Beyond the iPad Hype
Posted on April 6, 2010 |
Guest blogging today is George Colony, CEO of Forrester Research, who for 30 years has been advising CEOs on the impact of technology on business. He also blogs at The Counterintuitive CEO:
The iPad signals a fundamental change in the way software will work, and CEOs should understand how.
You're going to hear a lot of conflicting ideas about the meaning of Apple's new device. Most of the talk will be about iPad's impact on the media world: newspapers, books, and movies. Don't be tempted to tune it all out. The iPad is important to you and your business, no matter what industry you're in.
Your company runs on software. Whether it's the word processor you use to write memos, your factory's supply chain management system, or your corporate Web site, your company wouldn't last for 15 minutes without it.
The iPad combines two methods of delivering software: the style the runs on a PC, and the kind of software that runs on servers and is delivered through a Web browser, over the Internet. With Apple's iPad and iPhone, the local software, which runs on a device that's powerful for its size, cooperates with services available on the network.
The result could be applied to create new kinds of business scenarios. Think about a hypothetical Wal-Mart store manager using the iPad to design shelf space, swiping its screen to see how the DVD players might perform when sold next to the DVDs. The iPad's software could call up Wal-Mart's database of merchandising history and come back with a verdict on whether such a move would resonate with shoppers. 'No, no' the iPad says, 'Over here by the flat-screen TVs would be better,' and lights up a new section of the store map.
On the iPad you won't know or care where the software is running-- the experience is still quick, easy, and intuitive. And while the software runs over the Internet, it's not dependent on a browser. That makes the experience more PC-like.
So what should a CEO do? Nothing substantial at the moment. But CEOs should be aware of the possibilities that the iPad is presenting. Consider the case of automaker Hyundai, which is offering buyers of its upcoming Equus luxury sedan a free iPad, preloaded with an Equus owner's manual. The iPad has the potential to change how software works within your company, and how customers relate to your brand. Forrester has some more analysis here.
I would go out and buy three iPads (get the ones with 3G networking and lots of memory). Keep one for yourself to experiment with. Give the second to your CIO. And give the third to your head of application development. Use them for four or five months. Come September, sit down with your executives and ask a simple question: "Can we use this device to improve our business?" I would bet the answer is yes.
