Unlocking the Power of the Tablet – DIRECTV’s new iPad App

With the recent explosion of iPad sales, and some pretty powerful data emerging that tablets are becoming a web surfer’s tool of choice, we’re beginning to see an exciting new array of applications that are geared towards unlocking the power of this important new form factor.  One of the most impressive examples that I have seen recently is the new app from DIRECTV.

 This powerful new app is based around the reality that consumers are using tablets extensively to surf the web and explore new content while seated on their sofas and watching TV.  Mindful of this, DIRECTV sought to create an application which becomes a companion to the consumer’s TV viewing.  It’s partly a remote control, partly a live video streaming appliance and VERY MUCH a means for this brand to gather a powerful array of data about its consumers’ viewing habits and content preferences.

Essentially, DIRECTV created an application that made it extraordinarily simple for consumers to surf live TV and to access content they had recorded to their DVR.  That content could be accessed while traveling and viewed remotely on the iPad itself.

 As cool as those features are, it’s some others that really begin to demonstrate what enlightened mobile development is all about.  One such feature is the ability for the user to personalize the application and set up all their favorite channels, sports properties and other content.

 On the surface, this simply appears to be a great way to make the viewing experience even more satisfying to their customers.  But, if you dig a bit deeper here, what you appreciate is that DIRECTV is allowing their customers to provide them with a wealth of data about their viewing preferences.  This data will allow the brand to better market content to subscribers going forward and may eventually form the basis of some powerful ad targeting that the brand may seek to do on this platform.

The other thing the brand has understood is that today’s consumer is highly mobile and would like to get at movies and other content they want to consume on-the–go.   To accomplish this, they have created a concept called DIRECTV Everywhere that allows subscribers to both access content and remotely trigger recording (to a consumer’s DVR) of content they would like to see but can’t record because they are away from home.

As you can see, the app itself is packed full of an array of very powerful features that really demonstrate how enlightened mobile marketers approach app development these days.   The notions of convenience, utility, personalization and entertainment were at the forefront of this app development and make it one of the single most powerful examples that I have seen recently of how the tablet will evolve into a VERY powerful companion to TV viewing.    I especially admire the job that they have done of making sure that “personalization” feeds a powerful CRM profile that the brand has for each of its consumers.

If you are a DIRECTV subscriber, I encourage you to take the time to download this app and see the future of tablet applications.   This is quite honestly the single best example I have seen of cutting edge mobile development and my hat is off to my old clients at DIRECTV.

Kudos,  my friends,  for “getting it”!