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Short presentation on the e-learning and mobile learning space in Japan.
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Mobile Learning In Japan
1.
Mobile Learning In Japan ‐ Status Quo And Trends –
by Dr. Serkan Toto Twi?er: @serkantoto
2.
About Me Or Why I Am Here I am a • Tokyo‐based web and mobile industry consultant • Japan correspondent for TechCrunch.com • PhD in economics (“from 2 countries”)
• Ex‐consultant for Japan’s biggest e‐learning startup Cerego
3.
Agenda I: The Mobile Market In Asia And Japan II: Status Quo In Japan’s M‐Learning Market III: Japanese M‐Learning Services And
ApplicaTons
4.
I: The Mobile Market In Asia And
Japan
5.
Asia: World‘s Biggest Web PopulaTon • More than America and Europe combined • Rapidly growing
6.
Asia: Weak In Internet PenetraTon
• Worldwide, just Africa is behind Asia • Huge potenTal Source: ITU (Interna0onal Telecommunica0on Union)
7.
Asia: Mobile Is Everything
‐> 10 of the top 20 mobile naTons are in Asia Source: Wikipedia
8.
Japan: World‘s Most Advanced Mobile NaTon • 3rd largest web populaTon (97 million, ahead of India) • 7th largest mobile user base in the world (107 million) • 100% 3G (first 3G networks in 2001 by NTT)
9.
Japan: Vibrant Mobile Phone Market • Home to five major cell phone makers: Sharp, Panasonic,
Fujitsu‐Toshiba, NEC‐Casio, Kyocera • About 100 new cell phones per year • Nokia and Blackberry virtually unknown • Biggest megatrend now: smartphones and tablets Source: The Nikkei
10.
Japan: Birthplace of the Mobile Web And Hotbed For InnovaTon • World‘s first mobile web applicaTon in 1999 • Full PC web browsing on cell phones • First app plagorm created in 2001
• QR codes • Online billing and payment • Offline payments through cell phones (e‐wallet) • First 3G networks • Mobile digital TV • Mobile health terminal • HD video recording • e‐book funcTon • Mobile social gaming • Commuter pass in public transportaTon • Waterproof or solar‐powered cell phones • IntegraTon with home electronics
11.
II: Status Quo In Japan’s M‐
Learning Market
12.
Size of DomesTc E‐Learning Market • Total Market size
in 2010: US$1.36 billion, according to Yano Research • Broken down to three segments • B2B • B2C • Packaged software
13.
Size Of B2B E‐Learning Market • Overall size: US$
690 million • Learning Management Systems: US$ 82million • Contents: US$ 241million • Applications and services: US$ 367 million
14.
Size Of B2C E‐Learning Market • Overall size: US$
336 million • Contents and services: US$ 123 million • Video-based learning services: US$ 213 million
15.
Size Of Packaged E‐Learning Sojware Market • Overall size: US$
338million • Packaged software for computer: US$ 63 million • Games: US$ 275 million
16.
Structure Of E‐/M‐Learning Market • Highly fragmented market • Few
hundred companies active • Very few ventures, many big companies • mobile carriers • hardware makers • publishing houses
17.
Structure Of E‐/M‐Learning Market (II)
18.
III: Japanese M‐Learning Services
And ApplicaTons
19.
Cyber University • Private university • Founded in April 2007 by SojBank • 1,225 students
20.
Cyber University • First mobile course in November 2007 • "Mysteries of the Pyramids" was streaming video of a power point presentaTon and the professor's audio • Cell phone opTmized site at h?p://cu‐m.jp/
• But now switch to 3‐screen approach
21.
Cyber University • „e‐college“, integrated app for iPhone and iPad • 24 courses available (video, audio, materials)
22.
Japan: iPhone as catalyst of smartphone boom ‐> Languages are big in smartphone apps Source: App Annie
23.
Japan: No.1 paid educaTon iPhone app „Super Eitango“ (Super English Words) • Made by Korea‐based podotree • Features quizzes etc. for most popular 30,000 English words • Includes words most ojen used in TOEIC, TOEFL, SAT, etc.
• Price sensiTve: 0.99USD
24.
Feature Phones STll Dominant • Plethora of learning sites for proprietary mobile web systems • One example: Eigotown
25.
Flash Lite Game „Learning English With Harry Po?er“
26.
Mobile Learning Site For Feature Phones • Eigotsuke: Made by Tokyo‐based Dwango • Launched in 2005 • Focused on English sentence creaTon
• Designed for adults • Basis for hit Nintendo DS game English Training: Have Fun Improving Your Skills! Source: Keitai Impress
27.
Augmented Reality In Learning Yet To Arrive • Layar‘s Hiroshima P2 Walker • April 2010 launch • Informs visitors about the memorial park and surrounding tourist spots
• Text, video and audio • Layer for iphone and Android
28.
GPS In Learning Yet To Arrive • Keitai Kunitori Gassen (Mobile Country Conquest Ba?les) • Historical Flash Lite game focusing on ancient Japan • Players take on roles of historical figures and cooperate/fight with
others to conquer 600 regions in Japan • Quizzes about Japan‘s history, depending on one‘s locaTon • Virtual coins when you prove your knowledge answering quesTons
29.
Mobile Learning CMS • M‐Star: Made by Kanagawa‐based Terracom • Cloud‐based, suitable for all Japanese feature phones and
smartphones alike • Lets you build whole m‐learning site: quizzes, surveys, contact forms, mail delivery system, etc. • Screenshot: quiz builder • Cost: 0 for setup, 660US$/month basic fee
30.
Next‐generaTon Mobile Learning Project • Project iniTated by SojBank • Won Award of Minister for Internal Affairs and CommunicaTons in JAPAN e‐ Learning AWARDS 2009 •
an integrated e‐learning system for enterprises“ „ • Sharable Content Object Reference Model (SCORM)‐compliant • Open‐source LMS as basis
31.
Next GeneraTon Mobile Learning Project • IniTated within Sojbank in 2008 with 2 people • Flow: Sales training courses to SojBank shop clerks, then consumer electronics stores, then wholesalers, then all enterprises • In 3 years: 400,000 people trained with 400 courses
32.
Next GeneraTon Mobile Learning Project • Example: „Improving your public speaking skills“ • Lecturers: Professional Japanese anchorwomen • Each course: 40 minutes
• Available on Windows PC, iPad, iPhone • Prices start at $75 per user per year for taking a course
33.
Thank you for listening!
Terima Kasih!
34.
Contact InformaTon TwiBer: h?p://twi?er.com/serkantoto LinkedIn: h?p://linkedin.com/in/serkantoto Facebook: h?p://www.facebook.com/stoto Email: totoserkan AT gmail.com
35.
Sources
• Slide 8: h?p://www.flickr.com/photos/cocoarmani/2059353149/
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