Maxys Max Media and Entertainment

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Today Apple launched the much anticipated tablet iPad - it was probably the most "connected" technology product launch ever.  I watched the launch live via Huffington Post with 150K others - the Twitterverse was a buzz.  The iPad bridges the gap between your phone and your laptop. Although the name sounds like a women's sanitary product we'll all get used to it. It's targeted at your typical user who just likes to read and send emails, browse the web, listen to music, calender, etc  Basically it's a IPOD touch/ iPhone with a big screen. The entry level price at $499 and top level price for 64Gb + WIFI + 3G is around $829 USD makes it a "new category" killer - the Kindle dead, the netbook markets redefined. Unofficial availability in Oz in June/ July - will it sell? The real test in all of this is when you hold it and how intrinsic it feels - when the rubber hits the road.  Initial feedback is fantastic BUT don't drop it - this is definitely "lifestyle" marketing. Stepping across to a business perspective what we are seeing is platform "lock in" - where there is user investment in the real estate (operationally and application the same as an i-Phone) - like moving house - moving outside the platform (all your information) will be painful. For television, newspaper and magazine publishers what we see now is the opportunity to charge for their content. A new paradigm has been set.

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