Who’s afraid of the iPad?

Client briefing paper:

How do you think the iPad will impact what we do?

Headline in
hjere

Who’s afraid
of the iPad?
CEU client paper: Who’s afraid of the iPad?

Contents

Introduction 3

Who’s afraid of the iPad?

It’s all about the apps : Dr Dave Chaffey 4
Impact of the iPad on analytics : Hugh Gage 5
iPads, iPhones and the advent of ‘shortcut search’ : Amanda Davie 6
Because I want one : Lynda Rathbone 8
The general impact of the iPad on digital marketing : Hugh Gage 9
A new way of touching audiences : Anne Caborn 10
Will the iPad replace educational textbooks? : Mariam Mohajer-Pahbari 11
A significant opportunity for publishers? : Dom Graveson 12
What does the iPad mean for eCommerce : Dan Barker 14
But will it fit : Jay Cooper 15
Like Lego on steroids : Richard Sedley 16

Recommended reading 17

2
CEU client paper: Who’s afraid of the iPad?

How do you think the iPad will impact what we do?

Introduction

Even before Apple CEO Steve Jobs Each CEU consultant was asked to
officially announced the launch date of provide a few words on what they think
Apple’s iPad on 3 April 2010 there had might be the impact of the iPad on
been considerable debate as to how a their specialist area.
‘tweener’ tablet might impact business
and customer alike. The iPad went on sale in the US on
the 3 April and in its first month sold
Richard Sedley Would anyone buy something too big over 1 million units, 12 million apps
for a pocket, but not designed for a from the App Store and 1.5 million
desk? What could such a device be e-books. Higher than expected
used for? Could a reading slate be the sales led to the International release
saviour of publishing? date being delayed until late May
in order to meet the US demand.
During some of our recent client It looks like the iPad is likely to open
workshops we have been asked these, up a market space in exactly the same
and other, questions about what the way as both the iPod and iPhone
iPad might indicate for how customer have done, so our question to you is:
engagement is changing. So we thought “could the iPad offer you a business
we’d collectively share our thoughts. opportunity?”

Richard Sedley
cScape Customer Engagement Director

This is the first in an occasional series of client briefing papers

that will be produced by the cScape CEU. Future subjects
include; The Role of Mobile in Customer Engagement,
Microsoft Sharepoint 2010 & Engagement, Beyond
Social Media Measurement and Quick Wins in
Website Personalisation. As a cScape client these
briefing papers are written for you so please tell
us what you think (content, format etc.). If you
have any subjects you’d like us to look at in the
future please don’t hesitate to get in touch.

3
CEU client paper: Who’s afraid of the iPad?
Dr Dave Chaffey
It’s all about
the apps
Your new iPad has arrived! What’s the
first thing you do after it’s fired up?
Search for apps to try out the lovely
large screen of course. The popularity
of apps for the iPhone has been truly
amazing with Apple announcing in
January that 3 billion apps have been
Dr Dave Chaffey downloaded in the 18 months following
the launch of the AppStore. I think a lot
of growth has been fuelled by the viral
affect of proud app owners showing off
their apps (and iPhones) to friends and
family and I’m sure this effect will be
strong for the iPad too.
“...it will be interesting to see which
brands take the plunge to develop
the first compelling app within their
market to claim the coveted ‘first for
iPad’ headline.”
So while the naysayers have focused
on the weaknesses of the iPad as a
word processor or portable device for
example, for me, they have missed
the opportunity of the device as a
personal or collaborative device within
the home. I think this is one of the
key benefits of the new device which
will spur its adoption. The larger form
factor means that many applications
for engaging with content or games on
the iPhone will become much more
4
appealing on the iPad. Many apps port
straight across to the iPad, but what
interests me most is the new generation
of apps. Take a look at the Apple Apps
for iPad page www.apple.com/ipad/
apps-for-ipad/ and review the 1000
new apps. These will give a good feel
for the experiences companies can
offer to customers through branded
utilities offering games or content.
There’s a great range of app types from
transactional share dealing, mainstream
news, specialist content and games, all
tailored for the iPad.
Currently Apple isn’t previewing
branded apps, but it will be interesting
to see which brands take the plunge to
develop the first compelling app within
their market to claim the coveted ‘first
for iPad’ headline.
Dave is a member of the cScape
Customer Engagement Unit and Director
of Smart Insights. For his work as an
author and commentator, Dave has been
recognised by the Chartered Institute of
Marketing as one of 50 marketing ‘gurus’
worldwide who have shaped the future
of marketing.
Blog: www.smartinsights.com
Twitter: @davechaffey
CEU client paper: Who’s afraid of the iPad?

Hugh Gage

Impact of the iPad on analytics

The question around the iPad’s impact
on web analytics perhaps arises from
the ‘mobile issue’.
Traditionally mobile poses a problem
to web analytics because of the ‘cookie
issue’ with many mobile browsers not
Hugh Gage accepting cookies and with cookies still
being the mainstay of accurate data
collection in web analytics.
“...Apple’s Safari web browser which has
no problem accepting cookies.”
However, this is less of an issue for the
iPad for two reasons:
which has no problem accepting
cookies.
There is of course still the issue of
tracking apps, but this is an issue that is
already faced with the iPhone so really
in this case, what’s good for the goose
is good for the gander.
Hugh is a member of the cScape Customer
Engagement Unit and works as an
independent web analytics and usability
consultant. He is also author of the Web
Pro Analytics column in the UK’s .NET
magazine.
Blog: www.engage-digital.com
Twitter: @hwjgage

Safa
1. The iPad isn’t really a mobile device

ri
in the same way that Netbooks aren’t

logo
really mobile devices but mobile
phones [obviously] are.

2. Because the iPad isn’t a truly

mobile device it can make
use of a full blown
version of Apple’s
Safari web
browser

5
CEU client paper: Who’s afraid of the iPad?
Amanda Davie
iPhones, iPads and the advent
of ‘shortcut search’
The advent of Apple’s iPhone –
and indeed smart phones in general
– is changing how we consume media
and content. Nowadays, web-based
information can be accessed more
readily (and more cheaply) without
us necessarily having to be chained
Amanda Davie to our desks.
The behaviour of searching for
web-based information on the smaller
screen is, however, different to how
we search on our personal computers.
This is exemplified by the fact that
mobile search volumes (the amount
of  times that people search the web on
their mobile phones) have been,
by and large, disappointing,
to the extent that to date
“When we’re on the move we tend to
be more time poor, and the restrictions
of screen size and bandwidth mean
that we are more likely to limit our
searches...”
6
neither Yahoo! nor Google have been
able to realise significant ad revenue
through mobile search advertising.
When we’re on the move we tend to be
more time poor, and the restrictions of
screen size and bandwidth mean that
we are more likely to limit our searches
to content such as maps, or for local
listings such as restaurants, and less
likely to carry out in-depth search-
based research for purchases such as
office equipment or cars.
Another new behaviour to understand
is the consumption of apps. Apps
on smart phones are fast becoming
short cuts to finding information
and the apps development market is
being flooded by brands who want to
make their mark. Often this new app
consumption behaviour is replacing the
behaviour of web search. For example,
on my PC if I want to find out if there
is a National Trust property in a certain
area I will open up my browser and I
will search on Google for “national trust
properties in [area]”; but on my iPhone
I won’t search by my browser (Safari),
I will open up my National Trust
app, and I search within it by area.
This behaviour of downloading and
deploying apps to snack on information
can be described as ‘shortcut search’
behaviour. >
CEU client paper: Who’s afraid of the iPad?
iPhones, iPads and the advert of ‘shortcut search’
< Google’s CEO Eric Schmidt has made
it clear that the technology giant
will be prioritising their product and
technology strategy for ‘first screen’
technology moving forwards, in
order to capitalise on the larger and
faster growing web markets such
as India, Africa and South America
(where mobile phone adoption takes
precedence over personal computers).
“...will what we learn in touch screen
environments modify how we engage
with screen-based environments... ?”
It is therefore important for digital
planners to keep one-eye on the future
opportunities for brands on these new
platforms. And if app search and app
consumption grows to be as prolific as
PC-based web search over the last ten
years, Google, Microsoft and the other
search providers will want to capitalise
in terms of advertising revenue.
For those of you who have seen or
even touched one of the new iPads, it
is enough to melt the heart of the most
sceptical of gadget geeks. I think the
experience is more akin to the iPhone
experience (and eighteen months in,
I am still a woman in love!) than to
the Mac. It has the speed and the rich
visuals of the Mac but it is a giant
touch screen that glides at the swipe of
your finger, and with big, friendly app
buttons on it.
So the big question is: if we start
booting up our iPads on the train, bus
or in the car (preferably not when
driving!) because the very mobile
screen size and bandwidth affords
us more time online, will our search
behaviour be similar to our PC or
Mac search behaviour i.e. via the
web browser, or will be it be more
comparable to mobile phone search
behaviour i.e. via apps? Will one
platform’s search behaviour cannibalise
the other? And what will this mean for
brands that rely so heavily on search
traffic volume to satisfy direct response,
sales and business targets? We shall
wait and see!
Amanda is a member of the cScape
Customer Engagement Unit and the
founder of Reform, an independent search
business consultancy that builds practical
solutions for clients and agencies – from
SEO & PPC through to business planning,
strategy, training and analysis.
Web: www.reformdigital.com
Twitter: @amandacdavie
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CEU client paper: Who’s afraid of the iPad?

Lynda Rathbone

Because I want one

When I was asked to contribute to
this piece, I had already been thinking
about getting an iPad. Not for any good
reason, just because I wanted one. And
this sums up what I think the impact
the iPad will have on what we do – at
least for the first year or so.
Lynda Rathbone
I think it will be a great compliment to
our business use of the web. It will be
the add-on that’s cool and gadgety but
won’t be a game-changer unless the
next version of the iPad really targets
the business market. And I’m basing
my opinion on articles and hearsay as
I’ve yet to use or even see one!
“It will be the add-on that’s cool and
gadgety but won’t be a game-changer
unless the next version of the iPad
really targets the business market. .”
Fit for purpose
The first reason I don’t see it having
a huge impact is that what the iPad
does best, business don’t do much
of – which is rich(er) media. Things like
viewing video, audio and photos on the
iPad are great, as is reading online, but
business have steered away from this
behaviour on their website as content
has been created for short-attention
spans and quick click to actions. The
iPad encourages browsing, reading and
watching. Content on sites must be
made fit for purpose to really capture
the iPad crowd.
Compatibility
I’m guessing that most business types
will want to make their iPad and their
laptop and their blackberry all work
together. And this is where I think
business use of the iPad will fall short,
not to mention that the iPad will likely
not work with most office networks.
Am I being short-sighted here? Most
reviews love the product and I’m
certainly keen to get one myself, but I
can’t see me using it for work – at least
not yet.
Lynda is a member of the cScape
Customer Engagement Unit and the
Managing Director of Four Square Media.
Web: www.foursquaremedia.net
Email: Lynda@foursquaremedia.net

8
CEU client paper: Who’s afraid of the iPad?
Hugh Gage
The general impact of the iPad
on digital marketing
There are already reports that the
iPad’s operating system is showing
up in a meaningful way on web usage
stats. I’ve started seeing it albeit in very
small numbers in some of the web
analytics data I look at.
Hugh Gage Its browser, Safari, handles websites
just as well as any of the major
browsers on the market. Its screen
is large enough to take the ‘mobile’
browsing experience from emergency
only usage to extended leisure usage.
Apps are likely to be the other big area
for consideration.
“The question is will consumers
really walk around with a 0.68kg device
in their bag or very large pocket in
addition to a mobile phone for the
sake of a better on-the-go browsing
experience?”
What does this mean for site owners /
marketers and e-businesses? Arguably
not much at the moment, the iPad
is just another device from which to
access the web and have a normal
browsing experience. The issue must
surely lie in the extent to which the
iPad genuinely becomes a device
for accessing the internet on the go,
and here its size plays against it. The
question is will consumers really walk
around with a 0.68kg device in their
bag or very large pocket in addition to
a mobile phone for the sake of a better
on-the-go browsing experience?
I don’t think the iPad means anything
from a web design perspective just
yet but marketing types will probably
want to make sure the apps they built
for iPhone also work on the iPad, just
as Opera have done recently with their
mobile browser. However, the point
about an app is that is creates a richer
mobile internet experience, so if the
iPad ends up being left at home then
one would assume that “normal” rules
of engagement will continue to apply
for a while longer.
Perhaps for more insight we should also
be asking ourselves what impact the
Netbook revolution had and take a leaf
from that.
Hugh is a member of the cScape Customer
Engagement Unit and works as an
independent web analytics and usability
consultant. He is also author of the Web
Pro Analytics column in the UK’s .NET
magazine.
Blog: www.engage-digital.com
Twitter: @hwjgage
9
CEU client paper: Who’s afraid of the iPad?
Anne Caborn
A new way of
touching audiences
We accept that screen-based web
communication has changed the
way audiences engage with content.
This includes how images influence
the way people navigate content on
screen, both positively (acting as
anchors for the eye) and negatively
Anne Caborn (banner blindness). We recognise
that the visuality of the medium has
encouraged us to scann and skim
(eg the F Pattern) before we settle
down to consume or interact with
words on a page, a form...
“...will what we learn in touch screen
environments modify how we engage
with screen-based environments... ?”
Now touch screen communication,
as exemplified by the iPhone and
iPad, provoke another question. Will
our fingers play an increasing role in
content assessment? More importantly,
will what we learn in touch screen
environments modify how we engage
with screen-based environments per se?
And, as importantly, what does it mean
for blind and partially sighted users?
Touch-screens are already provoking
new vocabularies and techniques. Early
adopters talk in terms of fine-tuning
touch screen sensitivity and the
10
increasing importance of multi‑touch,
which allows us to do things like zoom
in and zoom out. Those concerned with
security issues are experimenting with
pressure sensitive authentication. Plus, a
touch screen facilitates a more direct
(and therefore, potentially, faster)
interface between thought and content,
without the interpolation of a track
pad, mouse or stylus.
We’re aware of the brain’s plasticity
and ability to change and reform neural
connections. For example, Braille
users apparently appropriate parts of
the brain used for sighted recognition.
(Interestingly, touch-screen developers
are working with vibration to open up
their technology to Braille users.)
Online content will have to meet the
challenges this new generation of
touch sensitive users present. For
example, using dimensions to simulate
tactile surfaces?
Ann is a member of the cScape
Customer Engagement Unit and
co-founder of CDA Ltd the content
strategy and digital communications
consultancy.
Web: www.cda.co.uk
Blog: www.cdacontentlab.com
Twitter: @annecaborn
CEU client paper: Who’s afraid of the iPad?

Mariam Mohajer-Rahbari

Will the iPad replace educational

textbooks?
The iPad has the potential to Mariam is a researcher with the cScape
revolutionise student learning. Customer Engagement Unit and is
The ability to store all current and currently studying for her MSc in Social
previous textbooks within one easily Psychology at the London School of
transportable device will not only Economics.
save students’ aching backs, but also
provide a more interactive educational Twitter: @maryummm
Mariam experience that suits all learning types.
Mohajer-Rahbari
The iPad provides the ability to learn “The iPad has the
in verbal, visual and tactile ways, potential to improve the
making it far more interactive and educational experience...”
valuable than traditional visual only
1-D textbooks. With the rising cost of
textbooks and the financial struggle
that accompanies the student budget,
the economic benefit of purchasing
an iPad far outweighs the cost of
a standard laptop and textbooks
each term.

The iPad has the potential to improve

the educational experience, so it’s just
a matter of time before students all
over the world are benefiting from the
multitude of possibilities that come
from the 1.5 pound device, while the
ecologically minded rejoice in the
salvation of trees.

n e s U
i T u
11
CEU client paper: Who’s afraid of the iPad?
Dom Graveson
A significant opportunity
for publishers
The iPad is representative of the
convergence of several technological
and social developments that have
emerged over the past few years.
Technologically, we have seen the
miniaturisation of what has been
traditionally home or office based
Dom Graveson computing and media storage, coming
together with a new generation of
human centred interface design and
near broadband speed connectivity
through mobile and 3/4G networks.
“The new holy grail is not quantity or
eyeballs, as it once was...”
This has opened up a whole new
cultural phenomenon of audience
engagement, participation and
authorship, empowered by blogging,
social networks and location based
services feeding content into the galaxy
of user generated content platforms we
call web 2.0.
For traditional publishers in the news
space this has been a bewildering
transition set against a backdrop
of falling advertising revenues,
12
an asymmetric downturn and the
awakening of their audience to the
compelling power of their own content
(a significant move away from their
previous position as passive consumers
of news into a new role as creator,
journalist and activist).
But all is far from lost... In fact, this
flattening of the media landscape offers
huge opportunities. News International
(among others) are launching
subscription based services for their
major broadsheets which have already
established themselves in the online
space.
To carry a days worth of news in
your pocket (or bag) without the dirty
fingers is a big draw for sure. But more
importantly the chance exists to add
value behind every image, article and
advert presented. The iPad offers the
chance for publishers to embed rich
media content, interactive simulations,
user votes and comments, the ability
to send this to a friend... A newspaper
can capture opinion on the fly, in real
time, and adapt its journalistic pitch
to engage, support or infuriate an
audience that wants to be heard.
Perhaps more excitingly though, other
publishers are operating on the basis
of placing their content (often for free) >
 iBoo
CEU client paper: Who’s afraid of the iPad?

ksto
re
A significant opportunity
for publishers

< at the centre of the global, regional
and local conversation. Great content
– whether written, rich media, or
interactive, if considered and intelligent
– has more value than ever and can
become the seed or central point for
‘constellations’ of interested parties
as they discuss, comment, rate, remix
and distribute amongst themselves.
These groupings are often intensely
participatory and highly targetable by
advertisers.
“The ‘magic’ of the iPad isn’t so much in
the technology, but in what it represents
in a marketplace that is ready to take
part rather than sit back.”
The new holy grail is not quantity
or eyeballs, as it once was, but the
focussed traffic of a forum about local
issues, if you are a political party;
a discussion about a new product
launch, if you are a product marketer
or the passion of a sporting event, if
you are a major brand. For publishers
that embrace this change and learn
to engage and most importantly
measure and segment these ‘tribes’,
the advertisers are queuing up to get a
piece of the action.
The ‘magic’ of the iPad isn’t so much
in the technology (although its without
doubt an impressive and beautiful
product), but in what it represents in a
marketplace that is ready to take part
rather than sit back. If you think your
audience aren’t listening any more,
perhaps you aren’t tuning in to the right
channel... they are out there in their
millions – writing, sharing, producing,
debating... taking in the world and
changing it every day. It is not unlike a
return to the days of the town square:
it is up to you to place yourself in the
centre of the throng and do what you
have always done... understand their
ambitions, interests and passions -– and
captivate them.
Dom is a senior consultant in the cScape
Customer Engagement Unit
Twitter: @dombles

13
CEU client paper: Who’s afraid of the iPad?

Dan Barker

What does the iPad mean

for ecommerce?
One of the most interesting things 2. Payments.
about the iPad (and the iPhone to a The beauty of iTunes was it made
lesser extent) is it offers the first real buying so simple. Forget about using
possibility of successful ecommerce a credit card; just click the ‘buy’
through something other than the web button & it’s yours. It would be great
– i.e. through apps. That doesn’t sound to see Apple make that as simple for
hugely exciting but it’s quite a big deal third-party merchants.
Dan Barker – there are millions of successful B2C
ecommerce businesses on the web, and 3. Plugins.
almost none outside of the web. Apple are already being really
protective about how apps are
There are already a few iPad commerce used & programmed, so I’m not
apps that look good (e.g. Gilt and sure they’d go for this. But... if they
Ebay). At the moment these are fairly released a flash-style plugin to allow
one dimensional: slightly amended apps to run within any web browsers,
versions of web stores; combinations it would immediately catapult them
between magazine-style sites & stores, into the ‘hundreds of millions of
etc. But you can see the potential is users’ bracket.
there. Here are three things I think
would make ecommerce through apps Aside from all of the positives, I think
more interesting: if there’s one thing that’s sad about
the iPad is that it’s so controlled
1. App-to-app communication. compared to the web. Whereas the
A nice, simple framework to pass web put publishing in the hands of the
data between apps could be massive. masses, the iPad is far more top-down
That paves the way for selling & managed – a little bit like a shopping
between apps (e.g. ‘buy this dress mall to the web’s open marketplace.
at ASOS’ overlaid on the film you’re
watching), and for simple social Dan is a member of the cScape Customer
commerce (e.g. ‘7 of your Facebook Engagement Unit and manages
friends bought this wine – see who’ ecommerce for a group of toy retailers.
within a Tesco app). Those would
be useful, and fun, and make a lot of Twitter: @danbarker
money too.

14
CEU client paper: Who’s afraid of the iPad?
Jay Cooper
But will it fit?
‘Apple’s iPad will change the way we
think about tablet computing’. However
given I’m not sure of the current state
of tablet computing this is probably a
bit of an empty statement.
While the future of the iPad is still
Jay Cooper unwritten, Apple has been great at
launching and letting us go with the
flow. The iPad is following the usual
pattern: Apple creates the icon and the
need and we provide the creativity.
“.... we don’t really know what gap in the
market the iPad fills.”
There are already 1 million apps that
have been created or enhanced for the
iPad and yet we don’t really know what
gap in the market the iPad fills.
The trick, and Apple have played
this very well so far, is that there
isn’t necessarily a gap. It is left to the
consumer to figure out how they want
to use and include it into their lives.
Apple already have a strong community
of buyers and advocates which can
easily extinguish any dissenting voices.
I was initially one of these voices,
pointing out that as a phone, the
iPhone didn’t stack up that well against
the Nokia N95. Yet here I am, still in
love with my iPhone since we first
hooked up in 2008.
The argument against the iPad seems
to stem from the fact that it doesn’t
allow multi-tasking. But I’m sure this
will come in time. Another argument
is that it doesn’t have a camera.
Without that, how will we capture that
image for our blog or use it for video
calling? And what about the lack of
Adobe’s Flash technology? The closed
ecosystem? The lack of USB ports to
plug things in...?
When all is said and done, it isn’t
the hardwiring that is going to make
the iPad work. Nor is it going to be
how useful it becomes, as most of
the functions can be carried out by
an iPhone or a MacBook. It will be
all about how we decide to make the
iPad fit into our lives, and that is a
decision that most of us from the Apple
community are starting to figure out.
Jay is a mobile marketing strategist,
specialising in the field of CRM through
mobile channels. He is a member of
the cScape Customer Engagement
Unit and the Strategy Director for
ROI Mobile, an agency that specialises in
mobile marketing.
Web: http://roimobile.co.uk
Twitter: @ROI_Mobile
15
CEU client paper: Who’s afraid of the iPad?
Richard Sedley
Like Lego on steriods
There is no denying that the iPad is
a cool device. It’s sleek and typically
‘Apple’ in the way that it provokes an
emotional response – not just because
of its curves and finish, but also due to
the very way you use it. This machine
comes to life as the result of a stroke
Richard Sedley and a caress. In the same way many
people react to the physical qualities of
a magazine or a book, so they will with
the iPad.
While the physicality of the iPad is
the first of its qualities we react to,
the second is the content. Content
on the iPad is served through
focused and relatively lightweight
software applications known as Apps.
You’re never going to find multi-use
behemoths like Microsoft Word on
the iPad. Instead Apps tend to be built
around smaller task-based needs;
reading, writing, connecting, viewing.
This more focused software means that
adoption and usage is generally much
simpler. Apps don’t come with user
manuals or training courses. As a result
our customers are much more likely
to try, experiment and discard Apps
as they see what value they offer and
how they can be used in their busy and
demanding lives.
16
However for me the most important
things about the iPad is relatively
hidden. In the same way as the strength
of the toy Lego lies not in the plastic
bricks themselves but the connectors
– the dimples and receptors – so the
power in the iPad lies in the way it
connects to an ecostructure.
The iPad can be connected to Apple’s
online store via a computer or wi-fi
with an ease that makes the distribution
and consumption of content and
services seem the easiest thing in the
world. When I want a book I just click
and it is with me to read. If I subscribe
to a magazine the latest and all my
previous issues are there on hand.
When I want entertaining I watch as
I buy.
The iPad has many strengths but
most important for our businesses
to understand and embrace is the
frictionless distribution channel it
offers. I recommend we give it a try.
Richard is Director of the cScape
Customer Engagement Unit and Course
Director for Social Media at the Chartered
Institute of Marketing.
Web: cscape.com
Twitter: @RichardSedley
CEU client paper: Who’s afraid of the iPad?

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10 essential iPads tips and tricks
Books in the age of the iPad
iPad usability report
Adam, the iPad killer made in India?
New York Auto Show: Hyundai’s iPad connection
The 2010s the decade the book changed
iPad poses threat to Kindle’s market share
iPad merges with kitchen cabinet, sacrificing portability for utility
Apple has sold 1 million iPads
Tablets: the scramble to be second
The iPad isn’t a computer, it’s a distribution channel
Three ways the iPad could kill qwerty
iPad: Mass communications doesn’t have to be massive, just smart
10 luxury brands whose websites don’t work on the iPad
iPad needs its hypercard
iBooks: a novel way to buy and read books

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