Dear Apple fanboy and fangirls,

A few months ago you may have read my post “iTablet – Time to think different again (predictions by Matt Ulvila)”. Shortly after, I promised a follow up and figured it was about that time…

OK, so my predictions might have been a little far fetched before the announcement. I admit that now, but my goal wasn’t to simply regurgitate every random rumor I had heard. Every tech website from here to Shanghai was already doing that. What I was trying to do was challenge people to “think different” about what the iPad could be.

This week, with the first reviews coming in, and the imminent launch of the iPad, there’s still a lot of concern with what the iPad isn’t rather than what the iPad can be. The iPad isn’t a laptop. The iPad doesn’t have flash and multitasking. The iPad doesn’t have a camera or removable battery. The iPad doesn’t even come with a base station or control your television like I predicted either. It doesn’t have any of these things yet.

What the iPad is, has yet to be determined and only time will tell. For example. Think about smart phones when the iPhone launched a few short years ago. The iPhone wasn’t the first smart phone, but the iPhone was truly was an “evolutionary” device because it had a great user interface. At the time I was rockin’ a Motorola Q, running some awful version of Windows mobile, and it was a rubbish user experience. My buddy Shawn had the sleek and sexy Nokia N95 which had superior hardware, but it had awful software and support which made it a bad overall user experience. What’s happened to phones in the last 2-3 years has been evolutionary change in user interface and software, rather than a revolutionary change in hardware. Same thing will happen with the iPad.

My advice for all my friends who ask my opinion on the iPad goes like this: Keep an open mind and a positive attitude in the months and year to come. Don’t fall into the trap of thinking the iPad is going to change the world overnight either. Don’t you dare think about the iPad as a typical computer running a desktop OS, because it’s not. It’s all about software and user experience, and how WE THE USER will evolve and use tablets in our daily lives. If you’re skeptical, sit back and enjoy the ride. If you’re a raving fanboy like myself and compelled to buy one today, wait a year or two for the iPad4G.

1. Tomorrow is the big day, and Matt can hardly contain himself. And apparently neither can the rest of tech media. Don’t know why tomorrow, January 27, 2010, is such a big deal? Tomorrow, Apple is scheduled to make a “big announcement,” and the general consensus is that this announcement centers around the long anticipated Apple tablet. Dubbed the iTablet, or the iSlate or even the iPad. This device could be a game changer in personal media integration. A Tech Crunch story has Steve Jobs, CEO of Apple saying “It’s the most important thing I’ve ever done.” Our interest is definitely peaked.Check out “Matt’s predictions for the iTablet“For further reading, try:
   Fast Company “Why the Apple Tablet is a Games Changer”
   Engadget “The Apple Tablet: a complete history supposedly“
2. True of False: Your organization has implemented a social media plan for 2010. If you answered false, it’s time to get on the band wagon people. Social media is not longer this new-fangled toy that techies, celebrities and marketers are trying out. It is an integrated part of business involved in everything from PR to customer support. So, we have to ask, what’s holding you back? Perhaps it’s not you. Perhaps it’s someone higher up that might be a bit more resistant. Well, we have tracked down some resources to help you with some well-informed persuasion:”Twelve Ways to Sell Social Media to Your Boss” by @ChrisBrogan
   “How to Convince Your Boss to Twitter”
   “How to convince your skeptical boss that social media has merit”

   And if those don’t work, here is the ultimate list of “How to Sell Social Media to Cynics, Skeptic and Luddites”

3. There’s an unwritten rule for designers, copywriters and marketing strategists that says “Never show a client a concept that you are not 100% excited about, because that’s the concept they are going to choose.” Now, why would we show clients something we aren’t 100% behind? Well, lots of reasons: we promised X number of comps, or we feel we need to show more variety, or we think it will make the concept that we do love look so superior their is no way the client will pick it. The next question is Why does the client pick the concept we don’t like? More often than not, that concept is the safe one. It is the idea that doesn’t break any new ground, doesn’t stand out, and runs no chance of ruffling any feathers. People like safe. By definition, it makes us comfortable. Think of the safe approach as a limp rubber band sitting on your desk – completely benign and easily overlooked. Now, imagine the same rubber band stretched as far as it can as part of sling shot. It’s full of potential energy. It makes you a little uneasy, but it’s full of power. You see that coming your way and you pay attention. The work that gets us excited has that energy. So, the next time you are making the safe choice, take a moment and consider if it is really the right choice.
   • In case you missed our latest Portfolio post this week. Here’s the link to check out the Boston College Football Camp Brochure.
   • And, keep an eye out this Thursday (1/28/10) for our guest post “Branding 101 for Non-Profits” on the Non Profit Toolbox.

iTablet predictions by Matt Ulvila

As of late there’s been a ton of buzz around Apple’s forthcoming release of it’s tablet device. As with all things Apple, there are lots of fanboys singing its praises and lots of haters telling you how much it’s going to suck before it’s even revealed. Fanboys, haters and experts don’t really have any clue what Apple has in store for us more than I do. In fact there was a $100,000 bounty last week for leaked information. I wish I had some hard proof so I could get that bounty, but I don’t. What I do have is a passion for technology that I’ll mix with some logic, a little bit of evidence and a healthy dose of rumors (which seem to be a dime a dozen these days).

Let’s begin with CES 2010. Thanks to streaming, I watched Microsoft CEO Steve Ballmer kick off the annual event. After a couple mishaps and many more bad jokes, he managed to show the world a rather uninspiring HP Slate Tablet. Have you seen any of the reviews? No wonder the haters think the iTablet’s gonna suck. Two of the biggest tech companies in the world just kicked off the largest tech expo in the world by showing you a computer that just happens to be be in a tablet form, running software built for every single PC in the world. Are you kidding me?

When it comes to tablets, Microsoft and HP don’t get it… yet.

For the most part, Microsoft is a software company, and HP is a hardware company. Microsoft writes software that “works” on any given computer, and always has to account for worst case scenarios from a hardware standpoint. Hey, have you ever seen Ballmer talk about how he wishes Microsoft devices did a better job communicating and syncing with each other? I did when he was asked the question by @joshuatopolsky on the Engadget show.

Before we go any further, STOP thinking about the iTablet as a PC. What sets Apple apart from other PC makers (other than the jeans and hoodie of course) is that Apple creates both the hardware and the operating system. That control allows Apple to work in a closed environment and because they have control, their devices have been created to interact and sync with each other. Creating hardware and software also allows Apple to control the user experience on every device. In my opinion, user experience has been the key to Apples success since the release of the iPod, and the experience of owning a iTablet is what I believe will set this device apart from its competitors. User experience will leave companies like Microsoft and HP scrambling to duplicate the iTablet experience.

What will the experience of owning a iTablet be like?

Well, there’s been speculation that it will primarily be used a media device. If you go by that assumption and then look at Apple’s current lineup, where does a tablet fit in without cannibalizing current model sales? The most logical place I can think of is in your living room. And it just so happens that the Apple Store has a brand new position this year called “Family Room Specialist”. I don’t think Apple is creating a new position to take care of the 13 people who own an AppleTV. Do you? Well, why do I need a tablet in my living room? Because you need a way to control Apple’s new user experience.

The tablet is just the first piece of this mystery device. It’s the method for interacting with something far greater. The second piece which I haven’t seen much speculation about is the base station that connects your iTablet to your television. I imagine it will be a device that’s a cross between an AppleTV and a TimeCapsule. Picture a docking station that includes HDMI and audio to and from your TV, but will also include a wireless router and large wireless hard drive. You know have yourself a way to connect yourself to your television. If you own the base station, you’ll be able to record shows similar to a Tivo, have a central hub that streams media wirelessly to ANY Apple device including your iPhone or Macbook.

Look for something way more than an e-book reader. I predict the iTablet will revolutionize the way you watch television. You’ll be able to interact in real time with live television shows. You’ll be able to chat with your friends and see what they’re watching. Talk about social, how about sharing comments with your friends or strangers as live TV happens. You’ll also be able to search for shows, or actors with the onscreen qwerty keyboard. You’ll also be able to review shows and share feedback with other viewers as you’re watching. Maybe there’s 3 different scenarios in a show, and you the audience gets to pick what happens. Think extremely enhanced television, that customized to the person who’s logged into the tablet/tv. Every person in the house will have a different experience. Targeted ads, different parental controls, recommendations based on your viewing habits.

2009 has seen a huge rise in casual gaming. Even my mother plays FarmVille. Expect that trend to continue to rise with the launch of Apple’s tablet device. You’ll eventually have access to ANY game that an app developer wants to scale to a larger size, and you’ll pay for them all using micro transactions at the Apple game store (similar to iTunes). I don’t have updated figures, but one article said there were 13,000 games for your iPhone last summer. These numbers are always changing and probably slightly off, but from what I could find today, there are roughly 558 PS3 games, 736 Xbox 360 games and 900 Wii Games. Apple could have a gaming device in your living room with 10,000 more games than all three of the major consoles. I’d also expect an experience similar to Xbox live as far as connectivity goes. Because these Apple devices communicate with each other, I imagine you could be playing poker with someone halfway across the world similar to how Bert Timmermans envisions it in his mock up by as early as this Spring.

And wouldn’t it be great to actually see who you’re playing poker against? Most of the rumors talk about the tablet containing a front facing camera. So, not only will you get to look at that guy from Belgium to see if he’s bluffing, you’ll be able to video conference him the next day to see how that app he’s making for you is going. Video conferencing will begin to take place more often and revolutionize the way we communicate with each other. There’s been talk for years about a front facing camera on a cellphone and with Apple buying up tons of 3.2 mega pixel sensors, I’d expect to see regular phone calls from my Verizon 4G iPhoneVideo to my Verizon Fios subsidized iTablet sooner than later.

And speaking of Verizon. There’s all these rumors flying around about a Verizon Apple deal in the works. I think it makes perfect sense. Verizon scoops up most of the 4G network. They’ve also started loosening the strings on their control of their phone’s operating systems (see Android and Palm Web OS). Why not put a Apple phone on Verizon’s network? Most importantly, Verizon provides high speed internet and cable, so they’re not taking a hit the way Comcast takes a hit when this tablet thing takes off. They’ll also be able to make some serious cash off those targeted ads I talked about a few paragraphs ago. So my question really is, why not sell an Apple Tablet in a Verizon store. Could we see subsidized iTablets with subscriptions to Verizon FIOS? I mean, why not? They were giving away small HDTV’s and Netbooks last year. If Verizon could get a deal such as a 2 year commitment to FIOS, a cut of any app purchases and targeted ad sales… Well, that sounds like a good plan to me. And I think after the debacle with AT&T getting exclusivity on the iPhone a few years ago, Verizon has learned it’s lesson and will play with nice with Apple this time around.

Will we see a tablet device that revolutionizes television as we know it next week? My guess is yes. I believe it’s far more likely than your run-of-the-mill e-book reader or oddly sized take everywhere tablet device. Besides, when you can get a Kindle at a fair price, why pay way more for an Apple device? Whatever Apple has in store for us on January 27th, 2010, expect it to change the way we live.

Below are just a few other ramblings and rumors that I think support my theory or will play a part in the tablet device. I’m even going to try to guess the specs for the device. Feel free to keep reading and geek out with me, or leave a comment and let me know what you think.

1. Apple’s server farm in North Carolina. (Moving media to the cloud, probably a flash based tablet with 32-64gb of memory)
2. Apple’s commitment to the Apple TV even though it hasn’t been popular. (They’ve cut their teeth, learned their lessons and iTablet will most likely be like an AppleTV 3 IMHO)
3. The App store – Developers and users have embraced digital distribution. (It’s widely accepted world wide, and beats the heck out of shipping boxes full of physical media, then paying someone to sell it at the store you’re leasing. Digital distribution is scary efficient and cost effective)
4. Speculated relationships with companies like the NY Times and book publishers. (These guys are no dummies, they want a cut of the action too)
5. Apple’s purchase of Lala. (The backbone to their streaming music and video service. Could even team up with the NC Server farm to provide a service similar to OnLive for video games)
6. Speculation of Apple and Verizon partnership. (Verizon owns FIOS and most of the 4G network)
7. The position at the Apple store called “Family Room Specialist” (Makes sense if you have the ultimate family room device and I’m not talking AppleTV)
8. Digital transition and availability of reasonably priced HDTVs. (Bigger, cheaper and possibly in 3D)
9. 4G wireless and high speed internet at a low cost. (I don’t expect the tablet to leave your house much, but if your tablet does go with you on vacation, wouldn’t it be nice to watch all your content from home, on the road? Even pick up on that game of Madden you left off before you left?)
10. Affordable flash memory. (Flash memory is like penny candy these days and only getting cheaper)
11. Affordable LCD and OLED technology. (OLED still needs some time to come around, but could be used on in iTablet 2.0)
12. A base install of iPhones. (You’re connected on the go by your iPhone and it makes a great second controller at parties)
13. Apple’s acquisition of Quatto Wireless. (Targeted ads get better ROI. If some guy just searched for Audi 10 minutes ago, why not show that guy an Audi commercial?)

All along I believe Apple has had this idea, but they’ve needed all the chips to fall into place, and they’ve needed to master the technology to make it happen. In 2010 the iTablet will be the at home convergence device similar to how the iPhone combined your email, phone, music and photos back when it launched, but this time with your television.

Here’s a list of things Apple’s learned and perfected in the past 10 years.

1. How to make a great user interface on their hardware and software. OS-X, iPhone, iPod and iTunes.
2. How to make sync data between devices. MobileMe.
3. How to make an intuitive touch screen device. iPhone/iPod Touch.
4. How to make a thin computer. Mac Book Air.
5. How to make a networked hard drive with built in wireless N router. Time capsule.
6. How to make a media device that hooks to your TV. AppleTV.
7. How to make a viable digital distribution environment. iTunes and AppStore.
8. How to create a crave worthy device. They’re all pretty crave worth IMHO, but the buzz for the iPhone is definitely the biggest.
9. How to team up with large corporations to sell an Apple device. AT&T here in the US and many others world wide.
10. How to position themselves as a gaming platform. iPod Touch and iPhone.
11. How to make video chat easy and reliable. Camera’s on all laptops and new monitors. iChat built in.

Just for laughs, I’m gonna even try to guess some basic specs for the device.

iTablet Dock/Base Station (The image above is just a render of what the back could look like)

• 500mb, 1tb and 2tb options for hard drives
• HDMI in and out
• 7.1 surround sound
• 802.11N wireless
• Will also be the charger for the tablet when you’re not using it.

iTablet

• 32 and 64gb flash hard drives. (no old school spinning hard drives)
• 10.1 screen with 3.2 mp front facing camera
• Core i3 (maybe) or Core2Dou processor at roughly 3ghz (probably their own processor PA Semi – this one’s a reach)
• nvidia geforce 9400m
• 802.11N Wireless
• Bluetooth
• Accelerometer
• Compass
• 3/4g wireless card
• 12-15 hour battery life
• unibody construction
• as thin as an iPhone

If you’ve stuck with me this far, I’d love to hear what you think. Will the iTablet be just another tablet computer, or something much more? Will it connect to your TV, or am I crazy for thinking we’re at that point yet? What are your thoughts on this mystery device.

References:

http://en.wikipedia.org/wiki/Microsoft

http://en.wikipedia.org/wiki/Hewlett-Packard

http://en.wikipedia.org/wiki/List_of_PlayStation_3_games

http://en.wikipedia.org/wiki/List_of_Xbox_360_games