Summary:
After the presentation, what this application impressed me most is its cool operating method and its beautiful UI. It is probably these two features that help it reach the top in the store. Moreoever, the market potential should also be emphasized because it determines the application's life cycle.
1. Unique use of smart cover. The presentation team strongly emphasized on this point. From the ad video, this application can be used anywhere at anytime, and it copies the traditional way of learning, i.e. using cards into an electronic-based learning. Compared with other apps on education, this app is innovative and marks a new way of utilizing the peripherals and integrate them into the application.
2. Beautiful UI. Even without smart cover, this application is still fascinating because it has a very intuitive and beautiful UI, which can attract many users as well as ideal for kids. Moreover, honstly speaking, for an application that lacks functions, a beautiful UI will even let it surpass those who have more functions but are not that good-looking. This is particularly true for mobile platforms like iPad.
3. The developer can make money by setting up online store to let people download more resources to support the app itself. This idea is important. iOS is a good example. Initally Apple doesn't allow developers to develop applications for iPhone besides web applications. Later they start to provide SDKs and document support and it is proved to be a huge success. For this application, setting up a store is doable and if done well, the profit is prospective.
My thoughts:
Evernote peek is a quite cool application. Before it is released, I already thought developers might make use of the smart cover to do some cool stuff. This application is probably the first application that achieves this goal.
In terms of functions, this application is actually quite simple: it doesn't involve fascinating features that attract professionals. Instead, its unqiue operating methods will attract people who are still learning - mostly students. I don't think at first glance, people will treat it as a must-have app but they may be impressed that it is fun and creative. Since it is free, people won't bother trying it. Its innovative design and beautiful UI will definitelly receive a large group of positive reviews and I believe some people will love it too much to part with it.
On the other hand, an innovative design doesn't mean that it will increase productivity. This app is aimed at education (as it is in the education category), but I doubt whether people can learn more by using this app than by the traditinal way. An attractive UI may make someone feel pleased, but it may also potentially distract people from their work. I have similar experience that sometimes I just slide my fingers on the iPad to feel the smoothness but completely forget what I am going to do. Therefore, I'd rather put it into the entertainment category. :)
I also have some doubt about whether it will have a large market potential. One way to make money is that the developer makes it a paid app. But will many people still use it once they have to pay for it? Its most unique feature is only the smart cover. If people don't bother using smart covers, they may turn to use other similar apps. Another way, as was mentioned in the presentation, is connect it with other information sources or set up a store. But since its user group is not broad, it is hard to say if it will survive.
Just for joking, I guess the purpose of this app is purely for fun. Since its company is already very successful, the developers try building an innovative and beautiful app (and most important, free!) so as to attract users to buy their other products. I think this is also a cool way of advertising. :)