especially grandparents and long-distance families. So the model was validated and it was time to move to mobile devices with Dinner Time.
Don’t feel alone, because there are more and more women becoming game developers around the world. All of us will support you and your dream. At dinner is when most families spend time together, followed by the bedtime routines in young families. The problem we wanted to solve is: What happens when we work late or travel and can’t make it home for dinner? One day I looked through the window and saw my neighbor eating with a tablet on the table during a video call. When I asked him about it, he explained that after his divorce he agreed to spend dinnertime with his son using a tablet. I found it moving and powerful, but when we tried it with younger kids we realized we needed to add some fun to keep their attention. With Dinner Time, families can eat together virtually during a video call, celebrate birthdays with a cute birthday cake or have turkey for Thanksgiving. It also allows parents to read a bedtime story when they are away and perform other habits and family routines during video calls. Given how competitive the market for family friendly apps is, what tactics has Quality Time Lab deployed to help it stand above the competition? Quality Time Lab’s core tactic is to stay close to customers and listen exhaustively to understand what families want and how they use apps. Surprisingly enough, there are not many family apps. Children’s games are saturated and competitive, and the recently created “family” category has quickly filled with casual games, but there is just a handful of developers that focus on what families need and help them solve real problems such as family relationships and parenting. My area of interest is to create apps that bring people together, using digital toys or communication win38 Casual Connect Fall 2014
dows that help us build quality time moments with our loved ones. As a Managing Director at App Strategy Labs, you have mentored some tech companies. What are some common mistakes you think newer companies frequently make? Ideally companies should spend one-third of time and investment on each phase: strategy, development, and marketing. But most companies focus 99% of their time and investment on app development and 1% on marketing— skipping the planning phase. If an app is rushed into development without proper research and segmentation, they may end up with a product that appeals to the wrong demographic, being marketed with the a business model that does not appeal to them. When the app shows little traction, they focus on incentivizing downloads to hit targets. Today 1% of developers make 98% of revenue, and that will have to change to create the right ecosystem and enable the best creativity to flourish. You are an ambassador for Women in STEM and a lead in The Founding Moms Exchange for Singapore’s branch. What are some changes you think the tech industry could make to become more welcoming to women? I enjoy mentoring women in technology through STEM programs because I want the next generation to be more diverse and equally represented. On many occasions I find myself being the only woman in the room, and it does not make sense for any industry to miss 50% of the brain power and perspective. Particularly in startups there are many myths to dispel, such as that founders must be technical. Being a woman without a technical degree, I found myself having to bring up my PhD in 3D technology just to be able
Strategic thought, analytic skills, and especially developer marketing are core for startup founders today, and those are skills where women have a great natural fit.
to sit at the table and be heard. I was also led to believe that I needed a techie co-founder, but I soon realized that because all the technical decisions are based on new information, the ability to learn was far more important than any old tech degrees. Strategic thought, analytic skills, and especially developer marketing are core for startup founders today, and those are skills where women have a great natural fit. Looking back at your career, what are some tips you could offer women now entering the tech industry? Women entering the tech industry should know that tech is just as complex, fascinating and difficult as any other industry. They should demystify it as a techie guys space because there are lots of amazing women out there doing an incredible job. I have lots of great sto-
I have lots of great stories, but the truth is there is no magic— just vision, intelligent persistence, good storytelling, and being a great professional to get things done. Anyone with a great idea should be able to bring it to market. ries, but the truth is there is no magic—just vision, intelligent persistence, good storytelling, and being a great professional to get things done. Anyone with a great idea should be able to bring it to market. I would recommend trusting their instincts and learning the basics first. Pick your first company and boss carefully, because that will set the basis for your own management style. I have been lucky to have amazing bosses who helped me learn and grow as a professional and as a person, so choosing a company with the right culture is very important—both in startups and in larger organizations. ❉