Fingerprint Play
Fingerprint Play creates mobile learning applications for touch-screen devices for four- to seven-year-olds. They describe themselves as “the first mobile learning and play network for kids and their grown-ups” (Fingerprint). The “My Big Kid Life” applications allow kids to explore the skills associated with popular grown-up professions [fire fighter, veterinarian, and fairy princess (?)], while learning math and logic skills, or increasing their reading comprehension.
According to Tech Crunch, Fingerprint Play applications will “enable social sharing and communication between kids and adults, gameplay snapshots for parents…as well as a virtual reward system that encourages kids and parents to stay engaged.” They will launch in October 2011.
ABOUT THE TEAM
The co-founder and CEO Nancy MacIntyre has an impressive resume as a marketing VP for LeapFrog, LucasArts and Hasbro. In her time at those companies she oversaw the launch of 100-plus games generating over $2B in revenue. It appears that Finger Print Play is her first venture (Fingerprint).
However, other members of the management team have experience as entrepreneurs and in start-ups. The CTO and VP of Learning Product Management both have start-up experience, and everyone else boasts resumes laden with games and learning product experience (Fingerprint). They also have a board of advisors that includes a number of executives and entrepreneurs from entertainment, technology and gaming. The expertise in the group covers a number of areas, but their resumes portray a group of over-achievers.
REFLECTIONS
After reading through others’ posts, this venture seems more commercialized than many of the others. With a leadership team who have worked experience at the Fox network, Electronic Arts, Atari and Sega, the products will likely be high production value tools that embed learning in a video game environment. I can imagine there would be a huge market for this. I often see small children playing on their parents’ iPhones and iPads, and educational games would likely be a hit with this market.
REFERENCES
Empsom, R. (2011, September 8). Fingerpring Grabs $1.4 million, taps veteran team to create mobile learning network for kids. Tech Crunch. Retrieved from: http://techcrunch.com/2011/09/08/fingerprint-grabs-1-4-million-taps-veteran-team-to-create-mobile-learning-network-for-kids/
Fingerprint Play. (2011). Retrieved from: http://www.fingerprintplay.com/
Posted in: Week 04: Entrepreneur Bootcamp
jenaca 5:52 am on September 28, 2011 Permalink | Log in to Reply
Hey Andrea,
This looks like a very interesting device and I am definitely interested in learning more about it. I wonder what the market is currently like for this technology and if there is anything else similar to it?
I agree with your reflections, this venture does seem very commercialized as it does have a team surrounded by the media world, however, all the power to them!!
Great find,
Jenaca
jarvise 10:06 am on September 28, 2011 Permalink | Log in to Reply
Hi Andrea,
My kids love using their Tag Reading Pens (from Leapfrog), and love using the ipad when they can get their hands on it. I think there is a very large market for interface design that is geared at kids. Check out Starfall.com for an example of a product that is well-designed for kids. They have sparkles around the spots that are supposed to be clicked next, extra large arrows to move to the next page, and a large ‘x’ up in the top corner to close the window. After watching my 3 year old learn how to use the computer on this site, I was super impressed.
I wonder what the marketing will look like for this product – I’m sure it will likely be slick with some of the people resources they have on their team. Often, good educational sites (often designed by teachers) are slow to catch on due to lack of marketing. I’m thinking that if this is an effective product, AND has an effective marketing team, it will be a real money-maker.
Emily
andrea 9:04 pm on September 29, 2011 Permalink | Log in to Reply
Hi Emily, thanks for the info on Starfall.com. Nice clear, colourful, and intuitive design. I can imagine how appealing that would be for little people.
Fingerprint Play is launching in October, so it will be interesting to see the marketing. As you say, I’m sure it will be well done considering the team. It doesn’t matter how great your product is if you can’t sell it (as we’re seeing in this course).
bcourey 3:57 pm on September 28, 2011 Permalink | Log in to Reply
She has certainly lined up an impressive team that makes the venture look very appealing…and reaching out to the kids’ market is very wise!
Doug Smith 3:41 am on October 1, 2011 Permalink | Log in to Reply
Yes, from a management structure point of view it looks like MacIntyre has put together a very strong team. It would be very interesting to see what kinds of numbers or data this group had at their disposal when designing their products. Surely they have identified a big hole in an emerging market!