Monday, February 1, 2010


This week's perspective from TD&F Special Teams: com.motion

Apple announcement day is to geeks what New Years Eve is to drinkers – it’s when all the amateurs come out of the woodwork. This week was no exception as Apple CEO Steve Jobs finally ended months of speculation and announced the latest in the iPod franchise – the iPad tablet computer. The social media space has literally been throbbing with excitement trying to predict what Jobs would announce – to the point where the product itself didn’t even matter, just the dimly held view that there was going to be a product. “Leaks” have been published, analysed and dismissed on an almost daily basis as Apple’s communications and marketing strategy of staying silent continued to fuel the online excitement. On launch day, the corner of the Internet usually reserved for geeks and propeller heads was invaded by normally rational citizens wanting to know the very second the announcement was made. The microblogging platform Twitter and the popular blog Engadget strained under the weight of users … and their expectations as the launch was reported in real-time. Finally, following the launch, the iPad is the lead story on radio, TV, print and online publications around the world. Whether the product can live up to all this hype is not a matter for TD&F (which has already purchased 76 iPads and counting). It’s a no brainer to give this almost perfectly executed strategy of silence a Touchdown (see “Quickdraw’ Fumble by my colleague Orli). After all, it’s hard to think of a consumer electronics device which has gotten more publicity, before, during and after its launch. Oh wait, there was this phone a few years ago…

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