Testing the waters of mobile learning in India : Testing the waters of mobile learning in India Amy Lightfoot
Jobseekers : Jobseekers The brief The planning The process The delivery The future
The brief : The brief Potential of m-learning as new vehicle for ELT Arrival of 3G in India 700 million + mobile phone users 150 million 3G users by 2014 Avon Mobility Solutions and British Council partnership Targeting audience with a lower intermediate level of English 20-35 years old Recent graduates / beginning careers / wanting to get ahead in their career Aim to help improve employability
The planning : The planning Assumptions: Expectation of short chunks of language input rather than long explanations Subscribers may be accessing the content ‘on the move’ Need to make the product ‘sticky’ to encourage subscribers to continue to subscribe Constraints: Relatively short deadline Each animated sequence could only be about 45 seconds to one minute in length Each animated sequence takes a day to complete
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The process : The process The syllabus language skills storyline The medium three months one video card per day = 90 cards every seventh video card to be a review card
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The process continued… : The process continued… Language CEF descriptors (level A2/B1) Vocabulary list for BEC Preliminary Exam Careers websites in India Emphasis on chunks of language Language and explanations woven into the storyline
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The process continued… : The process continued… Maintaining interest and motivation Highlighted difficulties as well as rewards in job seeking Cliff-hanger aspects to the storyline Weekly review / check-up
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The delivery : The delivery Launched in October 2011 Initial offer limited to Tamil Nadu with Tata Docomo Now available India-wide with the same service provider Available on the web via Avon Mobility’s website: www.enrichyourenglish.com/jobseekers.html Good feedback
The future : The future Further marketing planned The tipping point?
The questions : The questions Do you use your mobile phone for any educational purposes? Do you subscribe to any English language teaching related products / have any ELT apps on your phone? In terms of the target market for this project (lower intermediate level users of English, middle socioeconomic group) do you think there is potential for further growth in m-learning in India?
PowerPoint Presentation : mail@amylightfoot.co.uk @lightfootELT