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By Jerry Hirsch
The carmaker, known for its budget wheels, is tapping into the hype over Apple’s new tablet computer to add cachet to its Equus sedan.
It just might be the world’s first paperless car: Hyundai Motor America will include an iPad — loaded with a digital version of the thick owner’s manual — with the luxury sedan it plans to launch this fall.
The iPad pitch is aimed to tap into the hype over Apple Inc.’s sleek tablet computer, which is slated to be released Saturday, and will be included as part of the package for consumers who drive off with Hyundai’s Equus luxury sedan.
People who purchase the South Korean automaker’s first venture into the super-premium auto market will also be able to use one of the tablet’s pre-loaded applications to make service appointments.
“They are trying to position themselves as a modern, in-touch, technologically savvy brand. It is the sort of innovation you would expect from BMW or Mercedes, but not Hyundai,” said Mike Bloxham, director of insight and research at Ball State University’s Center for Media Design. Read the rest of this entry »
By Emma Thomas
The Apple iPad is highly desirable, new Ball State University research suggests, but will consumers fall in love enough to warrant a purchase?
That’s the question posed by Ball State researchers in a new white paper, entitled “Touching Consumers?” According to the researchers, consumers found the iPad desirable but seemed ambivalent about its real-world benefits.
Suzanne, a 44-year-old, called the device “more of a luxury at this point.” And 31-year-old Rebecca admitted that it could enhance her life, but said an iPad wasn’t something she would “race out and get.”
One interesting finding, Ball State Center for Media Design project manager Jennifer Milks said, is that consumers said they would be inclined to own an iPad and a basic cell phone, rather than a smartphone. “[The iPad] could save the cell phone,” MediaPost quoted her as saying.
No doubt, the device will be popular. Piper Jaffray analyst Gene Munster believes Apple will sell every iPad it builds this year, All Things Digital reports. But software developers for the platform – many of whom can be found on oDesk – should keep consumers’ ambivalence in mind and consider building apps that add value.
by Joe Mandese
When Apple chief Steve Jobs unveiled the iPad, he called the new digital gadget a “third-category” device that would not compete with consumer demand for some of Apple’s core products, especially laptop computers and smart phones. But some new research conducted by a highly regarded academic team suggests some trade-offs are inevitable, and that one unintended consequence could be that some consumers will replace their smart phones with iPads and downgrade to a not-so-smart cell phone.
Needless to say, no one knows exactly how consumers will behave when the iPad finally begins shipping the first version of its new iPads tomorrow, but researchers in the Insight and Research group at Ball State University’s Center for Media Design, conducted a small, qualitative study to at least try and understand how consumer attitudes about the new gadgets might shape their media marketplace behaviors. And the big takeaway is that Apple, for all the research and development it undoubtedly put behind the iPad, may have misjudged the degree to which some consumers use the iPad as a replacement devices for other things. Read the rest of this entry »