Macbook_Touch

ESTRATEGIA DE MARKETING - MACBOOK TOUCH RELEASE PLAN

Cédric Pierre-Louis Master 1 Direccion de Empresas Internacionales

May 27th 2008, Universidad de Valencia


Why a "Tablet Mac"? 5 reasons can be relevant:

• The success of the iPhone thanks to its so nice looking and user friendly touch interface shows that people are more and more interested by touch interface. In this domain, Apple has a leg up their competitors; with the iPhone they created the world best touch interface for a smartphone (Invention of the year 2007 for Times) and they can once again design a product which can become the reference of the Tablet PC market. If there is a firm which can easily make Tablets PC popular it has to be Apple.

• The use of multi-touch gestures in most of the Apple laptops (Macbook Pro and Macbook Air), and the fact since several years they granted a lot of patents about multi-touch technology and devices, demonstrates that Apple is about to go further and release more products with that technology

• The way that electronic consumer and computer companies overwhelmed the market with their own touchy products claims that the industry trend is clearly move to a new definition of the Man/computer interaction based on a multi-touch approach.

• People are ready to discover a new way to interact with their computer. With the iPhone multi-touch interface people become familiar with this evolution, and seem waiting for a device which can go even further.

• Some rumours seem to pretend that Apple is working hard on a Tablet MAC with a revolutionary touch and graphic user interface which can be release in 2009 or 2010.

What is a tablet PC?

A Tablet PC is a portable PC (laptop or notebook) with handwriting input. This specific category tends to expand the notebook PC market and was first introduced by Pen Computing in the early 90s with their PenGo Tablet Computer, then popularized by Microsoft. Its touch-screen or graphics tablet/screen hybrid technology allows the user to operate the computer with a stylus or digital pen, or a fingertip, instead of a keyboard or mouse. The form factor offers a more mobile way to interact with a computer. Most of the time, tablet PCs are often used where normal notebooks are impractical or unwieldy, or do not provide the needed functionality.

When in 2001, Microsoft launched the first Windows version optimised for Touch-screen laptops, they contributed to create by the way a new category and computer market; the Tablet PCs. This new market appeared really attractive and hopeful, but because of little competition, too high prices, lack of dedicated software (mainly for the mainstream market), and a market targeting only focus on a restricted professional niche Tablet PC has never took off. However, this new concept was expected to replace the traditional notebook. Seven years later the Tablet PC segment is still a niche market. The sales never really took off, and those like Bill Gates or Gartner who predicted that this new computer concept would gain 30% market share of the laptops market, were wrong.

Tablet PC form factors :

Currently there are 3 form factors of Tablet PC available in the market:

Slates

Slates, which resemble writing slates, are tablet PCs without a dedicated keyboard. Keyboards can usually be attached via a wireless or USB connection. These tablet PCs typically incorporate small LCD screens and have been popular for quite some time in vertical markets such as health care, education, and field work. Slate models are often designed with a focus on pure mobility, that is, the less to carry, the better. Rugged tablet PC models are usually in the slate form factor, because without a keyboard, there are fewer moving parts to break.

Convertibles

Convertible notebooks have a base body with an attached keyboard. They more closely resemble modern notebooks/laptops, and are usually heavier and larger than slates. Typically, the base of a convertible attaches to the display at a single joint called a swivel hinge or rotating hinge. The joint allows the screen to rotate around 180° and fold down on top of the keyboard to provide a flat writing surface. This design, although the most common, creates a physical point of weakness on the notebook.

Convertibles are by far the most popular form factor of tablet PCs, because for people who are unsure about the practicality of using the pen as the primary method of input, the convertibles still offer the keyboard and pointing device of traditional notebooks as a backup plan.

Hybrids

Hybrids share the features of the slate and convertible by using a detachable keyboard which operates in a similar fashion to a convertible when attached. This is not to be confused with slate models that have a detachable keyboard—detachable keyboards for pure slate models do not rotate around to allow the tablet to rest on it like a convertible. Despite a loyal following of users, the hybrid form factor has not received any recent updates.

(Source : Wikipedia)

Apple Macbook Touch Concept:

In fact, until today no one has managed to convince the mainstream market yet, so Apple can change the deal and comes with a seductive product (like they know how to do it) and a more ambitious marketing strategy to persuade more customers beyond the vertical applications market.

The context is favourable to Apple. Touch Graphic User Interface and multi-touch screen technologies are more and more advanced and appear as the next big step to a new definition of the Man / computer interaction. Tablet PC market is almost lethargic, there is a lack of competition, and many people are expecting Apple enters in this market to shake it.

Apple understood that and is ready to launch a new “touch device” with a very easy-to-use interface inspired by the iPhone's operating system, the best GUI ever made for a Smartphone. The definitive name of this revolutionary product is Macbook Touch, and will enlarge our range of laptops from 3 to 4 family products ; Macbook, Macbook Pro, Macbook Air & Macbook Touch. The attractive design, revolutionary features and easy to use OS of our Macbook Touch will make all the différence. Generally, every professional who is looking for a more mobile way to interact with a computer, and who need a light device, with quick note taking abilities (thanks to handwriting features) can be interested by a Tablet PC. For these usual customers, Tablet PCs appear really useful where normal notebooks are less practical or do not provide the needed functionalities in a vertical position. However, as usual, Apple always focus on mainstream customers, so we want to go beyond professional expectations about Tablet PC.