Commentary

If You're 30, You'll Live To See The iPad53

That’s based on some quick math OMD Chief Innovation Officer Jon Haber did this morning while presenting his opening keynote at OMMA Tablet in New York.

“If you’re 30-years-old, and you judge your life by iPad lifecycles, you will probably live to see the iPad53,” Haber said, no doubt driving the share value of client Apple’s stock up for that many iPad Years.

Haber used the stat as a visual way to think about the implications of a revolution he estimated is only “22 to 23 months” old, a scale he described as “astounding” and one that is “not going to slow down. It’s only going to accelerate as the price comes down.”

Haber, whose presentation drew largely from a series of pieces published by Wired magazine in the period before the iPad even launched, said the revolution is transforming just about every facet of the world’s societies and economies, and said we were even close to achieving the dream of a $100 connected computer – a tablet – that would make it affordable to some of the world’s neediest users.

Haber also riffed on the implications for “humanism” as the revolution changes the ways and degree with which we rely on the technology to manage our information and the implications for new technologies like Siri and cameras that can read a user’s facial codes to reveal much more than just how they are using media.

Advocating a “natural human interface” for working with and thinking about tablet media, Haber indicated that the industry still hasn’t figured it out, and is beginning with classic approaches to advertising and media, especially print.

Haber, who was part of the team at OMD that made an early, pre-launch deal with Flipboard, noted that, “The first thing we did was just beautiful full-page static ads.”

He said the next phase borrowed from another print media convention, and that OMD “started creating mini-magazines for brands in tablet editions.” Haber said that treatment enabled users to “go deeper into the brand.”

And while linear advertising may be an initial creative comfort zone, he said tablets are also spawning other new roles, including the implications for shifting from a “page” and “browsing” perspective to more of an apps-based one, which even has implications for things like search.

“We don’t find restaurants any more by doing a search,” Haber said, noting that it’s more common for a mobile user to use something like a Yelp, or OpenTable app.

Indicating that we still have a lot to learn and understand about the transformational effects of tablets, including how consumers use them, and how the industry can measure that, especially “touch.”

“It gives us a kind of new metric of how people are interacting,” Haber said, citing an early brand app OMD developed that was tied to an accelerometer “metric.”

Haber said it was based on “how long somebody shook the ad.”

“You start to think about things a little differently on the different screens, and the different capabilities of the screens,” he said.

Touch may be the big, new breakthrough in tablet media experiences, but Haber also touched on a potentially touchy subject: whether the OMMA crowd was actually in touch with what’s going on.

While taking the stage this morning, Haber glanced at the audience, and chided, “First of all, at the tablet conference, everyone’s using laptops.”

Then, almost as if commenting to himself, he muttered, “Are you really doing that?”

Hey Jon, the minute they make a tablet that I can type blog posts like this on, the minute I’ll stop using my laptop.

Next story loading loading..