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Will CES 2011 Be the Mobile Moment for b2b Media?Tuesday, January 4, 2011 Tuesday, January 4, 2011 In 2010, Apple created the "media" tablet category, and it's estimated that the company has sold over 13 million units since it started shipping the iPad in
As we enter the new year, no serious tablet OS or competitive apps store has appeared. But it's going to get very crowded in 2011 as Google launches a more fully functional tablet version of its Android OS, HP introduces webOS for PalmPad, RIM delivers QNX for the PlayBook, Nokia integrates MeeGo and Microsoft tweaks Windows 7 while preparing for Windows 8 late in the year or in early 2012. The 2011 CES starts Thursday (Jan. 6) in Las Vegas and will showcase more than 50 tablets, but attention will focus on those few that could really move the market and provide Apple with some serious competition such as Motorola's "Xoom," a dual-core processor running the latest version of Android called "Honeycomb," and a similar offering from HTC. Additionally, a variety of offerings from Acer, ASUS, Dell, HP, Lenovo, LG, MSI, Samsung, Toshiba and many others will vie for media attention. Apple does not exhibit at CES but has a history of making announcements around the event that tend to overshadow the news coming out of Las Vegas. There will be rapt attention as Verizon CEO Ivan Seidenberg takes the keynote stage on Thursday morning in case he has something specific to say about a CDMA iPhone 4, while giving updates on the iPad being sold through Verizon. Even with all the excitement over the crop of tablets at CES, there is the specter of Apple's iPad 2, which is expected to launch in March. While guesses are being made about its upgraded functionality, Apple's ability to control the whole hardware, software and developer and much of the apps revenue infrastructure is sure to deliver some unexpected surprises and could once again change the whole industry. The announcements over the last year and the news from this year's CES should leave b2b media companies in no doubt about the importance of content being delivered via mobile devices. A mobile strategy driven from top management needs to be a key priority for long-term success—one that encompasses smartphones, media tablets and Web apps for the mobile Web. B2b media companies have a lot of advantages as they serve niche audiences in delivering very specific content and information. Their audiences rely on trusted brands to make wise business decisions. However, the media landscape is growing in complexity, so today publishers need a holistic strategy embracing conferences and events, print, online and mobile, and one that fully incorporates interaction and engagement via professional and social networks. Understanding audiences' different needs across each medium is critical. This is an excerpt from a column by Media7 CEO Colin Crawford that ran in min's b2b. See the complete premium story.
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