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Forrester Research, Inc. Reproduction Prohibited
How The New Tablets WillChange Your Content Strategy
Sarah Rotman Epps, Senior Analyst
@srepps
Presentation for PaidContent.orgMarch 3, 2011
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Meet Doug Applewhite Meet Rupert Murdoch
6 months
1 guy, part-time 5 months
$30M through June 30
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Rupert would need 1M subscribers to profit in 2011
Forresters US consumer tablet forecast, released Jan. 4,
2011:
10.3M
82M
195.6M
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Overinvestment is painful when your business modeldoesnt fit the
new platform
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The most innovative monetization models are comingfrom
businesses with no legacy model to defend
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The new tablets will offer publishers more flexibility,but have
fatally flawed product strategies
Too expensive
Wrong channel
Lack of radical differentiation
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Android Honeycomb tablets:Undifferentiated, too expensive, wrong
channel
Image source: http://www.motorola.com/
http://www.pcworld.com/article/215562/toshiba_showcases_first_android_tablet.html
10-inch Motorola Xoom 10-inch Toshiba (unnamed)Honeycomb
tablet
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RIM BlackBerry PlayBook: An impressive device thatwill appeal to
a limited audience
7-inch BlackBerry PlayBook
Image source:
http://us.blackberry.com/playbook-tablet/BlackBerry_PlayBook_v5.pdf
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HPs webOS tablets: A wildcard for consumers, but ano-brainer for
developers
9.7-inch
HP TouchPad
Image source:
http://www.palm.com/us/products/pads/touchpad/index.html
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iPad 2 will take 80% market share this year
Image source: www.apple.com/ipad
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The tablet market is ripe for disruption by
Amazon
Vizio
Sony
Microsoft
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Recommendations
Embrace new business models
Dont overinvest in apps
Optimize your browser-based Web site first Prioritize apps in
this order:
iOS
HP
Android
RIM
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Slides and free report at:www.forrester.com/paidcontent
Sarah Rotman Epps+1 617.613.6249
[email protected]
@srepps
www.forrester.com
