Apple is known for great innovations in the computer industry. With the launch of the iPad a few months ago, Apple again caught the attention of global consumers. The new device aims to bring the internet with a large library of applications into everyone's hands.
 
At first glance, the device seemed to be a nice toy for the consumer market. It somehow serves the purpose whenever mobile phones are too small and computers too big. However, the iPad can be much more than just a consumer tool. It may provide huge opportunities for businesses to enhance their attractiveness to customers or even improve business operations.
 
Even though it's yet to be officially launched in Thailand, I believe now is the time for each IT department to take a closer look at the iPad to see how it can be used to create tangible business benefits. Already, we see some companies having a closer look at iPad applications, and large software houses such as SAP are also presenting iPad integration with their business platforms. Half of the Fortune 100 companies are now testing and evaluating the iPad _ even conservative companies such as Wells Fargo are adopting the iPad in order to make workers more productive without risking the security of sensitive customer information. The degree to which corporate perceptions are changing is evident by the fact that Wells Fargo bank spent two years studying the iPhone before allowing its employees to use it for work. The iPad, on the contrary, took just weeks to get cleared.
 
Among many other applications for businesses, here are some ideas on how your business may be able to benefit from Apple's new device:
 
Attractive and flexible presentation of products and services: If you are positioned in a premium segment such as luxury products or services for high-end consumers, you may want to consider presenting your products and services on the iPad. Not only does the trendy design itself help to communicate your premium brand positioning, but your product information can be presented in a very attractive manner. Your salespeople will be able to flip through product galleries, zoom into details and even show movies demonstrating the products, all of this at their fingertips. Once the customer is interested, your salespeople can quickly capture information on screen and even submit the order through WiFi or 3G.
 
In addition to pure product demonstration and ordering, a customised application could even enable real-time product configuration right before a prospective customer's eyes. For instance, real estate companies could have their customers virtually walk through their future homes and customise furniture and colour options on the go using the iPad. This would bring a lot of dynamics and interactions into the sales process and certainly impress customers in such a way that the sales team would be more likely to make the sale.
 
Efficiency improvements for mobile service teams: If your company offers field services at customer sites, the iPad may help you to manage those teams toward higher productivity. The iPad has a location-based service, so your call centre will always know where your teams are located and how long it will take them to reach a customer. Integrated map software will help them obtain traffic information and find the customer's location more easily. On site, an iPad application will provide all information they need to service the customer, similar to typical customer-relationship management service applications. The iPad application can also help to reduce fraud; since all activities of the mobile service teams are tracked and mapped with the actual team location.
 
These are only two areas where the iPad together with well-designed applications could significantly add value to Thai companies. However, I am very sure we will see many more applications of this new mobile device that combine attributes from mobile phones and laptops in one accessory. The combination of portability, a large attractive screen, touchpad functionality with zooming, an ability to run all kinds of multimedia applications, access to other systems via wireless or 3G and location-based services will certainly create a lot of opportunities.

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David B. Aldridge is chief operating officer at Freewill Solutions Co Ltd.
Published in Bangkok Post Newspaper on Thursday 4th November, 2010