Keynote Zach Cook
Grant Zeller
Ellen Pfeiffer
Kenny Bindel
Fan Wang
Oriana Gonzalez
Jeff Warr
Steve Jobs, Apple CEO…
“The iPhone made it possible…
…but the iPad makes it practical.
-Dr. Ian Shepherd
discussing mobile learning
Our Purpose:
Introduce the modern textbook to the
modern student.
not Dr. Ian Shepherd
Objective
To find consumer perceptions of
decision makers in an educational
setting related to implementing the
tablet/e-textbook deliverable.
History


Inkling
Founded in 2009 by
Matt MacInnis, a
former Apple
employee.
August 2010,
launched pilot
program with Apple
iPad at Abilene
Christian University.
Tablet

Q3 2001: Microsoft
introduces first
tablet PC

Q2 2010: iPad released

Q3 2010: Samsung Galaxy
Tab released

Q1 2011: BlackBerry
Playbook to be
introduced
Environmental Analysis
Political
Economical
Socio-cultural
Technological
Marketing Strategies
Existing Product
New Product
Existing
Market
Penetration Strategy
Product Development
New
Market
Market Development
Diversification
42% of professors didn’t know
the price of their textbook
because they received free
samples.
-Public Interest Research Group
Faculty Decision
Making
Post
Purchase
Purchase
Need
Recognition
Information
Search
Alternative
Evaluation
Faculty Decision Making
Bundle of Benefits
TANGIBLE
CORE
INTANGIBLE
Product Life Cycle
Inkling
Electronic Text
BCG Model
QUESTION MARK
STAR
Inkling
E-Text
Market Growth
iPad
?
BlackBerry
Playbook
Kindle
COW
DOG
Traditional
Textbooks
Market Share
Windows
Tablet
SWOT Analysis

Strengths:
  First mover advantage
  Partnered with Apple and iPad
  Offers truly interactive learning experience
  Mobile device offers extreme convenience
  Multi-tasking (research, email, calendar, etc.)
  Collaborative in class learning experience
SWOT Analysis

Weakness:
  Consumer’s barrier to technology adoption
  Expensive to implement
  Unchartered industry
  Distraction within the learning environment
  Limited books avaliable
SWOT Analysis

Opportunities:
  Razor/blade strategy
  Further partnership with Apple Corp.
  Customization to students/classes
  Green
  One mature tree produces 11.6 textbooks
  Improvements based on consumer wants
SWOT Analysis

Threats:
  Current publishing companies
  Fear of technology
  Cheating 2.0
  New entrants into the industry
  Depletion of face to face interaction
  Too much technology can be dangerous
Objective
To find consumer perceptions of
decision makers in an educational
setting related to implementing the
tablet/e-textbook deliverable.
Primary Research

Purpose:
To discover teachers’ opinions about using
the iPad and eTextbooks as learning tools in
the classroom.

Conducted through Zoomerang.com

Sent to faculty and administrative members at:





Texas A&M
University of Texas
Abilene Christian University
Abilene Independent School District.
398 respondents completed the survey
When asked whether or not they have
considered the purchase of an iPad or
not...
60% of teachers said they plan on
purchasing one in the near future.
Focus Group

Representatives from 4 different departments at ACU:
  College of Business
  Journalism and Mass Communication
  Physics Department
  English Department

We gained insight into the “decision makers” thought
process and perceptions about the product and
industry.

Our findings were strongly related to our SWOT
analysis.
Implementation and Control

Advertising Campaign

Presentations and Workshops

Phase in / Phase out process
Financial Projections
Suggestions

Expand selection of available textbooks

Content and usability

Partner with Apple

Use ACU as a springboard