The iPad has positioned itself as a very useful gadget that is a hybrid of a personal laptop computer and a cell phone. The hybrid nature of the product makes it successful across many different retail product markets.
The iPad is generally positioned as being the "third device" after the personal computer and cell phone,
encompassing a variety of uses and functions. It is meant to allow greater utility than a cell phone, while offering more portability than a personal computer. The iPad is positioned as a more convenient and intuitive way of performing a variety of tasks that these devices are used for, such as web browsing, checking email, and looking at photos.
It is also positioned as a better alternative to existing eBook readers, such as the Amazon "Kindle" and the Barnes and Noble "Nook". These products are marketed by online booksellers who have years of experience in selling printed media. Apple is not only positioning its iPad as a superior device with more features than these readers, but is also marketing its iBooks virtual bookstore as an easy and convenient way to purchase content. Despite the fact it does not have same the relationships with publishers and amount of experience in selling books as Amazon or Barnes and Noble, Apple has already proven its ability to deliver digital content and drive high volumes of sales with its iTunes music store.
Although it isn''t as powerful as most laptops currently on the market, the iPad is positioned to be superior to "netbook" portable computers. In fact, during his speech unveiling the iPad, Apple chairman Steve Jobs said, with regard to netbooks currently being sold, "...[They] aren''t better at anything. They''re slow, have clunky displays, and run clunky old PC software. They''re just cheap laptops." Despite the iPad''s similarity to netbooks computers in that they do not have the computing power of a full-sized computer; the iPad is positioned to be more useful in that it will run software similar to that of the iPhone, which has been widely praised as being useful and an enjoyable experience.
Positioning the iPad vs. Competing Devices
Apple needs to strengthen how it communicates the utility of the iPad device, elaborating on its many practical uses and conveying how purchasing one can be worthwhile to a wide array of consumers. This may be difficult given that it can be used in so many different contexts and that there are alternative products in every instance. As a result, it is important that the iPad be perceived as a device that consolidates the functionality of numerous other devices, rather than be seen as just another device in a marketplace already saturated with single-purpose or limited-purpose Mp3 players, eBook Readers, GPS devices, smartphones, netbooks, etc.
The iPad needs to be positioned as a device that overcomes common complaints of existing alternatives. For example, despite their high volume of sales, many have criticized netbooks for their small screen size and awkward keyboards. The iPad not only has a bigger screen than many netbooks, but it can be oriented in numerous directions to make working on them easier. Apple has done a great job articulating how the user interfaces with the device, showing how the iPad can be tilted vertically or horizontally and internal sensors automatically adjust how the document is displayed.
Apple needs to communicate how the iPad performs better than existing alternatives in areas for which they are praised as well. For example, the Nintendo DS brand portable gaming console has been successful not only with children but with adults too by offering classic games such as Tetris, crossword puzzles, and other applications like "Brain Age" which seek to promote mental clarity by exercising your mind. Like the iPhone before it, the iPad will also offer the same types of programs, but with a larger screen and greater processing power. In addition, because of the decreased cost of developing games for the iPad platform and distributing them digitally, individual titles will be lower in price. I feel that this, in addition to having highly intuitive touch-screen controls, a beautiful display, and motion sensors, means the iPad ought to be positioned more strongly as a gaming device.
I also believe Apple ought to emphasize the ease of using an iPad for not only for email, but also as a word processing device. It is well positioned as a highly mobile computer that can be manipulated without keys or numerous physical buttons, but the company needs to show potential buyers that when combined with the keyboard dock, it is a viable alternative to transporting a bulkier and heavier laptop when working outside the office. Similarly, the iPad also has a VGA adaptor which allows it to output video to an external display. I believe that the company could communicate how this could allow business consumers to use the device as a highly-portable way to display Keynote or PowerPoint presentations.
