Apple Tablet Won't Save Newspapers
by Braden Kelley
I came across an article talking about some of the reasons why any Apple tablet (iSlate, iPad, iTablet, Macbook, etc.) won't save the newspaper publishing industry.
Keep in mind that when it comes to innovation, it must move through a lifecycle that begins with an insight and ends with adoption. The bigger the innovation, the harder it is to progress through the whole lifecycle, especially the adoption phase. The more innovation introduced in an Apple tablet, the longer it will take to reach mass adoption.
The most important points of the article center around potential barriers to adoption of an Apple tablet and their cascade effect on becoming barriers to adoption of a newspaper subscription on an Apple tablet (especially regional or local papers). Here are a few to consider:
These barriers to adoption may slow the adoption of an Apple tablet (as imagined by the most reliable of the rumor mongers). But, if or when an Apple tablet does catch on, it is quite possible that if anything, an Apple tablet might actually accelerate the demise of local newspapers.
What do you think?
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Braden Kelley is the editor of Blogging Innovation and founder of Business Strategy Innovation, a consultancy focusing on innovation and marketing strategy. Braden is also @innovate on Twitter.
I came across an article talking about some of the reasons why any Apple tablet (iSlate, iPad, iTablet, Macbook, etc.) won't save the newspaper publishing industry.Keep in mind that when it comes to innovation, it must move through a lifecycle that begins with an insight and ends with adoption. The bigger the innovation, the harder it is to progress through the whole lifecycle, especially the adoption phase. The more innovation introduced in an Apple tablet, the longer it will take to reach mass adoption.
The most important points of the article center around potential barriers to adoption of an Apple tablet and their cascade effect on becoming barriers to adoption of a newspaper subscription on an Apple tablet (especially regional or local papers). Here are a few to consider:
- The high cost of any Apple device (likely to cost $500-700 when purchased with a data plan)
- The high cost of an acompanying data plan (probably another $600-800 annually)
- This will likely be an incremental not a replacement device (people will have to decide whether they can afford to buy another computer to supplement a desktop or laptop and a mobile phone or smartphone
- Will people want to pay to subscribe to the Seattle Times when they could pay to subscribe to the New York Times, USA Today, Financial Times, or Wall Street Journal?
- People have a lot of free online news and entertainment options
- People must allocate their discretionary entertainment spending amongst newspapers, magazines, books, television, internet, video, music, games, and more
- Many of the most popular App Store downloads are free or low cost items
These barriers to adoption may slow the adoption of an Apple tablet (as imagined by the most reliable of the rumor mongers). But, if or when an Apple tablet does catch on, it is quite possible that if anything, an Apple tablet might actually accelerate the demise of local newspapers.
What do you think?
Enjoy this post? Subscribe to our RSS feed and join our Continuous Innovation group!
Braden Kelley is the editor of Blogging Innovation and founder of Business Strategy Innovation, a consultancy focusing on innovation and marketing strategy. Braden is also @innovate on Twitter.Labels: Apple, Braden Kelley, Innovation
posted by Blogging Innovation at 9:39 AM
7 Comments:
Braden:
Why do you continue to do this - make blanket predictions before any specific details are released regarding the device or the service offerings surrounding that device?
Delay your musings & postulations for 24 hours, basing your projections/predictions on announced plans, and I'll weigh your thinking.
We both consult....do you best serve your clients by coming in with a pre-disposed "one right solution" before you do any fact-finding?
Isn't the more salient question, what may newspapers may - or may not - evolve into, given new technology (delivery) and business models that may - or may not - evolve from this as yet announced product/service offering from Apple & others.
"Save" is a term that implies the organizations will continue to exist in a manner somewaht similar to their present constructs. I think the obvious answer to that is no.
On the other hand, can they adapt & evolve into new frameworks that may (or may not) be enabled by (potential) innovations such as whatever we may hear tomorrow from Apple???
yeah....maybe.....but I want to hear more tomorrow before I venture any prediction (a.k.a. guess)...
Hello Gregg,
We probably do different kinds of consulting. I do innovation and marketing strategy along with a bit of process improvement and project management. For me, business success is all about insight and execution, and so it is possible to discuss the potential insights that might be behind any physical expression imagined by Apple before it is actually introduced (because they won't change).
The quality of the insights that any Apple tablet is built on (or any product or service for that matter) are the real key to successful product adoption.
The purpose of my posts on the Apple Tablet are to get people thinking about and talking about not only the insights driving this product introduction, but also on the potential effect of this device on human behavior over the coming years (after people start to understand how it might fit into their lives).
Personally, my strategic recommendation to Apple would have been to make the iPhone more extensible rather than introducing a new device. A more powerful iPhone that would wirelessly connect to a variety of input and output devices as needed based on context and intention.
A foldable, inexpensive 10" dumb touch sceen that I could fold and fit in my pocket and pull out and wirelessly connect to my iPhone for bigger display and touch keyboard input would be far more valuable than an expensive tablet that duplicates iPhone functionality.
If I can start people thinking about the insights behind the device, and to begin to put more weight on getting the insights right, then I have succeeded.
Braden
@innovate
Right - innovation is all about insight & execution - but also has to be fact-based. Making predictions (different from insights) a mere 24-48 hours prior to gaining more specific information, is not in the realm of innovative insight, as it is "beat everyone else to the punch with speculation".
When I consult re innovation & product management, I do not consul my clients to make decisions & projects immediately prior to having more specific information upon which to base decisions.
Am not arguing with any of your projections - just re the timing of same - doing this 6 months prior to announcement is a valid application of your insights as to strategy vs. Apple's.
Doing it 24-48 hours prio to an announcement and basing your projections on assumed specifics...is well, less valid projections & insights as it is last-minute sensationalism.
Why not wait till Wednesday - post-announcement to base your projections/opinions on the reality of the product/service offering?
And for what it's worth, your idea re a 10" touch screen is an interesting idea re a potential accessory for the iPhone, but far from a disruptive innovation that Apple may be striving for.
Am not ready to declare what we may hear tomorrow as being a disruptive innovation - or not. But am not ready to state a definitive opinion until I hear. Perhaps that makes me much less insightful than you - but I do counsel my clients to hold off from making a strategic decision when they will have better information to formulate such a decision on within 48 hours...
There are lots of articles and conversation around the Apple tablet right now and that is provoking more thoughts and questions that I'd like to share in order to get other people's thoughts, and to get other people thinking and talking.
Braden
@innovate
Just came across this piece of data - In three months only 35 people have paid to subscribe to the online version of Newsday
Braden
@innovate
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