Could the IG PAK help the iPad win the Mobile Tablet wars?
Apple’s iPad is way out front in the Tablet wars today, but as the battlefield moves from the home or office to the mobile arena sales are going to suffer from what I label Form Factor Attrition (FFA).
Simply put …many shoppers will choose a 7” form factor over the iPad’s 10” partially or solely because it is easier to take mobile – and that is where the tablet battles will be fought in the future! Clearly we see a huge trend in Tablet Mobility coming – soon tablets will be ubiquitous and FFA will become more relevant.
Right after price, I contend that the iPad’s size will become its second largest competitive disadvantage. This will become more apparent soon – as competitors with 7” models build cheaper tablets and advertise heavily the ease of taking them mobile. Amazon will soon be at the front in this long line!
Let’s speculate for a moment and say that the iPad loses 10% of its potential sales due primarily or even partially to Form Factor Attrition. With Gartner predicting sales of iPads to be near 148.7 MM by 2015 a loss of 10% due primarily or partially to FFA will equate to a yearly revenue decrease by then of nearly $10 billion per year (148.7x675 (my ASP guess) x 10%) which does not include accessories or future purchases.
How can Apple avoid a large amount of FFA?
They have two choices. First, they can compete with a 7" mini model. But Steve Jobs remarks about the 7" models clearly make that an unlikely event.
Secondly Apple could make space in their store shelves for IG PAK's designed for the iPad. Better yet, they could put their brand on the IG PAK.
This would not only solve the iPad’s mobility problem, but create two distinct competitive advantages – Apple would have the only futuristic carrier that offers rapid access and a mobile typing and viewing stand! This alone could single-handedly (no pun intended) diminish FFA while simultaneously creating a large revenue stream that could easily eclipse Apple products like the Smart Cover.
Remember how the Smart cover reinforced the magic during the unveiling of the iPad 2? Wouldn't it be a great follow-up to demonstrate the IG PAK's ability to trigger the Sleep/ Awake function at the unveiling of the iPad 3?
Additionally, from a marketing perspective, the IG PAK becomes a walking bill board for the iPad. Clear polycarbonates on some models would allow people to see the Apple logo on the iPad within the IG PAK!
Please check out the IG PAK at Kickstarter.com
Here is a recent review by GadgetMac
A fun 1 minute IG PAK commercial is here