iKids Summer 2014

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ikids_Summer 2014 3 Q+A or millions of preschoolers, 12 min- utes could be all it takes to learn a new word or two. That's how long the average tot is spending on Endless Alphabet, the popular app from San Francisco-based mobile startup Originator that's part of the trio of Endless Numbers and Endless Reader educational games. The self-funded and profitable company of five, which develops and publishes for the preschool set, is led by CEO Rex Ishibashi, who offers up a lesson in both analytics and staying ahead of the curve in an overly crowded educational app market. whAt's going on behind the scenes in terms of your Apps' usAge? Our first app, Endless Alphabet, launched more than a year ago, followed by Endless Reader and Endless Numbers. All three are updated with content regularly. These are content contain- ers, so we launch them and then add content to them. Alphabet launched with 40 or 50 words and now it's up to 60. Endless Reader will soon be up to 300 words by the end of summer. Every word or number takes about three of four days to create, as the words spin, move, and each features unique animations. Right now, we're up to five million monthly active users. More than 500,000 unique players engage with our apps daily, and on average they are accessing the apps once every three days. Our apps are mostly played on shared devices, and session times are up to 12 to 15 minutes, which is high for the industry. why do you think session times remAin high? Parents feel less guilty about sharing an experience that's educational, and we build the apps in a way that kids can have a fun 20-second experience, so if you string those together it hopefully becomes a 10-minute experience. Our Endless Numbers ses- sion times, at 15 minutes, are higher than B y We n d y G o l d m a n G e t z l e r endless Alphabet creator spells out success tactics Alphabet—we're not sure why, but it could be because the numbers are moving a lot. Either way, kids like experiences that are segmented. in the crowded educAtionAl App mArket, who would you consider your biggest competitors? If you look at the charts, we end up in the Apple App Store kids education sections. So we're up against big companies like Nickel- odeon, as well as divisions of large compa- nies. Toca Boca focuses in our age group and it ends up on the charts with us. We do what we are passionate about, so we don't sit and compare ourselves against Disney's market- ing muscle that's reliant on brand power. Toca Boca is after an older market with toy- like functions. So we are competing with the rest for family time and parents' dollars while we just do our own thing. f

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