Tablets Take Over CES 2011^* Content Crisis Declared!

Tablets Take Over CES 2011^* Content Crisis Declared!
February 21, 2011

Even before CES or the analyst reports coming out, the cat was out of the bag.  A new device had come into it's own and was fast approaching a tipping point.  It had some false starts since it debuted in 2002, complete with it's earlier pen appendage.  There was a big controversy about what it would be called when it launched again in 2010.  Now it has evolved, it's pen shed and no longer just a pretty form factor of a laptop. Of course, the technology is the Tablet.

After a period of adolescent awkwardness, the tablet has emerged confident, beautiful, and poised to revolutionize the way we experience the content and the web.  Clicks are giving way to finger taps and websites are lining up to turn into apps.  The tablet of course owes it's new found life and direction to the Apple iPad, which is just now reaching it's 1st birthday in April.  Through September of 2010, Apple had sold 7.4 million iPads and it is estimated that as many as another 6 million were sold during the holidays.  Samsung, one of the only companies to compete with Apple in 2010, reportedly shipped more than a million Galaxy Tabs in the last two months of the year.  Where's the market going?  At CES this past week, over 80 new Tablets were introduced, including entrants from Dell, HP, Acer, Asus, Lenovo, Vizio, ViewSonic, and LG.

According to a report issued by Forester this past week, they "expect sales to more than double in 2011 to 24.1 million units. Of those sales, the lion's share will be iPads."


Tablets are a Huge Opportunity for Content Creators

For those of us creating content for our businesses, causes, or educational purposes, tablets represent the perfect device to feed lots of content to.  Did you know that IPad users (and presumably other tablet users) consume 3X more video content than other users? That's what a study featured in ReadWriteWeb and GigaOm reported mid-last year.  A recent Neilsen poll to iPhone and iPad users suggests similar findings. According to iFreshNews who covered the report, 56% of iPad users spend more than 15 minutes per week reading news, consuming movies, TV programs, books and magazines, compared to 22% of iPhone users.  Nielsen concluded that "the iPad is a device that enables easy consumption of content."  

Tablets are a Huge Challenge for Content Creators

With every opportunity comes a challenge.  There are two major obstacles you'll need to overcome to meet your audiences' expectations on tablet devices.  The first is that they want more video content.  Video by its traditional definition is difficult to create, time consuming, expensive, and hard to keep up to date.  So how are you going to create enough video content to keep your tablet audience satiated?  The next concern is technical.  There are numerous operating systems for you to contend with as you plan to post your video.  A video format that works on an Android tablet doesn't necessarily work on an Ipad and vice versa. There are multiple operating systems across devices with their own likes, dislikes, and road maps.  No need for me to delve further into specifics, because there's a better way to meet the challenge.

4 Keys to a Successful Tablet Video Strategy in 2011

1)  Build once, view from anywhere. Your audience expects a consistent experience regardless of the device they're on.  Your multimedia needs to play whether clicked or tapped, regardless of the device, its operating system, or its browser.  Sounds like more than a headache.  Luckily, we've been working on this for some time at Brainshark.  Today, your video presentations will play from a single link or embed on Apple, Android, Palm Pre, and Blackberry devices. Very soon, we'll be launching some even bigger new mobile news, so stay tuned!

2)  Go for speed, you can handle the turns.  Tablets and their users are hungry for content.  There's a "content crisis" that's developing that needs to be addressed with rapid authoring and delivery tools, which is what Brainshark offers with its myBrainshark solution and enterprise editions.  Voice over PowerPoint in myBrainshark is not only the fastest way to create video, it's also the easiest to keep up to date.  Things change fast and you don't want your content looking stale. In myBrainshark, you can very easily re-record your voice over any slide, swap out a one slide for another, or replace both. So don't be afraid of speed - you can keep up when there's a bend in the road.

3) Repurpose. Try giving your whitepapers a video makeover. Dust off that whitepaper and give it a new tablet-ready facade by creating a short video introduction to it, concluding with a download.  It's also a great chance to sell the viewer on the information you're offering.  Experiment with your format and try offering previews of what's in store for those that download. Here's a basic example.

4) Mix it up.  Take advantage of the diverse content around you to mix up the viewing experience for you viewers.  Take a look at this example that includes voice over PowerPoint, videos and more.  See example.

Have a #5 that you'd like to share?  Comment and let us know.

PS: This CNET CES review has a number of juicy photos of the new Tablets coming out.