wan-ifra nlmc 2011: tablet apps for toddlers
DESCRIPTION
Young Internet COO Moritz Hohl holds a lecture on tablet apps for toddlers during the Nordic Local Media Conference 2011 in Stockholm and talks about Young Internet's approach on mobile strategy.TRANSCRIPT
Tablet apps for toddlers
27.05.2011
Panfu is brought to life by engaged and loyal players
Kids can explore and play great games
Meet friends and chat safely
Style their panda and party
Adopt cute pets and have fun
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Panfu is a safe virtual world for children aged 7-10 years
Key Metrics
15,000 new users every day
Monthly Active Users (MAU): 1.1 M
Daily Active Users (DAU): 160k
DAU/MAU Ratio: 14.55 %
Chat messages per day: 3.1 M
Mini-games played per day: 307k
Avg. time spent in-game: 22 Mins.
27.8%1 of the kids and 20,4% of the parents in Germany recognize the brand „Panfu“
12%2 of Swedish children aged 9-12 play Panfu
Source: 1 Measurement of brand awareness: IconKids &Youth representative survey with kids aged 6- 12 and their parents – September 2010 2 http://mediebarn.se/9-12-ar/motesplatser/
We excite 1,100, 000 MAU on Panfu
Kids can plant and decorate their garden
Choose a job and become the best
Trade goods and collect coins
Style their avatar and chat safely
Oloko will increase the customer lifetime of YI users
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Oloko is an exciting strategy game for clever kids aged 9-12 years
Ranked Top 10 among kids apps in 11
countries
No marketing spending, pushed only
through Panfu community
Panfu Jumper reached 75k downloads in eight weeks
In-house development
First move into the mobile market
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Panfu Jumper is an IOS app based on our Panfu character for kids aged 7-12 years
Product positioning
Age G
roups
Platforms
13-20 yrs
11-12 yrs
7-8 yrs
4-7 yrs
0-3 yrs
Webbrowser based
Tablet Android & IOS
Smartphone Android & IOS
FacebookOpen platform
9-10 yrs
Skill Gaming and Edu Fun
Apps
Social App
Opportunity
Age G
roups
Platforms
13-20 yrs
11-12 yrs
7-8 yrs
4-7 yrs
0-3 yrs
Webbrowser based
Tablet Android & IOS
Smartphone Android & IOS
FacebookOpen platform
9-10 yrs
Pre school world Edu Fun Games Edu Fun Games
Skill Gaming Apps
Fun Educational Apps
Touch and Story Apps
1 to 25 26 to 50 51 to 75 76 to 100
Toddler/Preschool 0.6 0.24 0.36 0.2
Elementary 0.08 0.2 0.16 0.04
Middle School 0.04 0.12 0 0
High School 0.04 0.2 0.04 0.04
Adult 0.36 0.6 0.56 0.76
5%
15%
25%
35%
45%
55%
65%
75%
Target age by app ranking
47% of 100 Top selling apps are for pre-school kids
60% of the Top 25 apps target toddler and pre-school kids
Only 36% of Top 25 apps target adults
Source: The Joan Ganz Cooney Center
<=20
21-29
30-34
35-44
45-54
55+
8%
19%
15%
28%
17%
13%
Y! iPad Users’ Age Distri-bution
How old is the average iPad user?
Source: Yahoo! July 2010
How many kids apps are in the iPad books category?
How many kids apps are in the iPad books category?
Which featureset is suitable and exciting for kids?
STORYBOOK
Nighty
NightItsy Bitsy
Cut the
rope
GAME
Peter
Rabbit
Peter Rabbit
Plain storybook
Nighty Night
Little guided touch logic
Itsy Bitsy
Further touch feature: Kids decide the direction of story: Creative mess
Our approach: What do we believe in?
Story & Character
Optional storyline
Creative mess
Educational
aspects
Purpose
Playtime: ~20 min.
iPhone compatible
Freemium combines reach and monetization of apps
Who wants great content for 0,99$?
FREE In app purchase
Up to 20x more downloads compared to paid apps
Push new games easily through marketing
Greater variety to monetize in the app = more revenue
Escape the app store pricing logic
Who wants great content for free?
0,99 $
50% of top 10 apps priced at 0,99$
High Price = No Ranking No Ranking = No Sales
Hard to quickly gain reach without existing portfolio
Moritz HohlCOO & founder
M: +49 (0) 170-968 6701
twitter.com/moritzhohlslideshare.net/younginternet
Discussion
What’s your favorite kids’ iPad app?
How can you beat the big IP
owners?
Thank you!