Converging Tech

iPad Evolution

M&M explores who’s launched what on the iPad, tracking how quickly progress is being made on the platform.

Brand App
2011 Gold List: Condé Nast Traveller

What it does?
Condé Nast has teamed up with Microsoft’s search engine Bing to offer a digital version of the travel guide, with much of the same content as the printed product. Interactive features include maps that allow users to search by location and save details of hotels, which are then scored out of 100.

Any good?
Not really. While Microsoft benefits from traffic being driven to Bing, the content offers little more than the printed product. Furthermore, a series of bugs cause the app to crash intermittently.

Lessons learnt?
Charging for simply regurgitating content that users can largely access elsewhere is a lazy business model and unlikely to deliver customer satisfaction.