I guess I’m not alone – it seems the good folks over at Cupertino have been on the same thought. And, as regulars on this blog will know, I’ve been a consumer of ebooks on my iphone for a long time.

There’s been a lot of discussion in the media about how the iPad may help publishers embrace the digital era – especially this excellent post over at Gizmodo, which identifies that Apple are trying to do what they did with the iPod: not haggle about the early adopter audience who’ve already bought a Creative JukeBox (or Kindle in this case) but rather reach the rest of the world. Those regular consumers who just like great kit that works.

The impact on marketing is huge. The transition of apps from the iPhone to the iPad will be an enormous opportunity for marketers who’ve succeeded in engaging their customers to the extent of committing to a download. This might be content driven – or commerce driven – or other ‘marketing as a service’ approaches. And yes, I’m look at you, fashion retailers, banks and other service providers.

My colleagues at my new employer, Lyris, are working on an app for a fashion retailer that already looks great on the iPhone. If the high net worth customers of this brand do, as I suspect they will, end up with iPads to do their surfing, they are almost certain to use it to do their online fashion shopping.

Are you ready for that?

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the price of success

I’ve been twittering on and off for a while now – trying to figure out how it fits in with all my other activities – and gradually finding it more and more interesting over time. Already this year, the buzz around the microblogging service has kicked up several gears: Stephen Fry’s often witty stream-of-consciousness has been a highlight, but I’ve been gradually seeing more and more of my friends and business contacts using it.

Links back and forth with blogs (alerting to updates), Facebook, various IM and LinkedIn status messages seem to have potential.

One of my LinkedIn connections has been using his status to advise media sales people when he is in ‘buy’ mode – I’m curious to learn how this will impact the quality of his media buys.

Twitter has also gained considerably attention in mainstream media this month: suddenly DJs on Radio 1 are talking about it incessantly.

So perhaps it is unsurprising that  @gordonm‘s tweet yesterday about Twitters desire to monetise their service by charging businesses for using the service in a commercial fashion was essentially a link back to the Brand Republic site.

I don’t know how many followers @gordonm has at the moment, but the suggestion of how effective this can be found in @stephenfry’s history, where his mere mention of a site can bring their servers to a standstill. Mr Fry has over 150,000 followers today.

So how long before Twitter becomes part of the marketing landscape? And how will they develop sufficient revenues so that they can improve their up-time (Twitter.com is down as I write this)?

One interesting example: on Monday my flight from Heathrow was delayed by 2 hours. I tweeted “Desperate rush to h’row this morning was futile: flight delayed 2 hrs +. Grrr.”  This from my iPhone.

Almost at once I had a response from Boarding! inviting me to post details of airport to them to meet up with other stranded travellers.

It’s going to be an interesting one to watch: can Twitter do what other social networks are struggling to do and crack the social networking revenue stream conundrum? My guess is there’s a way to make it work via mobile perhaps. AFullerView evidently has some ideas as well.

Anyone else?

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• I bought an iPhone (perhaps not earth-shattering news)
• I’ve been travelling an indecent amount

And guess what? I found myself using the internet en route far more than is normal, even for me. I found myself playing some time-eating games, listening to some music, keeping up with my emails, talking to friends, family and business contacts… all far more than even I did on my previous (extensive) roster of smartphones, PDA’s and laptops.

Apple just have a knack with usability that other manufacturers are miles off matching. I used to like the ability to surf the web on the move – now, for the first time, it’s actually a pleasure to do so.

I’ve always argued that Apple are the best in the business for their marketing and ability to create a ‘wow-factor’. But also that they are rarely actually the best machines (and almost never the best-priced equipment). I think the iPhone ticks all the boxes (well, except best-priced).

Guess I just joined the herd.

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Who moved my nuts?

Many, many moons ago I helped start Associated Newspapers online efforts. Back in those days (mid-90s) there was much debate about how traditional publishers could embrace online media – but essentially two models were emerging: replicate the content online (the most common model) or develop extensions to the core titles that maybe used some content but were likely to originate their own approach ‘in harmony’ with the parent publisher.

Oh, and then there were the others, such as Time Out, who were famously terrified about what online was going to do to the bottom line.

So a decade and a bit slips by, and online is now a major medium. Could overtake TV spend shortly. Over in the US it seems to be getting the blame for ‘killing’ newspapers.

And still we find the print publishers trying to work out how to make their digital strategies pay for the demise of traditional income sources.

The most recent example of this hit me this morning – Asda (!) are launching the wonderfully named ‘Asda Digital Newsagent‘. Yes really.

Asda Digital Newsagent

Seems to me to be a very similar model to Zinio, who I believe do pretty well in the US. And who have a pretty decent (free to air over Safari) version online for the iPhone.

But come on – from a consumer point of view, do I really want to ‘read’ a magazine on my computer? Books, well yes of course – on a handheld, for portability. And I can see some value in the iPhone pages at Zinio… though the ‘free’ price tag about the content suggests no-one expects you to replace buying the magazine that way.

Magazines are typically consumed as a treat. I remember when, at Associated, we were launching the ill-fated Charlotte Street site for femails (sic). My wife, perceptively, pointed out that you couldn’t take a website into the bath and flick through the pages. It’s a different type of experience entirely.

Meanwhile, iGizmo has set up a decent online magazine, which looks at first glance like some of the Asda Digital Newsagent titles, but adds considerable extra functionality to the flat magazine style.

So Asda’s version simply sells you an image of each magazine spread, wrapped in a bit of navigation to dress it up. And then charges you exactly what you’d pay for it in print.

I may well be proved wrong on this, but I really don’t see how this can possibly produce a worthwhile business model. For readers OR for advertisers (the ads (especially the double page spreads) are even easier to skim past than in print.

I, for one, will not be buying.

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even wetter than the real thing?

As the sun passes the yard arm and my thoughts (already?) start turning to what I might be consuming down the pub this evening, I was entertained to read that the iPint app on the iPhone (developed by a UK agency to promote Carling’s particular brew) is now the subject of a lawsuit from the US developers of a notably similar looking app called, er, iBeer.

I’ve never really seen why someone would pay $2.99 to get iBeer, personally, but I loved the creativity involved in Carling’s use of a similar looking but functionally different (yes, apparently, that’s the truth) app as one of the first ‘advertising’ uses of an iPhone app. A simply great piece of engagement marketing.

I wonder how much extra mileage all parties will get out of any ensuing PR coverage?

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cover flow on your bookshelf?

Interestingly, this far outpaces the eReader software I’ve been using. I can’t see figures for it, but I believe the number to be around 1/3 of that CORRECTION: about the same (see comment below). I suspect this difference in take-up relates to the choice of ‘free’ books available on Stanza rather than offering access to a paid-for store with a broader range of titles. I will watch with interest to find out if the 390,000 who have tried Stanza stick around with it.

What it certainly reinforces for me is that, as discussed earlier on Sandlines, the future of ebooks is with devices you already carry, not new stand alone devices.

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Maybe the whole point of twitter is that it is time-sensitive. If you feel that strongly, stop reading now.

But a colleague of mine was twittering from a conference that my company, Silverpop, staged yesterday in London. He was using his pet iPhone for the task.

Apart from showing some of the things that I’m professionally interested in, I was curious about how the twitters worked to develop a historic record of how the event worked. I’d love to hear any feedback!

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