How The New Tablets Will

Change Your Content Strategy

Sarah Rotman Epps, Senior Analyst
@srepps
Presentation for PaidContent.org
March 3, 2011

1 © 2009
2011 Forrester Research, Inc. Reproduction Prohibited
Meet Doug Applewhite Meet Rupert Murdoch

• 6 months
• 1 guy, part-time
• 5 months
• $30M through June 30

2 © 2011 Forrester Research, Inc. Reproduction Prohibited

 Rupert would need 1M subscribers to profit in 2011
Forrester’s US consumer tablet forecast, released Jan. 4, 2011:

82M

195.6M
10.3M

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Overinvestment is painful when your business model
doesn’t fit the new platform

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The most innovative monetization models are
coming from businesses with no legacy model to
defend

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The new tablets will offer publishers more flexibility,
but have fatally flawed product strategies

 Too expensive
 Wrong channel
 Lack of radical differentiation

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Android Honeycomb tablets:
Undifferentiated, too expensive, wrong channel

10-inch Motorola Xoom 10-inch Toshiba (unnamed)

Honeycomb tablet

Image source: http://www.motorola.com/

http://www.pcworld.com/article/215562/toshiba_showcases_first_android_tablet.html
7 © 2011 Forrester Research, Inc. Reproduction Prohibited
RIM BlackBerry PlayBook: An impressive device that
will appeal to a limited audience

7-inch BlackBerry PlayBook

Image source: http://us.blackberry.com/playbook-tablet/BlackBerry_PlayBook_v5.pdf

8 © 2011 Forrester Research, Inc. Reproduction Prohibited
 HP’s webOS tablets: A wildcard for consumers, but a
no-brainer for developers

9.7-inch
HP TouchPad

Image source: http://www.palm.com/us/products/pads/touchpad/index.html

9 © 2011 Forrester Research, Inc. Reproduction Prohibited
 iPad 2 will take 80% market share this year

Image source: www.apple.com/ipad

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 The tablet market is ripe for disruption by…

 Amazon
 Vizio
 Sony
 Microsoft

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 Recommendations

 Embrace new business models

 Don’t overinvest in apps
 Optimize your browser-based Web site first
 Prioritize apps in this order:
– iOS
– HP
– Android
– RIM

12 © 2011 Forrester Research, Inc. Reproduction Prohibited

Slides and free report at:
www.forrester.com/paidcontent

Sarah Rotman Epps

+1 617.613.6249
srotman@forrester.com
@srepps
www.forrester.com

© 2009 Forrester Research, Inc. Reproduction Prohibited