The iPad is unlikely to reach mass market anytime soon according to Simpson Carpenter (http://www.simpsoncarpenter.com/), a UK research group. All of the iPad’s perceived advantages were seen to be filling a niche or too use-case specific, such as reading eBooks, consuming content on the train, or making presentations, notes “TechCrunch” (http://eu.techcrunch.com/2010/05/12/report-the-ipad-wont-go-mass-market-anytime-soon/) reporting on the group’s study.
Also, while the majority of those interviewed thought the iPad had the “wow factor,” they couldn’t justify the purchase price, the article adds. “In our view the iPad will take longer to achieve the sales growth and wider market impact of the iPhone,” says Simpson Carpenter.
“It occupies too much territory already covered by smartphones, PCs, laptops and traditional media”, says the report, concluding that most consumers are unable “to find enough rational argument to justify taking the plunge.”
However, the Sellers Research Group (that’s me) begs to differ. Apparently, the tablet device is already reaching mass market status. Earlier this month Apple announced that it sold its one millionth iPad just 28 days after its introduction on April 3. That’s less than half of the 74 days it took to achieve this milestone with the iPhone, which has certainly become a mass market success.
The international roll-out has barely begun. Apple says the iPad will be available in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the UK on Friday, May 28. Customers could pre-order all iPad models from Apple’s online store in all nine countries beginning on Monday, May 10. Apple plans to release iPad in Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, Netherlands, New Zealand and Singapore in July.
Also, the iPad is already making its mark in the Wi-Fi world, reports “Online Media Daily” (http://www.mediapost.com/publications/?art_aid=127950&fa=Articles.showArticle ). In its first month on the market, the Apple tablet accounted for 1.5% of all ad requests on the Wi-Fi-powered mobile ad network of JiWire, which reaches about 20 million unique consumers monthly.
“When you think of all the devices people are connecting with, that’s a pretty good showing within 30 days of rolling out for any device,” David Staas, senior vice president of marketing at JiWire, told “Online Media Daily.” As a comparison, he added that about 7% of users connect to its network via netbooks, a device category that Apple is aiming to cut into with the iPad.
— Dennis Sellers
