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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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iPad – which Aussie telco has the best audience fit with Apple?

February 02, 2010

Last week Alan and Robin wrote about the hype leading up to the announcement of the Apple iPad. In Australia, major telcos are well aware of consumers' interest in the iPad, and are keen to replicate the success of the release of the iPhone in 2008. When the iPhone was launched in Australia, I noted how the initial interest in apps for the iPhone quickly transferred to the local carriers and their pricing plans.

A key tactic for telcos seeking to benefit from the Australian iPad launch will be to tap into Apple’s audience base. To understand which player is currently best placed to do this, I ran a report on telco websites that attracted a similar Lifestyle Mosaic profile to Apple Australia over the past 12 weeks. Vodafone Australia had the closest matching Mosaic audience to Apple Australia, with both websites highly-represented amongst affluent, tech-savvy households.

How can telcos target Apple users?

Social Networking and Forums can be an effective channel for creating viral buzz around a product or brand. Using the same principle above, I ran a report of the Social Networking and Forums websites that attracted a similar audience to Apple Australia over the past 12 weeks, which revealed some niche advertising opportunities:

It is no surprise to see popular tech-oriented websites in there, such as Mac Forums, digg and Whirpool. One surprise was fashion website, Vogue Australia Forums – but this serves as a good reminder to telcos they should be actively targeting a female demographic, with commentators noting that future prospects for the e-reader market are more likely to be female.

Another key tactic for telcos and retailers will be to get interested consumers pre-registered as quickly as possible. I noticed last week DickSmith linking a Twitter alert on the iPad to an email registration form – a great way to keep prospects engaged through to the point of sale.

Tweet Posted by Sandra Hanchard at 12:21 PM | (0)
In Categories iPad