I attended the Mobile Monday London (MoMoLo) Taking the Tablet panel discussion. Its a great group to attend, the events are free and have a wide range of mobile topics.
The panel for the Taking the Tablet was led by Leila Makki of TelecomTV and she was joined by David Gibbs, Director of Mobile Applications and Services, BSkyB, Matt Pollitt, Account Director at UsTwo, Rimma Perelmuter, Executive Director, Mobile Entertainment Forum, David Roth-Ey, Group Digital Director, Harper Collins and Mark Payton, Editorial Director, Haymarket Consumer Media.
As always there was more debate and discussion via the backchannels on Twitter #momolo
Summary & Thoughts from MoMoLo
Surprised me to hear the majority of the panel, especially those with content delivery, Sky and HarperCollins, were referring to the tablets as the 2nd or 3rd screen consumers were using.
The majority of the discussions focused on one device e.g. iPad, and tablets as a separate channel, to mobile or web experiences. I accept that the iPad is the most common tablet with a wide ecosystem of sales and distribution. However as a consumer, I use multiple devices, across the day, and I want content delivered in the way I am using it, not device specific. It also frustrates me that we are still thinking device specific, rather than providing a digital experience across multiple platforms.
We were reminded though that content discovery on a mobile device is a difficult process. Agreed - healthcare marketers, are you thinking just about developing content, or how people consume and find it?
BSkyB have had success with iOS platform for content, with 10.2million downloads of their apps. Interestingly they were not currently using the Android platform due to security issues with their streams. Review from Guardian. I will report back if readers are interested on the impact for pharma Android apps.
HarperCollins talked about an industry wide incentive to provide a universal standard of digital books and content, so they didn't have to adapt their content to new devices, it would work across the Kindle and iPad new versions. Wondering whether the medical publishers have done anything like this?
As always HTML5 debate was raised. Mainly through Twitter as the speakers avoided answering the questions raised. I believe that HTML5 promises to provide users a better web experience than its predecessor across all devices whether they are Smartphones like the iPhone or Android, traditional Computers and the newer Tablets and Netbooks, with this ability to be thinking digital experience rather than just a few devices. Yahoo has just showcased what it's doing with HTML5 for tablets: www.yahoo.com/tablet
Agencies got the blame for iPad market. However publishers and agencies both have a responsibility to enhance the experiences of users, using PDF readers, and static ads, isn't going to evolve the tablet market place forward. But this is the time to experiment on the tablet channel, as the user base is still growing. Combing more social functionality, integration with UGC, and better advertising experience need to happen. So far I have been disappointed with the majority of publishing experiences I have seen on my iPad, I will pay for quality and engaging content, however at the moment, what is the difference between the print and iPad versions?
With the majority of the panel from entertainment industry, so the focus was on content and entertainment delivery. But they did highlight two areas where iPads were being used by other sectors:
-Sales aids within fashion store: Burberry
-Healthcare: Haymarket discussed their GP content being delivered as sales rep tool on thousands of iPads
Tablets & Healthcare
For healthcare and pharmaceutical industry, tablets do provide an opportunity to enhance the experience of content, with increased functionality, however we haven't touched the surface of what is possible. I would love to see the industry embrace the opportunity in 2011 with:
-Focus on mobile users to current website. Make content mobile friendly, rather than creating apps as first step into mobile. Creating mobile friendly content does not have to be a costly or time consuming process. (Get in touch if you would like to receive a mobile health check)
-A pharma advertiser embracing the full potential of iPad advertising within the medical iPad editions
-Creation of successful Tablet or Smartphone app, which is focused around content and user rather than communication needs
-Exhibition usage. Now with cameras on new edition of tablets, provides opportunities for new technology like augmented reality on the go.
Great meet up as always - lots to think about thanks #momolo