Periodic Reporting for period 1 - azoomee (A Truly Disruptive Entertainment and Educational Digital Application for Primary School Aged Children)
Reporting period: 2016-08-01 to 2016-11-30
Azoomee offers a safe, entertaining and educational digital experience for primary school aged children. In addition to providing videos, games, audiobooks and educational tools, it aims to prepare young children for the risks of the digital world and to influence their development, both on and offline. Azoomee was launched in the UK in April 2016 and is available in the App Store or Google Play Store. It is also sold by O2/Telefonica as part of a kids’ tablet bundle and in their digital store called Priority. Since its launch, Azoomee has won multiple awards in the UK including: Innovation of the Year (British Small Business Awards), Start Up Business of the Year (Chamber Business Awards) and Innovator of the Year (Women in IT Awards).
Before launching, Azoomee completed extensive research studies on its own and with two of the UK’s largest companies (Sainsburys and O2/Telefonica). This market research confirmed: product market need, parents’ willingness to pay; and confirmed our innovative solution to keeping children entertained, safe and educated online.
In the Feasibility Study we specifically approached parents to understand: their concerns about how their children use the internet; which aspects of Azoomee are most appealing; and their views on the right subscription fee. The Feasibility Study analyses data from an online survey of 300+ parents, combined with product user-testing and discussions with businesses that might support the European roll-out of Azoomee.
In summary, the feedback from the Feasibility Study was: parents are very concerned about what their children might see on the internet (85% respondents); there is a clear market need for Azoomee in the EU; and a service like this would attract subscribers (93% respondents).
Furthermore discussions with content providers and large corporates indicate that there is no comparable product available that combines entertainment, education and safety. Interestingly, whereas in the UK working with a large charity like the NSPCC is deemed valuable, there does not appear to be the same need to be backed by a large non-for-profit organisation. It is also worth noting that our leading educational programme - Search It Up - was nominated for a BAFTA while we were completing the research work. We are now in the process of seeking funding to assist the development of a follow-up series.