An iPad strategy will improve recruitment and retention, says analyst

CIOs must spearhead company strategy

The iPad "looks set to become a market-disrupting device"

CEOs should spearhead their company strategy for the roll out of iPads in a bid to improve recruitment and retention, according to research firm Gartner.

“It is not usually the CEO that would lead specific technology device decisions, but Apple's iPad is an exception,” said Stephen Prentice, Gartner Fellow and vice president.

“Organisations need to recognise that there are soft benefits in supporting a device of this type in the quest to improve recruitment and retention. Technology is not always about productivity.”

He claims Apple’s tablet device is more than just the latest consumer gadget and urged CEOs to initiate dialogue with their CIOs about how to use it effectively within their organisations, if they have not already done so.

Prentice argues that IT departments should provide at least "concierge-level " iPad support for a limited number of key users, and prepare a budgeted plan for widespread support of the iPad by mid-2011.

“Individuals are willing to buy these devices themselves, so enterprises must be ready to support them,” he said.

The iPad should not be perceived as a notebook replacement, but instead as a companion device, according to Gartner. It said that the iPad is much less intrusive in face-to-face environments than the conventional notebook, which makes it well suited to a sales environment.

The company added that the iPad makes a strong statement in many customer-facing sectors, such as retail, hospitality and tourism.

And Prentice said that if CEOs don't act sooner rather than later, they will risk seeing their businesses fall behind.

“While there are no certainties, the iPad looks set to become a market-disrupting device, like the iPod before it,” he said.

“Even if you think it is just a passing fad, the cost of early action is low, while the price of delay may well be extremely high.”