Posted By
Digital Marketing Unfiltered on 07/22/2010
Ed: White Horse’s podcast series is
a great way to get the unvarnished truth about all your digital marketing
questions—listen to all of the episodes whenever you like. Below is Part 1 of a
recent three-part episode on the iPad. To have your question featured on a
podcast, please send your question to contactus@whitehorse.com
Eric
Anderson: Hello and welcome to the White Horse weekly podcast series
Digital Marketing Unfiltered. I'm Eric Anderson, VP of Marketing. I’m joined by
an esteemed panel of White Horse experts here. And I'll ask them to all
introduce themselves. To my left:
Craig
Schommer: Craig Schommer, Director of Analytics.
Jamie
Beckland: This is Jamie Beckland, the Emerging Media Manager.
Ami
Martin: Ami Martin, Marketing Manager.
Brian
Unflat: Brian Unflat, Creative Director.
Eric:
In this podcast series, we're going to cover the weekly topics of Digital
Marketing, and the big topic that everybody's talking about this week is
Apple's new iPad. So the question I raised to our panel is, "Will the new
iPad go the way of the iPod? An indispensable part of our lives, or the way of
the Newton, a joke on “The Simpsons” that hardly anyone remembers?"
Jamie:
What is this Newton?
Brian:
The Newton? Too young for the Newton?
Jamie:
It had a stylus, though, right, at least? The iPad doesn't have a stylus. But
the Newton did. So, you know, we can say we've progressed, honestly. I mean,
really I thought I was going be the contrarian here, saying, you know, the iPad
is definitely an underwhelming response. I think that's pretty much the
consensus in the blogosphere, anyway. I don't know around this table. I'm
bearish.
Eric:
I was hoping somebody on this panel would really stand up for the iPad, because
I don't think anyone out there in the blogosphere is doing it.
Brian:
I don't know; I think time will tell. I mean, you have to see where it goes and
where the results are going to be. But, Apple, you see Apple and you want to go,
"Ooooh." I think they need to have some kind of sacrificial lamb
here. Too many home runs. I mean, nothing's come out, there's a lot of
pressure, Steve Jobs, you know, they've been having issues worrying about
necessarily where things are going to go. I think this is a cool gadget;
there's no doubt about it. The big thing is, how many of us out there have dropped
our iPhone and gone, "Oh my gosh!" How many people are going to drop
their iPad and go, "Doom… it's done." I mean, it's one thing about
dropping something that weighs ounces and something that drops from three feet
up, four feet up, and it's pounds. I'm a little concerned with the size of it,
I'm a little concerned with the fact that it has to lay flat, and the fact that
it doesn't go in your back pocket. It's kind of big...it almost looks like…
Eric:
It's almost like walking around with a TV tray; it's weird.
Brian:
Now there's a good use for something, a TV tray. [laughter]
Eric:
Yeah, I don't think that's an approved use, but, yeah.
Brian:
And believe me, I love Apple, I've been a stockholder of Apple for years, have
let it go, have brought it back, love their gadgets. My career is built around
what Apple's done. Love them, will continue to love them. I think we should get
one, and I think we should try it, and then I think we should have a follow-up
to this after and see why we do really love it.
Eric:
And I think it's good you've got your stock disclosure information in there,
lest you prejudice the listeners.
Jamie:
But don't you two think that the way that they unveiled it, and the apps that
they showed off, they tried to make this case that iWork is going to be really,
really useful. I mean, frankly, who is going to work—who's going to do a
spreadsheet calculation or write up, use it for word processing?
Eric:
Yeah, because it doesn't have a keyboard, right? I mean, people like the thinness
and convenience of the iPhone, and when they have to, they'll type a message on
it. But if you had to do anything of any real length, you'd never use your
virtual keyboard, you know?
Brian:
Well, you can add it, right?
Eric:
Can you?
Brian:
Oh, yeah, there's add-ons for it, of course.
Craig:
That's what's going to save it, the add-ons. [crosstalk]
Craig:
It's just going be a notebook that you plug into your keyboard. The only cool
thing is that you can detach it, and then walk around the house. When you want
to take a laptop somewhere, you know...
Eric:
They have keyboards with screens; they're called laptops. It doesn't make any
sense.
Craig:
But this one...smaller? Smaller screen? Which is not a benefit.
Jamie:
I think there was a space for the iPhone because the mobile experience was
really frustrating for people, right? But I'm not sure what the space was,
where was the need they're trying to fill here? There's this in-between space…
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