“Curation is the positive flip side of Apple’s locked-down approach, decried as a major, negative development in computing by many observers, present company included. Who would have thought that in 2010, so many people would pay good money for a computer that only runs approved software?
It runs counter to the idea, prized by geeks, that computing equals freedom. If it were Microsoft doing this, we’d all be storming the Gates with torches and pitchforks.”
I don’t think that you have to exercise Apple’s level of control (e.g., not letting developers use third-party tools like Flash, not approving apps that threaten your business model, etc.) to create a compelling, curated experience — an experience in which content and functionality are deliberately restricted to serve a new form factor like a touchscreen tablet or a wearable device.
iPad mania has reached full tilt: Apple announced that it has sold more than 1 million units, and Apple’s competitors (like RIM and potentially Google) are rushing to get their own products out (or not, as the case may be for HP). But there’s something very significant about the device that has nothing to do with how many units it will sell. What’s revolutionary about the iPad is the experience that it delivers: The iPad is a new kind of PC that ushers in an era of Curated Computing.
Forrester defines “Curated Computing” as:
A mode of computing where choice is constrained to deliver less complex, more relevant experiences.
When the Apple iPhone App Store launched a couple of years ago, we saw a flurry of marketing applications released. Some were exceptional. Many were average. iPhone apps were "hot," and consumer brands rushed to build them. They were somewhat expensive with most of the return based on press mentions and buzz. Brands felt that the perception of tech-savviness generated by the presence of an iPhone application would enhance their brand. I think they were right, but soon consumers began to expect iPhone applications. Initally, the iPhone didn't offer much reach. The iPod touch helped build the numbers. Apple's most recent announcement put total sales at over 80 million. Pretty good.
Two years ago, consumers mostly used their cell phones for communication. They also listened to some music and got a bit of weather, traffic and news. Now ... they do just about anything. They shop. They research products. They blog. They look up recipes. Are they doing so in large numbers? No, not yet. Consumers are a lot more likely to do more complex tasks on smartphones like the iPhone. The stakes are much higher for marketers - the potential return is higher with the ability to generate real leads and sales.
Here we are in 2010. Apple recently announced sales of 1 million iPads. Forrester believes that number will at least triple by year end. Apple has launched the iAd platform and promised consumers an engaging media experience that will include advertising, but not be disrupted by it. iAd includes the iPhone platform. iPads add another dimension or canvas that will unleash advertiser/agency creativity. We are now seeing our first marketing (first perhaps) and commerce (secondary?) applications. They are engaging. They offer rich media. They are interactive. They offer opportunities to link to videos, music, social networking sites, and shopping.