Comment: Tesco marketing boss on the grocer's Hudl tablet launch

Over the past few years we’ve witnessed a profound and rapid change in the way our customers are living their lives.

They’re communicating with friends and family on social networks, consuming media on the go, working and learning new skills virtually – and it’s all driven by technology.

This transformation is driving an unprecedented level of change within Tesco and the investment we make in our own technology. This applies both behind the scenes and in the products and services we offer our customers.

An important part of this new, digital environment is being able to understand and develop new ways we can communicate and reach out to our customers, while making their lives easier and more enjoyable.

So today, we’re launching Hudl, our new tablet computer.

I’ve been asked why we chose to launch Hudl and the answers are simple.

Firstly, people love their technology, they treasure it because it makes their lives easier and we want more of our customers to be able to access the benefits of a tablet, one that’s designed with their needs in mind - mums who want to be able to do their shopping online; grandparents who like to keep up with photos of their grandchildren; and teenagers who want to download films or music and chat with friends on social networks.

According to the Office for National Statistics, nearly three quarters of us are using the internet every day, 20 million more people than in 2006.

Added to that, we have a new generation who don’t really distinguish between online and offline - they expect a seamless experience between the two. They have always been able to shop online, they have always lived digital social lives and they’ve always had technology in their pockets.

So, technology is fast becoming a core part of family life and tablets are already - and will continue to be - a growing part of that. They’re cheaper to power than PCs and they’re portable. But tablet ownership is still fairly limited, with research carried out by OFCOM revealing that three quarters of UK households do not own a tablet.

Our customers have also told us that although they like the idea of the benefits a tablet can bring, they sometimes feel intimidated about using one. So the challenge was clear – to introduce a tablet that is convenient, with a great spec, that not only provides all the features and content our customers are looking for, but is also easy to use and family friendly.

Today is more than just a product launch. It’s about having a single and direct relationship with customers, where everything they need from us is in one place and so more convenient for them. We’ve designed Hudl specifically for our customers because we care about the experience they have when they’re shopping with us. No other tablets on the market have been built with Tesco customers in mind.

It will retail at £119 but, built for customers, it makes sense that it’s available on Clubcard Boost, which means that many will be able to use their Clubcard vouchers to buy it for under £100.

Since I’ve worked at Tesco, I’ve come to realise that it has innovation built into its DNA. It’s a special kind of innovation though – where the most important ideas are those that are accessible to many, not just a few.

And that’s the thinking behind Hudl - a digital revolution for everyone. For us it’s just the start.

As our customers continue to seek out more services online, we’ll be with them every step of the way, in the hope of making their lives that little bit easier.

Matt Atkinson is chief marketing officer at Tesco