The Sports Illustrated example for the Apple tablet will hopefully get a lot of brands thinking. It simply isn’t good enough to take print pdf’s and stick them online or in an app. Print does it better. Adapt the product so if fits the medium and take advantage of the benefits the medium offers.

Still, good to see them trying it out. Hopefully there won’t be too much disappointment and next season’s catalogue will come with a lot more features.

The only advantages I see is that for those people that download the app, IKEA will be in a lot of peoples pockets over the festive season.

Sharing a hardcopy catalogue is difficult/impossible unless you physically carry 375 pages around in your bag. Sharing in this instance I assume is if IKEA comes up in conversation, specific item mentioned, your mate turns to you and says have a look at the catalogue on my iphone and so the word spreads. Hardly measurable??

Is this the end of the print industry? Catalogues turning to mobile apps? Can this app be replicated for other mobile devices? Waste of money IKEA, you much better than that….