Among Australian media executives, like everywhere else, the talk of the town is the iPad. I was in Sydney this week, giving a talk at the Media 2010 conference. This gave rise to vibrant discussions of the ways in which the Apple device could transform our industry.
Among the group of speakers, the most enthusiastic one about the opportunity was Marc Frons, the chief technology officer of New York Times Digital. (Marc oversees a huge team of 150 tech people in New York). Three weeks before Steve Jobs’ January 27th iPad keynote, Marc dispatched a team of developers to Cupertino to crash code an iPad application. According to Marc, the quality of the interface, the speed of the iPad, its software will make it a game changer for the media industry. From a commercial perspective, The New York Times still hasn’t decided how to deal with its upcoming iPad bizmodel: charging or not, and how much. The context is the Times’ recent announcement of a paywall based on a metered system: a few pages a month for free; then you pay. See our recent story The Numbers behind the Paywall).
For all publishers, many obstacles remain. The first one is dealing with Apple. Media executives I talked to in Sydney are unanimous: Steve Jobs’ company is difficult to work with. It is utterly secretive, willing to give only minimal information to content providers. “When we met with the Apple people here, said an executive of Fairfax Digital, they didn’t bring an iPad with them, they were telling things like “it has a ten hours battery life“… C’mon guys…” Fairfax Digital operates 284 websites in Australia, including the two big dailies’s sites – The Sydney Morning Herald and The Age – viewed by 24m uniques visitors each month, which is not bad in a 21m people country.
Apple needs the publishing industry, it should treat it better. When it launched the iPhone in January 2007, the device was a revolutionary product just in itself, one that could wait for more than a year to open its platform to third party applicatios. This isn’t true of the iPad. Unlike the iPhone, the iPad will leave or die by the content it will deliver. Especially for a device priced between $500 and $800. As for today, everyone is excited by the platform’s technological promise. But being able to offer a reader experience such as the Bonnier Mag+ concept or the recently released Wired demo is one thing. Finding the right economic model is another. More