Yet the iPad has taken off in businesses, particularly in the financial services and health sectors.[1] Applications such as Pages, Keynote, Numbers, and Documents to Go were some of the top grossing apps in 2010, a strong indication that iPad users are seeking to perform work-related tasks in between completing Angry Birds levels[2]. And with companies such as JP Morgan Chase and Mercedes-Benz fully adopting the device, the iPad is clearly no longer confined to the realm of personal or recreational devices. Why is this happening?

Professionals are discovering that many of the qualities of the iPad that make it a great personal device can also be a tremendous benefit in the corporate environment. The primary benefits of the iPad include:

• Portability and Convenience
• Ease of Use and Intuitiveness
• Instant-on Capability
• Long Battery Life
• Support of Work/Life Balance

What does this mean for the iPad in the enterprise? Is adopting the iPad necessary to stay competitive and forward-thinking, or is its wide-scale adoption jumping the gun?

When taking into account cost, security, and the amount of planning required for a business to adopt a new device, deciding whether or not to roll out the iPad in your company can seem daunting and even risky. But rest assured there are ways you can determine the value the iPad may bring to your company and your employees.  

iPad in the Enterprise: A Case Study

Recently, MISI Company was asked to conduct a research project at a leading financial services firm to answer a simple question – to adopt or not to adopt? Our research led us to shift from framing adoption as a simple yes/no question to asking more open-ended questions such as:

     -   What capabilities does the iPad offer that my employees would benefit from?

     -   How could my employees integrate the iPad into their work for maximum benefit?

     -  What level of support can my business provide to enable employees to maximize efficiency on the device?

Our research revealed that the iPad did not fulfill any new or unique needs for our participants, but many found it to be an invaluable addition to their existing device suite. The iPad changed how, when, and where they completed certain work tasks. The employees that benefitted the most were executives who primarily review materials, and those who travel often. The iPad’s portability, instant-on nature, easy reader capabilities, and the long battery life made it perfect for them.

On the other hand, employees on an associate or administrative level would not benefit as much from this device because they are typically completing more complex work tasks. For these employees, the iPad won’t replace their laptop and/or desktop so it would just be another device to carry around. Also, its high potential for error with data entry, poor content creation experience, and the lack of compatible file outputs are all significant drawbacks.

Armed with research about how employees use or would like to use their iPads, we were able to make recommendations that required implementing a level of support that minimizes the company’s upfront costs/efforts and the employees’ expectations, while positioning the business to expand the support they provide for the device in the future.

The iPad in Your Enterprise

So how can you predict if your business could benefit from the iPad or similar devices, or if it would become an underutilized purchase?

A great way to begin is to foster an environment that allows professionals to explore new technology in the work environment. Providing basic support to your employees who have purchased iPads on their own is a great way for those professionals to explore how the iPad can be most useful to them in the workplace. For companies currently supporting the iPhone, it is particularly simple to give employees low-level access such as email and calendaring since the infrastructure needed to implement email/calendaring on the iPhone and the iPad are the same.

As employees test out the new technology within your company, encourage and solicit structured feedback from them so that leadership can be informed about the end-user experience of the iPad at a low level of support, so as to inform future decisions.  

It is important for leadership to approach the iPad from a research mentality to understand the level of iPad support that is most appropriate for your organization and employees. Think about questions like:

     – Which people in your company are using the iPad already?

     – How and when are they using it?

     – Do they feel more productive or efficient with the iPad or do they just see it as another device?

     – What do they wish they could do better or more efficiently on the device?

     – What would they think would be helpful for them to complete on the iPad with the company’s support?

     – How does the iPad change their perception of their work tasks?

Gathering these insights can be done on an informal or formal basis, depending on factors such as cost, and the level of insight your business needs. For example, gathering information informally via short surveys, focus groups, or quick interviews to find out how employees use tools like the iPad day-to-day can provide great initial insights for minimal cost. But such research is not usually enough to inform business-changing decisions.

It is important to fully appreciate the context of use and the potential ROI when making formal decisions to encourage and support the use of new devices like the iPad. Formal research, including contextual interviews and shadowing both within and outside the workplace, is most appropriate for an organization looking to gain a thorough view of the potential benefits and risks.  

Understanding the specific tasks your employees currently complete or could be completing on their iPads will allow you to implement task-oriented solutions that are practical for your business and based on your employees’ needs.

Once your implementation plan is mapped out, make sure to clearly communicate what support is available so employees understand what they can do, what they can’t do, how they are supposed to do it – particularly with regard to mobile security – and even what they should be expecting in the near future. Remember that new technologies and offerings are most valuable if users are properly informed about them and are using them correctly.    

Gradually enabling use in the workplace of new personal and preferred devices like the iPad can have many benefits, including inspiring bonding and innovative interactions among employees based on their personal relationship with the device. Allowing your employees to demonstrate the utility of the device and its advantages can provide your company with an employee-centric view of the support plan that is appropriate for your business. Your research and understanding of how the device fits your business today will help inform your long-term goals for how such devices will shape the future, for your employees, your company, and your markets.

[2] “Apple’s All-Time Top 10 Paid IPad Apps.” ISmashPhone – IPhone Blog. 21 Jan. 2011. Web. 08 Feb. 2011. <http://www.ismashphone.com/2011/01/apples-all-time-top-10-paid-ipad-apps.html>

Astra Zeneca presents its Accoladez awards every year to brand teams and partners who produce work that provides the biggest breakthrough in how to communicate about a brand or to address a difficult brand challenge. It recognizes a key finding in market research as well as a unique methodology used to uncover a transformational insight regarding customer behavior.  Accoladez is highly coveted among the Brand teams and the competition is quite fierce.

Our Experience Design group recently won finalist status in the category of Commercial Insight for the Physician Experience Research Study we completed in early 2009.  Our work was recognized because it provided the basis and firsthand validation of what Primary Care and GI Specialists were looking for from the Digital channel, both from a preference and behavioral standpoint.

The study sought to understand how physicians use the digital space in the context of treating their patients. It included detailed 1:1 interviews with over 50 physicians in two cities – the highlight of the research was the “day in the life” diaries we asked physicians to complete to track their digital activities. The goal was to get at what physicians’ digital behaviors REALLY are versus what they claim they are in self-reported surveys or large-scale reports. We wanted to answer the “how” and “why” of physician behavior, not solely the “what.” The insights we gathered helped AZ stakeholders both in digital and traditional channels prioritize communications and tactics.

We think this recognition speaks volumes about the value of having a non-agency with no agenda to push for any particular marketing communications tactics doing this type of research. It frees the partnering vendor to call it as they see it and focus on creating value for the client.