Parents Want Good ContentBut…• Cheap or free• Big bother: Involves credit card, privacydecisions and big data• So… most parents haven’t seen jaw-dropping content
The Pass BackEffectLearning: Is there an app for that?Cynthia Chiong & Carly ShulerThe Joan Ganz Cooney Center at Sesame Workshop
12 Apps per Phone,Mostly FreeThere are an average of 12 apps onmobile devices used by kids:• 88% of those apps are free• Gaming: 6.5 of the 12 apps• The rest are mostly fordownloading music and photos• Only ½ of those who downloadhave ever paid.Data from NPD 2012
Parents Want Safe Kids,But Few Use Protection• More than half of parents say they useparental controls but only 40 % ofonline teens say that their parents usethem• Facebook parents voting with their feet• Phones haven’t matured like PCs forparental controls ; false security or saferapps?
Parents Say they Wantto Limit Screen Time• The electronic babysitter• Lack of self control in their own screentime• “I’m doing my homework” excuse
Parents Say They Want Learning• Buy tablets for learning, games andvideos but kids use only 2 of 3• Every study shows games in the lead fordownloaded apps• The YouTube youthphenomena• Should parentscontrol the ratio?
Parents Want to KnowWhat their Kids Are Learning• Dont seek the educational reports.• Leapfrog’s most robust; little usedparental reports• But will look at “creations”
“Kids have enoughcomputer time in school”• Play time at a premium• You are creating apps for the busiestgenerationBabble.com
What parents say about appswith “Social Good”• They like the “idea”• They don’t want to pay apremium• Parents do give, butfavor their schools andother local charitiesZyngas “Oh, What Fun!”drive turns in-app purchasesinto Toys for Tots.
Where’sDr. Spock?– Don’t limit the screen time because expertadvice doesn’t fit in with their model ofparenting– Half of the parenting advice written on theInternet is about managing screen time– Ages and Stages Have Not Been PrescribedParents defy adviceof experts like the AAP
Distribution Systems• Today’s toy store is a tough experience• Today’s app store isn’t much better• Specs, licenses and permissions are anecessary detriment• Choice is the disease of modernity
Unexpected Consequences:Regulatory Climate• Hard to get data• Can’t geo-locate• Can’t personalize• COPPA on trialMaximumDetection.com
The Renaissance has just begun• Photo of renaissance
Circa 1992• Small installed base of multimedia PCs• Hefty price for CDs in store• Can’t preview content• Sold terribly• Cost $500,000 to create a disk.
1990s Encarta• Assumption:• A consumer would purchase 10-20 CDs ayear• Pay retailers to stock CDs (Egghead andCompUSA) that didn’t sell• Suggested retail price 1993$395• Achieved market sharesold 120,000 copies
End of Chapter/Start of Chapter• The market optedfor a free and freelyexpandingknowledge of theuniverse.• Wikipedia startedin 2001• MS Encarta closedin 2009.
Jumping the Dinosaur• 1996: Microsoftwanted to publisha title a week• By 1995 there were 12dinosaur CDs• 2013: 700 iPad; 900iPhone appsThe Microsoft WayTatem Games
Next Renaissance• Lower Margins but sell more• Crowd Sourced Play• Touch, Gesture, Voice• Better Distribution– Even Mike next door can be Micro-Soft• Better Tools• Internet of “things”• Curation /Aggregation
$ Pain Points• In-app payments– One million US children made in apppurchases in 2012• Subscription– Keeping your audience from free-flitting• Books vs. Apps• Discoverability
PlaySquare: Tactile TV• Porn for kids(you know itwhen…)• Free trial• Dream Team ofProducers• Episodic• Next GenInteractive TVhttp://playsquare.tv/
Where Apps end and eBooks Begin• Oscar Award• App first• Layered on AR– Personalization• Cross-generational• A great story• Oscar pedigree
The Channel Approach: Playrific• Personalized• ConstantlyChanging• YouTube Lite• Playpaks• Trailers• Easy reporting• Order in a Crazy world• PBS model
Parents and Kids SharedEnvironments• Connecting throughscreens• Shared Wishlist andThank Yous• Charity Component• It’s a start
Every Product Tells a StoryMath Doodles• Your iTunes page is yourproduct• Don’t try to hide thefact that it’s math• Failure happens• Passion, empathy forchildren on every page
Engagement and Experiences• MakerBot Store• MakerFaire
Minimum Bar for Parents• Pedigree helps• Parent facing experience• Single differentiator/mom megaphone• Personal investment surrounding story• The store page is not an afterthought• Cross generational• Share Output• Trusted, open, respectful
Best Practices• Kid-Centric Development• Discovery• Respect limited free time –learn gamethrough play• Maturation of development community.For legal responsibilities and protection:http://momswithapps.com/2012/01/08/legal-considerations-for-mobile-app-developers/