MIS362

Hi my name is Naomi Anderson.

This is a presentation for M.

S. 362.

Looking at the Apple iPad Pro and its current cover

solutions. Magic keyboard is release from Apple in 2020 and

There's also an Apple folio.

Specifically looking at products that meet the size or the

new 12.9" Apple iPad pro.

Mm By combining traditional marketing and research methods with social

media analytics and collaborators.

Demand is understood and brand significance is created as offerings

align closely with what custom with what customers value.

That's innovation.

Apple is known for its quality, innovation and disruption.

It's disrupted the way we interact with computers several times

in the last 30 years, contributors to online discussions about

various accessories for the Apple ipad have expressed opinions about

both the magic keyboard and the folio offerings.

I've identified through research an opportunity for development.

Looking at the feedback from consumers.

They're looking for alternative cover products to cover both the

iPad Pro and the Magic Keyboard.

And they're also noticing an absence for product in the

under $100 category as an apple branded accessory.

This accessory option is popular with users from a personalization

standpoint. They're looking for something that's cheap and cheerful that

can protect the surfaces of the expensive ipad items and

to prevent them from being damaged.

They're looking to to cover both the tablet and the

keyboard but they're also looking for an option that can

protect the tablet in and help it to be used

in a portrait orientation which is a bit of a

limitation when looking at the current Magic keyboard as or

folio on its own.

We propose a simple silicon surface cover that meets the

low cost needs and functionality and lap ability, desires expressed

by customers with further collaboration and development from Apple's innovation

teams. We believe again that the goals of Apple and

their customers can be met.

Yeah, yeah.

Apple's got a history of disruption in a technological sense.

They have internal structures remain the same and focused on

supporting innovation um and through development of new technology.

Um the marketplace has been introduced to the imac the

Macbook Pro and now this magic keyboard and ipad combination

meets the Macbook or laptop expectation closely but also offering

the same elements of personalization and functionality as a tablet.

Yeah, yeah.

The Apple store asks people to consider accessories that will

let them make the ipad their own.

That's their branding tagline Apple's innovation culture breaks the laptop

mold with the tablet computer.

Now we're looking at bringing those two items closely together

by the with the addition of the magic keyboard.

Again, asking customers to create a dynamic solution for their

needs opinion analysis, the network analysis conducted on the ipad

pro and magic keyboard showed desires for the ipad linked

with accessories to facilitate the traditional computing functionality.

Portability and comfort for recreational use.

iPad pro is the leading product in the tablet computing

accessory category.

According to Ibisworld Business Reports 2021.

Much of the discussion about the ipad Pro and the

magic keyboard focus on lap ability.

Um and the comparison of the combination with laptops too.

And the reviews provide are asking for alternative options for

covers or cheaper options or an alternative keyboard solution.

Reddit is a platform for for discussion and those users

are specifically reviewing keyboard brands that are off apple branding,

looking at alternative products, um seeking cheaper products and also

providing um yeah, opinion that asks for something that's not

a forever product, a product that can protect the surface

of the Apple products.

Yeah contributors have shown through their opinions um that their

compatibility of the ipad Pro and Magic keyboard does meet

their expectations.

A small number showed their experience to be a little

higher under a little lower than expectations with approximately 60

people indicating a high satisfaction and less than 10 showing

a lower satisfaction.

This means that the mark, the offering is on target

to meet the needs of the majority of customers in

that category, Sentiment about the magic keyboard is very similar

though. Many more people are satisfied with approximately 120 people

indicating a positive satisfaction and only 30 showing expectations were

not met.

Yeah, yeah, yeah, yeah.

The innovation process is a Through the innovation funnel is

a three step process starting with many, many ideas being

put forward by lead users and through gathering feedback from

online search sources, ideas are brought through the final process

to bring down one great idea to bring to market.

So we through ideas through to research and development aligning

the ideas that are the lead ideas with the goals

of the organization.

We then reach through to commercialization stage, connecting with opinion

leaders to help with marketing challenges.

Lead users in this case show the desire for the

ipad to be linked with accessories to facilitate a mix

of traditional computing functionality, portability and comfort for recreational use.

Here we can see the comparison of the ipad with

the magic keyboard and the Macbook Air.

Can customers compare weight?

The weight of the Apple products with the tablet combined

keyboard is much heavier than the Macbook Air and the

tablet itself is quite heavy and therefore the keyboard has

been increased in weight to create a balance point.

Customers are concerned that when using it on an unstable

surface that the weight of the tablet being top heavy

could be a tipping issue and might interfere with the

user experience.

Customers are also asking for a portrait view.

Currently the magic keyboard when it's connected doesn't enable a

portrait view.

And there are some apps that are native to the

Apple system that are designed to be used with the

portraits side orientation.

Um customers are looking for a protection for the surface

of the ipad keyboard.

They don't want to pop it down on a dirty

table or to fold it and have um keyboard finger

marks end up on the screen or any sort of

scratches happening when the two come together.

There are lap ability concerns.

As I mentioned, people are looking to make sure that

the difference between the magic keyboard and the folio, that

the trade off isn't a sacrifice.

That they don't you know if they're going to pay

more for um the magic keyboard, they want it to

be a significantly better product.

They also want The option of an entry level product

if they're going to give the iPad two younger users

or Children, they want the protection but they also looking

for a replaceable product for the known damage or discoloration

that will happen over time.

Yeah. Yeah.

Mhm. Yeah.

Point of marketing difference.

Apples. Three tier offering is what customers are used to

they used to and under $100 folio option or a

cover option.

Then the mid range folio and the addition of the

magic keyboard is a higher priced offering again in the

last few years.

The substitution of the high price product for some customers

is not appropriate for their needs.

The suggestion that we have come to with is to

bring back uh a lower cost silicon cover that can

facilitate the use in portrait mode and also have a

novelty point.

A point of difference for marketing and something for the

younger users.

There is an old technology that's made a resurgence um

with wristband slappers and that it's a stiff fab piece

of plastic inside a cover that when stretched out is

quite strong and rigid but when curled actually rolls in

on itself and can pop around somebody's wrist.

Or in this case or in this use would make

a bolster type shape that could have the ipad rest

on it um in a big attached to the cover

to create an adjustable angle and a soft touch use

for younger users or for use in portrait mode.

Yeah, yeah, yeah.

Commercialization opinion leaders through the launch event.

Yeah, yeah.

Would have options to unbox and test drive the new

products, providing reviews for their users and on their channel

and creating a flow of information and clicks and linked

back through to Apple's website to promote the new product

availabilities and features.

I can see here the number of You channels that

have a high view ratings with lots of likes um

commenting on Apple's launch back in May 2021.

We can see the spike on this chart with a

number of likes relate to the timeline of the launch.

This is a positive launch event and a standard marketing

practice for Apple.

Um they're very much engaged with their lead users and

opinion leaders with lots of ambassadors for the product.

Thank you

MIS362

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