MobileLearningInJapan‐StatusQuoAndTrends–

byDr.SerkanTotoTwi?er:@serkantoto

AboutMeOrWhyIAmHere

Iama• Tokyo‐basedwebandmobileindustryconsultant

• JapancorrespondentforTechCrunch.com

• PhDineconomics(“from2countries”)• Ex‐consultantforJapan’sbiggeste‐learningstartupCerego

Agenda

I:TheMobileMarketInAsiaAndJapan

II:StatusQuoInJapan’sM‐LearningMarket

III:JapaneseM‐LearningServicesAnd ApplicaTons

I:TheMobileMarketInAsiaAndJapan

Asia:World‘sBiggestWebPopulaTon• MorethanAmericaandEuropecombined• Rapidlygrowing

Asia:WeakInInternetPenetraTon• Worldwide,justAfricaisbehindAsia• HugepotenTal

Source:ITU(Interna0onalTelecommunica0onUnion)

Source:Wikipedia

Asia:MobileIsEverything‐>10ofthetop20mobilenaTonsareinAsia

Japan:World‘sMostAdvancedMobileNaTon

• 3rdlargestwebpopulaTon(97million,aheadofIndia)

• 7thlargestmobileuserbaseintheworld(107million)

• 100%3G(first3Gnetworksin2001byNTT)

Japan:VibrantMobilePhoneMarket• Hometofivemajorcellphonemakers:Sharp,Panasonic,Fujitsu‐Toshiba,NEC‐Casio,Kyocera• About100newcellphonesperyear• NokiaandBlackberryvirtuallyunknown• Biggestmegatrendnow:smartphonesandtablets

Source:TheNikkei

Japan:BirthplaceoftheMobileWebAndHotbedForInnovaTon• World‘sfirstmobilewebapplicaTonin1999• FullPCwebbrowsingoncellphones• Firstappplagormcreatedin2001• QRcodes• Onlinebillingandpayment• Offlinepaymentsthroughcellphones(e‐wallet)• First3Gnetworks• MobiledigitalTV• Mobilehealthterminal• HDvideorecording• e‐bookfuncTon• Mobilesocialgaming• CommuterpassinpublictransportaTon• Waterprooforsolar‐poweredcellphones• IntegraTonwithhomeelectronics

II:StatusQuoInJapan’sM‐LearningMarket

SizeofDomesTcE‐LearningMarket

•  Total Market size in 2010: US$1.36 billion, according to Yano Research •  Broken down to three segments

•  B2B •  B2C •  Packaged software

SizeOfB2BE‐LearningMarket

•  Overall size: US$ 690 million

•  Learning Management Systems: US$ 82million

•  Contents: US$ 241million

•  Applications and services: US$ 367 million

SizeOfB2CE‐LearningMarket

•  Overall size: US$ 336 million

•  Contents and services: US$ 123 million

•  Video-based learning services: US$ 213 million

SizeOfPackagedE‐LearningSojwareMarket

•  Overall size: US$ 338million

•  Packaged software for computer: US$ 63 million

•  Games: US$ 275 million

StructureOfE‐/M‐LearningMarket•  Highly fragmented market

•  Few hundred companies active

•  Very few ventures, many big companies

•  mobile carriers

•  hardware makers

•  publishing houses

StructureOfE‐/M‐LearningMarket(II)

III:JapaneseM‐LearningServicesAndApplicaTons

CyberUniversity

• Privateuniversity• FoundedinApril2007bySojBank• 1,225students

CyberUniversity

• FirstmobilecourseinNovember2007

• "MysteriesofthePyramids"wasstreamingvideoofapowerpoint

presentaTonandtheprofessor'saudio

• CellphoneopTmizedsiteath?p://cu‐m.jp/

• Butnowswitchto3‐screenapproach

CyberUniversity

• „e‐college“,integratedappforiPhoneandiPad• 24coursesavailable(video,audio,materials)

Japan:iPhoneascatalystofsmartphoneboom‐>Languagesarebiginsmartphoneapps

Source:AppAnnie

Japan:No.1paideducaToniPhoneapp„SuperEitango“(SuperEnglishWords)• MadebyKorea‐basedpodotree• Featuresquizzesetc.formostpopular30,000Englishwords• IncludeswordsmostojenusedinTOEIC,TOEFL,SAT,etc.• PricesensiTve:0.99USD

FeaturePhonesSTllDominant

• Plethoraoflearningsitesforproprietarymobilewebsystems

• Oneexample:Eigotown

FlashLiteGame„LearningEnglishWithHarryPo?er“

MobileLearningSiteForFeaturePhones• Eigotsuke:MadebyTokyo‐basedDwango• Launchedin2005• FocusedonEnglishsentencecreaTon• Designedforadults• BasisforhitNintendoDSgameEnglishTraining:HaveFun ImprovingYourSkills!

Source: Keitai Impress

AugmentedRealityInLearningYetToArrive• Layar‘sHiroshimaP2Walker• April2010launch• Informsvisitorsaboutthememorialparkandsurroundingtouristspots• Text,videoandaudio• LayerforiphoneandAndroid

GPSInLearningYetToArrive• KeitaiKunitoriGassen(MobileCountryConquestBa?les)• HistoricalFlashLitegamefocusingonancientJapan• Playerstakeonrolesofhistoricalfiguresandcooperate/fightwithotherstoconquer600regionsinJapan• QuizzesaboutJapan‘shistory,dependingonone‘slocaTon• VirtualcoinswhenyouproveyourknowledgeansweringquesTons

MobileLearningCMS• M‐Star:MadebyKanagawa‐basedTerracom• Cloud‐based,suitableforallJapanesefeaturephonesand smartphonesalike• Letsyoubuildwholem‐learningsite:quizzes,surveys,contact forms,maildeliverysystem,etc.• Screenshot:quizbuilder• Cost:0forsetup,660US$/monthbasicfee

Next‐generaTonMobileLearningProject• ProjectiniTatedbySojBank• WonAwardofMinisterforInternalAffairsandCommunicaTonsinJAPANe‐

LearningAWARDS2009

• „anintegratede‐learningsystemforenterprises“

• SharableContentObjectReferenceModel(SCORM)‐compliant

• Open‐sourceLMSasbasis

NextGeneraTonMobileLearningProject• IniTatedwithinSojbankin2008with2people

• Flow:SalestrainingcoursestoSojBankshopclerks,thenconsumer

electronicsstores,thenwholesalers,thenallenterprises

• In3years:400,000peopletrainedwith400courses

NextGeneraTonMobileLearningProject• Example:„Improvingyourpublicspeakingskills“

• Lecturers:ProfessionalJapaneseanchorwomen

• Eachcourse:40minutes

• AvailableonWindowsPC,iPad,iPhone

• Pricesstartat$75peruserperyearfortakingacourse

Thankyouforlistening!TerimaKasih!

ContactInformaTon

TwiBer:h?p://twi?er.com/serkantotoLinkedIn:h?p://linkedin.com/in/serkantotoFacebook:h?p://www.facebook.com/stotoEmail:totoserkanATgmail.com

Sources

•  Slide8:h?p://www.flickr.com/photos/cocoarmani/2059353149/