Tom, a little grey tabby with huge eyes and dominant whiskers, is arguably the world's coolest cat. This is a feline with almost 500,000 fans on Facebook; thousands of followers on Twitter; and a starring role in some 12,000 videos on YouTube. What few of Tom's many fans likely realise, though, is that he hails from Slovenia. For the app in which Tom takes centre stage was developed by Outfit7, a software development firm headed by Slovenes Andrej Nabergoj and Samo Login and largely based in Ljubljana.
What that means is that this animated electronic cat - reportedly bought by Login for just EUR 40 - has become one of Slovenia's biggest exports. Talking Tom 2, an updated version of the app released in May 2011, secured 1.8 million downloads in just two days and went to the top of the apps charts in an incredible 70 countries.

Simple but powerful

According to Lukasz Knap, a software developer based in London, the app's simultaneous simplicity and power is a key reason for its success.
"Of course there were games and other gimmick applications before Talking Tom but none had been made in such an interactive and simple way," Knap explains. "In years gone by, there were these electronic watch-size toys which imitated a pet, so I guess the idea is not that new, but it's just been ported to a new, very powerful platform."

Would you like ice cream with that?

Knap says the low cost of Talking Tom hasn't hurt his success either: anyone can download him for free. Which is not to say that Outfit7 isn't bringing in any cash. For a start, some of their newer apps - Tom now has multiple "brother and sister" talking characters, from bacteria to baby hippos - do involve a charge to download. But their many free apps, including Tom, also bring in revenue thanks to a clever scheme of so-called in-app purchases. So while users can get Gina the Giraffe for free, their experience of the app enhanced if they buy, say, an ice cream for Gina to munch on.
It is an approach which seems to be working. While Outfit7 remain unwilling or unable to confirm exactly how much money they are making, they have reported that they made $200,000 alone on Christmas Day 2010.

From Ljubljana to Los Angeles

At present, of course, fans of Talking Tom can only buy the app version of him. But what if there were a cuddly toy version which could be waiting under the Christmas tree on December 25? Or if he starred in his own TV series which subsequently became available on DVD? What about a Talking Tom picture book?
Outfit7 clearly believe these are all realistic ways in which to expand the business, with Nabegoj publicly stating that his aim is for Outfit 7 to become the next Disney or Pixar. To that end, the firm has recently hired Paul Baldwin, a marketing executive who was involved in taking video game character Lara Croft from consoles to cinemas. That's far from all. Late last month the firm signed a deal with Beanstalk, a licensing agency which plans to launch toys, books and other goods based around the talking characters. And it announced a signed deal with Ari Emanuel, the co-chief executive of talent agency William Morris Entertainment. Emanuel is set to help extend the brand into movies and television.
Knap says such developments are not entirely without precedent: "It's been a similar story with games like Angry Birds," he explains. "After success on the device apps market they have started building a brand, making more money by selling toys based on the characters in the app, posters, other gadgets and all sorts of merchandise."
"This shows that there's still place on the overwhelmed market for new and original but even simple ideas. A company that is not known a year ago can make millions now."
It seems a little Slovenian company which bought an animated cat for EUR 40 may just be proof of that.