, right? I suppose you could say I’m into this brand-focused app “stuff.” Aptly named, “Unlike Media Brands, Marketers Slow to Embrace the iPad” explores the lack of haste displayed by non-media brands to produce an app for iPad. I found the stance of the article, and many of those who commented, to be a bit perplexing. Let me explain:

The article makes note that just over 3 million of the 100+ million iOS devices are iPads. So what? It’s a nice data point to quote, but I fail to see the vale of judging a new computing platform in its infancy. Furthermore, we already know that Windows and Android will eventually follow suit with their own tablet operating systems or maybe even take another swing at building their own devices.

The absence of iPad apps from non-media brands has less to do with their waiting to see if the tablet form-factor will become widely adopted – it will – and more to do with their desire to deliver a meaningful experience to users. Thankfully, it appears that many brands and their agencies are taking hold of the opportunity to build a thoughtful app for this new, albeit familiar, computing platform rather than produce more “me-too” or novelty apps, of which the App Store already has enough.

Building iPad apps that consumers actually want to use simply takes more time than the typical two- to four-week effort needed to create one of the many uninspired “app version of our web site” apps (e.g. store locator, catalogs lacking e-commerce, etc.) circa 2008 and 2009. Case in point, we are currently working on iPad app initiatives for a number of brands, each with time requirements spanning between three to six months to deliver a “version 1.0″ app. If anything, it’s refreshing to see these brands consider what pain their app will alleviate for its intended end users.

In addition to the larger scope and complexity of today’s mobile apps, iPad apps offer a unique (though potential similar to the up-coming Android devices will be here for the 2010 holiday season) experience unlike that of any other touch device – yes, even iPhone or iPod touch. iPad offers a “flat” user experience, allowing most of an app’s functionality to be accessible from one screen, versus the iPhone’s or iPod touch’s user experience where a more hierarchical approach is required.

Here’s a fun exercise, try using a “Universal” app (app that takes full advantage of the technologies on iPad, iPhone, and iPod touch with a single binary) such as Evernote on iPad, and then on iPhone; now consider which experience you found to be more enjoyable. For me, apps built for iPad offer a stickier experience and more utility… Well, unless a camera is involved, but let’s not go there.

As for Chris Cunningham’s (CEO and co-founder of Appssavv) remark of the brand app era being over, I just don’t see it. Given the significant number of early adopters and the consumer groups who eventually follow suit, why would non-media brands (especially the ones who profess to be concerned with “engagement”) not want to reach out and engage with these premium consumers (assuming these consumers are part of their target market of course)?

I’d love to hear which brands would you like to see extend their products or services to an app for iPad.

– Ryan

iPad. Do You?

Ryan — Thu, 08 Apr 2010 08:28:56 +0000

Still trying to decide if you are going to buy an iPad anytime soon? A good friend (thanks, Bryan!) sent the following flow chart my way earlier this week – give it a look…

If you actually went through the chart, you should just do yourself a favor and buy one. If not for yourself, then do it for me and app-masters I work with; they’ve already developed a few beautiful apps, including this one, oh, and this one too!

More to come from me on the iPad, though I must admit that I’m having too much fun using it to actually form any worthwhile opinions.

– RP

iPad, CNN, Steve, and Me?

Ryan — Mon, 08 Feb 2010 15:43:36 +0000

I can still remember the first time I heard the phrase, “There’s margin in the mystery.” 23-year-old me was sitting at a table with Jeff, a good friend and mentor, at Tully’s Coffee on Main Street in Bellevue, where we still often meet. Literally, I heard Jeff’s words, but at that moment in time I couldn’t perceive ever having enough expertise in a “mystery” to ever be able to create “margin.”

Fortunately for me, the object of my affection – the mobile / social software that we all know and love – has taken center stage for the time being and is causing quite a stir among brands, ad agencies, and consumers. Thanks to Jeff’s generosity with both his time and thoughts, I was prepared for this opportunity to help the world better understand the iPad and see it for the amazing technology that it is… err, will be.

Case in point, I had the opportunity to share a few of my thoughts regarding the the iPad with CNN. If you had ever told me that my name would appear within a few lines of Steve Jobs, I would have never believed you. Still it’s important to keep in mind that the reason I made it into CNN’s iPad article is that someone of greater importance did not return the reporter’s email or phone call – there’s always a bigger fish in a bigger pond. Regardless, this little fish is still pretty excited about his moment in the spotlight of “iPad apps likely to be bigger, pricier“, and just a few lines below Steve at that!

From a technical standpoint, there’s a reason everyone wants to talk to us. At Übermind, we’ve been working with Apple and the iTunes Store since our founding in 1999. Most of the world’s iPhone (and now iPad) developers have been working with the iPhone’s SDK (software development kit) since late 2007 / early 2008 at best, but our developers have been working with the languages that power this platform since before Übermind was even a thought in minds of our founders. In other words, working alongside the experts here at Übermind has really been quite the blessing and ongoing learning experience – I cherish ever day here at our offices along the Ship Canal in Fremont, Seattle’s quirkiest neighborhood.

So, what mysteries can your passions lend you credibility in? Explore this question; it’s been a life changing one for me, and I’m confident it can be for you as well.

Happy Monday!

– RP

iPa… Apple Tablet

Ryan — Tue, 02 Feb 2010 20:13:25 +0000

I’ve responded to the “What do you think about the iPad?” question so many times I figured it would be worthwhile to collect all my thoughts and rants here.

Pros:

the new form-factor (9.7” screen) is awesome
giving a net-book-sized device iPhone functionality (Accelerometer, Multi-Touch, etc.) is awesome
10 hour battery is awesome
it’s an Apple, so you can probably assume the touch pad will be as good or better than the iPhone’s keyboard, which is… you guessed it, awesome
more iPad features here

Cons:

the name, “iPad” – fail
lack of ability to run third party apps in the background
the fact that I don’t have one yet

Not only will the iPa… Apple tablet work, but it “has” to work. Apple has set the bar too high with the iPhone to come out with a “so-so” tablet product that does not “need” to exist… yet.

5-10 years ago, we all had desktops. Today, laptops are everywhere and are extremely powerful; many of our developers use MacBook Pros. Thus, just as the laptop has replaced the desktop, the tablet will be our day-to-day, emailing / video-watching / e-reading go-to in 2-5 years.

No mouse? No desk space? No problem! The form-factor is great, and, it’s fairly low maintenance compared to a device like my 15” MacBook Pro. With the iPad, you could wake up in the morning to your favorite music, read your preferred news source, Facebook-away as you ride the bus (if you do) to your place of work, easily share work space (making our office space’s footprint smaller in terms of total square feet) thanks to the docking system, and so much more – all from one device.

In addition, some things seem like they will be easier on a tablet; I’m looking forward to utilizing the iPad’s Multi-Touch UI when building my slide decks in Keynote.

Just as it was with the iPhone, once users get through the “learning curve” of accomplishing certain tasks / functions via gestures (shake, rotate, etc.) instead of using conventional methods (e.g. mouse, scroll wheel, etc.), the old, “standard” devices will seem so much less enjoyable.

Great user experiences (UX) are driven by great user interfaces (UI). When great UI is backed by quality product, you have the recipe for success; Apple and its iPhone have been the benefactors of this principle and I foresee them doing it again with the iPad. It’s worth noting that great UI cannot sustain bad product, and only a few products have ever been truly great (or necessary) enough to make it past their near-unforgivable UI.

Last but not least, with regard to apps running in the background, I would LOVE if I could simultaneously run iChat as I check my emails. However, I often wonder if my use of a large monitor in addition to my MacBook Pro’s screen and Spaces – effectively giving me eight screens to work off of – really makes me more efficient, or simply more distracted.

Oh look, a bird!

– RP