Apple iPad: a true av challenger?

Like the iPod and the iPhone before it, the launch of Apple's iPad device caught the attention of the world's media. It sold one million units in the US in just 28 days, half the time the iPhone took to achieve the same figure. Sales were so high, in fact, that Apple couldn't meet the demand of its US customers, and subsequently pushed the European launch date back a month to the end of May.

Pro-av has been quick to jump on the iPad bandwagon. Control systems manufacturers such as AMX and Crestron have spotted the opportunity, and have adapted their software as an iPad app, or in some cases simply repackaged their existing iPhone app (the two operating systems are identical).

But the moot point for pro-av is whether the iPad is sophisticated enough for corporates or whether it's just a purely residential product. Also, does it pose a viable threat to AMX/Crestron as a cheaper alternative for room control? After all, an iPad starts at EUR479, against a cost of around EUR2,000 for a standard touchpanel. When you factor in the cost of a whole system with installation, you are looking at nearly EUR10,000. That's a huge (and tempting) differential at a time when budgets for av products across Europe are constantly being cut.

So just how much functionality do the iPad apps have in comparison to a standard touchpanel? Both manufacturers say their apps have a 'large percentage' of the same functionality.

According to Kevin Morrison, managing director and vice-president of AMX Europe: 'We bench-tested the iPad app with some of our biggest integrators, and they were getting full functionality out of it.'

Broadcast Pix, meanwhile, has launched its own iPad app, and is taking the product into the production sector. The iPixPanel application controls every aspect of video production, including switching cameras, adding graphics and clips, controlling robotic cameras and creating special effects.

Global IP Solutions is taking the iPad in a different direction - into the world of videoconferencing (although only one-way video at present). Haivision's app, meanwhile, enables users to apply metadata and tag video as its Furnace IP video system records live events on the device.

US-based av integrator AVI-SPL is not developing its own iPad app, but is looking at adapting the device to help its av engineers do their jobs. It is working on providing content such as projection screen calculations, projector lumens calculation, speaker layout design - including sound pressure levels and other room acoustics.

Control systems software developer Stardraw has taken a slightly different approach by releasing a web app for the iPad, which looks and behaves like an iPad app but works via HTML, allowing a web page to behave like an app. This was done for commercial and logistic reasons. Running a program via the web means Stardraw doesn't have to adhere to Apple's strict rules on running interpretive code in an app or the block on making changes to a user interface. Also, bypassing iTunes means Stardraw doesn't have to hand over (the reported) 30 per cent cut Apple takes on all apps sold.

The Stardraw offering works by using Webservices, which permits direct machine-to-machine communications, and the complementary technology Ajax (Asynchronous JavaScript and XML). Stardraw director of marketing Rob Robinson thinks this could be an end to the one-stop-shop for control systems. 'Most av distributors won't be able to distribute the iPad, because they won't sell the volumes Apple will want - thousands per month,' he says.

Suitability issues

The general consensus in pro-av is that the iPad is better suited to the residential world. As Stardraw's Robinson points out, the product is a no-brainer for residential: 'My stock feeling is that it could do well. It has the right form factor, right characteristics, and is easy to deploy as a control user interface. But it's not a control system in its own right - you have to have something smarter in the back end,' he says.

That's still not to say it won't have an impact at a corporate level - indeed, it already has: the look and feel of future control systems is already being informed by the sleek Apple design ethic. Both Crestron and AMX admit that Apple has (to a degree) influenced their design approach. Crestron's V Panel features glass that runs to the edge of the screen, much like the iPad/iPhone, for instance.

And many agree that Apple's gesture technology will become an integral part of control systems in the future.

The main concerns raised by commentators about the iPad centre on the product's battery life, speed of connection and lack of functionality. AMX Europe's Morrison can't see many corporates adopting it, citing limited functionality and security considerations as fundamental barriers to adoption for av/IT departments.

Michael Izzet, technical support, Crestron, lauds the iPad as versatile piece of kit, but points out a drawback that will make it unattractive to corporates. 'When you pick up an iPad and connect to a system, you unlock the keypad, wait for everything to update and wait again until it connects to the system. The corporate market won't want to wait that long.'

Touchpanel impact

So will the iPad's impact in residential be enough to dent market share of two of the biggest control systems players, AMX and Crestron?

While Stardraw's Robinson believes it will, the two companies obviously think not. AMX's Morrison believes it will grow the residential market by bringing new players to it. 'Yes, it will displace some customers, but the look, feel and price of touchpanels is getting better. And in terms of displacement, that's just the nature of being in this business. We see the tablet as being nothing but a good thing,' he insists.

For Julian Phillips, managing director at integrator Impact, the functionality and attractive price points of tablets per se - HP and Google are also bringing out versions - could see AMX and Crestron become solely software providers. 'Tablets are an enabling device. They are going to drive and accelerate the move for control systems to become more software-based and away from proprietary hardware platforms. Some devices come along that enable and help accelerate other things, and we think the iPad is one of those for av.'

It could prove a sensible move for touchpanel manufacturers not to compete with the likes of HP, Google and Apple in making tablets, but to concentrate on their core business, providing specialist control software. 'I think we'll see AMX and Crestron shift their strategy to try to liberate front-end control to more devices across more networks. This will then build out the infrastructure that sits behind it and will encourage many more people to use control,' adds Phillips.

All in all, the tablet gets a resounding thumbs up from pro-av; the hardware manufacturers don't yet feel threatened by it on larger-scale corporate work, and they genuinely believe take-up at residential will grow not only that part of their businesses, but will also drive expectation and desire for control systems in the boardroom. But given Apple's voracious appetite for growth, it remains to be seen for how long this win-win scenario will hold - after all, this is only version one of the iPad.

IPAD: INDUSTRY REVIEW

- ANDERS LOKKE, international marketing & communications manager, projectiondesign

Will the iPad have an impact on the av market? Absolutely. When I first saw it I couldn't see how I was going to use it. It's a big phone without a phone in it. But at NAB, I saw one of the most impressive presentations I've ever seen, using the iPad on stage as a control panel.

I think it will take away a huge market share from AMX and Crestron - they will just have to adapt to the fact that a touchscreen now is EUR400 not EUR14,000. Because its such a desirable device, people want to use the iPad more than anything else. People are afraid of AMX and Crestron control systems because they are unfamiliar devices.

IAN LESLIE, director, High Level Group

My gut feeling is it will dramatically affect (the sales of) AMX and Crestron. My number one concern about the iPad is can you replace the battery? Can you replace the battery on the iPhone? No.

I love the functionality, but form is an issue - you have to constantly hold it, and if you are holding it, how do you type? With one hand? From that point of view I think the iPad has some issues. Will I spend £500 or £600 to try it? No.

STEPHEN HELICZER, director, QED Productions

Our initial reactions are, apart from the larger screen, there are little or no advantages over the existing iPhone.

We already use the iPhone extremely effectively to control projectors and other networkable devices. However, the lack of J2SE and flash on the iPad means that as far as we are concerned at the moment, it will not become an integral or important part of our av. We will certainly be getting a couple and evaluating their use, so watch this space.