Firefly is a new storytelling device designed for children that combines printed books with interactive technology. It looks like a book but brings words and pictures to life in new ways. Firefly allows children to explore stories in an interactive digital landscape with additional content like videos and songs. The goal is to transform the experience of parents handing their children a tablet into meaningful shared reading time with an innovative new storytelling medium. Marketing Firefly will involve partnerships with parents, libraries, publishers, and the mobile industry to reach its potential audience of millions of children and families.

1. Motorola mobility
Firefly | 06.04.13
THEDANDYGROUP 2013

2. What we’ve learned about printed books.
Despite growth in e-readership, printed
books remain the primary source of
revenue for publishers.
Studies show people retain more from
reading print books than digital devices.
The majority of e-book readers continue
to read print books.
1

3. What we know about e-readers.
Educational applications are an increasing
share of the overall application market.
Most parents share their devices with
kids, and are receptive to electronic media
for children.
The mobile industry has yet to invent
a tablet or mobile device suited to kids.
Tablets are not only designed for reading:
games, apps, are distractions.
2

4. Firefly is not a tablet,
an ereader, or even a game.
Firefly is a book for
the 21st Century.
Firefly is a storytelling instrument that looks
like a book, but uses new technology that
brings words and pictures to life in way.
3

5. Despite all the digital options, printed
books still have real value to consumers.
90%
Of e-book readers
continue to read physical
volumes PEW 2013
11.1b
Majority of publishers’
revenue from print
Reuters 2011
Readers continue to
experience physical
problems and decreased
performance when reading
electronic texts Woody,
Daniel & Baker, 2010
Printed books not only allow for greater
retention, but they continue to draw readers.
4

6. A printed book calls to
mind a journey that
disappears when a digital
device is turned off.
5

7. Printed books offer important experiences
more difficult to deliver in e-books.
Creative
Reading e-books on tablets is distracting. Tablets are constantly
demanding your attention, and are designed for multitasking.
The experience never becomes immersive.
The multitaskers performed no worse than the other people, but they seemed to be on “autopilot.”
When asked, they had more trouble recalling what cues they had used to get the right answers.
Overall, the multitaskers were less aware of their own thinking processes. Gwen Dewar, Ph.D.
Mental
Printed books encourage thinking and comprehension skills are
that are more difficult to deliver on a tablet.
Children who read enhanced e-books recalled significantly fewer narrative details than
children who read the print version of the same story.
Cooney Center 2012
Personal
Figuring out what’s relevant to your life is an active part of reading
a printed book. Printed books allow people to imagine themselves in
the role of the characters and own the experience.
When in situations where there are multiple sources of information coming from the external
world or emerging out of memory, they’re not able to filter out what’s not relevant to
their current goal. Stanford 2009
6

8. 33% of kids use their parents devices
iyogi
With a limited number of devices for kids, the industry
currently relies on parents sharing devices, but the
experience disappears when the device disappears.
22.9 80% 64.1B 92%
Million ipads sold
Q1 2013
Top selling paid apps
Education category
Forecasted game apps
downloaded by 2017
Parents open to a
different device
Apple
Cooley Center
Juniper
iyogi insights
Tablets and e-readers were not designed for children. The experiences
they deliver present familiar UI with known educational goals like
counting or spelling. Firefly offers new and challenging narratives.
Every time a parent hands a child an iPad, the mobile
industry misses an opportunity to design devices for
children, with meaningful content directed at kids.
7

9. Young readers are one element in an
ecosystem driving demand.
Marketing Firefly means considering its relevance
to each dimension of this ecosystem.
Parents
Book
publishers
Firefly
Mobile
industry
Librarians
8

10. Parents want technology that provides
valuable developmental experiences.
But an iPad is not a platform intentionally designed to engage
children in the most beneficial way.
Firefly offers key developmental experiences for children with:
– A digital medium specifically designed to engage children.
– A unique experience that promotes curiosity.
– A liner, but flexible experience that rewards exploration with discovery.
84%
60%
Parents want
engagements that
promote curiosity
Start when they are little with
technology in moderation and
opportunities for mind wandering,
creative activities and your child
will grow up with solid
communication and thinking skills.
Do not believe
technology necessarily
means “unhealthy play”
Grunwald 2013
Dr. Larry Rosen
Kids Industries 2011
– Library programing.
– Social media / Website / Online advertising.
– Where Motorola devices are sold.
– Holiday pop-up store.
9

11. Librarians are looking for ways to leverage
digital media to scale efforts.
In the wake of the recession, library attendance grew 83%. Librarians
scale their efforts for reaching out to the public by using technology.
8,951
libraries
Children’s materials
account for 34% of
total circulation
297.6
Million
visitors in 2010
U.S.
ALA
ALA
Librarians are looking for ways to combine the journey books represent
while leveraging digital media. While the journey of an e-book ends
when a tablet is switched off, Firefly bridges traditional storytelling in
books with next generation technology, making them ideal evangelists.
– Educational guides. (Endorsed by NPR librarian Kee Malesky)
– Library discount to parents. (email sign in used to track conversion)
10

12. Book publishers want new ways to profit
from digital platforms.
Profit has shifted from traditional books to e-books. However, e-books
have limited value in a digital format due to a ceiling in terms of the
interactivity they can offer.
Evolution of the profit pool of book publishing U.S.
469.2
Consumers are increasingly
demanding rich digital
content that print obviously
cannot deliver. Mequoda
If the industry wants
to retain its place as the
stronghold of learning, it must
build such symbols anew,
symbols adapted
to the digital age.
Million
children’s and young
adult E-book sales 2012
BookStats
Bain analysis
O’Reilly Tools of Change
Firefly preserves the traditional concept of storytelling intrinsic
to the soul of a printed book, but builds on the best assets of an
e-book with a breakthrough digital experience.
– Scholastic partnership to endorse to online retailers.
– Social media. (Including assets from Robert Sabuda)
11

13. Children are part of the mobile industry.
33% of parents share their iPad with their children. Gaming units account
for the majority of available hardware, and 80% of the top iOS Apps are
educational. But every time a parent passes an iPad to their child the
mobile industry has missed an opportunity to design a device especially
for children. We have yet to see a mobile device fit for children.
“We will see remarkable
technological change in 2013,
and in the years to come.”
Dr. Jason T. Cassibry, associate
professor of mechanical and
aerospace engineering at The
University of Alabama in Huntsville
“If you look at a smartphone, every single
one in the world is pretty much a single
slab of black glass. There’s not much
space for hardware differentiation there,
so your ability to make a superior return
just by innovating in hardware is getting
more and more difficult”
The buying public has
certain basic expectations
of what needs to be in
smartphones. Those may
have been reached as
much as two years ago.
ZDNet
Dr. Richard Windsor, founder of the mobilefocused blog Radio Free Mobile and a former
tech analyst at Nomura
Firefly is not an e-reader, or a tablet, or a gaming unit. It’s a book
designed for the 21st century that combines the advantages of print
medium with rich content enabled by advanced technology.
– Social Media.
– Presence at key industry events.
12

14. So what can Firefly do that printed
books and e-readers can not?
Firefly looks and feels like a book, but leverages
advanced technology to make words, pictures, and
content come alive.
Firefly content is dynamic and interactive - readers can
dive into art and explore the unseen corners of a picture,
text might warp and adapt itself to the reader’s behavior
or environment.
Firefly unites the wonder of technology with the
imagination of the written word.
Firefly is a narrative medium which bends and breaks
the frame between reader and story.
13

15. What Firefly means to parents looking for
quality digital engagements for their kids.
Firefly is a new storybook designed for children.
Firefly takes all the aspects of curiosity, choice, and
imagination from the journey of a printed book, and uses new
technology to brings words and pictures to life.
Firefly allows children to enlarge text, or move it out of the
way to closely explore the details of an image.
Children navigate through a story set across a fully
interactive landscape where they continually discover new
content and engagements such as videos or songs.
to create this innovative storytelling experience.
Firefly transforms time a parent hands a iPad to
their child as a distraction, into new and meaningful
time they would spent with a book.
14

16. Potential reach
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297.6m
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34%
total circulation
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502,989
132,241,681
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4m subscribers
394,090
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Weather Channel
over 100m homes
NPR 26m
weekly listeners
Scholastic
71,511
975
stations
19m
monthly visitors
14,117
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54m
unique monthly visitors
No. 1
mobile content
destination
No. 2
most-downloaded
iPad app
583,000