Keynote - Abilene Christian University

Keynote
Zach Cook Grant Zeller Kenny Bindel Oriana Gonzalez
Ellen Pfeiffer Fan Wang Jeff Warr

“The iPhone made it possible…
…but the iPad makes it practical.
Our Purpose:
-Dr. Ian Shepherd
discussing mobile learning
Introduce the modern textbook to the
modern student.
Steve Jobs, Apple CEO…
not Dr. Ian Shepherd

Objective
To find consumer perceptions of
decision makers in an educational
setting related to implementing the
tablet/e-textbook deliverable.

Inkling
� Founded in 2009 by
Matt MacInnis, a
former Apple
employee.
� August 2010,
launched pilot
program with Apple
iPad at Abilene
Christian University.
History
Tablet
� Q3 2001: Microsoft
introduces first
tablet PC
� Q2 2010: iPad released
� Q3 2010: Samsung Galaxy
Tab released
� Q1 2011: BlackBerry
Playbook to be
introduced

Environmental Analysis
Political
Economical
Socio-cultural
Technological

Marketing Strategies
Existing
Market
New
Market
Existing Product
New Product
Penetration Strategy Product Development
Market Development Diversification

42% of professors didn’t know
the price of their textbook
because they received free
samples.
-Public Interest Research Group

Faculty Decision
Making
Post
Purchase
Purchase
Need
Recognition
Alternative
Evaluation
Information
Search

Faculty Decision Making

Bundle of Benefits
TANGIBLE
CORE
INTANGIBLE

Product Life Cycle
Inkling
Electronic Text

Market Growth
BCG Model
STAR
COW
iPad
Traditional
Textbooks
Inkling
E-Text
Market Share
QUESTION MARK
? Kindle
DOG
BlackBerry
Playbook
Windows
Tablet

SWOT Analysis
� Strengths:
� First mover advantage
� Partnered with Apple and iPad
� Offers truly interactive learning experience
� Mobile device offers extreme convenience
� Multi-tasking (research, email, calendar, etc.)
� Collaborative in class learning experience

SWOT Analysis
� Weakness:
� Consumer’s barrier to technology adoption
� Expensive to implement
� Unchartered industry
� Distraction within the learning environment
� Limited books avaliable

SWOT Analysis
� Opportunities:
� Razor/blade strategy
� Further partnership with Apple Corp.
� Customization to students/classes
� Green
� One mature tree produces 11.6 textbooks
� Improvements based on consumer wants

SWOT Analysis
� Threats:
� Current publishing companies
� Fear of technology
� Cheating 2.0
� New entrants into the industry
� Depletion of face to face interaction
� Too much technology can be dangerous

Objective
To find consumer perceptions of
decision makers in an educational
setting related to implementing the
tablet/e-textbook deliverable.

Primary Research
� Purpose:
To discover teachers’ opinions about using
the iPad and eTextbooks as learning tools in
the classroom.
� Conducted through Zoomerang.com
� Sent to faculty and administrative members at:
� Texas A&M
� University of Texas
� Abilene Christian University
� Abilene Independent School District.
� 398 respondents completed the survey

When asked whether or not they have
considered the purchase of an iPad or
not...
60% of teachers said they plan on
purchasing one in the near future.

Focus Group
� Representatives from 4 different departments at ACU:
� College of Business
� Journalism and Mass Communication
� Physics Department
� English Department
� We gained insight into the “decision makers” thought
process and perceptions about the product and
industry.
� Our findings were strongly related to our SWOT
analysis.

Implementation and Control
� Advertising Campaign
� Presentations and Workshops
� Phase in / Phase out process

Financial Projections

Suggestions
� Expand selection of available textbooks
� Content and usability
� Partner with Apple
� Use ACU as a springboard