1. TOCA BOCA:
RESEARCH
BY: BJÖRN JEFFERY
Thursday, May 9, 13

2. WHY RESEARCH?
2
Thursday, May 9, 13

3. WHY RESEARCH?
•You are not a kid any more.
2
Thursday, May 9, 13

4. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
2
Thursday, May 9, 13

5. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
2
Thursday, May 9, 13

6. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
2
Thursday, May 9, 13

7. WHY RESEARCH?
•You are not a kid any more.
•Good choices early on, pay for themselves.
•The (in)famous MVP of kids apps is a very good
product.
•Here are three areas that we looked at before
2
Thursday, May 9, 13

8. BACKGROUND
Thursday, May 9, 13

9. FOUNDERS FROM BONNIER R&D
EMIL OVEMAR BJÖRN JEFFERY
Thursday, May 9, 13

10. 5
Thursday, May 9, 13

11. RESEARCH:
STRATEGY &
Thursday, May 9, 13

12. 0
11.25
22.5
33.75
45
0 2,500,000 5,000,000
Average
cost/unit
(SEK)
Number of units
downloaded
Averagecostperunit
Number of units sold
Typical average
cost curve (i.e.
manufacturing
sector)
Actual Toca Boca
average cost
curve
Diminishing returns to
scale after this point
Increasing returns to scale
THE DIGITAL ECONOMY OF
SCALE
Thursday, May 9, 13

13. APP STORE DEEP DIVE
Thursday, May 9, 13

14. APP STORE DEEP DIVE
Thursday, May 9, 13

15. BRAND & DESIGN
Thursday, May 9, 13

16. BRAND & DESIGN
Thursday, May 9, 13

17. BRAND & DESIGN
Thursday, May 9, 13

18. BRAND & DESIGN
Thursday, May 9, 13

19. STRATEGY PLANNING
Thursday, May 9, 13

20. RESEARCH:
TECHNOLOGY
Thursday, May 9, 13

21. NEW POSSIBILITIES
•Wifi & 3G
•Touchscreen
•Camera
•Microphone
•Speaker &
Headphones
•Vibrator
•GPS
•Compass
•Accelerometer
•Gyroscope
•Proximity sensor
Thursday, May 9, 13

22. MICROPHONE
Talking Carl - www.yannlecoroller.com
Thursday, May 9, 13

23. MICROPHONE
Talking Carl - www.yannlecoroller.com
Thursday, May 9, 13

24. CAMERA
ARSoccer - labs.lan.com
Thursday, May 9, 13

25. CAMERA
ARSoccer - labs.lan.com
Thursday, May 9, 13

26. (i)Pirates - www.volumique.com
MORE THAN A SCREEN
Thursday, May 9, 13

27. (i)Pirates - www.volumique.com
MORE THAN A SCREEN
Thursday, May 9, 13

28. RESEARCH:
PLAY, TOYS &
Thursday, May 9, 13

29. WHO IS OUT THERE?
Thursday, May 9, 13

30. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Thursday, May 9, 13

31. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Thursday, May 9, 13

32. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Thursday, May 9, 13

33. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
Thursday, May 9, 13

34. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
Music
Arts &
Crafts
Audio-
Visual
Thursday, May 9, 13

35. TYPES OF PLAY
ACTIVE
MAKE-
BELIEVE
MANIPULA
TIVE
CREATIVE LEARNING
Physical
Outdoors
Sports
Dolls
Role-play
Scenes
Constructio
n
Puzzles
Patterns
Music
Arts &
Crafts
Audio-
Visual
Books
Games
Skills
Thursday, May 9, 13

36. TYPES OF PLAY
Thursday, May 9, 13

37. TYPES OF PLAY
ACTIV
E
Thursday, May 9, 13

38. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
Thursday, May 9, 13

39. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
Thursday, May 9, 13

40. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
CREATIVE
Thursday, May 9, 13

41. TYPES OF PLAY
ACTIV
E
MAKE-
BELIEVE
MANIPULATI
VE
CREATIVE
LEARNING
Thursday, May 9, 13

42. BLOCKBUSTER TOYS
Thursday, May 9, 13

43. LESSONS
Thursday, May 9, 13

44. LESSONS LEARNED
22
Thursday, May 9, 13

45. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
22
Thursday, May 9, 13

46. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
•If you’re not ready to be open to the research
results, don’t bother doing it.
22
Thursday, May 9, 13

47. LESSONS LEARNED
•Being a good leader is making decisions on 40%
information.
Make sure that you have what you can get.
•If you’re not ready to be open to the research
results, don’t bother doing it.
•Research will give to directions, not answers.
Risks are required.
22
Thursday, May 9, 13

48. THANKS!
CONTACT ME - bjorn @ tocaboca.com &
twitter.com/bjornjeffery
TRY OUR APPS - www.tocaboca.com
FOLLOW US - www.tocaboca.com & twitter.com/
tocaboca
Thursday, May 9, 13