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​Apple’s new iPad Pro aims to keep enterprise momentum

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Apple’s iPad Pro launch in Brooklyn is about providing a refresh for fans of the tablet as well as the Mac, but there is a bigger picture worth noting. Apple needs an updated iPad Pro to drive enterprise adoption and ensure its iOS ecosystem continues to be the go-to mobile platform for business.

Sure, the iPad Pro is likely to have more screen and less bezel. There will also be options for keyboards and multi-tasking will be easier. Toss in Apple Pencil and the iPad Pro may be able to lure creative pros. Adobe’s move to preview “full Photoshop” for the iPad with availability in 2019 certainly won’t hurt.

However, the importance of the iPad Pro refresh launch isn’t necessarily about some big-bang upgrade cycle. The iPad Pro–a quasi laptop experience for some–is about keeping enterprises interested in the ecosystem. Apple has been slower with its Mac and iPad hardware upgrades relative to the iPhone. But if Apple wants to keep business pros interested it needs some real meat and potatoes–especially when you consider the competition from Microsoft Surface and its alternatives.

The iPad Pro launch fits the bill. If anything the new iPad Pro is likely to keep the enterprise ecosystem flywheel rolling.

Apple in the Enterprise: A Strategic Guide | Best Apple iPad Pro alternatives you can buy right now

Consider recent events:

  • Adobe at its Max conference outlined how Photoshop CC updates will fully support the iPad. Adobe executives even noted that Photoshop was more natural on the iPad given its Apple Pencil and power. Clearly, Adobe has built Photoshop CC for the new iPad Pro.
  • At the Jamf User Nation Conference, IBM CIO Fletcher Previn announced that his company will open source its Mac@IBM enrollment app. IBM has invested for three years on deploying the macOS in its company. In 2015, there were 30,000 IBM employees using Macs. In 2018, that IBM Mac user base is 134,000. IBM also took the lessons from the Mac@IBM program and used it for its PC deployments at the company.
  • Jamf said SAP will use Jamf Pro to manage its Apple devices as one ecosystem. SAP has 17,000 Macs, 83,000 iOS devices and 170 Apple TVs in the field.
  • Microsoft will connect its Microsoft Enterprise Mobility _ Security platform with Jamf Pro to enable users to log into a new Mac with Microsoft Azure Active Directory credential.
  • Salesforce is the latest enterprise giant to partner with Apple on optimizing apps for iOS. Salesforce joins Cisco, Accenture, SAP and IBM. as enterprise partners.

With that backdrop it seems obvious that the iPad Pro launch with a few Mac updates isn’t about the tech press, consumer buzz or influencer relations. These hardware launches are all about keeping the enterprise gravy train going.

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Fortnite’s mystery ‘superstar’ virtual music tour kicks off next week – TechCrunch

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Epic Games is teasing the biggest in-game event since Travis Scott psychedelically stomped through Fortnite’s virtual meadows.

The mysterious new event, which Fortnite-maker Epic is calling the “Rift Tour,” will kick off on Friday, August 6 and run through Sunday, August 8. In the teaser announcement, Epic invites players to “take a musical journey into magical new realities where Fortnite and a record-breaking superstar collide.”

In-game events building up to the mystery show series will run from July 29 through August 8, so players can hop into Fortnite to check out new Rift Tour-themed quests and rewards now. The cotton-candy-colored event will offer a custom loading screen and a fluffy cloud kitty emoticon, among other digital prizes.

The Rift Tour isn’t a one-and-done event. Like the Travis Scott event, Fortnite will host five different show times across three days to make it easier for players to catch. Epic says they’ll have more details to share on Monday, August 2, so Fortnite players will have to wait for more hints or an official announcement about who’s performing.

So … who’s performing? So far, all signs point to Ariana Grande. Leakers have been saying as much for more than a week, and the documents revealed through Epic’s court battle with Apple also detailed plans for in-game events with both Grande and Lady Gaga.

Image Credits: Epic Games

At Forbes, Paul Tassi also connected the dots on how recent leaks point to Grande, including some visual themes from her music videos and a reference to her pet pig Piggy Smalls.

Since Epic is calling its latest virtual event a tour, that suggests Grande won’t be alone, if she is indeed the mystery superstar. A Lady Gaga appearance could also be in the cards, since Epic apparently had plans for Gaga to appear in a December 2020 concert that never materialized. Kanye West is also releasing his newest album on August 6, but it seems less likely that Epic would be willing to partner with West given his myriad recent controversies. And “Donda,” West’s latest album, was originally scheduled for a different date before being delayed.

Whoever it winds up being, we’ll likely know more on Monday. Even if you’re not a Grande fan or a regular gamer, Fortnite’s in-game concerts are some of the most creative and visually exciting virtual events to date.

Everyone should fall through the metaverse with their friends while a skyscraper-sized virtual rapper shoots neon lightning bolts at least once.

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Why companies and brands need to tune in – TechCrunch

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What comes to mind when you think of livestreaming? In the U.S., most people would name their favorite celebrity leading a Q&A on Instagram or a gamer doing a speedrun on Twitch.

In China, it’s shopping, streamed live.

Livestream e-commerce has taken off in China in the last few years and is expected to yield more than $60 billion this year. In 2019, 37% of online shoppers in China (a cool 265 million people) made purchases on livestreams — and that was well before quarantine. In 2020, it’s estimated to have reached around 560 million people.

During Taobao’s annual Single’s Day Global Shopping Festival in 2020 (China’s Black Friday), livestreams accounted for $6 billion in sales — nearly doubled from a year earlier.

Starting to see a trend? The big U.S. companies have noticed, and they’re jumping on the bandwagon faster than you can say, “Swipe up to buy now!”

Last December, Walmart livestreamed shopping events on TikTok. Amazon released a live platform where influencers promote items and chat with customers. Instagram launched a Shop feature that encourages users to browse and buy within the app. Facebook also kicked off Live Shopping Fridays for the beauty and fashion categories.

“It’s an entertaining way for shops to tell the story behind their products. It brings buyers closer than ever to their favorite creators and allows them to have a voice in the conversation.”

Startups are growing fast to keep up with the heavy hitters — PopShop.Live raised $20 million to let people buy everything from books and toys to jewelry from sellers who livestream their offerings, and Whatnot raised a $50 million Series B, largely to expand its livestream commerce infrastructure. There’s also a burgeoning category of SaaS tools such as Bambuser, which is working with brands like Klarna to test native livestream shopping directly within branded apps.

At this pace, retailers will all welcome livestream commerce teams like they have influencer partnerships in recent years. It’ll just be part of the digital equation to stay competitive and relevant in the future of marketplaces and e-commerce.

From B.C. to 5G: The evolution of shopping

What is old is new again. Your grandparents spent years watching QVC because it balanced the experience of speaking with an associate with the convenience of their retirement community’s TV room. Livestream is today’s version of “shoptainment,” where hosts showcase products dynamically, interact with their audiences and build urgency with short-term offers, giveaways and limited-edition items.

Now, with livestream commerce, hosts can form deeper customer connections and answer questions in real time. It’s a new standard of communication that holds a longstanding truth from Istanbul’s Grand Bazaar to smartphones: People shop to kill time and are more likely to buy when they feel connected with a salesperson.

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Twitter shuttering NY, SF offices in response to new CDC guidelines – TechCrunch

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Just two weeks after reopening its New York and San Francisco offices, social media giant Twitter said Wednesday that it will be closing those offices “immediately.”

The decision came “after careful consideration of the CDC’s updated guidelines, and in light of current conditions,” a spokesperson said.

“Twitter has made the decision to close our opened offices in New York and San Francisco as well as pause future office reopenings, effective immediately. We’re continuing to closely monitor local conditions and make necessary changes that prioritize the health and safety of our Tweeps,” the spokesperson added.

The company initially just reopened those offices on July 12. It declined to reveal headcount per office.

The CDC this week recommended that fully vaccinated people begin wearing masks indoors again in places with high Covid transmission rates amid concerns about the highly contagious Delta variant.

Earlier today, TechCrunch’s Brian Heater reported that Google CEO Sundar Pichai announced that the company will require employees to be vaccinated before returning to work on-site. It was part of a larger letter sent to Google/Alphabet staff that also noted the company will be extending its work-from-home policy through October 18, as the COVID-19 delta variant continues to sweep through the global population.

In a message to TechCrunch, Facebook’s VP of People, Lori Goler, confirmed a similar policy for the social media behemoth.

Amazon also responded to TechCrunch’s inquiry on the matter, noting, “We strongly encourage Amazon employees and contractors to be vaccinated as soon as COVID-19 vaccines are available to them.”

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