Startphone reaches 10,000 downloads in just four months

Just four months after its launch, Startphone has been downloaded more than 10,000 times. The free app, developed by Odido in collaboration with researchers from the University of Amsterdam (UvA) and Vrije Universiteit Amsterdam (VU), is now helping thousands of families take a more mindful approach to their child's first smartphone. Interest continues to grow: since the introduction of the European KIDS Act, downloads have increased by 25%. The issue is also gaining increasing political attention. Startphone is explicitly mentioned in the Dutch government's new strategy on children's rights online as a practical tool for parents and children.

Step by step 
Startphone's growth comes amid increasing attention to how children can develop healthy relationships with smartphones and social media. The issue has become a prominent topic on the political agenda in both Europe and the Netherlands. At the same time, many parents are looking for an answer to a very practical question: once their child gets their first smartphone, how can they best guide them?

It was with this question in mind that Odido, the UvA and VU launched Startphone last June. The app allows families to gradually introduce apps and features suited to a child's age and stage of development. Across four levels, children gain access to more features, while parents stay informed and make decisions together with their child. Startphone is free and available to everyone in the Netherlands, regardless of their telecom provider.

First smartphones increasingly part of the conversation 
The growing interest in Startphone coincides with developments in government policy. This week, the Dutch government presented its new strategy on children's rights online. The strategy focuses not only on legislation and the responsibilities of digital services, but also on practical ways to support parents and children.

Startphone is explicitly mentioned as an example of such a practical tool. The strategy highlights its development in collaboration with researchers and the way it translates recommendations from the Dutch Healthy Screen Use Guidelines into practical support for families.

Dr Ina Koning, developmental education researcher at Vrije Universiteit Amsterdam and involved in the development of Startphone: “It is encouraging to see efforts at European level to make online platforms safer and better protect children online. But legislation takes time, while parents are already facing the challenge of guiding their children through their first smartphone experience today. With Startphone, we can offer a practical tool right now, based on scientific insights and the Healthy Screen Use Guidelines.”

10,000 downloads marks the next step 
For Odido, the UvA and VU, this milestone is above all an encouragement to continue building on the initiative. According to the organisations behind Startphone, helping children grow up safely and responsibly in the digital world is too big a challenge for any single organisation or solution to tackle alone. It requires collaboration between researchers, government, businesses and parents, each playing their own role.

Søren Abildgaard, CEO of Odido: “Reaching 10,000 downloads in four months is a great milestone, but Startphone cannot remain an Odido-only initiative. Helping children navigate the digital world responsibly requires collaboration between researchers, government and businesses. That is why we are inviting other telecom providers and technology companies to join us and help build on this initiative.”

Startphone is available free of charge to every family in the Netherlands with a compatible Android smartphone, regardless of their telecom provider. Even an older smartphone sitting unused in a drawer at home can be transformed into a Startphone using the app.