Amidst the latest news of impending tablet like devices, including Apple’s newest creation, lies a new and important path for communications campaigns and the practitioners that coordinate these efforts.
First, in terms of the technology, the day of the E-Reader is upon us. Both the Amazon Kindle & the Barnes and Noble Nook experienced extremely successful holiday sales to wrap up 2009. While 2010 is staring off with numerous competitors announcing their own E-Reader efforts at the annual Consumer Electronics show, and mounting speculation as to what Apple will unveil in this space later this week.
The growth of this “reader” type of device in an arena already crowded by Notebooks, Netbooks, iPhones, & Blackberries is interesting; and yet it is an evolution of those devices. The e-reader, despite its name, I believe will extend beyond just electronic forms of books. This type of device, when done correctly will allow for easy consumption and navigation of content on a sizeable screen, in a format that is easier on the eyes (no backlight or optional backlight) and unites a variety of content types including audio, video, & text.
Specifically, with the web’s maturation we are now observing two different types of internet audiences… the first being the desktop/laptop space in which you interact with the web, collaborate with colleagues and essentially get work done. For most of us, that categorizes the vast majority of our day…but the second audience is more concerned with consuming content that is available online from the comfort of their family room, or along their commute. We saw the early evidence of this type of behavior with the iPod and subsequent similar devices; but the shift that has been observed in the past several weeks suggests that we are about to head in a direction that revolutionizes this media consumption in an easier to use and more portable format that that of a 13” or 15” laptop. This new type of device will make it easier to spend that down time “away” from the computer consuming any type of content that you can imagine.
All of that said, this technological shift simply underlines the importance for communications campaigns to seek to disseminate and Touch customers in any number of ways. While the devices continue to evolve and offer each of us new ways to be entertained, with the old phrase in mind “content is king,” it is increasingly important for those of us in the communications business to be content-minded. In doing so, we will be able to use these new types of outreach tools to produce content that can accompany our PR & Marketing campaigns and capitalize on these technologies to reach broader audiences.