At Pod1 were always trying to predict the latest trends that will impact our (primarily retail/fashion) clients. Having had the luxury of an early (imported) iPad in our office for over a month, there have already been some quick learnings.

So today marked the launch of the iPad in the UK which coincided quite nicely with the recent launch of Wired magazine’s iPad App.

One of the great things about the iPad is that it provides a seamless experience from reading an eZine and the associated advertising that goes with it: like the look of that shoe? Well with just a click you can be on that brand’s website and with a few more clicks that item is yours. Nice.

But what if we take this concept one step further: you’re reading your favourite gossip mag and come across the usual top picks section (hot denim?). In an offline world, you (or your GF/BFF) would have a glance and if anything strikes your fancy, you see where it’s being stocked and either find it online later or get it in-store over the weekend, or simply forget about it. However with these new ‘joined up’ devices a user could click on that item in the editorial and be transported to an ecommerce site where you can buy buy buy!

Now let’s assume that there’s some sort of affiliate scheme in place (Skimlinks will do) that gives the media owner/magazine publisher a cut of each sale. Then things start getting really interesting. Additional revenue streams for publishers is a big deal, and this could be just the ticket to boost income.

Taking it one last step further: what if the entire transaction happens within the magazine app itself so the customer remains within the mag? Bypassing the website altogether means the magazine retains that one thing that is more valuable than direct revenue – yummy customer data. Exciting stuff hey?

This all raises quite a few questions of course: if mags are ultimately benefiting from making particular fashion/product recommendations, then how long would it be before only those brands willing to give the highest commisions will be the only ones featured? Will customers see through this and start looking elsewhere for independent advice? What will happen to magazines then? What about the ecommerce sites that people use now to shop?

The reality is no one yet knows what the impact of these new touch screen devices will be, but one way or another, they will be transforming how we shop online forever.

Right, I’d like to stop thinking about this now and play with my iPad some more.