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

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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.

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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    WAN-IFRA NLMC 2011: Tablet apps for toddlers WAN-IFRA NLMC 2011: Tablet apps for toddlers Presentation Transcript

    • Tablet apps for toddlers
      27.05.2011
    • Panfu is brought to life by engaged and loyal players
      Panfu is a safe virtual world for children aged 7-10 years
      ü
      Kids can explore and play great games
      ü
      Meet friends and chat safely
      ü
      Style their panda and party
      ü
      Adopt cute pets and have fun
    • We excite 1,100, 000 MAU on Panfu
      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%1of the kids and 20,4% of the parents in Germany recognize the brand „Panfu“
      • 12%2of 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
      2http://mediebarn.se/9-12-ar/motesplatser/
    • Oloko will increase the customer lifetime of YI users
      Oloko is an exciting strategy game for
      clever kids aged 9-12 years
      ü
      Kids can plant and decorate their garden
      ü
      Choose a job and become the best
      ü
      Trade goods and collect coins
      ü
      Style their avatar and chat safely
    • Panfu Jumper reached 75k downloads in eight weeks
      Panfu Jumper is an IOS app based on our Panfu character for kids aged 7-12 years
      ü
      Ranked Top 10 among kids apps in 11 countries
      ü
      No marketing spending, pushed only through Panfu community
      ü
      In-house development
      ü
      First move into the mobile market
    • Product positioning
      Platforms
      Web
      browser based
      Tablet
      Android & IOS
      Smartphone
      Android & IOS
      FacebookOpen platform
      13-20 yrs
      11-12 yrs
      Age Groups
      9-10 yrs
      7-8 yrs
      4-7 yrs
      0-3 yrs
    • Opportunity
      Platforms
      Web
      browser based
      Tablet
      Android & IOS
      Smartphone
      Android & IOS
      FacebookOpen platform
      13-20 yrs
      Skill Gaming and Edu Fun Apps
      Social App
      Skill Gaming Apps
      Fun Educational Apps
      11-12 yrs
      Age Groups
      9-10 yrs
      7-8 yrs
      Pre school world
      Edu Fun Games
      Edu Fun Games
      4-7 yrs
      Touch and Story Apps
      0-3 yrs
    • 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
    • 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?
      GAME
      STORYBOOK
      Nighty Night
      Itsy Bitsy
      Cut the rope
      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$?
      Who wants great content for free?
      FREE
      0,99 $
      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
      • 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
    • Thank you!
      Discussion
      • What’s your favorite kids’ iPad app?
      • How can you beat the big IP owners?
      Moritz HohlCOO & founderM: +49 (0) 170-968 6701
      moritz@young-internet.comtwitter.com/moritzhohlslideshare.net/younginternet