Posts Tagged 'BlackPad'

Balloon animals

A quick apology to readers of this blog. I really enjoy writing here, but the past month has thrown up a number of challenges.

One of these challenges is actually finding something interesting and, importantly, new, to write about. There are so many bloggers out there that I feel I would be doing you a disservice if I wrote basically the same stuff that others have already covered.

Social media is no longer new and exciting, and in the pharmaceutical sector at least, little has changed with regards to its use, other than the fact that pharma companies know more about it than before. Especially in Europe, where regulatory guidance is a long way off; don’t get me wrong, there have been excellent examples of innovative use of social media, however all the signs show that we are ‘over the hump’ of social media hype and are now, quite rightly, looking at it as a channel to be considered and utilised in an appropriate manner as part of an integrated plan. Not so much a bursting of the social media bubble, more a slight deflation so that we can make balloon animals (to overextend my mixed metaphor for appropriate consideration and usage of social media). Essentially in 2011, it is necessary for Pharma to bring social media into the Venn diagram and start using it appropriately.

What about the rise and rise of mobile and tablet healthcare with native apps (and in my opinion this is also something that is still overhyped and not rationally used as a tactic in an integrated plan, but I expect that to continue for the moment). I think Android will play a much larger part in healthcare as a platform with some major players bringing out Android-based tablets in 2011 (with implications in terms of enterprise, cost and accessibility).

Let’s not forget the possibilities of near-field communications (NFCs), especially now that mobile handsets are starting to integrate this technology (notably Google’s upcoming Nexus S made by Samsung, which also inexplicably has no LED indicator or SD card expansion slot). This is something that will gain momentum in 2011, with possibly some good use coming of it either late in 2011 or more likely in 2012.

Now to a topic I’ve also been banging on in this blog about recently: integration, and I think actually this will be a key theme for the focus of my commentary in 2011 – integration of digital into overall healthcare strategy. We need to be savvy that digital must fit within our offerings in an integrated manner, and that we shouldn’t get overexcited about ‘the shiny’ (be it platforms or gadgets). I expect 2011 to be the year where the ‘bedding in’ of digital occurs, where we all go back from being ‘digital strategists’ to just ‘communication strategists’, because this is where the benefits for patients, HCPs and Industry lie.

I’m excited by the prospect of 2011 in digital. Happy holidays to you all.

Paul

Keeping up with the Jobses

We all wait with baited breath for the iPad killer. Well, I imagine we all do. We know that the Dell Streak is on the market. Disappointingly, it runs the old version of Android operating system – v1.6 currently – although Dell do say it will be upgraded to the all-important 2.2 (Froyo) with Flash support later this year. The device is also some kind of freakish tablet/smartphone lovechild, weighing in at 5″ of screen. This is a problem because there are large pure-bred mobile devices such as the Motorola Droid X, which sports a whopping 4.3″ screen – only a tiny bit smaller than the Dell, plus it has Froyo already – and it makes phone calls without the need for a headset, or looking like Dom Joly.

Regardless, for the uses I have in mind within the hospital environment and for conference demo use, it’s a non-starter. See my previous post: iPad+Hospitals=gimmick?, where I discuss the potential benefits of an iPad or iPad-like device in the hospital setting. The screen on the Dell Streak, I think, is just too small.

So what’s next? Well, Samsung are getting us all salivating for the Galaxy Tab, and indeed, they have a short sequence with a nurse using the Tab in their very slick promo video. The specs look impressive and the 7″ size should actually be a benefit over the larger iPad, which can be tiring and heavy to hold and use whilst standing for periods of time (or even sitting for that matter). I worry about the Android platform here – iOS 4 from Apple was, I expect, designed for the tablet as well as the smaller iPhone and iPod Touch devices, but Android 2.x was built for mobile phones. There are rumours that Android 3.x (Gingerbread) will be a parallel operating system tailored to large-screen devices such as tablets, and if the Tab upgrades to 3.0 as rumoured, I see it as a major contender in the space.

And a word about the BlackBerry tablet (or BlackPad) that is rumoured to be launched very soon. We can only speculate on the size and features (7″, like the Samsung with two integrated cameras for Facetime-style videochat is expected), but it is known that the device will not be using the BlackBerry operating system that the manufacturer RIM uses on its handsets (currently OS6), but will use software developed by QNX, a company it aquired recently. Oddly, there are also indications it will have no integrated mobile, but would require the use of a paired BlackBerry handset. Sounds like the rumour mill to me?

However you look at it, I think these are exciting times and even rabid Apple fans will agree that competition in this sector is a very good thing.


About me

Hi, my name is Paul Jacobs and I write the Medigital blog, as well as being the Director, Digital Strategy at Sonic Boom, a digital and social agency. I hope you enjoy reading my thoughts about the digital domain in pharma and medical communications/education.
Please note that opinions expressed in this blog are my very own and do not necessarily reflect those my employer, family or pets. Twitter: @PJ_Medigital
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