Mobile Strategies

Tablets, Mobile Devices

Tablet: Dead or alive?

05 April 2015 · By Dirk Barmscheidt

Though tablet sales decreased in the fourth quarter of 2014, tablets are still important for news media companies because of the way they are used by a certain target market, the quality of their resolution, and the opportunity afforded to offer premium products.

The fourth quarter of 2014 was the first with lower tablet sales since the market debut of the Apple iPad in Q2 2010, with 12% fewer sales and 67 million devices worldwide.

In comparison to the booming smartphone and especially booming phablet market, it was a disaster. Apple tried to work against this downsize with a large advertising campaign, but it couldn’t solve the problem.

The iPad and tablet are, in general, at-home devices. And they are not as good as a smartphone for communication like chatting because of the missing GSM module WhatsApp, which is not running on iPads and only on some smaller Android tablets.

What does this means for media companies and publishers? Did you waste your money and invested in the wrong applications? And should you stop any development of tablet apps at all?

Absolutely not! You did everything right and you have to do more of the same in future!

Why? Here are the most important reasons:

  1. Tablets are the best devices to present editorial and multi-media content because of the size and high-resolution, coloured displays.

  2. Tablet use is enjoyed in a more casual setting, not at a desk, which is the same as print. And it is slower than smartphone usage, which is driven by speed.

  3. Editorial content apps represent premium products that justify a (higher) price point from users’ points of view.

But the success will not come easily around the corner. To be successful, you need to:

  1. Concentrate on the right, the “golden generation” target group. This target group is nearest to your print brand, has the money to buy premium digital products, and needs a convenient way to start the Internet life.

  2. You have to customise a whole product offering, not only the content. Have a look at the value chain and the easiest way for your target group to consume your content.

    Think of the best way this could be offered to a subscriber: Combine the tablet and content app as one product for one monthly price. No one will buy offline content without a newspaper. The same will work in digital.

  3. Adapt your print product nearly 100% to a digital issue. No innovations, no new way of comsumption. Your target group learned over the course of 10 to 20 years the way to consume a newspaper or magazine. Don’t change this!

The tablet market is more alive than ever for publishers. Take the chance and build a profitable digital business!

print article send to friend

blog comments powered by Disqus
About this blog

As news increasingly goes mobile, this blog’s mission is to be the worldwide reference guide to growing and engaging news audiences via mobile devices and tablets; attracting mobile revenue via advertising, sponsorship, and subscriptions; and owning the market for mobile news.

Meet the bloggers

send message

Chuck Blevins
Manager, Digital Products and Projects
Cox Media Group Newspapers
Atlanta, Georgia, USA
send message

Mark Challinor
Mobile/Digital Consultant
President, INMA
London, United Kingdom
send message

David Murphy
Founder and Editor
Mobile Marketing magazine
London, United Kingdom
send message

Sarah Riley
Senior App Advisor
MindSea, an investment of The Chronicle Herald
Halifax, Nova Scotia, Canada
send message

Lorna White
Senior Planner Connect
London, United Kingdom
send message

Padraic Woods
Mobile Development Manager
Verdens Gang
Oslo, Norway
send message

Blog roll

Mobile Marketer

Mobile Marketing Association

Mobile Marketing Magazine

Mobile Business Briefing

Newspaper Marketing Agency


RSS feed

Blog archives

May 2016 ( 2 )
April 2016 ( 3 )
March 2016 ( 4 )
February 2016 ( 1 )
January 2016 ( 5 )
December 2015 ( 3 )
November 2015 ( 5 )
October 2015 ( 3 )
September 2015 ( 4 )
August 2015 ( 4 )
July 2015 ( 4 )
June 2015 ( 6 )
May 2015 ( 5 )
April 2015 ( 5 )
March 2015 ( 4 )
February 2015 ( 3 )
January 2015 ( 5 )
December 2014 ( 5 )
November 2014 ( 3 )
October 2014 ( 4 )

Mark's Twitter updates

    Join INMA Today
    Upcoming Events
    INMA Ideas Day on Audience Development
    Amsterdam, The Netherlands
    17 June 2016
    INMA International News Media Conference
    São Paulo, Brazil
    23-24 August 2016
    INMA South Asia News Media Conference
    New Delhi, India
    30-31 August 2016
    INMA European News Media Conference
    14-17 September 2016
    INMA Latin American News Media Conference
    Panama City, Panama
    22-23 September 2016
    INMA Business Strategies 2020 Conference
    Chicago, United States
    03-04 October 2016
    INMA Silicon Valley Study Tour
    San Francisco, United States
    17-21 October 2016

    More Events

    Member Profiles

    • Eivind Thomsen

    • Aaron Kotarek
      United States

    • Harold Groenke

    • Felipe Lloreda Garcés

    • Siddharth Kothari

    • Simon Smith

    ©2016 INMA | Home | About | Contact | RSS | Privacy