9August 2018created groups of PC and laptop buyers such as "business professionals", "teachers or educators", "students", and "home computer users". The sizes of each segment would vary and the largest segment of PC and laptop users at the time would have been "business professionals". At this point, industrial marketing would instruct the company to choose a market segment to target. Financially speaking larger customer segments are more able to justify large investments, so if "business professionals" was the largest segment of PC and laptop users, it would also have been an attractive segment to target. What might have been the result of an analysis to make tablets for "business professionals"? What percentage of "business professionals" would have expressed interest in a smaller laptop that didn't have a keyboard? Perhaps the ones who travel a lot? Importantly, by starting with the segment of "business professionals", industrial marketing artificially caps the potential size of the tablet market to be the size of the target segment. This led many to conclude there was not a big enough market for tablet devices.Apple concluded there was room for a tablet device. Apple's iPad transformed the personal computing market. Within two years of its launch in 2010, more iPads were sold than Hewlett Packard sold personal computers. By 2013, more tablets were sold the desktop computers, and in 2017 more tablet devices were sold than laptops.How did Apple create this market transformation?Apple integrated experiences to transform the traditional PC and laptop market. Steve Jobs highlighted this integration in his keynote of the iPad. "In order to really create a new category of devices, those devices are going to have to be far better at doing some key tasks...far better at doing some really important things"· browsing the web· doing email· enjoying and sharing photographs· watching videos· enjoying your music collection· playing games· reading eBooksThe integration of experiences available in the iPad created new market lines and introduced entirely new groups of consumers to the computing world. One of those groups is children. For children, an iPad can be a TV, movie player, mobile gaming device, notebook, and more. How likely is it that kids would have been a target segment by a company using industrial marketing? Were there large numbers of elementary age children buying laptops? The act of segmentation removed children from the scope of thought. In fact, industrial marketing is unlikely to prompt a company to integrate "playing games" and "enjoying and sharing photographs" into a tablet designed for "business professionals", but these are experiences that helped Apple transform the PC and laptop market. Transform the marketing process to transform a market. Innovation marketing is a better tool for companies searching for growth through innovation and digital transformation. MTThe integration of experiences available in the iPad created new market lines and introduced entirely new groups of consumers to the computing worldChad Kartchner
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