It seems there is no let up for tablet manufacturers looking to knock Apple off the top spot, as a Gartner report claims Apple’s iconic iPad will continue take centre stage even in the automation sector.
The research firm claims half of all major marketing automation vendors will develop applications specifically for the iPad by 2016.
The report also examines how and whether tablets will be absorbed further into the workplace as an aid to business.
“The initial use of iPads and tablets by marketers will be the extension of existing marketing applications, such as campaign management and marketing resource management functionality, to be supported by the device, either disconnected or connected to the network and home-based application,” said Kimberly Collins, managing vice president at Gartner.
In the automation sector, Collins expects 65 percent of vendors to extend 25 percent of their functionality to the iPad, with marketing resource management using it for reviews and approvals processes.
“The biggest benefit includes the ability of marketers to work remotely while traveling, enabling them to complete tasks and projects faster, and in a more timely fashion,” Ms. Collins said.
“They also have fast access to content and collateral in the field. Cycle times can be greatly reduced, yielding increased staff productivity and decreasing program/campaign costs.
“Chief marketing officers (CMOs) and creative users will have the biggest need for remote access, followed by campaign managers and designers.”
The iPad’s visual appeal is credited for its adoption by CMOs and senior marketing leaders, and according to Gartner, over the next three to five years, the development of existing or new applications to be fully used on the tablet, as opposed to partial functionality from existing applications used in the office, will be key to its success.
The firm also states that new marketing vendors may develop iPad-only applications for internal use by marketers, and that e-commerce organisations are also seeing the appeal of tablets and e-readers.
It expects 95 percent of e-commerce websites to have a tablet or e-reader presence by 2014, but warns that 40 percent will fail due to lack of customer understanding of their usage.
“It’s crucial for organisations to understand what type of buying experience is needed by their users for tablet- and e-reader-based sales,” said Gene Alvarez, research vice president at Gartner.
“They will need to determine how many devices they will support, as they will be faced with not only supporting browsers and tablets, but also other mobile customer touchpoints. As a result, an organisation’s analysis of its customer base, and its usage of various different touchpoints are critical to its success in the new mobile world.”