Thoughts of iPad Marketing

How do we re-create the business after iPad?

Seminar document of PriVali-in, a Japanese magazine for printing

industry, on July 30th, 2010 in the heart of Tokyo

Written by Yoshifumi Go and

Koich Hayashida
 Preface
This document is a handout for a business seminar “thoughts on iPad Marketing” held by
JAGAT, Japan Association of Graphic Arts Technology on July 30th 2010.

As the audience of the seminar, more than 70 people, was persons who work for printing and
publishing industries, the content is focused on printing marketing.

However, if you replace words “printing industry” to “your industry or business model”, you can
see how we, Yoshifumi Go and Koichi Hayashida, watch the subjects of the industry, and how
we solve the subjects using new media, iPad.

Through this document, you can see the concepts of iPad and the difference from PCs. You
can see how iPad changes marketing, or business models of many industries. Feel innovation
of iPad as a social media.

As this document is a seminar handout, you may not read through all of I spoke in the seminar.
When we speak about “iPad marketing” in the future in your country, we fill the gaps in the
lines .

Please enjoy the presentation and feel fee to ask any questions to us.

Yoshifumi Go, a consultant Koichi Hayashida, a consultant

All rights reserved Answer-Consulting LLP 2

 iPad on Business
How iPad change work and business in the printing industry?
What values does iPad give to your company’s customers?
What are there opportunities in the printing industry and
talents in the industry?

iPad changes business models and business values

dramatically in your industry and your customers’ values.

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 iPad on Business“？”
However, we don’t know whether iPad becomes “on business”
or “off business.” In business usage, uncertainty is still here
though its booming demand.

So see the facts outside of Japan. Many changes have been

emerging after iPad launching. In lifestyle, in shopping zone, in
hospitals, in computing stores, in café and restaurants, in sports
grounds, in your kitchen, on your bed, in your minds.

What are the changes? What did iPad change in your activities?

Unfortunately iPad appri from Japan is NOT enough revolutionary

so some people say “ iPad is boring.”

OK, but do you stop here? Or do you start here?

If you think business means “to take a chance”, you can start
today. So I start iPad marketing today.

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 Why I start iPad marketing?

iPad on a Bijin
On shiny day, one beautiful woman came to my office in her hand
an iPad and in another hand articles and documents about iPad.
The bijin, a Japanese word “beauty”, is a person from a strategic
PR company in Tokyo. She said the time had begun for iPad PR age
in the US and how US major companies and industries become
enthusiastic and made investments to iPad advertizing.

I stared her in a long time, one reason is her amazing iPad story,
another reason is for her beauty.
Anyway, I got a sensation and fell in love with the woman, oh no,
the iPad marketing.

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There is a picture of the bijin in the seminar handout.

We can not get permission from the woman to appear

here. Very regret for it.

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 iPad on Ojisan,
Ojiisan,Obasan
The early adaptors of iPad were ojisan, middle aged men, sorry
folks not the beauties.

Why so many ojisan, Ojiisan(senior people), and Obasan(middle

aged talky women) in users ?

Supposedly they try to fit themselves into new device and new
trend, and make themselves admired as new device authorities,
because they were divided as “digital divides” in late computing era.

Anyway, even senior in their 80’s can use iPad easily. This is
revolutionary for computing world. In the iPad world, main users
are ordinary people, not otaku or computer professionals. This is
very important points in next 30 years computing world.

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 iPad on the Bed
iPad is the last touch machine before we sleep, and the first
machine when get up. Even you can refer to “how to sex learning
video” on your iPad during your love affair on the bed.

It is because iPad is easy to turn on and off like appliances. This

means iPad is something like TV.

So, iPad is the first computer ever blended in the lifestyle.

Everyone’s “IT lifestyle” could change from now on.

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 iPad is a Computer?
I can show you more better metaphor in stead.

iPad is “Organizer” rather than computer.

- The cover of leather organizer is iPad. Covers with

internet networking.
- The refills – memo, scraps, maps, cards holders –
are iPad appri. The official refills and you can even
make your only refills.

This suggests another important point, that is,

- you can stock favorite sentences and words digitally
- you can edit your stock ones anytime, anywhere
- you can share “underlines” of your reading with someone

So, iPad changes reading style dramatically.

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 iBooks is the Only Shop?
The iBooks store, which sells strictly “good books.”
Thank you for protecting public moral, Apple.

But we read not only bibles but also “bad books.”

It is human nature. Men’s desire drives “bad world.”
So, in the end of iPad age, several huge online book
stores are dominant on the internet globe. iTunes
is not the only one but several stores. “Mosatsu” iPad appri which excluded
because of its expression.
Many small bookstores become extinct.

At the same time, various online book stores are

established such as specialty book publishing,
private on-demand book stores, erotic book
stores, and so on.

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 Are you bored with iPad?
Some Japanese say “iPad is boring.”
Partly because they are otaku or workaholics who want
to do many things with their computers.
Partly because de facto-iPad appri is not many yet –
particularly in Japanese. Flipboard

Misunderstanding ; iPad is a device which make words.

NO.
Correct-understanding ; iPad is connecting media,
flipping media.
YES.

Making text is not the essence of the device. Through

iPad, we talk with someone via Twitter or Facebook. This
is the essence of iPad. Symbolic appri is Flipboard

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 iPad, your First Machine ?
iPad is still “second computing machine.”
When do many obasans, ojisans, ojiisans, tell “this is my first
machine” ?

Sales Forecast 1. 7,500,000 in 2010, 9,000,000 in 2011

(piperjaffray analyst)
Sales Forecast 2. 15,000,000 in 2010 (Nikkei Market access)
Sales Forecast 3. 12,500,000 in 2010, 66,000,000 in 2014
(canalys)
Apple market share exceeds 10 % in personal computer
market in the second quarter in 2010.
Network computers, cheap and under-power, have already
been fading away.

PC demand in the world is about 300, 000,000. 10 % of the

market share becomes “threshold” for iPad or compatible
Pad computers popularity. I think 20,000,000 is possible in
2010.
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 iPad, the only pad computer ?
Touching Android pad computer is not yet so exciting.

Partly because it is “copy cat” of iPad.

Partly because it is not made by one company.

Most important point is iTunes, a cash cow supply-demand

chain.

Because of this, Apple can tag competitive pricing for pad

computers. Other pad computing could be more pricing or
under performance, at least until the end of the next year.

So it looks like the only pad computer in next several years.

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 Business Usage Matrix of iPad
Kaizen or
improving Innovation

ex：CT graphics in the

in-house ex：iPad sale brochure
hospitals
jobs

out-house ex：iPad magazine ex：iPad strategic site

sales

we’re focusing here

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 IT Life of PC Age and iPad Age
IT Life of PC Age

want to do Web business in PC Age

boot start turn off Purpose=E-commerce, PR,
something
etc.
Target= PC users

IT Life of iPad Age

buy
know
choose
Web business in iPad Age
want to do Purpose=all of the needs
touch
something for ordinary Life
eat Target=All persons

connect
live

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 Capping on the Web＝ Spiral-up Model
on Everyone Participation
＝Participants on the
internet
(business, individuals)

Web in Genesis＝One Way

Web in Growth＝Both Way

iPad is the All Way media in

the computing mature age
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 iPad Cycle
“Stock-Edit-Post”
Stock your favorite info, files, pictures, movie, etc.
Edit them by twitter and Facebook or iPad appri.
Post them again to Internet.

This cycle lasts building information spirals.

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 When spiral-up of everyone together network evolves,
“iPad Cycle” and new business models are created.
Share Value Cycle of Stock- Edit - Post creates a
new IT lifestyle spiraling everybody’s knowledge,
favorites, activities.

Share Value Area

Post Post

Stock Edit Stock Edit

【myself】 etc. 【someone
goods
EC edu else】 reading
events shopping travel gaming
etc.

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 iPad on Printing industry,
related industries, designers

Printing supporting graphic

companies industries designers

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 supporting Subjects and opportunities
industries
in Printing industry 1/2
declining
demand Printing companies goes to three types:
printing machine Type A: design oriented companies
ink, paper Printing design focus, fine paper, specialty method
suppliers companies Type B: Large Volume printing companies
Volume focus, high print operation
request
Type C: Not A, Not B companies
equipment wants
NO characteristic points.
investment smart
→ extinction companies
and proposal
converting
business
model

clients
decreasing
publishing
and
declining
cost cut
fees wants idea
graphic for demand
designers increasing

customers

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 supporting
industries Subjects and opportunities
in Printing industry 2/2
Solution for
communication
problems in their clients
Main sales activities
focusing points

corporate
catalogue printed
Design solution for brochure
communication
problems in their clients printed
PR tags
strategy
show business human
rooms strategy relation Web
site
manage
employ- ment
ment

events ad
Various communication
problems
business
strategy
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 iPad proposal case：house builder 1/3

［X company’s Recruiting Problems ]

- Qualified persons application
corporate
guide - Improving corporate image

The printing - Improving management for recruiting

company has
accepted only
orders for
printed corporate
guide
［Proposal of iPad Recruiting magazine］

Publishing iPad recruiting magazine

Dynamic contents developing by HTML5
Passing building skills tradition through
iPad media

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 iPad proposal case：house builder 2/3

iPad recruit magazine iPad house magazine

for new graduates for house owners
corporate
catalogue
show
communicating
real face room
by twitter
of staff pictures
and Facebook
during
360 °picture
moving building
real linking to
story pictures
owners’ blogs
interview
with
voice customers
from
CEO
invest-
ment
広告収入

working qualifi-
cations iPad an a
manual education field computer
in work skill
sites transfer

iPad “in-house” magazine training

communication, training, carpenters
education

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 iPad proposal case：house builder 3/3
Post
Share Value area
investment seminars
house showroom
events

Stock Post Post

Edit
iPad house magazine Stock Stock
Edit Edit
【for owners】 tenant iPad house
voice
information magazine
【for tenants】 A B
interview investment

real estate

Expansion
interior E-commerce

food
advertisement

Social influence by Mr.A Social influence by Ms.B

※tenants and owners influence substantial social

owners architects food
home centers members through iPad magazines.
delivery
DIY shops
company All rights reserved Answer-Consulting LLP 24
 Expanding Business Opportunities from iPad
graduates
job hunters

corporate B2B
iPad
catalogue online
recruit magazine
trading

printing printing
customers clients suppliers
companies

designers

iPad PR magazine iPad

movable-type
designers magazine
networking

consumer who loves

movable type or letter fonts
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introduction of consultants and contact
iPad marketing consulting
Yoshifumi Go
a marketing consultant and writer.
President, cotoba limited.
Partner, Answer Consulting LLP
10 years experience as a management consultant.
Marketing consulting, kaizen consulting.
Author of marketing essay in website and paper
magazine. Business Media Makoto, and others.
go@cotoba.jp
http://www.cotoba.jp
All rights reserved Answer-Consulting LLP
Koichi Hayashida
a marketing consultant, product design consultant
Representative, Hayashida Koichi Office.
Partner, Answer Consulting LLP
10 years in DAIHATSU MOTOR CO., LTD, car designer
Strategic design consulting, product design
consulting, marketing strategy.
Author of Marketing essay
koichi-hayashida@nifty.com
http://khayashida.jugem.jp/?pid=1
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For your iPad marketing launching

Luncheon meeting with marketing consultants.

iPad Main course menu is “iPad.” Consultants serve iPad marketing on
order to solve your business problems
Luncheon -Send your problems and questions via e-mail
-Consultants think over its recipe
Consulting -Client pay lunch for consultants and other fee for meeting.
- The cost is from 10,000 JPY

How do you use iPad in your business service?

iPad How do you establish “iPad business model” as a profit project?
In this seminar, we consultants leads the answers with the participants

Private -iPad cycle lecture

-industry problems and trend analysis
Seminar -leading focus group session s
-idea creation with participants
-advice for implementation

Half day seminar, 50,000 – 100, 000 JPY

participants: 5 – 10 persons

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appendix１：iPad magazine concept for Kindergarten 1/2

iPad business model is highly

suitable to kindergarten.
Why ?
The reasons are;
customer needs various.
for parents many companies are related.
child care iPad magazine sales revenues are various.
kindergarten Q&A
evaluation

nursing

for managers
iPad magazine

education
toys advertisement

Kindergarten management
picture iPad magazine hints
books

education
recruiting
training

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appendix１：iPad magazine concept for Kindergarten 2/2

Share Value area

iPad magazine
【for parents】
＋
Post Post
【for future parents】
iPad magazine
【care, education】
Stock Stock
Kindergarten Edit Edit
teaching mothers
pictures
A B teachers
accounting events

health managing

education E-commerce

toys

Social influence by Mr.A Social influence by Ms.B

※substantial social members through iPad magazines.

teachers education material makers
companies retailers All rights reserved Answer-Consulting LLP
appendix2：iPad magazine concept for cookery school 1/2
iPad magazine
【for class members】＋【for future ones】 iPad text
【for class members】
class video
pictures
cookery contents
text
recipe

food advice
communication
kitchen contents
aid
health
advice

interview
experts

member needs
food, devices
wanted
advertisement iPad magazine
lecturers
wanted 【for business partners】

Copyright © 2010 The ANSWER Consulting LLP All rights reserved.

appendix2：iPad magazine concept for cookery school 2/2
Share Value area

iPad マガジン
【for class members】
＋
Post Post
【for future members】
iPad Text
【for members】
Stock Stock
cookery Edit Edit
school evaluation
recipe
members
A B
Tips how to

health

food 物販

tools

Social influence by Mr.A Social influence by Ms.B

expert agri companies kitchen aid ※substantial social members through iPad magazines.
nutrition companies
Copyright © 2010 The ANSWER Consulting LLP All rights reserved.
Contact：info@answer-consulting.jp

Attention: Yoshifumi Go, Koichi Hayashida

Answer Consulting LLP
6th Floor Sanwa building,
2-25 Kanda Suda cho
Chiyoda Tokyo 101-0041
Japan
Far East of Globe

Copyright © 2010 The ANSWER Consulting LLP All rights reserved.