Video Today for Kids

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General

The value chain for online video is occupied by many large players while leaving openings for new entrants

Content CreationContent

Aggregation/Discovery

Distribution Devices End Consumers

Parents/Kids

General Audience

Competitors are increasing the quality and volume of content distributed on demand, with varying degrees of focus on the Kids market

Quantity of on-demand Kid’s video

Video contentquality

Licensed content

Discovery

Original Content

Future positioningLogo

Current positioning (2014),size denotes overall content quantity

Ability to capture industry value

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User-generated content

Low Med High Very High Enormous

Quality/QuantityFrontier

Exclusive content

Premium UGC

Personalization and sharing

Cable Subscribers

Incumbents: Expanding TV content reach• Provides cable subscribers another channel to access its

content on demand, with added interactive content• In addition to advertising revenue, this increases

stickiness to branded TV content

Cable providers

Advertisers

Content Advertising MoneyOld New

Upstarts: Creating and distributing new original content• Developer of original content using new video distribution

channels, including YouTube and mobile apps• Revenue is derived from subscription fees or advertising

ContentAdvertising Money

Subscription fee

YouTube

Advertisers

4

Content creators increasingly rely on streaming video distribution channels to reach a new generation of viewers

UGCcreators

Independent video hosts

Advertisers

Content Advertising Money

Premium Content

providers

UGCcreators

Incumbents: Distributing broad aggregated video• Provides small content creators a channel for

distributing video, and an additional channel for large content creators• Adds features for video discovery across publishers• Provides mix of curated and non-curated content

Upstarts: Personalizing mobile video viewing experience• Discovery service for primarily short-form videos, based on

curation and recommendations through social networks• Layered on top of existing video distribution sites, these

upstarts try to personalize the video experience

Advertisers

Content Advertising Money

Video aggregators

Video

Video recs

5

Dispersion of content online has allowed new services to emerge as gateways to content distribution and discovery

Incumbents: Distributing premium long-form video• Subscription-only services, distributing movies, TV shows

(and potentially other content)• Competitors are increasingly using original content as a

differentiator• In addition, Amazon has promoted its ecosystem with low

priced Kindle devices

ContentMoney

Content providers

Subscribers

original content

ContentMoney

Content providers

Free Users

SubscribersFull

Content

Limited Content

Upstarts: Distributing curated video content• Distributes video content tailored for specific audiences• Mix of free and subscription based content

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Large established services for general audiences are facing competition from new services that cater to specific audiences

Incumbents: Boosting hardware stickiness and differentiation with content offerings• Provides access to on demand video through device

manufacturer platforms• Primarily gateway to access third party video players of

content creators and aggregators

ContentMoney

Content providers

Device users

ContentMoney

Upstarts: Enabling video on-demand for any TV• OTT devices to improve experience of watching TV beyond

those offered by cable set-top boxes and TV manufacturers• Primarily gateway to access third party video players of

content creators and aggregators

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Content providers

Device users

Device manufacturers are using the physical layer to create another gateway for users to access video content

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The majority of Americans have access to on-demand Kids content via pay-tv subscription tie-ups and OTT services

120M US Households

37MNetflix

Subscribers

6M HuluSubscribers

100M Pay TVSubscribers

35M Households with Children

Target audience

Target Price Band?

Monthly Subscription Fees

BabyFirst Video

Amazon Freetime

ABC Mouse

Netflix

Hulu Plus

PlayKids

Cable

$1.99

$4.99

$7.95

$7.99

$7.99

$9.99

$64.41

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Defining a clear position for Fingerprint’s new video solution amongst existing competitors will be critical to creating a strong customer base

0 1 2 3 4 5 6 7 8 9 10 11 12 13Target User Age

ABC Mouse

Netflix

Hulu

BabyFirst TV

Disney Channel

Nickelodeon

Amazon Freetime

PlayKids

Entertainment Focus

EducationalFocus

Target Position?

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Market context & trends

Fingerprint’ strategic positioning

• Increasing importance of kids video, as content continues shift to on-demand model

• Dispersion of distribution channels for video, creating abundance of choice as well as confusion for consumers

• Converging efforts from large content providers, content aggregators, and device manufacturers to cater to parents and kids

• Tension between content creators and large aggregator/distributors as the latter grow in strength

• Varied upstarts trying to carve out place in video market

• Potential to achieve high value for Fingerprint– Open new revenue source from advertising or

subscribership– Complement existing app network

• Fully leverage strategic partnership with DreamWorks Animation and Corus Entertainment

– Bootstrap with large content library from partners– Use recognizable IP to create halo effect in

promoting other content

Competitive landscape & movementsFingerprint’s core strengths

• App integration technology and processes

• Focus/expertise on Kids market / education

• Agile design and engineering

• Financially aligned relationship with key content providers DreamWorks Animation and Corus Entertainment

A video solution by Fingerprint should utilize it’s strengths that lie in strategic partnerships, and expertise in melding education with entertainment

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Success in video will be driven by Fingerprint’s ability to differentiate itself from a variety of competitors based on its strengths

Content Giants Aggregator Giants Hardware/Ecosystem GiantsNew Media

CompetitorAdvantage

FingerprintAdvantage

• Platform agnostic, allowing wider device reach, larger potential reward for partners, and bigger customer base

• Kid focus, allowing competitive pricing for consumers that desire only Kid’s content

• Low threat to content creators, and potential to be counterweight to large aggregators

• App content to complement video

• Relationship with DWA and Corus entertainment to anchor premium content with highly recognizable IP

• App content to complement video

• Varied content across multiple brand’s

• Educational positioning• Focused and nimble

development

• Customer reach through hardware distribution

• Strong IP, with recognizable characters

• Established primary distribution channels

• Large resources to invest in development

• Head start in gaining traction with Kids video

• Established subscriber bases• Strong negotiating power

with content providers due to strength of distribution

• Ability to generate original content as a differentiatorVS

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Competitor product reviews

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Watch Disney ChannelPremiseWATCH Disney Channel is a free app that allows you to watch full episodes, clips and more of your favorite Disney Channel shows on your tablet, phone or computer!

ModelTiered. Free Content + Ads / Cable subscription + Ads. Most full-episodes require subscription.

What We Liked• Colorful take on the minimal , content-driven design of similar apps.• Huge retina-resolution hero shots featuring IP.• Tactile and bouncy feedback and interactions.• Intuitive navigation - No tutorial. Buttons have text labels.• Favorites tab: auto populates with your favorite shows, videos, and recent.• Their network allows for kid-safe ads.

What We Didn’t LikeA few navigation buttons too many.

The Numbers3 Stars, 1200 Ratings on current version. Most negative reviews complain about lack of content without cable provider. 311K global downloads

Take AwaysGreat content / thumbnails, simple UI, native design for speed, slick animations. Star for favoriting. Free + Ads model worth considering

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NickPremiseThe Emmy® award winning Nick app puts the best of Nickelodeon at your fingertips... hilarious original videos, animated shorts, games, recent episodes, polls and more!

What We Didn’t Like“Grid” view is a bit awkward.Navigation is a bit complicated. Too many screens / options.

The Numbers• 3.5 Stars, 179 Ratings on current version• Most negative ratings complain about

games crashing• 313K global downloads

Take Aways• Main grid is unique, but also a bit

confusing• Coverflow is a great way to present a

variety of IP• Including games and other non-video

content has negatively affected ratings

ModelFree, with Ads on Full Episodes.

What We Liked• Content-driven. Big hero shots of

IP dominate the design.• “Nick Menu’s” IP-driven cover

flow is nice.• Tactile and bouncy feedback and

interactions.• Games, photos, “polls,” other

activities mixed with video content.

• No tutorial. Buttons have text labels.

• Favorites screen• Their network allows for kid-safe

ads.

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Play Kids

PremisePlayKids offers the best educational games, popular TV shows and cartoons such as Caillou, Daniel Tiger’s Neighborhood, Dinosaur Train, Monster Math Squad, Heroes of the City, and many more –it plays even if your offline! With PlayKids, your child will learn while having loads of fun!

ModelFreemium

What We LikedGood content portfolio. Easy to use interface. Supports off-line mode.

What We Didn’t LikeNo parent reporting. Art style is dated.

The NumbersOff the charts, featured 47 times on the iTunes Home Page. 1,136 total reviews reviews and 1600+ ratings.

Take AwaysContent is king. Keep it simple. Look / feel contemporary.

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NBC

PremiseWatch all of your favorite NBC shows anytime, anywhere for FREE on your iPad, iPhone or iPod Touch - now with AirPlay Mirroring!

ModelAdvertising

What We LikedEasy enough to use, good content, nice calendar integration features.

What We Didn’t LikeNothing stands out, not innovative.

The NumbersOver 21K ratings, many 1 star.

Take AwaysContent is king, until your app doesn’t work…

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ABC Mouse

PremiseFrom the award-winning online education leader, ABCmouse.com. This app offers a fun and effective way to teach young children the names and sounds of all 26 letters, expand their vocabulary, and expose them to a variety of musical styles.

ModelFreemium

What We LikedFun videos, easy to use, good freemium experience, supports offline mode

What We Didn’t LikeNo great parent features, only one content type / provider

The Numbers90 ratings, 2/3 of which are 5 starts, they’re doing something right

Take AwaysThis is an app with a great deal of focus; it does little yet it does it well.

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Watch Travel Channel

PremiseWatch Travel Channel's programming anytime and anywhere. Updated daily with full TV episodes, and clips from your favorite shows like Airport 24/7: Miami, Bizarre Foods, Ghost Adventures, Hotel Impossible, Mysteries at the Museum, The Dead Files and more.

ModelTiered. Free Content + Ads / Cable subscription + Ads.

What We LikedMinimal iOS-7 Design: All retina resolution content, Slick transitions, flips, bounces, black/grey gradient backgrounds only. Intuitive design. No tutorial. Labeled buttons.Landing View has nice coverflow design.Watchlist / Queue feature shows watch history and user-selected queue.Share by email.Search feature

What We Didn’t LikeUX too complex for kids. Too many buttons / tabs.

The Numbers4.5 Stars, 300 Ratings on current version29K global downloads

Take AwaysProof of design using great content / thumbnails, ultra-clean UI, native-design, slick animation.Free + Ads model worth consideringFixed Nav-BarThe team who created this has re-skinned it 5+ times for different networks

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Showyou

PremiseShowyou collects video feeds from all over the internet and presents it to you in a single, convenient app. You can curate your own feed by adding “channels” you like (New York Times, College Humor, etc.) or linking your social media accounts for videos your friends post. Build a recommended video playlist by “hearting” videos, or follow someone to view their recommended videos.

ModelCompletely free of ads and IAPs

What We Liked• Clean, iOS7 interface

• Convenient, dishes up highly relevant content for users

• Users are able to curate lists for others as well

• Tons of content

What We Didn’t Like• Nothing particularly innovative about the design or interface

• Not kid-friendly, too many words on screen

The Numbers• 4 / 5 stars out of 1,215 ratings in the App Store

• Over 100,00 premade channels to choose from

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Fan TVPremiseFan TV is a one-stop-shop to for movies and TV shows. Within a single app, you can get movie and show information like summaries, reviews, trailers, clips, and cast. The app will actually give you several ways to purchase and watch full movies and episodes such as through iTunes, Netflix, Hulu, etc. When you find something you like, you can add it to favorites, keep track of where you are in the season, and ask the app to notify you when content becomes available to you. Fan TV will also give you recommendations.

ModelFree, any purchases just redirects you to a place outside the app

What We Liked• Incredible amount of information and control in one app

• See what friends like and are watching

• Track your favorite shows and automatically get notified of new releases

What We Didn’t Like• Didn’t know what icons in navigation did until after tapping on

them

• Design is complicated, too many elements on one screen

• Not kid friendly

The Numbers4.5 / 5 stars out of 4,058 ratings in the App Store

Over 30 services to watch from (Netflix, Hulu, HBO, Amazon, etc.)

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Smithsonian Channel

PremiseSmithsonian Channel is an app centered around discovering and watching Smithsonian videos. When you first launch the app, it features three very clear call to actions: watch, find, and create. Each of these call to actions features a different way to organize and discover videos, providing an all around varied and accommodating experience for many to enjoy. There’s also an area to view the TV schedule.

ModelFree

What We Liked• Beautiful, unique interactions like the dragging of topics in

“Your Channel”

• Plenty of content

• Different ways to organize videos, depending on what you prefer (by category, by show, or by your own curation

What We Didn’t LikeGraphics aren’t kid friendly

The Numbers• 4.5 / 5 stars out of 3,710 ratings in the App Store

• Thousands of videos

• Rotating selection of 20 to 25 full episodes