Introducing Apple's latest creation, iPad.(Source: Techno Buzz 2010)
The release of iPad serves as a new device that functions like a normal computer but uses less space. Features such as portability, large screen, operating system, news applications and browsing, gaming and battery life span made this product attractive among Apple and new users.
In the new media ecosystems, a new product’s response relies on the main characteristics of the specific market. Apple CEO Steve Jobs (cited in G.L.2010) argued that iPad’s success potentials depend on whether its functions could fit a niche between smartphone and laptop. Canon, Yell UK president of new media (cited in Jay & Cooper 2010, p.4) also supported by saying that iPad fills a niche between laptop and iPhone and would eventually have a great impact on how people consume media. A certain market has different preferences and iPad must meet the requirements of favourite features in that media market.
Jobs added on by saying that these functions must be better than smartphone and laptop to launch a third and new device category. For a newly launched product to be successful, iPad's functions must be similar but better in a distinctive and different way to attract current and new customers.
G.L.(2010) suggested that innovations can be utilized for iPad due to its larger screen than iPhone which enables more space and customization for onscreen controls. Therefore, innovations and customizations are important for the customers to have the power to suit their preference in the new media age.
However, iPad’s news browsing differs from other laptops as the combination of text, video, audio and photos do not work out well together. As a non-print multimodal device, iPad should have done better in this section as a successful multimodal has more than one mode which combines spoken/written language, still/moving images, produced on electronic screen, music and sounds. (Walsh 2006, p.24)
Although iPad can do most of a laptop’s functions, it does not have the same elements with laptops for news browsing as this device focuses on simplicity and web oriented. Because of this, there might be a danger for iPad to lose out in the niche market as there is a growing dominance in multimodal texts and digital technology. (Kress and van Leeuwen 1996, 2001 cited in Walsh 2006, p.26)
Conclusion
Despite iPad’s good reviews, functions like camera, USB port, Flash support, expandable memory and swappable battery are missing. Therefore, it might affect iPad’s success in the new media ecosystem market.
Reference List:
G.L. 2010, 'Apple's iPad Introduced, greeted with excitement, derision', American Libraries Association, March issue, viewed 27th May 2010,
http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/detail?vid=1&hid=112&sid=e94fef35-fdc1-40d3-aca0-1fde1486a617%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ehh&AN=48567612
Jay R. & Cooper W. 2010, 'Brands begin exploring iPad opportunities, confident of wide take-up', New Media Age, February issue, viewed 27th May 2010,
http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/detail?vid=1&hid=112&sid=02eefd76-adcc-49a3-ba52-0ebaed689b2a%40sessionmgr111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=iih&AN=48312847
Walsh, M. 2006,” ‘Textual shift’: Examining the reading process with print, visual and multimodal texts,” Australian Journal of Language and Literacy, vol.29, no.1, p.24-37.
In the new media ecosystems, a new product’s response relies on the main characteristics of the specific market. Apple CEO Steve Jobs (cited in G.L.2010) argued that iPad’s success potentials depend on whether its functions could fit a niche between smartphone and laptop. Canon, Yell UK president of new media (cited in Jay & Cooper 2010, p.4) also supported by saying that iPad fills a niche between laptop and iPhone and would eventually have a great impact on how people consume media. A certain market has different preferences and iPad must meet the requirements of favourite features in that media market.
Jobs added on by saying that these functions must be better than smartphone and laptop to launch a third and new device category. For a newly launched product to be successful, iPad's functions must be similar but better in a distinctive and different way to attract current and new customers.
G.L.(2010) suggested that innovations can be utilized for iPad due to its larger screen than iPhone which enables more space and customization for onscreen controls. Therefore, innovations and customizations are important for the customers to have the power to suit their preference in the new media age.
However, iPad’s news browsing differs from other laptops as the combination of text, video, audio and photos do not work out well together. As a non-print multimodal device, iPad should have done better in this section as a successful multimodal has more than one mode which combines spoken/written language, still/moving images, produced on electronic screen, music and sounds. (Walsh 2006, p.24)
Although iPad can do most of a laptop’s functions, it does not have the same elements with laptops for news browsing as this device focuses on simplicity and web oriented. Because of this, there might be a danger for iPad to lose out in the niche market as there is a growing dominance in multimodal texts and digital technology. (Kress and van Leeuwen 1996, 2001 cited in Walsh 2006, p.26)
Conclusion
Despite iPad’s good reviews, functions like camera, USB port, Flash support, expandable memory and swappable battery are missing. Therefore, it might affect iPad’s success in the new media ecosystem market.
Reference List:
G.L. 2010, 'Apple's iPad Introduced, greeted with excitement, derision', American Libraries Association, March issue, viewed 27th May 2010,
http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/detail?vid=1&hid=112&sid=e94fef35-fdc1-40d3-aca0-1fde1486a617%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ehh&AN=48567612
Jay R. & Cooper W. 2010, 'Brands begin exploring iPad opportunities, confident of wide take-up', New Media Age, February issue, viewed 27th May 2010,
http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/detail?vid=1&hid=112&sid=02eefd76-adcc-49a3-ba52-0ebaed689b2a%40sessionmgr111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=iih&AN=48312847
Walsh, M. 2006,” ‘Textual shift’: Examining the reading process with print, visual and multimodal texts,” Australian Journal of Language and Literacy, vol.29, no.1, p.24-37.
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