Digital Media's Biggest Opportunity: Convenience Consumption

Zuobin He There seemed to be no reason for Apple to launch a smaller version of the popular iPad after its enormously successful launch. But the secret sauce of Apple's products has always been to create convenience for consumers. The company soon realized that iPad had become an indispensable device in the consumer's bedroom right before we fall asleep. Research on second-screen viewing for the 2012 London Summer Olympics, for example, showed that people were watching in the bedroom with iPad. But the original device was too big and clumsy to hold comfortably in bed. A smaller version was a welcome addition. To a certain extent, building an Apple-like online experience is more complex than packaged goods, a combination of arts and science. It starts with mining the right metadata and building the right taxonomy in CMS. The next step is consumer-facing presentation -- landing-page design. Each step is data-driven. Success is tied to how convenient it is for the consumer to navigate and consume content.

Digital Media's Biggest Opportunity: Convenience Consumption

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