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iPad’s Killer App for the Enterprise

post by Chris Curran on May 27, 2010
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I have been using the iPad daily for about 6 weeks and love it.  It is a great media computer for video (abc.com and netflix are fantastic), newspapers and books (my Kindle books have new life with the superb graphics).  The browsing experience is great and of course the games are plentiful (Scrabble and Jumbline are recent favorites).

What is not clear is how (notice I don’t say “if”) the iPad will infiltrate the enterprise.  If I had to place a bet on what makes the iPad a game changer, it’s the multi-touch input.  But what’s the big deal?  It’s really cool to watch Minority Report and think about a new way to interact with your data.  That’s not what makes multi-touch really special though.  The real a-ha for me was seeing CollaboRythm, (< make sure to watch this video) an interactive patient communication system at the MIT Media Lab a few weeks ago presented by Dr. John Moore.  In it, he discusses drug options with a diabetic patient interactively using a single touch screen display that both of them interact with simultaneously.

What impacted me was how Dr. Moore created a system that really integrated with the doctor - patient conversation rather than something that just generated graphs or a report.  It is this kind of collaborative, multi-user system that the iPad can bring to the enterprise in a compact and cost-effective way.

Interactive Design is the iPads Killer App

One of my first real jobs was as a developer for a small vendor of life insurance illustration software, in Windows 1.o days no less.  Agents use these apps to show the value of a life or annuity product over time by entering parameters on their laptops and generating reports.  It was and still is largely a data table driven process - a lot of numbers and some graphs.  Now, imagine this process done interactively with an agent AND the customer interacting with the inputs and outputs on an iPad in a visual and iterative way.  It could change the whole insurance buying experience.

Some game developers have latched onto the multi-user model.  To get an idea of what multiple people look like interacting with the iPad at the same time, look at short videos of Harbor Master HD and Tower Madness HD.  Many UI models are possible, including multiple people interacting with the same visual and split screen.  The iPad screen real estate seems to be large enough to handle multiple hands at the same time without covering it.

The opportunities are limitless for experimenting with a multi-user application.  Here are a few ideas:

  • Investment portfolio allocation, drag in and out various funds, stocks, etc. and see the mix and investment types change dynamically
  • Car or boat configuration, look at the sight lines with various options, and watch the price change too!
  • Interactive plan-o-gramming in-store with the vendor and store manager

Many of these UI concepts could be used in a single user mode.  However, the real values of collaborative design are in giving the customer direct control and having an expert there with a customer supercharging the design process.  What do you think?

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  • http://www.diamondconsultants.com Nalneesh Gaur

    A few others to add to your list:

    - A building architect interacts with a customer to interactively change building layout, paint, textures and patterns. The bill of materials is automatically updated.
    - Field sales works with client to demonstrate product capability, check on inventory and place order

    IMO design, learning, sales and marketing jobs have some of the most interaction opportunities. As such, I would expect to see the Ipad evolve in these areas. Soon we will start to see followers copying the cutting edge capabilities put in place by leaders.

  • http://www.diamondconsultants.com Nalneesh Gaur

    A few others to add to your list:

    - A building architect interacts with a customer to interactively change building layout, paint, textures and patterns. The bill of materials is automatically updated.
    - Field sales works with client to demonstrate product capability, check on inventory and place order

    IMO design, learning, sales and marketing jobs have some of the most interaction opportunities. As such, I would expect to see the Ipad evolve in these areas. Soon we will start to see followers copying the cutting edge capabilities put in place by leaders.

  • http://timfoley.info Tim Foley

    The iPad has generated a tremendous amount of interest globally. However, I believe that it is missing one critical capability to become heavily integrated into business and accepted into a number of vertical markets. The lack of core support for handwriting recognition and object inking (recognizing and translation of basic objects - circles, squares, etc.) makes it a large-screen iPod Touch in my opinion.

  • http://timfoley.info Tim Foley

    The iPad has generated a tremendous amount of interest globally. However, I believe that it is missing one critical capability to become heavily integrated into business and accepted into a number of vertical markets. The lack of core support for handwriting recognition and object inking (recognizing and translation of basic objects - circles, squares, etc.) makes it a large-screen iPod Touch in my opinion.

  • http://www.sviokla.com john sviokla

    hi chris,

    great post. i agree with nalneesh — any job that has to do with person to person sales or service. life insurance, any product that needs to be configured — including the ones you mentioned, anything that benefits from an illustration, etc., etc. if the iPad does infiltrate the enterprise one of the key areas will be the edge — where the customer and the salesforce meet.

    in addition, i think anywhere there is a need for “illustration” or “control”. i’ve written recently about how the iPad might become the universal remote for everything. so, any machine in a company that needs a better interface is a possible candidate, as are any locations that need illustration. in retailing that will be the end of isle display. in corporations it could be everything from the lobby to product showrooms.

    and i’m sure you’d agree, its not just the iPad, but the form factor, plus the platform & robust developer community which creates the real value. its about the innovation ecosystem of apple, and soon to be google/sony as a competitor.

    cool stuff and the first “shared” digital space in a while…

  • http://www.sviokla.com john sviokla

    hi chris,

    great post. i agree with nalneesh — any job that has to do with person to person sales or service. life insurance, any product that needs to be configured — including the ones you mentioned, anything that benefits from an illustration, etc., etc. if the iPad does infiltrate the enterprise one of the key areas will be the edge — where the customer and the salesforce meet.

    in addition, i think anywhere there is a need for “illustration” or “control”. i’ve written recently about how the iPad might become the universal remote for everything. so, any machine in a company that needs a better interface is a possible candidate, as are any locations that need illustration. in retailing that will be the end of isle display. in corporations it could be everything from the lobby to product showrooms.

    and i’m sure you’d agree, its not just the iPad, but the form factor, plus the platform & robust developer community which creates the real value. its about the innovation ecosystem of apple, and soon to be google/sony as a competitor.

    cool stuff and the first “shared” digital space in a while…

  • Randy Gross

    We’re planning on using them for room control and conferencing control in our new office. Only concern is them getting up and walking away…

  • Randy Gross

    We’re planning on using them for room control and conferencing control in our new office. Only concern is them getting up and walking away…

  • http://ciodashboard.com/ Chris Curran

    Thanks for the comments!

    Tim, I couldn’t agree more on the handwriting recognition. I have a post coming soon on that.

    Randy, what if you change the model and have the iPads reside with the people and not the rooms? That way, they would always walk away!

    -cc

  • http://ciodashboard.com/ Chris Curran

    Thanks for the comments!

    Tim, I couldn’t agree more on the handwriting recognition. I have a post coming soon on that.

    Randy, what if you change the model and have the iPads reside with the people and not the rooms? That way, they would always walk away!

    -cc

  • http://Http Mercedes

    I think one of the best examples is simply going to the Apple store. Retail is a perfect fit

  • http://www.morethanpoints.com Henry H

    A few interesting and related articles:

    Seth Godin had a “killer-app” idea for iPads and meetings - http://sethgodin.typepad.com/seths_blog/2010/05/ipad-killer-app-2-fixing-meetings.html

    Heard through NPR, Gap and other consumer-based retail companies have already created “shopping apps” - http://www.stylelist.com/2010/04/06/gilt-groupe-gap-sartorialist-fashion-ipad-apps/

    And finally, Mercedes is the first to give iPads to car dealers as a Point-of-Sales device - http://www.autoevolution.com/news/mercedes-benz-dealers-use-apple-ipad-20838.html

    Fun stuff to think about.

  • http://www.morethanpoints.com Henry H

    A few interesting and related articles:

    Seth Godin had a “killer-app” idea for iPads and meetings - http://sethgodin.typepad.com/seths_blog/2010/05/ipad-killer-app-2-fixing-meetings.html

    Heard through NPR, Gap and other consumer-based retail companies have already created “shopping apps” - http://www.stylelist.com/2010/04/06/gilt-groupe-gap-sartorialist-fashion-ipad-apps/

    And finally, Mercedes is the first to give iPads to car dealers as a Point-of-Sales device - http://www.autoevolution.com/news/mercedes-benz-dealers-use-apple-ipad-20838.html

    Fun stuff to think about.

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  • http://brian.magierski.com Brian Magierski

    Hi Chris - nice post. I have to agree with John and Nalneesh too. The iPad is ideally suited at an entry level for person-to-person sales - think of the pharma rep that has 15 minutes to sell a drug to a doctor between patient visits - lots of planning, collateral and maybe even order taking / quoting / to-dos. There are many other examples of this. And, per John’s point it’s the iPad and its features (like instant-on) that drive this, but also the app ecosystem built around it that enable it to happen.

  • http://brian.magierski.com Brian Magierski

    Hi Chris - nice post. I have to agree with John and Nalneesh too. The iPad is ideally suited at an entry level for person-to-person sales - think of the pharma rep that has 15 minutes to sell a drug to a doctor between patient visits - lots of planning, collateral and maybe even order taking / quoting / to-dos. There are many other examples of this. And, per John’s point it’s the iPad and its features (like instant-on) that drive this, but also the app ecosystem built around it that enable it to happen.

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