Kid Tracker

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The Brief:

Increase sales for the existing Kids' Watch in order to fund its next generation. Plan to overcome hardware and software limitations and introduce competitive features.​

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The strategic issues: 

• The watch is sold only in Taiwan by a specific operator, and is not ready for sales in China, making the overall potential market small.

• The watch design reuses inventory from other products, leaving little incentive to hardware teams to spend the resources on a new design.

• Compete for the time being on software features alone - the market for tracker watches already has stiff competition, and the competing products are designed from the ground up for kids' anthropometry in size and materials.

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The result: 

Competitive analysis showed extremely thin margins unless the product is successful in a much larger market, such as China, with an operator partner for provisioning and distribution. To stimulate local sales, we ran three events with marketing (at a Zoo, in the operator store, back-to-school event) and tracked sales impact. We analyzed the whole package: we interviewed parents, and looked at how operators offered the device and contract, support channel requests, in-store point-of-sale materials, and operator sales staff training.

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Successful tracking watches offer incentives to kids to stay engaged, but school-age children worldwide surrender digital devices to teachers throughout their school day. Parents and teachers need to manage and accommodate digital devices in an increasingly complex social and legal context.

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