Docstoc

Apple iPad

Document Sample
Apple iPad Powered By Docstoc
					                                                                                    Apple iPad
                                           Key Features and Implications Overview

                                                                                                       Prepared by:
                                                                                     TigerSpike Innovation Lab

                                                                                                                    Date:
                                                                                                            February 2010




                                                                                                                       1
                                                                                             th        th
28 Richards Ave, Sydney, 2010, Australia     18 Buckingham Gate, London, SW1E 6LB    448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                     Phone: +44 (0)20 7802 8005                  Phone: +1 646 330 4636
          www.tigerspike.com                           www.tigerspike.com                         www.tigerspike.com
       Summary

                                                                                                                          th
       There has been much hype surrounding the latest product offering from Apple – the iPad. On Wednesday 27 January
       2010, Apple CEO Steve Jobs announced that the product would begin shipping in March 2010 to customers in the
       United States with international rollout, whilst unconfirmed by Apple, expected to follow soon after. Apple claims that
       the iPad falls under a totally new genre of device, and is positioning the product somewhere between the laptop
       computer and the mobile smartphone.

       The iPad is being priced according to this market positioning, with US prices ranging from $499 to $829. International
       pricing is yet to be announced which will clearly affect the uptake of the device. If the market does not respond as
       favorable to Apple’s initial proposition, there is currently speculation that the pricing may be dropped to increase the
       uptake.

       Think about how the iPad will feel in your hand. Is it really just a ‘large iPhone’ or is it an opportunity to create a
       brand new interface with your content? Web has traditionally been a 3 to 4 vertical column set up, mobile a 1
       vertical column set up, but the iPad has a dynamic, flexible grid like structure that opens up great new interface
       opportunities. Of course content creators can treat it like a large iPhone, but those content owners who create a
       unique interface that captivates consumers will win. As content moves to become ubiquitous it is the user interface
       that will define choice of content provider. Make sure your interface is so great that consumers will pay for it and
       can’t wait to virally share it with their friends.




                                                                                                                                 2
                                                                                                       th        th
28 Richards Ave, Sydney, 2010, Australia          18 Buckingham Gate, London, SW1E 6LB         448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                          Phone: +44 (0)20 7802 8005                       Phone: +1 646 330 4636
          www.tigerspike.com                                www.tigerspike.com                              www.tigerspike.com
       Key features

       A fully detailed presentation of the iPad can be viewed on an 8 minute video at http://www.apple.com/ipad/ipad-
       video/ This document summarises the key points outlined in that video, and other sources, while offering some
       analysis as to what this means to you and your business.

       There are also some insights into iPad usage and consumption – and consequently the relevance as a global
       communication channel. In short, the iPad has the potential to greatly enhance the content consumption experience
       for the consumer. Once the iPad and its competing ‘slates’ are in people’s hands, we’ll see a host of websites tailoring
       their content for touchscreen tablet browsing, and it’s going to be far more pleasant than the web experience we’re
       used to today.

       Many companies will also build native iPad applications to take advantage of the iPad’s capabilities. This will provide
       the richest user experience, as they will take full advantage of the iPad’s impressive features which are listed below:

             •     16GB, 32GB and 64GB versions will cost US$499, US$599 and US$699 respectively
             •     1GHz Apple A4 Processor
             •     10 hours of battery life
             •     9.7 inch touch screen – offering 1024 x 768 resolution
             •     802.11n Wi-Fi, Bluetooth 2.1 + EDR
             •     Built-in 3G mobile Internet access (optional extra - available for a US$130 premium across the range)
             •     GPS Geolocation


       Hardware

       Following the purchase of chipmaker PA Semi back in 2008, Apple is now able to design and manufacture its own
       processors for the iPad. This is a level of hardware control not seen before from a device manufacturer. Future
       releases of the iPad will see more processing power and with Apple building their own chips customised to the device –
       this is certainly an area of interest moving forward.

       The main price differentiator of the iPad range will be the amount of on-board memory it has for running your
       applications and storing your files. Like the iPod, there is no option of attaching external storage devices to the iPad,
       meaning that upgrading at a later date is not an option.

       The large, bright, multi-touch display is a key feature of this device with around five times the amount of screen real
       estate compared to the iPhone. The iPad utilises the latest IPS screen technology which is considered to be a superior
       screen technology to that found in most netbooks, offering better colour reproduction and wider viewing angles.

       The iPad battery will be able to comfortably handle a trans-Atlantic flight, the unofficial benchmark of portable device
       battery life. Apple claim the battery will last up to one month with the device in stand-by mode. Much like the iPhone,
       we predict the area of ‘offline browsing’ will still be important, not only where data consumption is concerned, but also
       how much battery is being spent in the background while a user is using the device.


       Connectivity & Location

       The latest wireless networking standard will be supported, allowing users to get online at more locations. The iPad
       comes in a Wi-Fi only model and a Wi-Fi + 3G model. With the Wi-Fi only model, users will be able to get online at
       home, in the office, or at any number of Wi-Fi hotspots such as airports, hotels and cafés. For an additional US$130,
       the Wi-Fi + 3G version will connect to the internet anywhere where there is mobile phone coverage. 3G data rates will
       apply for accessing the internet this way. Apple announced an off-contract, unlimited data plan, available to US
       customers on AT&T for US$30 per month. Similar data packages from international data carriers are expected to be
       forthcoming.



                                                                                                                                   3
                                                                                                         th        th
28 Richards Ave, Sydney, 2010, Australia             18 Buckingham Gate, London, SW1E 6LB        448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                             Phone: +44 (0)20 7802 8005                      Phone: +1 646 330 4636
          www.tigerspike.com                                   www.tigerspike.com                             www.tigerspike.com
       The iPad will know where you are. There is still slight confusion surrounding details of the GPS functionality across the
       iPad range, but it would appear that the Wi-Fi only model will know where you are by referencing the location of your
       nearest Wi-Fi Hotspot. The Wi-Fi + 3G version will have a GPS chip, allowing true satellite positioning, assisted by
       cellular and wireless triangulation. All models will feature a compass and accelerometer.


       Navigation

       The multi-touch technology found on the iPhone is present on the iPad, allowing users to control applications with
       dynamic finger ‘gestures’. These gestures will be taken to another level within the iPad due to the larger amount of
       screen real estate a user has to play with where one ‘tap’ gesture on an iPhone can now potentially become a five-
       finger ‘swipe’. This area of multi-gestures will be an interesting area to keep an eye on in the coming months.

       The iPad gives developers a new ‘pop-over’ screen to utilise in their applications. This is a temporary input window
       that appears on top of the main window, allowing users to input data and make changes, without losing the focus of
       what was going on in the main window.


       Applications

       iPhone applications will run on the iPad without any modification being required. Users will have the option of running
       iPhone applications at double size if they wish; filling the iPad’s larger screen, but it is likely that developers will re-
       write custom iPad versions of their applications to make better use of the increased screen size, native hardware, and
       OS opportunities.

       The iPad will feature a customisable keyboard, allowing developers to create custom keyboards for applications that
       require this functionality.


       Who will buy the iPad?

       At the product launch, Apple said “75 million people know how to use the iPad”. This referred to the number of iPod
       Touches and iPhones that have been sold worldwide, but it also indicated that the product is aimed at existing fans of
       the Apple brand, many of whom are loyal repeat customers.

       Apple is very good at taking complex devices and making them usable. Many grandparents know how to use an iPod.
       The user experience has evolved over the life of the different Apple products. From the original iPod, to the later iPod
       Touch, and more recently the iPhone, Apple has kept a slick and intuitive user interface. This refined user experience
       looks set to continue in the iPad, and it may prove a popular choice for consumers who do not necessarily consider
       themselves to be particularly ‘tech-savvy’.




                                                                                                                                   4
                                                                                                         th        th
28 Richards Ave, Sydney, 2010, Australia           18 Buckingham Gate, London, SW1E 6LB          448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                           Phone: +44 (0)20 7802 8005                        Phone: +1 646 330 4636
          www.tigerspike.com                                 www.tigerspike.com                               www.tigerspike.com
     Features & Implications summary



       Feature                                              Implications for Design

       1GHz Apple A4 Processor                              Faster device-specific chips mean better user experiences with
                                                            more scope for UI such as smoother transitions, faster load
                                                            times and better performance overall.


       Up to 10 hours of battery life                       Longer usage without having to constantly charge up makes
       (Watching video, surfing the web or listening to     the device more portable – giving users longer access to
       music)                                               content. Deeper user experiences will then follow where users
                                                            won’t need to worry so much about the battery while
                                                            consuming high volumes of video or battery intensive media.


       9.7 inch (diagonal) LED-backlit glossy               The larger screen that is at the heart of the devices allure
       widescreen Multi-Touch display with IPS,             allows the user a far more interactive experience. Along with
       offering 1024 x 768 resolution at 132 pixels per     this luxurious large display comes a new challenge for UI/UX
       inch (ppi)                                           designers. Working within Apple’s guidelines while pushing the
                                                            boundaries of interface design is an enticing challenge.
                                                            Designing and building cutting edge, highly accessible
                                                            interfaces that satisfy a users needs is a new and exciting area
                                                            of interface design that must be paid the consideration it’s due.


        Split view                                          Of note is the ability to display two side-by-side panes coined
                                                            ‘Split View’ by Apple. This essentially allows users to split a full
                                                            screen mode into two parts – one will often have menu or
                                                            selection information with the information displayed on a
                                                            larger screen on the right hand side. For example, media can be
                                                            played on the right of the screen while selections are made on
                                                            the left via persistent menu navigation. The device also has
                                                            support for multiple languages and characters being displayed
                                                            simultaneously.


       Rich multimedia                                      Although not full HD, the device comes close, allowing for rich
                                                            video playback and high-resolution stills. This larger screen also
                                                            allows for multi gestures that can greatly enhance the
                                                            interactivity of the device (explained below). Greater user
                                                            interactivity means a higher exposure to content, that in turn
                                                            equates to longer dwell times and an enhanced user
                                                            experience overall.


       Multi-touch capability                               The ability to utilise multiple gestures increases the potential
                                                            for a user to interact with the device. Beyond what the iPhone
                                                            has offered to date, the iPad is able to support a richer gesture
                                                            set while taking advantage of its display real estate. A user can
                                                            potentially utilise multiple finger gestures to perform a myriad
                                                            of navigation and interacting commands, however designers
                                                            and developers need to think carefully about how they employ
                                                            each gesture. Not adhering to Apple’s iPad Human Interface
                                                            Guidelines with regard to gestures may see applications not
                                                                                                                                  5
                                                                                                        th        th
28 Richards Ave, Sydney, 2010, Australia          18 Buckingham Gate, London, SW1E 6LB          448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                          Phone: +44 (0)20 7802 8005                        Phone: +1 646 330 4636
          www.tigerspike.com                                www.tigerspike.com                               www.tigerspike.com
                                                       being promoted or featured by Apple due to a (potentially)
                                                       poor user experience.




       GPS Geolocation, accelerometer & compass        The accelerometer detects the portrait/landscape orientation,
                                                       and in portrait mode, the screen size is 768px wide. This
                                                       means websites, which are designed for a minimum 960px
                                                       width (for a 1024px wide browser), won't fit well. In turn, this
                                                       means websites will need to be optimised to render correctly
                                                       on this new device. This requires specialised designs, which are
                                                       flexible or dynamic enough, to produce a quality user
                                                       experience. It is also possible to auto detect the screen
                                                       orientation and dynamically optimise the layout for the best
                                                       user experience possible on the device.

                                                       Location aware applications will continue to be popular as they
                                                       are currently on the iPhone. The differences being the large
                                                       screen real estate and the size of the device itself. The large
                                                       screen enables great depth in applications and location
                                                       information can be displayed in great detail, while at the same
                                                       time the size of the device could be a little restrictive while
                                                       walking.



       ‘Pop-over’ screens                              Instant access to sub menus within any area of an application is
                                                       a great feature that enables users to dive much deeper into the
                                                       content they’re presented with and/or instantly bring up
                                                       sharing options, related content etc. From a users point of view
                                                       this makes the experience easier to interact with and saves
                                                       them time by not needing to search around within an
                                                       application for the information and menus they want.


       iPhone application compatible                   With so many downloads of iPhone applications already
                                                       complete, the iPad’s future users are already primed for the
                                                       device’s interactive mechanisms. This is a great jump forward
                                                       for a device that’s not even released at the time of this paper –
                                                       there exist a great number of new opportunities for both
                                                       application developers and content providers to create
                                                       something that’s not only groundbreaking – but something that
                                                       will also be highly popular.


                                                       Although the device is larger than the iPhone, Apple’s speciality
       0.5 inches thin, 1.5 pounds                     of making slick thin and sexy devices remains in tact with the
       (12.7mm, 680g)                                  iPad being so thin and light. Again, this makes the device more
                                                       portable than its thicker counterparts – so applications must be
                                                       designed for all orientations in all situations.



                                                                                                                            6
                                                                                                  th        th
28 Richards Ave, Sydney, 2010, Australia     18 Buckingham Gate, London, SW1E 6LB         448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                     Phone: +44 (0)20 7802 8005                       Phone: +1 646 330 4636
          www.tigerspike.com                           www.tigerspike.com                              www.tigerspike.com
       Native apps + iWork                                   iPad specific applications such as maps, iBooks and the iWork
                                                             suite champion the native hardware and OS on the device,
                                                             once again priming people for future custom applications. The
                                                             device itself already has a lot of value out of the box with
                                                             regard to the native applications – yet another reason why we
                                                             believe the iPad will be an outstanding success.


       802.11n Wi-Fi & Built-in 3G mobile Internet           Wireless connectivity leads to the device being used in a wide
       access (optional) & Bluetooth 2.1 + EDR               range of situations – from on the bus, to in the lounge, and
                                                             from office to office – this device will find it’s way into many
                                                             environments, and the applications built for the device must
                                                             cater to this in order to be successful. Connecting device-to-
                                                             device is also an interesting area with the benefits being
                                                             syncing content, exchanging information and multi-player
                                                             gaming and applications in the spotlight.


       No default (or user expected) orientation             One of the key aspects of the iPad that is being pushed by
                                                             Apple is the fact that the iPad, by nature, can be viewed in any
                                                             of its four potential orientations. All applications must be
                                                             designed with this in mind, and it’s highly recommended that
                                                             UI/UX designers keep this mind when designing transitions
                                                             from landscape to portrait and back again. Small loading icons
                                                             that turn as the device turns is one way to soften the change of
                                                             orientation for example.


       Peripherals                                           A user can choose to dock the iPad with an external keyboard,
                                                             replacing the on-screen keyboard. This enables a familiar tactile
                                                             keyboard experience that users are accustomed to.

                                                             There is also an official Apple iPad protective casing that allows
                                                             for a number of various orientations – and it also acts as a
                                                             stand in landscape mode (great for movies or browsing the
                                                             web) and a lower landscape setting that is perfect for emailing
                                                             or inputting into the device via the on-screen keyboard. Once
                                                             the device is released, there will no doubt be many more
                                                             accessories available for the avid Apple fan.


       Input and output                                      The iPad has a number of output and input capabilities
                                                             including a 3.5-mm stereo headphone jack, built-in speaker,
                                                             microphone, 30-pin dock connecter and a SIM card tray for the
                                                             Wi-Fi + 3G models only. Also, via the Dock Connector, a user
                                                             can display the iPad’s screen on a TV utilising a VGA cable, and
                                                             by docking, share files with other computers. At the time of
                                                             writing this, there is mass speculation about future releases
                                                             including a camera which would be a powerful hardware
                                                             addition, potentially allowing video conferencing, image
                                                             recognition etc




                                                                                                                                  7
                                                                                                        th        th
28 Richards Ave, Sydney, 2010, Australia           18 Buckingham Gate, London, SW1E 6LB         448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                           Phone: +44 (0)20 7802 8005                       Phone: +1 646 330 4636
          www.tigerspike.com                                 www.tigerspike.com                              www.tigerspike.com
       Conclusion

       The iPad holds many opportunities for application developers and content providers – not only to build native iPad
       applications with their existing news content, but also in partnership with sponsors and/or content providers to build
       rich, enticing, personalised user experiences.

       We foresee many brands and media owners quickly adapting their content and brand images to the device as users
       begin to purchase the device and consume content on this impressive device. The iPad is positioned for more market
       hype over the coming months, and over time we believe this hype will be justified due to not only the capabilities of
       the device, but also the current marketplace. Users are becoming increasingly familiar with this type of touch screen
       technology and how to interact with it.

       From the humble input devices of the keyboard and mouse, the iPad brings about almost a new dawn of input
       capabilities. More natural and familiar multi-gestures, combined with the iPad’s hardware and market positioning and
       Apple’s ‘cult’ status, sets the scene for an interesting year indeed.

       Think about how the iPad will feel in your hand. Is it really just a ‘large iPhone’ or is it an opportunity to create a
       brand new interface with your content? Web has traditionally been a 3 to 4 vertical column set up, mobile a 1
       vertical column set up, but the iPad has a dynamic, flexible grid like structure that opens up great new interface
       opportunities. Of course content creators can treat it like a large iPhone, but those content owners who create a
       unique interface that captivates consumers will win. As content moves to become ubiquitous it is the user interface
       that will define choice of content provider. Make sure your interface is so great that consumers will pay for it and
       can’t wait to virally share it with their friends.




                                                                                                                                8
                                                                                                      th        th
28 Richards Ave, Sydney, 2010, Australia          18 Buckingham Gate, London, SW1E 6LB        448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                          Phone: +44 (0)20 7802 8005                      Phone: +1 646 330 4636
          www.tigerspike.com                                www.tigerspike.com                             www.tigerspike.com
       About TigerSpike

       TigerSpike is a personal media company with a specialization in mobile. With offices in Sydney, London and New York,
       our global experience combined with research and development from our Innovation Lab keeps us, and our clients,
       ahead in New Media.

       With a dedication to being "Creative" and "Cutting Edge" our work has resulted in many awards, most notably:

             •    Winner in Mobile Marketing: D&AD Awards 2009
             •    Best Export Achievement, Phoenix Delivery Platform: AIMIA awards 2009
                      th                                     rd                           th
             •    28 in Deloitte Technology Fast 50, 2009 (3 Fastest in 2008 and 7 Fastest in 2007)
             •    55th Fastest growing technology company in Asia: Deloitte’s Fast 500, 2008
             •    Digital Services Company of the Year: B&T 2007
             •    Gold for Best Mobile Platform: MIXX in New York 2007

       Our Service Delivery Platform, PhoenixTM supports international digital campaigns, underpinning partnerships with
       companies that need to manage their mobile and social media campaigns on a global scale. We design and technically
       deliver solutions for to help our customers take advantage of messaging, mobile internet and all applications across all
       personal media devices (mobile, iPad, Kindle etc). We always deliver these solutions on time.

       TigerSpike are already working on iPad projects with their largest customers.

       Run by the founders, we have grown organically since we were founded in 2003 and are 100% privately owned and
       independent.




                                                                                                                                 9
                                                                                                       th        th
28 Richards Ave, Sydney, 2010, Australia           18 Buckingham Gate, London, SW1E 6LB        448 W 16 Street, 5 Fl, Suite 8, New York, 10011
       Phone: +61 (0)9361 5132                           Phone: +44 (0)20 7802 8005                      Phone: +1 646 330 4636
          www.tigerspike.com                                 www.tigerspike.com                             www.tigerspike.com

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:19
posted:7/2/2011
language:English
pages:9
wuyunqing wuyunqing http://
About Those docs come from internet,if you have the copyrights of one of them,tell me by mail xiaomeitongx@163.com,I just want more peo learn more knowledge.Thank you!