Tuesday, 1 June 2010

The iPad Generation & The Reinvention Of Paid Media

According to Apple, 2 million iPads were sold in less than 60 days. iPad believer or not, it's a pretty staggering statistic particularly as the iPad is more of an inbetween device.

There have been a number of people who have come out and said that they aren't convinced. Fred Wilson says he prefers his browser to apps on the iPad - but Fred also hated the notion of the Kindle and changed his mind 18 months later for the very reasons I think he is going to change his mind about apps.

And I think Interface labs missed the point when they said it's just like the old CD Rom days.

This isn't like the old CD Rom days at all. There is something much bigger going on here.

It's still about the network:

CD Roms were not networked. You had to go to a store or have them mailed to you (thank you AOL). Now I know that sounds kinda dumb but the experience of the CD Rom wasn't the problem. In fact, CD Rom experiences were pretty awesome in some cases. But they were expensive to make, hard to distribute and impossible to update on the fly.

Teaching us that free isn't always better:

If the open Web taught us to expect everything for free, the app store is helping us recalibrate to the notion that paying for something if there is value is ok again. I've spent a good $25 bucks US for my ipad including a fun $2 app that allows my 18 month year old son to finger paint on a touch screen. Watching him scared because he was afraid he was going to hurt his finger? Tell me what that is worth ;)

We are still at the early phases:
While Wired and Sport Illustrated prototypes are criticized for what they lack, we are talking pretty early days here people. Book readers are now accepted, and magazine readers will be as well.

What will this mean for marketers and advertisers?
Everyone thinks it's ONLY about community and engagement? There is a advertising revolution that is going to storm our industry. Immersive experiences - motion graphics, video. Transmedia storytelling like we have never been able to execute in our wildest dreams.

So criticize away and ignore it if you want. Or like me, GET READY. Because we are coming into a new world, an iPad generation and whether anyone likes it or not, the reinvention of paid media.

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