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THE IPAD REVOLUTION
Implications for
Financial Services
and IFA communications
conversion-driven design
Extract
More than 20 million iPads were sold in 2010 worldwide, many of which went into the corporate
environment. In early 2011 reasearch suggested that as many as 36.8% of iPad deployments were in the
financial services sector.
Many financial firms in the UK are embracing the technology, with an exponentially increasing number of
providers and IFA businesses integrating iPads into their systems, sales and advice processes.
UK financial services firms need to ask themselves whether iPads will increase the efficiency of their
business processes; whether customers and IFAs and other business partners will start to demand that
they communicate with them and cater to their needs through iPad technology; and what might be the
cost for their businesses of not doing so.
With early iPad adopters at the most affluent end of the market, the costs of not engaging with the
technology now could be significant.
This report focuses on the IPad, as the first to market device. There are now obviously many other forms
of the same product becoming available but the principals remain the same.
For further information contact:
Marilyn Cole
01483 400621
marilyn.cole@space01.co.uk
www.space01.co.uk
2 The iPad revolution
conversion-driven design
Summary
Just over one year on from launch, the Apple iPad has dumbfounded its critics to become the number one
selling tablet across the world, with the American financial sector leading the rush of early adopters.
Globally financial advisers are keen to finally realise the dream of the paperless office, particularly as they
are expected to exercise increasing due diligence in managing and storing client documentation. Advisers
are also looking to exploit any competitive advantage that tablet computers can offer in support of their
sales process.
A number of companies are currently developing iPad applications or enhancing their portals for mobile
devices to take advantage of this upsurge. This report investigates the products that have already been
announced and released, and looks at the additional opportunities for providing bespoke iPad applications
that could be used to differentiate financial advisers and financial advice when meeting with new prospects
or existing customers.
Firstly, what is an iPad?
The iPad is the keyboard-free tablet touch-screen computer that weighs around 0.73kg. The iPad is far
more portable than the typical 2.7kg laptop and its 10-hour battery life is double that of most laptops. It
can be connected to the web via WiFi or a 3G network. It has fantastic picture quality and the resolution is
close to movie quality and multi-touch capabilities allowing the user to zoom in and out on the screen with
ease. The iPad supports virtual private networks, remote deletion of data in the event of theft or loss, and
over-the-air syncing of applications and data. The iPad can be completely customised by applications that
are downloaded from the Apple App Store.
The uptake of the Apple iPad within Enterprise
The Apple iPad was released in April 2010, prompting speculation by the media and industry alike about
whether it would kick-start a tablet revolution. Now one year on, there is a wealth of reports and surveys
recording the increasing impact of the iPad on the consumer and corporate world.
One of the most recent reports from DisplaySearch shows that for the first time Apple is at the top of the
mobile PC market, having managed to sell more than 20 million iPads in 2010. By August last year the
iPad was experiencing a higher degree of uptake for business use than analysts had predicted. A global
survey of 118 chief technology officers conducted by CLSA showed that 12% of companies had already
deployed iPads or tablets, and 36% were thinking about it. By November BoxTone was reporting that
nearly 1 in 10 of the 800 enterprise companies and government agencies surveyed in the USA said they
planned to deploy the iPad and other iOS devices in the next year. Some 25% percent of those, said they
would begin their iPad deployments immediately.
Forrester indicated that the iPad was far from a consumer-only opportunity, stating that 43% of European
and US firms were interested in tablets. By December 2010, Law Gazette in the UK reported that 11% of
its respondents already had iPads. Sonnenschein Nath & Rosenthal, a Chicago-based law firm allowed the
firm‘s lawyers to use iPads – as long as they were willing to pay for the devices themselves. About 100 of
their 800 attorneys around the globe are already using them.
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3 The iPad revolution
conversion-driven design
Finally in January 2011, as Apple announced its most recent financial results it reported that 8 in 10
Fortune 100 firms are trialling or piloting iPads including Cardinal Health, Wells Fargo, Archer Daniel
Midland, Sears Holdings and Dupont. In the UK, research company Goode Intelligence discovered that
40% of organisations have already adopted the iPad for business use.
Companies and organisations joining the iPad rush
The iPad is finding uses in both the private and public sectors. MicroStrategy, a business intelligence
company, has deployed 1,800 iPads to executives and sales personnel. Kraft Foods is replicating its
success within iPhones by giving iPads to its executives. Medrontic, a medical technology company, has
purchased 4,500 iPads for its 40,000 staff. International law firm, Eversheds has announced that it has
signed a new deal which could eventually see all of the firm‘s lawyers move on to iPads.
SAP has rolled out almost 1,500 iPads to users across its business and, according to CIO Oliver Bussmann,
that‘s just the start. He intends to make the device generally available to all SAP employees as soon as
possible. He predicts there will be at least 17,000 in use by SAP employees within 12 months.
It has been widely reported that Mercedes-Benz Financial are planning to distribute iPads to all 355
dealerships in the US after a successful summer trial in 40 showrooms. The iPad allowed the sales
personnel to take customer information for credit applications without having to move from the
showroom floor to an office, increasing chances of completing a sale.
Airlines have been quick on the uptake of what is seen as a prestigious value-add. Finnair is offering
passengers in its Via Lounge, and onboard selected flights, the use of Apple iPads free of charge.
Australian carrier Jetstar has trialled an iPad rental service for in-flight entertainment, while Malaysia
Airlines have used iPads in a kiosk mount as self-service check-in devices. Additionally, Iceland Express
has announced its intention to provide iPads to passengers during transatlantic flights.
Restaurants – such as Bone‘s steakhouse in Atlanta and Global Mundo Tapas in Sydney – are replacing
paper wine lists and menus with iPad interactive versions. Like the airlines, some hotels are looking to
offer iPads to guests or at their concierge desks. Sofitel, the international hotel chain has bought out The
Kiosk application in Europe with plans to debut in Asia soon. Guests staying in suites in London‘s Berkeley
Hotel are loaned iPads pre-loaded with a range of games and videos.
Even hairdressers are getting in on the action using iPads to provide online magazines, newspapers, films
and TV shows to entertain their waiting clients. At the other end of the scale, rumour has it that the Army
has deployed iPads to UK soldiers in Afghanistan.
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4 The iPad revolution
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The iPad is equally making an impression on governmental organisations and President Obama isn‘t the
only leader to have used an iPad (however briefly). The Norwegian Prime Minister has been spotted using
his iPad while travelling, 16 members of the UK House of Commons administration committee have been
given iPads, and on at least one occasion, a Peer has delivered a speech in the Lords reading from an iPad
instead of a paper text, though he got into trouble for it with some traditionalists. Luckily, as yet, no one
has suffered the fate of the Italian MP who was photographed recently looking at an escort agency website
on his iPad when he was sitting in the chamber during debate.
A number of UK councils, such as Leicester, Edinburgh, Cambridge, Orkney Islands and Warrington have
been preparing for iPad trials as a way to make huge savings, by allowing staff to work at home or just
generally be more mobile.
Tablet assisted education is finally becoming a reality at all levels. Within the UK, Ashridge Business
School has given iPads to all participants enrolling on its full-time MBA programme in 2011, with the aim
of reducing the environmental impact of paper-based text books and case studies. Meanwhile, a Scottish
independent school has provided children with iPads in place of previously issued laptops. In hospitals
too, iPads are also making an appearance. The Royal Surrey County Hospital in Guildford will use iPads to
obtain patient feedback on all of its wards.
Adoption within the financial sector
There has been much talk in the press at the start of 2011 about a Good Technology report that showed
that corporate adoption of the iPad is strongest in the financial services sector. Good Technology collected
usage data from its customer base and found that 36.8% of iPad deployments were in financial services
companies.
These figures corroborated the results of a 2010 Software Survey, released in the US by Financial Planning
magazine in October that found 10% of the advisers surveyed already owned an iPad and another 15%
said that they were planning to buy one. Marlon Asnes, editor-in-chief of Financial Planning advised that
this has direct implications for how advisers run their practices. “If all of these advisers are streaming to
iPads,’’ she said, “chances are their clients are as well. This is an affluent, highly educated group of people
who serve affluent highly educated successful Americans”.
According to other industry statistics roughly 39% of iPad users are women. It is well documented that a
significant amount of today‘s wealth will eventually be controlled by women. Although the iPad early
adopters tended to be young professionals between the ages of 22 to 45, the next group of adopters are
much older than might be expected, in the 45 plus age range. The older adopters are crucial for advisers
as they make up 56% of iPad users. Furthermore, 94% of iPad users are more likely to be affluent
consumers with solid wealth and strong incomes.
Tablets are already contributing to financial services channel delivery. They offer financial institutions the
ability to improve sales effectiveness. Examples of companies that are trialling or deploying iPads in the
financial services sector include:
• JP Morgan Chase has given iPads to its investment banking staff as part of a six month trial
enabling workers to access email, contacts, attachments and mark-up and annotate documents and make presentations via the tablets.
• Lloyd’s of London has piloted around 30 iPads in its underwriting room to be tested by
brokers employed by Marsh, Cooper Gay and RK Harrison, and is looking to roll out iPads
throughout the market with the aim of reducing the huge bundles of paper that make up most
of the intricate insurance contracts handled at Lloyds.
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5 The iPad revolution
conversion-driven design
• Torus, a London-based insurance firm, recently held a paperless board meeting using iPads to replace the 1,600-page packs that it previously printed for its executives.
• UBS has confirmed that more than 1,000 staff are taking part in a pilot scheme that allows staff to access company emails, calendars, and contracts using a secure application for the iPhone and iPad.
• Union Bank has introduced iPads to a limited number of staffers across a broad range of functions, a deployment it expects to expand in the coming year.
• John Hancock Financial Services wealth management division in the US has issued iPads to more than 200 wholesalers because of the product‘s versatility. They plan to use the iPad for fixed index annuity products, mutual funds and retirement plans.
• Informed Choice wealth management division in the US has issued iPads to more than 200 wholesalers because of the product‘s versatility. They plan to use the iPad for fixed index annuity
products, mutual funds and retirement plans.
Industry analysts’ predictions
Analysts who were initially fairly guarded about the impact of the iPad are now bullish about the future.
Mobile integration company, Good Technology, predicts that in 2011 the iPad, along with other tablets,
will be increasingly purchased and deployed by enterprises to meet specific business needs. While Alan
Snyder, BoxTone CEO, predicted in his report that “The iPad could be part of one of the biggest IT asset
expansion and replacement waves of the last two decades. Companies are just now budgeting for
large scale rollouts in 2011, with most organisations viewing the iPad as a high-value application
delivery platform.”
Gartner is enthusiastically recommending that firms start evaluating and adopting tablet devices. It is encouraging CEOs to appeal directly to CIOs regarding the iPad in a new CEO advisory note. It suggests that
not only does corporate support of iPads have a positive impact on recruitment and retention, it can also
represent a reduced financial risk as many workers are willing to shell out for iPads on their own.
Most importantly the iPad has proven to be a better device for sales meetings, or other situations where
information sharing is valuable, but a notebook can be obtrusive. It cites examples of professionals such
as architects, realtors and financial advisers that can take advantage of a tablet’s ability to enhance faceto-face presentations.
Finally, Bill Winterberg, a technology journalist for leading financial publications in America, claims that
the risks of not jumping into the mobile arms race exceed those of sitting it out ― firms run the risk of
becoming less relevant if they are not in the mobile space. This applies to all generations, not just people
in their 30s and 40s. Baby Boomers are the fastest-growing group on Facebook and Twitter. There the
perceived wisdom is ‘you know how to use the iPad in five minutes’.
What are the alternatives to the iPad?
As of spring 2011 there is nothing available on the market today that comes anywhere close to
competing with the Apple iPad. Other competitors have announced tablet devices using the Android
platform that, when they are released, will have similar specifications to the Apple iPad. However, the
Android Application Ecosystem is not as fully developed as Apple‘s.
A number of app developers who started by releasing applications for Apple devices have gone on to
deliver products for both platforms with great success. Currently however, there is a much bigger market
for Apple iPad applications, making it a better platform to target initially.
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How are advisers using their iPads?
There are more than one million financial advisers in the world. While the wealth management industry
invests massively in technology, when most advisers meet clients face-to-face, they rely on paper to
support the conversation. But now the situation is changing. A device like the iPad is as easy to use as
paper and it‘s elegant, interactive and efficient. To better understand the attraction of iPads and similar
tablets to the financial sector we can look at the applications that are being targeted at advisers and their
investors.
The dream of the paperless office
The iPad goes a long way to helping advisers replace the piles of paper generally required at client
meetings. Typically most meetings with the client require a lot of documents: the meeting agenda, past
portfolio performance reports, asset allocation chart and various supporting documentation. Now all that
printing is redundant.
With the iPad, the adviser can have instant access to all of these documents as well as historic
documentation from the client‘s records. This makes ‘documents that didn‘t make the meeting’ a thing
of the past. The ability to synchronise documents between iPads, mobile phones and home and office
computers reduces the considerable costs of printing documents and is an eco-friendly option.
Meeting regulatory requirements
Using the over-the-air syncing capabilities of the iPad allows the company-wide distribution of new
software policies and helps keep the message the same across all of the team members. There are also
an increasing number of adviser tools that will direct an adviser through the client interview to make sure
that the client‘s suitability requirements have been properly assessed for regulatory purposes.
Engaging with the client
While the iPad is obviously very capable of selling itself, people are surprised how useful iPads have turned
out to be for helping present and sell things in general. Some advisers will never take a laptop into a client
meeting as they can quickly become an awkward, confrontational obstruction, but they are finding that
clients are far more receptive to advisers presenting their documents or slideshows on iPads.
The iPad doesn‘t get in the way when the adviser is connecting with his or her customers. Regardless
of the person‘s age, advisers report that typically within five minutes the client starts touching and
interacting with the iPad. As such an adviser can share the device when he or she meets with their clients,
whilst the device acts as a single source of access to print and online media. At the same time the iPad
provides a streamlined seamless transitioning within documents during the client meeting, demonstrating
how the adviser is up to date with the latest technology.
Achieving more during the meeting
Having online access during the client meeting can minimise the instances where advisers have to run
back to their office to run a set of potential outcomes for clients and then require another meeting or
follow-up contact.
The iPad can instantly display reports, market data and up-to-the-minute detail on individual stocks.
That means tasks that previously required follow-up after the original meeting can now be accomplished
with the client, using electronic documents to present real-time ‘what-if scenarios’. At the same time the
adviser can book future appointments, email the client and check or make notes in the CRM system.
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7 The iPad revolution
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What apps are advisers using on their iPads?
Advisers using web-based cloud service providers are ideal candidates to use iPads. Document
management systems, such as Worldox/Web Mobile and Cabinet NG-Web, and customer relationship
management programs like Salesforce are among the products that either provide an iPad-friendly portal
access or specific iPad applications. PDF documents can be synced with the iPad either via the adviser‘s
desktop using specialized applications like GoodReader or via cloud-based file synchronization services
such as DropBox.
The iPad includes a native Web browser, plus email and calendar apps while alternative applications or
web-access is available for the most popular systems such as Google Mail and Microsoft Exchange.
Apple sells applications such as Keynote, and Numbers, that provide presentation and spreadsheet
functionalities, while specialist tools such as Audiotorium allow users to make handwritten notes via
touch-screen stylus or to make an audio record of a conversation with a client.
Specialised applications – US today, UK and Europe tomorrow
Most of the applications available today are for the American market as American consumers and
businesses have led the way in iPad adoption. However, based on the experience with the iPhone,
the UK and European markets will not be far behind.
Finantix Wealth Apps
Tools for financial planning, portfolio analysis, order management,
alerting and client reporting. The apps support sales conversations
with prospects, allowing advisers to present services and products,
discover and discuss client needs, and simulate different hypotheses
and solutions. They also provide tools to monitor and review the
financial situation of existing clients and collaboratively agree
appropriate action to take.
E*Trade Mobile Pro
The trading app syncs with online E*TRADE accounts in real time,
so investors can take their portfolios with them wherever they go.
Users have access to live streaming of stock and option quotes,
breaking news and commentary, portfolios and watch lists and
advanced trading options.
Pershing Net360
The Bank of New York Mellon‘s app allows investment
professionals and financial advisers to trade equities and
mutual funds, review order status, access their clients‘
accounts, and balance information and investment holdings.
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8 The iPad revolution
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Pershing Net360
The Bank of New York Mellon‘s app allows investment
professionals and financial advisers to trade equities and mutual
funds, review order status, access their clients‘ accounts, and
balance information and investment holdings.
WealthADV
The app provides more ways for financial advisers to communicate
with clients and increases their ability to share key information on
a timely basis. The app allows advisers to show their clients a
comprehensive picture of their portfolio and its performance
without printing or mailing thick paper reports.
Fidelity Mobile
The app allows users to track savings and workplace accounts,
place trades and stay on top of market news. The iPad app includes
a single-screen view for comparing stocks and interactive vertical
and horizontal display screens.
TD AMERITRADE Mobile
The wireless trading tool is designed to take full advantage of the
iPad‘s multi-touch functionality for accessing trading capabilities.
Thomson Reuters Marketboard
The app offers a visual display of detailed market and company
data for financial executives and investment professionals.
Users can store financial data in a virtual briefcase to be read
offline. It boasts multi-touch charting and allows users to
preview and purchase earnings call transcripts and other
premium financial reports.
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9 The iPad revolution
Morgan Stanley Research
Morgan Stanley clients can access research from Morgan Stanley‘s
industry-leading analysts, view investment debates about stock or
assets and access risk reward scenarios for the key value drivers.
Credit Suisse Research
Credit Suisse clients can access the firm‘s research, download
reports, and search or subscribe to feeds.
True Potentials iPad App
Allows IFAs and their clients to interrogate their financial
information – providing full portfolio information, detailed
historical records and access to asset allocation x-rays.
Asset Dedication’s AdviserSpace Portal
Provides advisers with access to marketing documents, the ability
to run a proposal, and initiate client agreements, using DocuSign
which is automatically stored in Laserfiche. The contract is then
automatically emailed to the adviser and Asset Dedication
managers for sign-off.
Worldox/Web Mobile
Provides access to a web-based document management system,
Worldex search forms, favourite files and bookmarks, and gives the
ability to download and edit documents and then upload and check
file changes.
Schwab OneView Office
Schwab Adviser Services are developing a turnkey solution that will
include a web portal and mobile capabilities and integrate with CRM
tools. Retail clients will have a view of their broader financial picture
from their mobile: bank and brokerage accounts, saving plans,
pension accounts and stock option plans. They will be able to
transfer funds, pay bills and deposit cheques.
conversion-driven design
Fiserv AdvisorVision
A web-based portal for financial advisers to easily access their
client data information through a dashboard on the web via a mobile
device such as an iPad or a smartphone. AdvisorVision supports
advanced alert and monitoring capabilities and, using a rule-based
advice engine, it can monitor a financial plan‘s progress against set
goals and adjust portfolios to better meet clients‘ goals.
HighTower Advisors
HighTower have made their technology platform HOST available on
iPhone and iPad. About 50% of HighTower‘s executives and advisers
were using iPhones and some were using the iPad.
Morningstar iPhone app
The app provides comprehensive research and tools covering U.S.
and Canadian stocks, mutual funds, EFTs, options, hedge funds,
commodities and portfolio management.
Bloomberg App
The app offers news, stock quotes, company descriptions, market
leaders/laggers, price charts, market trends analysis and more.
There are also tools for tracking personal portfolios.
Daily Stocks
A stock analysis app that is so advanced it can filter the stock
market and instantly identify those stocks showing the greatest
potential for profit. The app compares the moving average spreads
for all S&P 500 stocks with their 5 year historical spreads and
highlights the stocks that are overbought or oversold.
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General financial applications
We‘ve already mentioned that the majority of iPad users are affluent consumers, so what financial
applications are they using on their iPad?
The most popular apps are listed below:
Fiserv ZashPay
A full online banking and payment application
Xpenser or Expense Tablet
Records and tracks expenses
Numbers
Create tables, charts, photos, graphics and data
iDindi HD, Billminder, Budgets + easy expenditure vs. income charts
Money PocketMoney or
Home Budget
Mortgage Toolkit
A mortgage calculator and guides to buying and selling houses
Agile Snowball
Debt management
PowerOne
60 financial calculators
Billminder
Records and tracks expenses
Things or OmniFocus
Task manager with scheduling
Iron Money
Syncs with online accounts, tracks expenses, settings and
accounts
Easy Books
Professional business bookkeeping and invoicing application for small businesses and ‘one man bands’.
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Developing iPad apps for Financial Services
Finovate recently gave a demo of their award-winning US Finantix Wealth Apps running on an iPad.
Finovate demonstrated how the iPad could be central to a meeting with a prospect or with an existing
client. The adviser would have the following functionality at his or her fingers:
• a media portal to a library of product information, market news and reference material
• a storyboard that walks through a personal folder of documents selected for the client
• a fact-finding tool based on financial profiles to assess the client‘s needs and goals
• illustration tools to perform ‘what if’ scenerios
• a management app that provides a financial overview and alerts for existing clients
• portfolio analysis tools that demonstrate risk and exposure
While it might appear that Finovate have sown up the adviser market, not every adviser will want an
all-encompassing portal like the Finantix Wealth Apps. Many will welcome stand-alone tools that can
perform some of this functionality and co-operate with their existing CRM and DMS systems.
There is a window of opportunity for financial service providers to differentiate themselves in the emerging
iPad market.
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13 The iPad revolution
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http://www.ft.com/cms/s/2/22cc98b4-d7ab-11df-b478-00144feabdc0.html#axzz1F6SYTjZ1
www.space01.co.uk
14 The iPad revolution
References continued...
http://www.getsurrey.co.uk/news/s/2084836_royal_surrey_county_hospital_to_incorporate_ipads
http://www.good.com/resources/Good_Q4_2010.pdf
http://www.goodeintelligence.com/pdfs/news_release_251110.pdf
http://www.guardian.co.uk/business/2010/sep/28/lloyds-london-insurers-trial-ipad
http://www.guardian.co.uk/politics/2011/feb/13/mp-ipad-commons-committee
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http://www.itpro.co.uk/630739/apple-ipad-2-fit-for-business
http://www.laserfiche.com/ace/?tag=ipad
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http://www.lloyds.com/News-and-Insight/News-and-Features/Lloyds-News/Lloyds-News-2010/ipad-pilot-060910
http://www.macworld.co.uk/business/news/index.cfm?newsid=3239334&olo=rss
http://www.macworld.co.uk/business/news/index.cfm?newsid=3260905&olo=rss
http://www.marketoracle.co.uk/Article23757.html
http://www.moneymarketing.co.uk/should-ifas-be-buying-ipads?/1024218.article
http://www.moneymarketing.co.uk/should-ifas-be-buying-ipads?/1024218.article
http://www.moneymarketing.co.uk/wrap-and-technology/true-potential-to-launch-new-iphone-and-ipad-apps/1014015.article
http://www.mortgagesolutions.co.uk/mortgage-solutions/news/1722036/largemortgageloans-launches-mortgage-ipad-app
http://www.pcr-online.biz/news/34146/Leicester-council-iPad-trial-draws-fire
http://www.pocket-lint.com/news/36617/peter-jones-interview-dragons-den
http://www.readwriteweb.com/enterprise/2010/11/enterprise-ipad-usage.php
http://www.riabiz.com/a/5167073
http://www.riabiz.com/a/5168076
http://www.riabiz.com/a/719009
http://www.rjandmakay.com/rj-and-makay/ipad-can-be-helpful-business-tool-for-advisors.html
http://www.scmagazineuk.com/norwegian-prime-minister-stuck-in-new-york-runs-the-country-from-the-apple-ipad/article/168355/
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http://www.t3.com/news/apple-ipad-launch-10-reasons-you-were-buying-ipads?=45831
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http://www.thinq.co.uk/2010/12/16/enterprise-ipad-interest-exploding/
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http://www.travelbite.co.uk/travel-news/flights-travel/iceland-express-offers-ipad-$1379172.htm
http://www.unwiredview.com/2010/05/26/european-parliament-wants-to-buy-each-mep-all-736-of-them-an-ipad/
http://www.velasystems.com/construction-field-mobility-blog/2010/04/three-exciting-things-about-using-an-ipad-on-yourconstruction-job-site/
http://www.wealthvest.com/blog/sean-browne/200-ipads-issued-to-annuity-wholesalers-at-john-hancock-financial-services/
http://www.worldox.com/news/Worldox-Software-Unveils-iPad-App-athttps://www.bookofbusinessexchange.com/marketplace/?p=189
www.space01.co.uk
15 The iPad revolution