Magic iPad (Part 1)

But what about the humanities? Part 1, part 2

Who will answer - "Why," you need the iPad? (Part 1)

This week MacRadar already published two articles by Ben Thompson, creator of Site stratechery.comDedicated iPad recent presentation. Today we publish the translation of the first part of the final article of this series. In the article "Magical iPad», Thompson summarizes and draws conclusions about the true destination of the future and iPad, as well as talks on the possibilities for the development of the tablet as a whole.

In the article "Who will answer - "Why," you need the iPad?" I wrote:

Presentation of the answer to "What" and "How" about the iPad, but nothing has been said with regards to the "Why". Why there is iPad? Why the buyer should buy it? Why is it important? Answers to these questions can not be found in the annual income statement or focus groups. These are such ways as experience, insight into the life and philosophy - that is, the humanities.

To tell the truth, the ignorance of "Why" - is a common trouble. In Microsoft quite clearly described the iPad as "nedokompyuter". Commenting on the recent iPad presentation, Frank Shaw (for Microsoft Relations Vice-President), wrote the following:

Since then, we have launched a series of Surface tablets last year, one of those to whom we pay a lot of attention, talking about our plates, is how much productivity and entertainment fits into one easy and accessible device. In fact, we are confident that we offer the best combination of features and value today.

And it is - not an accident, but exactly what we wanted to create. I've met too many people keep with them at once two devices (one - for the other - leisure and games), and facing the problems of overpayment, excessive gravity and many other inconveniences. We were confident that there is another way: a tablet having opportunities for entertainment and, at the same time, powerful a working machine to help you easily cope with any work before moving on to the zombie movies or pozapuskat birds.

This is something that is a Surface. The only simple and affordable device that you both at work and during leisure time. Let's face it, help you kill time with a tablet - a breeze. We will add to books, music, videos and games - and more buyers will understand yourself. But, in fact, it is in any tablet.

Help people be more productive by using a tablet - is more complicated. To do this, you need an understanding of how people work, how to reach their goals and what they really do not have to do it more effectively.

The good news is that, perhaps, the Microsoft understands this like no other.

Frankly, I doubt very much that the show (or any other person from Microsoft) so really understands and imbued with this problem. It is not in the knowledge of Microsoft experts on how people work, rather their imagination against the plates is limited by the fact that they tend to think only about how the PC.

Therefore, Surface - the first on the market, having such an accessory, like a keyboard. This makes it look like a PC. The second wave of his commercials - continuous comparison of the technical characteristics of the computer, focused on such points as the multitasking and the ability to have multiple accounts. And the presence of Windows - it's not a bug, but by design.

In other words, there may be Microsoft and know how people work, but they fail to imagine some kind of work that people would like to, but can not or will not perform on the PC.

And here are a few stories about the people and how they use their iPad:

Mickey - musician. He even sleeps with his guitar in hand, and did so even when he was a teenager, oblivious to the growing difficulties with the head goes into a rock 'n' roll. He explored this life through the music and the melody came to him in his head - he could not postpone her entry until later. It uses the iPad, making it instantly. Even though, the iPad - not a PC, but for sure - most portable recording studio in the world!

Jane - loves to draw. As a child, she showed a talent for drawing, but the parents have decided that instead of going to art school it is better to concentrate on a more practical education. She is always thinking about how she could turn her life if parents made a different decision, but for now - the art of a dream for her, to which even the first step remains a mystery. In his 30, Jane discovered the opportunity to draw on the iPad - to start creating not required material investments, just touch the screen. Its the iPad - not a PC, but for sure - most affordable canvas in the world!

Richard - the student. He was able to go to a prestigious university, but two hours a day he spends on the road there and back by public transport. Previously, he had to carry the book in a suitcase on wheels - so great was their number and weight! Now, all he needed - Notebook and iPad. And when you need a break from their studies, it turns iPad into a TV.

Selina is still a child. Her family lives in a foreign country and she attends the local school, where classes are held in a foreign language. This is good, but sometimes a father buys a book on her native English for its new iPad - much cheaper than they are in the local store Foreign Literature. And when she finished reading, she can play your favorite games, and last week she made a collage of your photo and a photo of his brother.

Monica retired, she finally can devote plenty of time to their children and grandchildren. Unfortunately - or fortunately - Monica children have achieved a lot in his life and left for the mega-cities of the world. Monica had never used a computer, but using the iPad, she learned to communicate with loved ones through Facebook and Facetime and now they are always in touch.

Each of these people use iPad, but... none of them uses name iPad. Think about it:

• Mickey uses a portable recording studio
• Jane uses the available studio for drawing
• Richard uses the library fits in a small bag
• Selina uses bookshop in a foreign language at low prices
• Monica uses the means of communication with loved ones, wherever they may be

And, what's more, they all work. They are all - productive. And what they do is much more difficult given the PC.

If your idea of ​​productivity rests in the fact that you used to see on the PC - documents, spreadsheets, presentations, codes - then, of course, you will create a product that is similar to the PC, but has a different shape. You will create a Surface.

But if your eyes are not formed on the productivity capabilities of the PC, and the ability of people that give us the humanities - then you create something that does not resemble anything. The device, which is friendly to the user and gets exactly what you need to a specific person, and not the entire target audience.

You will create iPad.

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Prodolzhdenie article "Magical iPad» Read on MacRadar tomorrow.

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