wan-ifra nlmc 2011: tablet apps for toddlers

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Tablet apps for toddlers 27.05.2011

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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.

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Page 1: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Tablet apps for toddlers

27.05.2011

Page 2: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

ü

ü

ü

ü

Panfu is a safe virtual world for children aged 7-10 years

Page 3: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

Page 4: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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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ü

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Oloko is an exciting strategy game for clever kids aged 9-12 years

Page 5: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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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ü

ü

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Panfu Jumper is an IOS app based on our Panfu character for kids aged 7-12 years

Page 6: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

Page 7: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

Page 8: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

Page 9: WAN-IFRA NLMC 2011: Tablet apps for toddlers

<=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

Page 10: WAN-IFRA NLMC 2011: Tablet apps for toddlers

How many kids apps are in the iPad books category?

Page 11: WAN-IFRA NLMC 2011: Tablet apps for toddlers

How many kids apps are in the iPad books category?

Page 12: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Which featureset is suitable and exciting for kids?

STORYBOOK

Nighty

NightItsy Bitsy

Cut the

rope

GAME

Peter

Rabbit

Page 13: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Peter Rabbit

Plain storybook

Page 14: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Nighty Night

Little guided touch logic

Page 15: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Itsy Bitsy

Further touch feature: Kids decide the direction of story: Creative mess

Page 16: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Our approach: What do we believe in?

Story & Character

Optional storyline

Creative mess

Educational

aspects

Purpose

Playtime: ~20 min.

iPhone compatible

Page 17: WAN-IFRA NLMC 2011: Tablet apps for toddlers

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

Page 18: WAN-IFRA NLMC 2011: Tablet apps for toddlers

Moritz HohlCOO & founder

M: +49 (0) 170-968 6701

[email protected]

twitter.com/moritzhohlslideshare.net/younginternet

Discussion

What’s your favorite kids’ iPad app?

How can you beat the big IP

owners?

Thank you!