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Ambient Insight 2013
The 2012-2017 Worldwide Mobile Learning Market
Key Findings from Ambient Insight’s Global Research
Tyson Greer, Chief Executive Officer
Ambient Insight
GSMA Connected Living Asia Summit Shanghai, China
June 24, 2013
Ambient Insight 2013
Discussion Points
Ambient Insight’s Research Taxonomy
Key Catalysts Driving Mobile Learning
New Revenue Streams: Mobile Learning
Value Added Services (VAS)
Opportunities and New Business Models
Ambient Insight 2013
Partial List of Ambient Insight’s Clients
Adobe
Amazon
Apple
Australian Broadcasting Corporation
BlackBerry
Booz and Company do Brasil
British Council
Chungdahm Learning
Dell
Deutsche Telekom
Disney Publishing Worldwide
IBM
Internet Group do Brasil
Japan Institute for Educational Measurement
Korea Trade Center (KOTRA)
Microsoft
New South Wales Adult Migrant English Service
Pearson
Qualcomm
Shanghai Book Traders
Taiwan Institute for the Information Industry
Ambient Insight 2013
Ambient Insight’s Learning Technology Research Taxonomy
Have Eight Buyer Segments
From Six Types of Suppliers
That Buy Eight Types of Digital Learning Products
Packaged
Content
Consumer PreK-12 Corporations
- Businesses
Higher
Education Federal
Government
State - Local
Government Associations
& Non-Profits Healthcare
Custom
Content Value Added
Services
Cloud-based
Platforms Installed Tools
& Platforms
Learning
Devices
Digital
Reference-
ware
Self-paced
eLearning
Courseware
Collaboration-
based
Learning
Simulation-
based
Learning
Cognitive
Learning Mobile
Learning
Social
Learning Game-based
Learning
Seven International Regions
North
America
Latin
America Eastern
Europe
Western
Europe Asia Africa
The Middle
East
Ambient Insight's Research Taxonomy
Ambient Insight 2013
Booming Global Mobile
Learning Market
Explosion of Mobile
Learning VAS
Consumer Demand for
Mobile Learning
Large-scale Tablet
Adoption in Academia
New Personal Learning Devices
New Mobile Learning Tools and Platforms
Rapid Uptake of Location-
based Learning
Integration of Educational Content in mHealth
The Convergent Catalysts in the Booming 2012 Worldwide Mobile Learning Market
Telecoms’ new direct billing agreements with Nokia, Google, Microsoft,
Samsung, and Blackberry are now major catalysts in developing economies
Ambient Insight 2013
The Telecoms Show Up for the Party with Value Added Services (VAS)
The telecoms are major distributors in Asia, Africa, and
Latin America:
February 2013: 221 Mobile Learning VAS products: 99 in
Asia, 27 in Africa, and 20 in Latin America
Mobile Learning VAS products are now used by over
200 million subscribers in Asia. Mobile Learning
VAS revenues will more than quadruple in Asia
by 2017
Language learning content dominates the Asia and Latin
America Mobile Learning VAS markets
mHealth, literacy, and “agro” educational content are the
top Mobile Learning VAS products in Africa
Ambient Insight 2013
New Distribution Channel: 2008-2012 Explosion of Mobile Learning Value Added Services (VAS) Products
6 14
36
85
221
0
20
40
60
80
100
120
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220
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2008 2009 2010 2011 2012
Mobile Learning VAS Products
Ambient Insight 2013
Partner with content publishers: Telecoms are major suppliers in South Korea’s education market
In July 2011, SK Telecom launched "T Smart Mobile Learning Platform”—offers premium high-quality content from the major educational publishers in South Korea including Chungdahm Learning, Daekyo, Visang, Chunjae Education, and SMEnglish.
Explore new VAS business models: low rates—high reach
Low rates for time-based subscriptions, pay-as-you-go rates, and/or free (subsidized) content attract many users
High reach: Wikimedia Foundation’s free Wikimedia Zero now reaches over 230 million mobile subscribers – browsing inside is free – used as a way to attract new customers for data fees outside the app
Tap market for learning “on location” – ideal for telecoms to partner and deliver location-based content.
Warid Telecom’s MyGuide service to locate friends and places for 3 cents an SMS message
Opportunities: New Partners & New Business Models
Ambient Insight 2013
Mobile Learning
Value-added Services
The Telecoms
Mobile Network
Operators (MNOs)
Device Makers and Mobile OS Vendors
Mobile Learning Software
Developers
Publishers, Content
Providers, and Content Aggregators
Custom Content
Services and VAS Delivery Technology Suppliers
White Label App Store Suppliers
The 2013 Worldwide Mobile Learning VAS Ecosystem
Ambient Insight 2013
Opportunities: New Partners & New Business Models
Tablet adoption in academic markets & personal learning devices (PLDs) in consumer markets create new delivery channels:
Over 80 new PLDs have come on the global market since 2011
In May 2012, China Telecom launched their own PLD called Yi Zhi Yi Ben, designed for Chinese children under 12
Telecoms in Asia sell bundled smartphones as inexpensive personal learning devices. (NTT DoCoMo)
In November 2012, KDDI invested $5 million in US-based Fuhu to bring their PLD to the Japanese market
AT&T and Amplify to launch dedicated academic tablet in the US in the fall of 2013
Amplify 2013
Ambient Insight 2013
Ambient Insight 2013
Ambient Insight’s Free Resource Library at:
http://www.ambientinsight.com/News/PublishedContent.aspx
International Mobile Learning Market Forecasts http://ambientinsight.com/Reports/MobileLearning.aspx