How to Launch a New App

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Part
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How to Launch a New App

Part 1: How to Launch a New App

Launching a children's app requires a lot of planning. Best practices include (1) finding a great idea for an app and conducting market research on it, (2) choosing how to monetize the app, (3) making sure the app complies with COPPA, (4) making sure the app is compatible with Android, Apple, or both, (5) designing a comprehensive media campaign, and (6) testing the app thoroughly.

Find a Great Idea For An App and Conduct Market Research on It.

  • Any app requires a great idea, and this is especially true for children's educational apps.
  • The app must appeal to both parents and children: parents because they will pay for it, and children because they must use it enough for the parent to be satisfied with the cost.
  • The market research process will include a competitive analysis to discover who the competitors are in the children's educational app market, what the competitive apps offer, what the new app will do differently or better than other apps, and how successful the existing apps are.
  • The new app's concept must not copy someone else's app. It must be original, but use insights from successful apps to create value and advantages that distinguish the new app from other apps.
  • Market research will help define the target audience for the app. It's vital that the app developer understand the audience. The audience is children, but which age group? Is the app directed to toddlers, preschoolers, kids 6-9, kids 11-13, or teenagers? How will the children use the app for learning? Is it going to make their lives better? What do children in the target age group like to do? Can they read? In what language or languages will the app be produced? Are their cultural or religious or regional issues that must be addressed or considered in developing the app? Thorough research will help to make the app the best it can be.

Decide How To Monetize the App.

  • Apps are produced as money-making vehicles, so it is very important to decide how the app will bring in revenue for the developer. This is called "monetizing", and can be done in several ways.
  • Although the prot potential of children's educational apps is not as great as for adult apps, there is still demand for them and money to be made when organized correctly. Several monetization models work effectively in the children's educational apps market. Each model has advantages and disadvantages, and the developer needs to study these to make the best choice.
  • The monetizing models are in-app advertising, in-app purchases, paid apps, and subscriptions.
  • In-app advertising means that advertisers supply video ads to the app that will run at predetermined intervals, and a payment is made to the app developer for each user who sees the ad. The app is downloaded for free, but the user is subjected to the video ads.
  • In children's educational apps, parents have the option to turn off ads in both Apple and Android apps in the Parental Controls section of the app.
  • In-app purchases happen when a user clicks on an offer of more games, or more levels, or some other choice that has a currency amount tied to it, like 99 cents, or $1.99, or $2.99. This can be an issue in children's apps, and the government has addressed it in the COPPA rules (see below). Parents can also block in-app purchases through parental controls.
  • Paid apps are divided into Pay to Play and Pay to Play Free formats, which are just like they sound. The Pay to Play apps charge the user for each login to an app, while the Pay to Play free apps make a one-time charge to the person when downloading the app as a purchase from an app store.
  • The subscription models charge by the month or year for use of the app.
  • Another possibility is the offer of a free trial to a new user, who is allowed to access the app for a certain number of plays, or a certain period, like 7 days or 14 days, after which a fee would be charged depending on the choice of the buyer (Pay to Play, Pay to Play Free, or subscription).

Be Sure to Comply with COPPA

  • The federal government has created rules for developers to follow if they "develop apps or run websites directed to children under 13 years of age and collect their personal information...."
  • COPPA is an acronym that is formed from the first letters of the law, the Children’s Online Privacy Protection Act, that was passed by Congress in 1998. COPPA "required the Federal Trade Commission to issue and enforce regulations concerning children’s online privacy." An amended version of the Rule became effective on July 1st, 2013, and there have been additional updates.
  • There is a long list of children's personal information that cannot be collected by apps without parental notice and consent. This set of information includes geolocation, photographs, and video images or audio recordings of a child's voice. Other forbidden information items include name, address, email address, screen or user name, phone number, social security number, IP address, and many others.
  • App developers are required to post a privacy policy describing their information practices, provide direct notice to parents, get verifiable parental consent, give parents choices about ways the app might use a child's personal information, and take other important steps.
  • To be successful and have a long use of an app, a developer must comply with these requirements of COPPA.
  • Google Play updated its Families policy and Designed for Families program requirements on May 29, 2019. An app may be removed from the Google Play store if the developer does not complete "the Target Audience and Content section of the Google Play Console. "

Design a Comprehensive Media Campaign to Prepare for Launch.

  • A comprehensive media campaign will position the new app for a successful launch.
  • Such a campaign includes several facets, including reviews of the app from influencers who can test it before launch, outreach to bloggers to offer them chances to give promo codes to their readers, promotion on social media to offer unique or special content about the app, and submission of the app to industry award organizations to help gain third-party credibility.
  • It's also important to have a website and a Facebook, Twitter, Instagram, and Pinterest page for the app.
  • A developer must be prepared to promote a new app before it is launched. A marketing plan for a successful app can be divided into three "campaign phases: pre-launch, launch and post-launch", with careful planning going into each stage.

Make Sure the App is Compatible with Both Android and Apple.

  • The two major sources of apps are the Apple Store and the Google Play store. A developer of children's educational apps must choose which store to submit the app to, or decide to submit it to both stores. Deciding whether to build an app for Apple or Android is one of the first things a developer must do when preparing to launch an app.
  • A developer needs to know the best practices and standards of the stores to distribute the new app to, and to do this, the developer must review Official Submission Checklists.
  • Both Apple and Google have checklist guides for the necessary tasks connected to launching apps. Developers should check these official guides before launching an app. There are some key differences.
  • The final step in preparation for Apple and/or Android compatibility is to apply to the stores. After completing all the preparations, the developer should release the children's educational app to the Apple App Store and/or Google Play Store.

Test the App Thoroughly

  • The app should be tested at the beginning, middle, and end of development. The test at the beginning would consist of recruiting some children of the right age to try the earliest version of the app. This test will show the developer what is missing from the app, and revision should take place.
  • Once there is a real prototype of the app after the first test and revision, it's time to test the app with potential users, i.e., more children.
  • Finally, just before release, the developer should conduct beta testing to get real-world experience about how well the educational app will perform with actual users. Parental cooperation is necessary for any of these test types for a children's educational app.

Part 2: Case Studies of Successful App Launches

Successful launches of children's smartphone apps were made by GoKids! and Pokemon Go using specific marketing techniques and some of the best practices for children's educational app development.

Case Study #1: GoKids! App Launch

  • Objective: to release successfully a new children's educational app from a well-known publisher, using KIDOZ technology.
  • KIDOZ is the world's largest platform for children's content in games and videos and helps developers make money through ad placement. KIDOZ makes sure that all the apps that it accepts are COPPA compliant.
  • Since 2012, GoKids! has published many educational mobile apps for kids. After GoKids! early apps like Animal Farm and ABC for Kids, the company wanted to release a new app called "Learning Professions for Kids". They designed the app for children aged 2-5.
  • GoKids! owner Kirill Lazackovich said in an interview, "The most important thing is to test your app on the kids audience. Before releasing you should create a prototype and get feedback from kids. Adults think differently than kids, and you never know what they like or don’t like without testing.
  • Lazackovich explained how GoKids! does testing: "We work with several kindergartens who test our games. We look at how they play and feel with the game to get a sense of what components need to be updated before launching."
  • For the new app, "Learning Professions for Kids," Lazackovich wanted to create immediate momentum for the app at its launch, so he needed a marketing campaign to reach a large group of users who would like the app.
  • For this to work, the GoKids! marketing plan would show ads to kids aged 2-5 who were the target audience for the new app, and encourage them to ask for it. Before the launch, the marketing plan had to reach the target audience and their parents.
  • Since tracking-based targeting is not allowed in kids’ apps, the KIDOZ company used content-based targeting to find the right audience for the GoKids! new app's marketing campaign. Because thousands of kids’ apps were connected through the KIDOZ Network, marketers could direct the promotion of the GoKids! app to those apps with a similar user base-- kids aged 2-5 who liked to learn, enjoyed challenges, and participated in role-playing. A more comprehensive marketing campaign was not desired, since kids aged 2-5 were not reachable by other means.
  • The campaign of promotion to kids 2-5 who used apps in the KIDOZ network resulted in the downloading of the app to 31,000 new users in less than two weeks, although it was only developed for Android users. It became available on Apple later on.
  • The client was pleased with the launch of "Learning Professions for Kids."

Case Study #2: Pokemon Go Smartphone App

  • Objective: To promote a newly-launched video game app and get highly engaged users to install it.
  • Pokémon Go is a free smartphone app that uses "location tracking and mapping technology to create an 'augmented reality' where players catch and train Pokémon characters in real locations. ... Users must be 13 or over to sign-up for the game." The use of GPS and AR was unique at the time.
  • Pokemon Go began in 1995 as a video game owned by Nintendo. The marketing team for the new smartphone app called Pokemon Go (owned by Niantic) designed a pre-launch promotional campaign in 2016 that used YouTube videos and press releases to raise teenagers' and twenty-somethings's awareness, knowing that they might be familiar with the video game from 20 years earlier or with the children's cartoons.
  • The app is free to download but has an in-app purchase feature. There is an "option to use in-game currency called Poké Coins, [which] can be used to buy Poké Balls (used to capture Pokémon)." The app does not require users to buy the currency to play the game. Parents can use parental controls to control app purchases on their own smartphones and on their child’s phone.
  • The app's use of location-based services (GPS) and augmented reality (AR) made it a popular choice for ages teenagers 13 and up, who were the target audience. Since the target audience was users over 13, the game did not have to comply with COPPA rules.
  • The users of the app promoted it on social media. The "advanced features" (the GPS and AR aspects) of the game encouraged word-of-mouth marketing that increased downloads and players.
  • Pokemon Go had 26 million daily active users in 2017. "The average player [spent] more than 40 minutes a day on the app. ...[T]he game continues to attract 500 downloads every minute or 700,000 downloads per day."
  • According to PCWorld, "Pokémon GO sparked over 250,000 news articles across the world, and more than 2.5 million global social media conversations using the hashtag #PokemonGO since its launch. The app was so popular, it surpassed Twitter’s daily active users within the first week of its launch."
  • Pokémon Go was familiar to a generation that grew up watching Pokémon cartoons. It also connected with people's enjoyment of treasure hunting. The Pokémon characters were treasure that people could hunt for in their neighborhoods or elsewhere.
  • Pokemon Go is compatible with both Android and Apple operating systems. This made it widely available to households with smartphones.

Sources
Sources

Quotes
  • "Any apps made for children must be appealing to both the children themselves, and their parents or guardians, in order to be successful. There are also a number of laws that apply to content for minors and unique trends that differentiate kids apps from the mobile app industry at large. "
  • " Increasing Quality of Content Price competition doesn't work anymore since the majority of games are free, so developers must strive for high quality. I"
  • " App Store Issues Remain Inflated requirements, underestimated potential of kids apps, a lack of attention from the stores’ side."
  • "Increasing Role of Brands The brand works as an alternative way to capture the audience’s attention and increases conversion drastically. Brand image is often projected on apps. If parents trust a brand, they’ll trust an app."
  • "“If you don’t flag to an ad network that your app is child-directed and permit the ad network to unknowingly collect personal information from children, then you could be held responsible."
  • "While the profit potential of kids apps is not as high as non-kids apps, there is still a great demand and revenue to be made when done correctly. There are several monetization models that are effective for the kids apps market. In-app advertising, in-app purchases, paid apps and subscriptions will be explored."
  • "In-App Advertising Earn ad revenue whenever ads are served to your users. In-App Purchases Earn revenue when your users purchase something inside your app. Subscriptions Earn recurring revenue after your users sign up for your subscription-only contents. Paid App Earn revenue when users purchase your app in the app stores. Which Monetization Model is Right for Your Kids App? Each model has different revenue potentials, user experience challenges and parental expectations to consider. Tackling these obstacles proactively is key to monetizing kids apps. Pay to Play Free or Pay to Play Pay to Play Free to Play"
  • "The potential for earning revenue from all users is the highest with in-app advertising. However, numerous pitfalls must be avoided to comply with regulations protecting kids. 2013 2014 2015 2016 2017 2018 2019"
  • "Keeps Apps “Free” “Free” apps generally get more downloads and have a lot more users than paid apps. Considering that parents are the decision makers, F2P games tend to be more popular among young audiences. Highest Revenue Potential Mobile ad spend continues to grow globally"
  • "Now More Kids-Friendly Ad Platforms More ad networks and ad mediation platforms that offer safer ads filtering and COPPA compliant options now exist in the marketplace making it easier for kids apps publishers to monetize with ads. Benefits of In-App Advertising "
  • "Monetization of All Users Unlike in-app purchases or paid apps that monetize from fewer than 5% of users, ads monetize from all users. Increases Likelihood of In-App Purchases Since many freemium apps use both in-app purchases and in-app ads to monetize, there are ways to use in-app ads to showcase the value of in-app currencies and encourage more in-app purchases. Effective uses of rewarded video ads have been demonstrated to increase IAP spending. Kids Not as Bothered by Ads as Adults Kids often see in-app ads as a natural part of games and do not find them as disruptive as for adults"
  • "Disruptive to User Experience When served in the wrong places or too frequently, ads can get in the way of users. Parents Don’t Like Ads However, parents also expect all the contents to be free. Limited Video Ad Types Full-length video ads cannot be shown to kids. Set of Advertising Restrictions Must comply with COPPA, PEGI3 and app stores guidelines. Needs Many Users to Monetize Effectively Unlike other models, in-app ads require a large number of daily users in order to make the ROI work. Pitfalls of In-App Advertising"
  • "Rewarded Video User-initiated ads, rewarded videos are popular with users as they can earn in-app rewards for viewing a video ad. This format can be creatively integrated as a part of an app’s experience. High eCPMs. Best Ad Formats for Kids Apps Banner Often placed neatly at top or bottom of an app, banner ads can be served without providing much disruption. Despite its low eCPMs, it often generates the most ad revenue given its high volume of impressions. Video Interstitial This captivating format is popular with advertisers and generates high eCPMs. Its disruptive nature to the user experience makes this a format that should not be used too frequently. Static Interstitial Covering the entire screen with fast load time, static interstitials are popular with advertisers, especially in regions with slower mobile services. Best served during natural pauses in an app’s experience."
  • "Use Rewarded Videos to Boost IAPs Rewarding users with in-app prizes after viewing a video ad is a great way to introduce users to the value of your in-app purchases system. Optimize Rewarded Video Ads’ Rewards Try out all possible options and conduct A/B tests to find the optimal revenue and engagement rate. Clarify What is an Ad Even if your audience can’t read, it’s for the sake of credibility — mostly for brands and parents. Ensure Ad Networks are COPPA Compliant Also make sure the ad networks are aware that your app is for kids. Otherwise, both you and the ad network may be penalized for COPPA non-compliance. Give Parents Option to Turn Ads Off Empower parents by giving them more control of your app’s ad experience. You can charge for this option. Don’t Force Kids to Finish Viewing Ads Ads should not force kids to watch all the way to the end, and should not be aggressive or intrusive. Tips for In-App Advertising "
  • "Top paid kids apps of September 2017 in the App Store While parents prefer an one-time paid ad-free app experience for their kids, paid apps generally have a lower user base and limited revenue potential per user. Paid Apps "
  • "Benefits of Paid Apps Parents More Open to Spending on Kids According to market research agency Dubit, parents tend to spend more money on their children than on themselves. The parents who pay over $2 for a mobile app for their child would never pay more than $0.99 for one for themselves. Parents Prefer One-Time Payment Over IAPs As paid apps rarely use IAPs, for some parents it makes more sense to pay about $2-3 once than pay continuously. Higher Quality Perception of App The cost to download may make both children and parents consider the app’s value with higher expectations. Successful paid apps are often positioned as premium experiences through outstanding design, functionality, and marketing. App Stores Privileges for High-Quality Paid Apps For example, App Store allows app bundles: an option which make it easier for App Store users to buy up to 10 of your iOS apps in a single purchase at a reduced price. Purchase App for $2.99?"
  • "Hard to Reach Target Audience As children usually are not decision-makers and they don’t have their own money, it’s harder to reach your target audience since there’s no chance for them to try your app without making a purchase. Such situation can lead to missed profit — and works in free / freemium apps’ favor."
  • "Price App Reasonably Make your price reasonable, and consider the average children app’s price cap of your target markets. Optimize App Store Showcase Follow App Store advice and effectively showcase the premium nature of your app. Remember that with kids apps you’re acquiring two user groups at the same time, so make sure your title, icon, description, screenshots, etc. are attractive for kids and convincing enough for parents. Consider Optimal Price for Age Ranges Although the price is still important, according to Dubit's research, kid's age didn’t really affect pricing. For under 5 and 9-11 year-olds the most popular price point was between $1.99-$2.99, and the peak for 6-8 was at $3.99- $4.99. Apps aimed at 9-11 year-olds had the lowest proportion of free apps in the highest grossing chart."
  • "Many freemium games (games that are free to install) tend to monetize with in-app purchases. This model has a lower install barrier than paid apps and encourages users to pay after they had a chance to evaluate the app. This model does bring challenges like accidental purchases for parents though, especially with younger kids. App stores indicates when an app contains in-app purchases In-App Purchases"
  • "Benefits of In-App Purchases Helps Users Progress Kids play games to achieve and progress. They are not just interested in killing time. IAP is a great way to make progress seem at times effortless. It may be treated as a “helping hand in times of trouble” (when a level is too difficult to finish, for example). Low App Install Barriers Kids are likely to install the app on a whim, test it out and decide if they like it. If your IAPs are optimally placed, kids may ask their parents to buy some of them when they are really into the game. Opportunity for High Repurchasing Rates While only 1-5% of users make IAPs in general, those that do tend to be big spenders. In-App Ad Combo Since in-app purchases are often used by freemium apps, it is not uncommon for such apps to also monetize with in-app ads, opening up another revenue channel. Purchase 5 More Lives for $1?"
  • "Pitfalls of In-App Purchases Parents Can Block In-App Purchases Parents have the option of blocking in-app purchases or requiring a password before they can be made to prevent accidental purchases. Unsecured Financial Data Protection Not all developers know how to protect end-user’s financial data with in-app purchases. Way too many apps have been compromised and reported. Billing Permission Required For Android apps, billing permission has to be enabled. Also, some might choose not to install your app when they see the app is not completely free. “In no way should an app be monetized via in-app purchases announced with banner ads. Initially, a child wants to click them — which may irritate parents. Engagement can disappear quickly if banner clicks cause withdrawing funds from the parents’ accounts.” - "
  • "ntroduce IAP Items in Tutorials Increase conversion rate by using your app’s tutorial to teach users how to use their purchases properly so they can see their benefits and repeat purchases. Provide a Balanced Variety of Items Try not to provide too many IAP items. Provide just enough to keep users engaged. Optimizing IAP options increases engagement and revenue. Tease IAPs with Rewarded Video Ads First Studies have shown that IAP grows 40-100% when users first get a free taste of what they will get out of a paid option. First give them “stars” and “diamonds”, or your choice of rewards, and then offer IAPs. Make IAPs Convenient but Not Duplicitous Don’t force the users to exit a level or go to a shop to make an IAP. Conduct A/B tests to examine the simplicity of purchasing in your game. At the same time, make it very clear to the users that they are about to make a real IAP transaction. Don’t Force Users to Make IAPs Do not lock the game close to the end or making it impossible to win without making IAPs or the players will feel deceived. Also, parents will be unhappy to be bothered to make such IAPs. Tips for In-App Purchases"
  • "This up-and-coming model is convenient for parents as they can know ahead of time how much an app will charge recurringly. To make the subscription fee worthy for parents though, the content needs to be continuously updated to keep the kids engaged. PlayKids Club offers popular kids apps with a free trial for its subscription services. Subscriptions "
  • "Benefits of Subscriptions 2-3 Times More Revenue Per User According to VisionMobile, apps that use the subscription revenue model earn 2-3 times more revenue per user than apps that just use in-app ads or paid apps model. Longer-Term Engagement When users pay (or their parents, which are even more persuasive) for the app each month, they’ll feel more obligated to use it monthly. 85/15 Revenue Split Since 2016, the App Store offers a 85/15 revenue split (rather than the standard 70/30 split) for subscription models, although only for subscriptions lasting over a year. Helps Parents Keep Track of Costs Since parents will know the monthly price, they won’t be so concerned about accidental in-app purchases made by children or being bothered about purchasing them. Subscribe for $10 per Month?"
  • "Pitfalls of Subscriptions Auto-Renewing Subject to Stores Approval Starting in 2016, auto-renewing subscription became subject to the stores’ approval. When purchases are made via the app stores, not only are margins impacted but also visibility and sales funnel. Requires Heavy Maintenance Subscription model requires heavy maintenance due to higher expectations by paying users. Developers have to be innovative and constantly provide new contents and features. Hard to Shift to This Model It’s hard to move to this model from a one-time fee or F2P model as it can result in some serious backlash from existing users. “Paid subscription model is very interesting in terms of kids games, because they play quite a lot, but the depth of monetization is finite and not that big”. -VGTRK mobile technologies"
  • "Offer Free Trials for New Users Give your new users a taste of what they can expect from your app by offering a limited time or limited content free trial of your app. Offer Deals for Existing Users Consider deals for committed users who have already gotten a 6 to 12 month subscription. Mostly this works for parents because they would like to save money, but it’s also a chance for kids to persuade parents, as decision makers, to prolong subscription. In addition to that, app developers can make better revenue projections. Continue to Engage and Empower Users Think over proper on-boarding and keep users engaged and spreading the word. Provide the true value of your app both to parents and children so they can see you’re enriching the content from month to month. Tips for Subscription"
  • "each monetization model comes with its own trade offs. Some can work well in tandem like in-app ads and in-app purchases, while some like subscriptions and paid apps can only work individually. Therefore, it is important to think carefully about the monetization strategy that's the best fit for your kids app first before committing to one."
  • "So Which Monetization Model is Right for Your Kids App? Parental Approval vs. Accidental Purchases Maintenance Required vs. Quality Expectations"
  • "f you’re a developer of kids apps, there are certain rules and regulations you must adhere to in order to operate your business and be listed on various app stores. These rules span multiple areas, such as app content, data collection, and ad content. This section explores the different compliances. "
Quotes
  • "When developing your marketing strategy, take a look at what has worked, or has not worked that well for other app development companies."
  • " App review program: Contact key sites and influential app reviewers early on with preview codes to give them the opportunity to test the app early. Blogger outreach: Consider implementing a targeted blogger program, such as with parenting, lifestyle and education bloggers; Offer them the opportunity to raffle off app promo codes for their readers. Social media integration: Use social media outlets to distribute unique content about the app and redistribute application reviews. According to a Pew Internet study published in December 2013, about 73% of online adults use a social networking site of some kind. In 2013 Facebook remained the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms, such as Pinterest, Instagram and Twitter. Industry awards: Submit the app to industry awards to gain third party credibility and stand out. "
Quotes
  • "If you develop apps or run websites directed to children under 13 years of age and collect their personal information you are very likely to fall under COPPA and should therefore follow its rules."
  • " Choose our clause called “The Service is directed to children under the age of 13”; Then make sure you get verifiable consent from parents; Read the requirements carefully. "
  • "COPPA is an abbreviation for the Children’s Online Privacy Protection Act (COPPA) that was enacted by Congress in 1998 and required the Federal Trade Commission to issue and enforce regulations concerning children’s online privacy. The amended Rule became effective on July 1st, 2013. The primary goal of COPPA is to protect children’s privacy online (and at the same time on the mobile ecosystem). COPPA puts parents in control over what information from their children."
  • "The Rule applies to operators of commercial websites and online services (again, it includes mobile apps) directed to children under 13 that collect, use, or disclose personal information from children. It also applies to operators of general audience websites or online services with actual knowledge that they are collecting, using, or disclosing personal information from children under 13. "
  • " So what is the definition of a website or online service under COPPA? mobile apps that send or receive information online (like network-connected games, social networking apps, or apps that deliver behaviorally-targeted ads) internet-enabled gaming platforms plug-ins advertising networks internet-enabled location-based services voice-over internet protocol services "
  • "COPPA has updated the list for “personal information” that cannot be collected without parental notice and consent to include geolocation information, photographs, video and audio files that contain a child’s image or voice. At large the list of personal information looks like this: full name; home or other physical address, including street name and city or town, online contact information like an email address or other identifier that permits someone to contact a person directly — for example, an IM identifier, VoIP identifier, or video chat identifier; screen name or user name where it functions as online contact information; telephone number; Social Security number; a persistent identifier that can be used to recognize a user over time and across different sites, including a cookie number, an IP address, a processor or device serial number, or a unique device identifier; a photo, video, or audio file containing a child’s image or voice; geolocation information sufficient to identify a street name and city or town; or other information about the child or parent that is collected from the child and is combined with one of these identifiers. "
  • "How Do I Comply with COPPA? Post a clear and comprehensive online privacy policy describing their information practices for personal information collected online from children; Provide direct notice to parents and obtain verifiable parental consent, with limited exceptions, before collecting personal information online from children; Give parents the choice of consenting to the operator’s collection and internal use of a child’s information, but prohibiting the operator from disclosing that information to third parties (unless disclosure is integral to the site or service, in which case, this must be made clear to parents); Provide parents access to their child’s personal information to review and/or have the information deleted; Give parents the opportunity to prevent further use or online collection of a child’s personal information; Maintain the confidentiality, security, and integrity of information they collect from children, including by taking reasonable steps to release such information only to parties capable of maintaining its confidentiality and security; and Retain personal information collected online from a child for only as long as is necessary to fulfill the purpose for which it was collected and delete the information using reasonable measures to protect against its unauthorized access or use. "
  • "Acceptable methods of verifiable parental consent: sign a consent form and send it back to you via fax, mail, or electronic scan; use a credit card, debit card, or other online payment system that provides notification of each separate transaction to the account holder; call a toll-free number staffed by trained personnel; connect to trained personnel via a video conference; or provide a copy of a form of government issued ID that you check against a database, as long as you delete the identification from your records when you finish the verification process. "
  • "Apple has changed their App Review Guidelines and requires you to include a privacy policy if your app is directed to children under the age of 13 (“primarily intended for use of kids under 13”)."
Quotes
  • "Leveraging a comprehensive app launch strategy is essential for paving the way to a successful launch and a fruitful position in the app marketplace. "
  • "Pre-Launch #1 Conduct Market Research Running a competitive analysis involves pinning down exactly who your competitors are. It is important to gather a full understanding of who is competing in this app space, what they’re offering, and what you can do different or better to achieve success in the marketplace. Research apps with similar features, themes and visual styles, and take note of how well they’re doing in the market. It is important to ensure your concept does not merely replicate competitor apps, instead leverage these insights to target opportunities and provide consumers with an app that offers real value. Understanding your competitors, their product and market advantages will help you differentiate your app and ensure you don’t end up going head-to-head."
  • "#2 Test Prototypes with Potential Users Testing your app on real users before launch is vital. Undergo user testing to understand exactly how users will use your app and leverage these user-centered design insights to deliver a superior app.Encourage these test users to become early promoters of your app and to review your app on launch day. The testers can become ambassadors of your app and help you get your first reviews in the app store."
  • "#3 Implement In-App Analytics Measuring and monitoring app engagement and usage behaviour through in-app analytics can provide invaluable insights into how to enhance the user experience and optimise your marketing strategy, safeguarding your apps future success. "
  • "#4 Provide an In-App Feedback Channel Nothing kills app growth faster like a low star rating – your app’s visibility and downloads will decrease if store ratings are low."
  • "#5 Conduct Beta Testing Beta testing is a crucial step before launching your app. The main goal of beta testing is to get real-world experience on how well your app will perform with actual users."
  • "#6 Set a Launch Date It is important to pick an appropriate launch date for your app. Select a launch date with a goal set in place. "
  • "#7 Develop a Marketing Plan Don’t make the mistake of starting your marketing plan once your app is developed. Successful apps are promoted well before they hit the app store. divide your app marketing plan into 3 campaign phases: pre-launch, launch and post-launch."
  • "#8 Create a Web Landing Page It is best not to limit your presence to the stores and create a web landing page for your app – it’s never too early to start building buzz and create a fan following. Design a clean landing page that showcases your app’s screenshots, features, and launch date. "
  • "#9 Extend Your Network During app development, it is important to focus on extending your network. Reporters and bloggers can help generate awareness of your apps upcoming launch. ... Keep in mind that you’ll want to reach out to your full list of researched reporters and contacts on the day of launch"
  • "#10 Leverage Social Media Social media is an excellent platform to drive organic growth and engagement for your app. Promoting your app through social media channels allows you to create hype and drive traffic to your landing page and the app stores. Set up your official social media pages before app launch to build brand awareness on all relevant platforms such as Facebook, Twitter and Instagram. Utilise these channels, as well as blogs, to market your app and reach out to your target users community. "
  • "#11 Create Promotional Videos.they are one of the most expressive and effective ways to show off your app’s interface and capabilities "
  • "#12 Create a Press Kit. If a journalist or blogger can’t find information about your app, they might lose the motivation to write about it. Avoid this by creating a press kit in advance; a single file where they can access everything they need to write about your app. Be sure to include the following information: a press release, store icon and screenshots, video demo, app description, previous reviews and company information."
  • "#13 Review Official Submission Checklists Both Apple and Google provide checklist guides for housekeeping tasks related to launching apps. It is important to check these official guides before launching your app and uploading it to the stores. "
  • "#14 Localise Your App Unsurprisingly, a global market has more potential than a regional one, therefore, it is important to make sure your app is built to support going worldwide. L"
  • "Launch #15 Invest in App Store Optimisation. Since one of the major methods of app discovery is still through app store search, it is important to invest in App Store Optimisation (ASO) strategies. ASO provides the foundations to rank higher in the marketplace; the higher an app ranks in a store the more discoverable it will be to potential users. It is important to test and optimise your app’s name, keywords, description and all of your visual assets including your app’s icon, screenshots and preview video. "
  • "#16 Follow up with PR Press is the best way to kick-start your app, and the best way to get press is to manually reach out to journalists. It is time to implement the press kit you prepared earlier and contact the list of reporters, bloggers and influencers you built."
  • "#17 Build Store Ratings ASAP Obtaining as many positive reviews as possible on your app’s release day is key. This is the only way your app will stand out on the store’s homepage, gain visibility and achieve organic downloads. "
  • "#18 Use Paid Ads"
  • "Post-Launch #19 Plan Ongoing Engagement Engaged users are more likely to convert, make in-app purchases, and give you positive reviews – they are the most valuable users. As such, re-engaging them to is a definite must-do. Once your mobile app has launched it is important to plan how you will continue to engage users. "
  • "#20 Monitor App Performance Measuring and monitoring key metrics allows you to understand your users and their usage patterns. This information can identify where and how your app can be improved."
  • "#21 Create Regular App Updates In such a fast-changing and evolving landscape, being able to iterate, learn, measure and react quickly to your user’s needs is critical for app success. To provide a mobile app with lasting popularity, it needs to maintain ongoing development and updates. As such, you will need to commit to releasing continuous app updates to fix bugs and release features that keep users coming back for more. Leveraging analytics can provide insights into where and how your app can be improved, safeguarding your app’s future success. Which app features are drawing users in? Are users dropping off in any particular section? How often do they use your app? "
  • "#22 Re-Evaluate Your Marketing Strategy Leveraging analytics can help you understand where to focus your marketing efforts and how to effectively engage app users. These insights allow you to iterate and refine your app marketing strategy. A solid marketing plan will help drive new app installs and re-engage target users – promoting app loyalty and retention"
Quotes
  • "Know the best practices and standards of the stores you want to distribute to Deciding if you’re building for Apple or Android is one of the first things you’ve got to do when you’re getting ready to launch an app. There are some key differences between optimizing your app for the Apple App Store or the Google Play Store."
  • "Come up with a really good idea"
  • "Make sure that you understand your audience. You need to know how people are going to use your app. How is it going to make their lives better? This should be the driving force behind creating your app."
  • "Test your app"
  • "Market your app before you finish it"
  • "Apply to your stores After you’ve completed all of the steps that we’ve already outlined, it’s time to release your app to the Apple App Store or Google Play Store."
  • "Ready for launch!"
Quotes
  • "We updated our Families policy and Designed for Families program requirements on May 29, 2019. Read below for more information on the new policy. Please note that your app may be removed from the Google Play store if you do not complete the Target Audience and Content section of the Google Play Console. "
  • "All developers need to declare a target audience for your apps in the Target Audience and Content section of the Google Play Console. If you indicate that age groups under 13 are not in your target audience, no further action is required in the Target Audience and Content section."
Quotes
  • " Guidelines and Resources Get details on design, app review, and marketing criteria, with best practices, case studies, and more. "
Quotes
  • "Pokemon Go Objective To promote their newly-launched video game and achieve installs by highly engaged users."
  • "Strategy-Driven Solution The team ran a pre-launch promotional campaign using YouTube videos and press releases. They also made announcements about the app’s main features. But these marketing strategies aren’t the only reason for the app’s massive success. The users themselves help spread the news about the app and helped to make it viral."
  • "The app’s design itself is enough reason for many users to download the app. Since the app makes use of location-based services and augmented reality to create a unique gaming experience, it managed to win the hearts of users."
  • "Results Pokemon Go now has 26 million active users on a daily basis. The average player spends more than 40 minutes a day on the app. In addition to this, the game continues to attract 500 downloads every minute or 700,000 downloads per day."
  • "Key Takeaways Offering advanced features can deliver a unique user experience that encourages word of mouth marketing. Building hype before the launch can help gain traction for your app marketing. Source: EasternPeak"
Quotes
  • " When GoKids! launched their latest app, they sought a quick boost in zero time, while making no compromises on user quality. KIDOZ was there to deliver: 30K top users in less than two weeks!"
  • "Objective Launched in 2012, GoKids! has been the proud publisher of many wonderful educational mobile apps for kids. After successful apps like Animal Farm and ABC for Kids, the company was ready to release a new app – Learning Professions for Kids. To create a launching momentum, GoKids! needed a significant boost of users who would actually appreciate the app – real, engaged, highly segmented kids. That’s where KIDOZ fit perfectly in."
  • "Solution The app was designed mainly for a very young audience between the ages of 2-5. Since tracking-based targeting is not allowed in kids’ apps (nor should it be), KIDOZ tackled this challenge using our smart content-based targeting. Using our app profiling, we were able to segment top relevant placements for GoKids! campaigns to guarantee top quality users."
  • " “Targeting Without Targeting” GoKids! Learning Professions for Kids teaches children about different professions through activities and fun experiences, and encourages them to pursue new interests. It is intended to be most appealing to both boys and girls ages 2-5. Within thousands of kids’ apps connected through the KIDOZ Network, we directed the promotion of the GoKids! app to those apps with a similar user base; this means kids of the preferred age who like to learn, challenge themselves and take part in role playing. Themes like complex puzzles, early math, nature and science apps were chosen, as well as classic role-playing games. "
  • "Results The campaign resulted in a growth of 31K new users within less than two weeks! Behind the numbers, though, there’s a more interesting story, of user quality and relevancy: “One of the main reason we switched to KIDOZ is the quality of users” says Kirill Lazakovich, Founder and CEO at GoKids!. “They are rather difficult to find, and from KIDOZ we receive good, high-quality and real kid users.” Lazakovich adds that “We were buying from different ad networks in the past, but it wasn’t quite the same as far as user quality. Pace from KIDOZ was also good and we received up to 3k users per day – a nice number for small/medium apps. We are happy with the results and are planning to buy some more traffic for future releases”."
Quotes
  • "KIDOZ is the world’s fastest-growing content discovery and recommendation platform for kids, reaching over 100 million children worldwide. Started by a father who wanted to create a better way for his daughter to safely play online, KIDOZ has become the global network leader, helping millions of kids find content they love while enabling hundreds of brands and developers to monetize and distribute content to kids around the world."
  • "KIDOZ for App Developers: We help app developers and device makers generate revenue from their work in a COPPA-compliant way that respects their values, using sponsored content recommendations. The KIDOZ SDK serves as a leading COPPA-compliant solution for thousands of kid focused apps to monetize their traffic in the safest user environment for kids."
Quotes
  • "Pokémon Go is a free smartphone app that combines gaming with the real world. The game uses location tracking and mapping technology to create an 'augmented reality' where players catch and train Pokémon characters in real locations. ... Users must be 13 or over to sign-up for the game."
Quotes
  • "Pokémon GO leverages an existing platform (smartphones) and layers in the game as augmented reality (AR), versus opting for a sexier platform like virtual reality (VR) that would require a new device. The game uses an application that even people who don’t play games on their smartphones are familiar with: global positioning system (GPS), which eliminates another adoption barrier for new users."
  • "Use what most everyone is already using, and introduce a layer of technology that won’t take them too far out of their comfort zone. This reduces adoption barriers especially during early launch, when gathering critical mass is essential for word-of-mouth or “buzz” marketing."
  • "Pokémon GO may play into a generation that grew up watching Pokémon cartoons, but it would not have gotten as expansive a market as it did if it did not also tap into a powerful human urge for treasure hunting. Casting the Pokémon characters as treasure that people could hunt allowed Pokémon GO to capture a new market: people who may not care for Pokémon, but love geocaching."
  • "The geocaching and AR aspect of the game allow Pokémon GO to further tap into reward systems that other “marketing phenom” games like Angry Birds or Candy Crush Saga cannot: the euphoria of “Being at the Right Place at the Right Time” (increasing the feeling of being lucky), and inserting a fictional narrative into everyday life (increases the feeling of an enhanced reality experience)."
Quotes
  • "Pokémon GO has been a huge phenomenon in the three weeks since its release, with gamers all over the world reliving their childhood through the augmented reality (AR) game. You only have to look at what people are saying on social media and in the news to see just how much of an impact the game has had on people’s lives since it burst onto the scene. Our data shows Pokémon GO sparked over 250,000 news articles across the world, and more than 2.5 million global social media conversations using the hashtag #PokemonGO since its launch. The app was so popular, it surpassed Twitter’s daily active users within the first week of its launch."
  • ""
Quotes
  • "The most important thing is to test your app on the kids audience. Before releasing you should create a prototype and get feedback from kids. Adults think differently than kids, and you never know what they like or don’t like without testing. We work with several kindergartens who test our games. We look at how they play and feel with the game to get a sense of what components need to be updated before launching. We also work with a children’s psychologist to understand engagement. For example, we discovered that our youngest players should never lose a game. It’s important to encourage them by winning the game. "
  • "The main KPIs for our games are session lengths and user retention. If kids are playing for short periods we know we have an issue with the game, and that we didn’t analyse how kids are playing properly. "
  • "We also look at the number of downloads, but this depends more on your marketing strategy, and not on the quality of your game. You can have a great marketing strategy and get a lot of downloads, but this is not as important if you have low session lengths or a lot of users leaving the app. If you have a good product and users who play for a long time, your app will be popular. "