Ambient Insight: The US Market for Mobile Learning Products and

Transcription

The Perfect Storm: The State of the
2011 Global Mobile Learning Industry
Key Findings from Recent Ambient Insight Research
mLearnCon 2011
June 22, 2011
Sam S. Adkins, Chief Research Officer
Ambient Insight
Ambient Insight 2011
Agenda
 Introductions
 Research Taxonomy and Product Definitions
 Key Findings from Ambient Insight Research
 Native Mobile Learning Types and Examples
 Segment Buying Behavior: Trends, Catalysts,
and Inhibitors
Introductions
Ambient Insight is an integrity-based market research firm that uses
predictive analytics to identify revenue opportunities for suppliers.

Ambient Insight founded in 2004 by Microsoft Training and
Certification veterans

International “boutique” analysis firm specializing in quantitative
analysis, learning technology forecasts, M&A analysis, and
competitive intelligence

Ambient Insight…
 Does not evaluate, compare, or rank the effectiveness of
learning technology products
 Does not endorse or promote companies or products
Ambient Insight’s Learning Technology
Research Taxonomy
Eight Buyer Segments
Consumer
PreK-12
Higher
Education
Corporations
and
Businesses
Federal
Government
State and
Local
Government
Associations,
NGOs, and
Non-Profits
Healthcare
Buy Eight Types of Pedagogically-defined Learning Products
Self-paced
eLearning
Courseware
Digital Video,
Text, & Audio
Reference
Test Prep &
Exam
Products
Collaborationbased
Learning
Social
Learning
Simulation &
Game-based
Learning
Cognitive
Learning
From Four Types of Suppliers
Packaged Content
Custom Content
Services
Software as a
Service (SaaS)
Tools and Installed
Technology
Mobile
Learning
Ambient Insight’s Definition of Mobile Learning
Products and Services
Ambient Insight defines Mobile Learning as knowledge transfer events,
content, tools, and applications accessed on handheld computing devices.
Mobile Learning Products
 Handheld decision support and
performance support
 Content development tools
 Installed platforms
 Technology services
 Content services
 Location-based Learning Services
 Device-embedded Learning
 Packaged content
Mobile Learning Products Specific
to Healthcare
 Handheld medical emergency and
clinical decision support
 Content development tools
 Installed platforms
 Technology services
 Content services
 Point-of-care Location-based Learning
 Medical Device-embedded Learning
 Reference, CME, and exam prep
Ambient Insight identifies three native types of Mobile Learning:
Handheld Decision Support, Location-based Learning Services,
and Device-embedded Learning.
US Key Findings:
“The US Market for Mobile Learning Products
and Services: 2010-2015 Forecast and Analysis”
Ambient Insight’s 2010-2015 US Mobile
Learning Market Research: Key Findings
Source: “The US Market for Mobile Learning Products and Services:
2010-2015 Forecast and Analysis,” Ambient Insight, LLC
Key Findings:
 Forecasts revised upward from previous forecasts
 The US market for Mobile Learning products and services
reached $958.7 million in 2010
 The five-year compound annual growth rate (CAGR) is
13.7% and revenues will reach $1.82 billion by 2015
 Packaged content has highest growth rate - will account
for the highest revenue throughout forecast period
 Consumer and Healthcare buyers dominate the market
 Corporate has the highest growth rate
 Native tools and platforms coming on market at rapid pace –
18 platforms and over 20 tools since 2009:
 http://mlearn.adlnet.mobi/#menu
Perpetual “Perfect Storm” Driving the Adoption of
Mobile Learning
Service
Suppliers
Large
Growing
Number of
Buyers and
Users
Explosion of
New
Learning
Content &
Content
Apps
Suppliers
Growth of App
Stores & Content
Product
Distribution
s
Channels
Global
Mobile
Learning
Adoption
Rapid
Evolution of
Powerful
Wireless
Handheld
Devices
Growing Number
of Native Mobile
Learning Tools &
Platforms
Technology
Suppliers
Worldwide Key Findings:
“The Worldwide Market for Mobile Learning
Products and Services: 2010-2015 Forecast and
Analysis”
Global Mobile Learning Market Emerges in 2009-2010
Ambient Insight’s 2010-2015 Worldwide Mobile
Source: “The Worldwide Market for Mobile Learning Products and
Services: 2010-2015 Forecast and Analysis,” Ambient Insight, LLC
Key Findings:
 Revenues reached $3.4 billion in 2010. The global
market is growing at 21.9% and revenues will top $9.2
billion by 2015
 The US is now the top buying country of Mobile Learning,
followed by Japan, South Korea, the UK, and Taiwan
 The highest growth rates are in China, India, Indonesia,
and Brazil
 By the end of the forecast period, China will be the
second largest buying country after the US
 By far, the most significant trend is the breathtaking
growth in carrier subscription-based English language
learning services targeting feature phones
 Carrier subscription-based English language
learning services are “rags to riches” stories:
 Brazil – Kantoo English launched in 2008. They
charge users$2.75 a month. They have 3 million
users and are now generating $100M a year!
Expanded to Venezuela, Peru, Chile, Columbia, and
now Italy
 Indonesia – Urban Planet Mobile and PT Telkomsel
generated $1.2 million in the first six months – sell
the service for $5 a month to over 200,000 users
 Bangladesh – BBC’s Janala service has generated
over $20 million since launching in late 2009. They
charge one cent a minute and have 4 million users
so far
Kantoo
 The services target feature phones
 Carrier subscription-based English language learning
services are a “rags to riches” story:
 India – Nokia and Pearson generate $4.8 million a year
for their Nokia Life Tools Education service and have
over a million subscribers. It costs 40 cents a month
 China – Nokia reports in April 2011 that their Mobiledu
services, “has become the company's fastest-growing
service in the country.” They charge an average of 75
cents a month and have over 1.5 million “active”
subscribers, generating $13.5 million a year
 Muuzii launched in 2009 on China Mobile and now has
3.1 million users and generates over $28 million a year.
They charge an average of a 75 cents a month
Muuzii
 The services target feature phones
Device-embedded Learning
Sole Purpose of the Device is for Learning
Personal Learning Devices: Consumer and K-12
Device-embedded Learning Products
Innovations for Learning- TeacherMate
Fisher Price iXL – “The
iPad for Preschoolers”
LeapFrog - Crammer Study & Sound
System - “is a quiz-based study guide
system, a Spanish-English language
translator, and personal music player.”
June 2010 - LeapFrog„s Leapster
Explorer –”for a total mobile learning
experience.” It is an eReader, PMP,
and gaming device designed for 4-9
year olds.
Franklin Publishing - The Princeton Review Pocket Prep for the
NEW SAT - “the Portable Interactive Handheld Tutor features
comprehensive verbal, math, and essay preparation, full length
practice tests, instant scoring and personal diagnostic reports.”
New Device-embedded Learning Products Hit the US
Market in 2010 and 2011


New handheld learning devices for young children include:

Mattel's Fisher-Price iXL Learning System, "the ultimate and coolest handheld
learning system designed for kids 3-7."

VTech 's InnoPad preloaded with "interactive and animated reading (E-books),
learning games, creative activities, and a rich applications."

Rullingnet's Vinci Tab, which "provides storybooks, music videos and games to
spark curiosity in young learners."

LeapFrog Leapster Explorer, "a learning tablet that ushers in the next generation
of learning, digital reading, and personal creativity for children ages four and up."
New Mobile Learning devices designed for PreK-12 include:

Capstone Digital's myON reader that "comes with a cloud-based library of over
1200 titles, assessment, and evaluation for PreK-8."

MySpark Technologies' mySpark Education Platform, "with the most useful and
usable student productivity software in the market."

Ectaco's jetBook K-12, "is the first ever eBook Reader oriented towards education
for teachers and students worldwide.“

EduTone's ET Persona, "the most comprehensive solution for personalized mobile
learning in the K-20 Education market."

Brainchild's Kineo, "designed exclusively for education.“
Device-embedded Learning: Personal Learning Devices
Very Popular in Asia
EduTutor – EduTutor
Advantage in India
First Win Technologies – China.
Personal Learning Devices with over
28,000 learning mini-courses – half
are English language learning
iProf Personal Education
Tablet used in physical
“iStudy” zones in India
PenPower Chinese Expert.
China –Children learn Kanji
and English with writing tablet
SAFA Magic Study Touch in
Korea is a talking English
language learning device
Nintendo launched DS Classroom in 2009 with
major push into Japanese schools in 2010
Handheld Decision Support
Interactive applications that provide
sequential performance and decision
support based on user input
Handheld Decision Support – The Rise of Blue Collar
Geeks
55%-60% of the US workforce does NOT sit at a desktop computer all day. Field
workers use handheld diagnostics and performance support products that
include detailed procedural maintenance, repair, and troubleshooting content.
Wonderware‟s IntelaTrac – “mobile workforce
and decision-support solution - Dynamic
procedures triggered on asset condition”
Auto Nexiq Pro-Link IQ Scanner – “handheld scan tool for commercial vehicle
repair, maintenance, and information.”
Honeywell‟s Mobile Station Tablet
“Snap-on Diagnostics' Verus handheld gives
technicians the answers they need to manage the
customer, the vehicle, the diagnosis, and the repair.
Verus includes troubleshooter tips, test procedures, and
wiring diagrams.”
Handheld Decision Support – First Responder and
HazMat Innovations
Harris GR-100 “tracks first
responders inside burning buildings.”
RAE Systems HazRAE Decision
Support – “decontamination
procedures, working allowances,
reactivity, Acute Exposure Guidelines
(AEGLs), Military Exposure Guidelines
(MEGs), and Levels of Concern
(LOCs).”
Thermo Fisher Scientific
TruDefender
Alluviun‟s HazMaster3
Decision Support System
Location-based Learning
Knowledge transfer enabled by sensors
responding to the actions of a user at a
specific location in space and time.
Augmented Reality Enables “Place-based Learning” and
“Time-based Learning”
bigBigBang - Historic Market St. uses archival film
footage from 1906 (before the earthquake and fire
that same year.)
Museum of London - StreetMuseum
“The street is filled with people milling about,
children running, chaotic horse-drawn buggy traffic
jams and these radical new inventions terrorizing
the streets – automobiles! As you walk down
Market Street, different segments of the video
begin playing, unveiling the early days of the
centuries-old street right before your eyes.”
Mobile Edugames: Mobile Game-based Learning
City Secrets by La Mosca for Paris, Barcelona and
Amsterdam, priced at €1.59

“In Amsterdam, you help a retired police officer solve
an old murder case.

In Barcelona, the quest will lead you to the lost
sketchbook of Gaudi.

And in Paris, an old picture book takes you to
Napoleon’s hidden treasures.”
 Ambient Insight tracks six types of Mobile Edugames:
 Knowledge-based games
 Skills-based games
 Brain trainers and cognitive fitness games
 Role-playing and business simulations
 Language learning games
 Location-based learning games (emerged in 2009)
Mobile Learning Innovation
As a product type, Mobile Learning has
has entered the "value creation" phase of
the product lifecycle. Advanced features
are now important to buyers.
Location-based Learning or Mobile Augmented Reality
Learning?
Ogmento – Put and Spell
Metaio Mobile World
Congress 2011 AR
performance support
demo
Ogmento – Sketch AR
In a Value Creation Phase Customers Shop for Innovation
Eduweb – “SpaceWalking is an
augmented-reality app that brings
the Solar System down to Earth.
Walk across the street to visit
Venus, head down the block to
Jupiter, and stretch your legs to
get a glimpse of Pluto. As you
walk around, your iPhone
displays the Sun, planets, moons
and other objects, all to scale.”
“MEanderthal” is a free
Smithsonian National Museum
of Natural History app. “Users
use a portrait of themselves
and morph it into how they
might appear as one of
humankind‟s early relatives.”
SpeakingPal is a unique mobile
learning system that brings
speech recognition capabilities
to the mobile phone, creating a
new learning experience. Using
speech recognition technology,
SpeakingPal is able to provide
instant feedback on the
student‟s speaking performance.
Advanced Features Attract Customers in a Value
Creation Phase
GeoCom’s Phrazer - Phrazer can determine a patient's native
language in mere seconds (a major breakthrough). Onscreen
physicians are from the same culture and language of the user
and utilize techniques that gain the confidence, focus and trust
of the user. The administrator of the device (medical specialist)
is cued to information of interest and nothing more, freeing
them to continue work with others while simultaneously staying
engaged with the Phrazer user.
Honduras 2011
Innovation Accelerates in a Value Creation Phase
Librestream's Onsite, a combination of a
handheld device and video-conferencing
software, “with the ability to leverage subject
matter experts and speed decision making
through live video collaboration from the field.
Field workers can stream high-resolution
video, speak and draw onscreen with remote
experts for immediate decision making."
Segment Buying Behavior
Overview:
Consumer and Healthcare Buyers
Dominate the Market
Non-profits Embrace Mobile Learning
Consumer Overview
“The 2010 Content Trench” – Percent of Total Paid Mobile
Learning Applications in Content Catalogs by Target Demographic
What’s on the Store Shelves?
Consumer-facing Paid Mobile Learning Content
Across All Major Application Stores, Platforms, and Devices
45%
40%
35%
32%
30%
25%
22%
19%
20%
15%
10%
5%
0%
5%
2%
5%
9%
6%
“Hobby” Apps in High Demand in International Markets
TundraTV from
TundraApps
Sky Safari by Southern
Stars
“Gardening How-To” by North
American Media Group –
Languages: English,
Norwegian, Czech, Danish,
Dutch, Finnish, French,
German, Hungarian, Italian,
Japanese, Korean, Polish,
Portuguese, Russian, Spanish,
Swedish, Turkish, and
Ukrainian
Mobile Academic Test Prep
Actus - TOEFL
The Princeton Review SAT Exam Prep
Upward Mobility - Biology
SAT II - “Advanced
Placement (AP), A-Levels,
PRAXIS II, GED, CLEP,
MCAT and ASVAB exams.”
Attomedia - TOEFL
Kaplan - TOEFL Exam
Prep
Wallsberg - ACT Exam
Prep
Post-graduate Mobile Academic Test Prep
Kaplan - Medical College
Admission Test (MCAT) Exam Prep
BarMax LLC –
BarMax CA
BenchPrep - Law School
Admission Test (LSAT)
Exam Prep
BenchPrep (formerly Watermelon
Express) - Graduate Management
Admission Test (GMAT) Exam Prep
Consumer Test Prep: Driver Tests
MagicMundo - Official
Driver Theory Test (Ireland)
DMVPrep.com DMV Test Prep
DreamCatcher Games‟ Drivers Ed Portable
has content for all 50 US states, 13 Canadian
provinces and territories, as well as Spain,
Italy, France, Germany and the UK
UK Driving Standards Agency Motorcycle Theory Test
Certification and Licensure Exam Prep
Tech 2000 - CCVP
Certification
Cisco Certified
Voice Professional
McSnyder Software American Radio Relay
League - Amateur Radio
License Exams
Tekk
Innovations FAA Aviation
Maintenance
Technician
General
Knowledge
Exam Prep
Allen Resources
- CFA Exam
Level III 2010
2,100+ CFA
Exam
Questions
ITIL V3 Foundation
Certified Project
Manager
Upward Mobility CompTIA+ Certification
Exam Prep
PMCHAMPION - PMP
Exam
Mobile Brain Trainers Are Top Selling Mobile
EduGames in Japan, the US, and the UK

Nintendo sold 8.5 million DS devices in the US in 2010

Brain Age and Brain Age 2 have sold over 37 million copies worldwide since their
launch in 2006 - 9.3 million sold in the US

Number one best selling game in Europe in 2007 and 2008 was Brain Age

In Japan, Brain Age 2 was the best-selling game in its debut month

December 2009, Amazon placed Brain Age as the top selling game of the
decade

The Professor Layton series of brain trainers have sold 10.1 million copies
worldwide - 1.7 million sold in the US

Until August 2010, the top selling video game in the UK across all platforms
(including consoles) was Brain Age
Healthcare Overview
Healthcare Licensure Exam Prep
Scorebuilders - National
Physical Therapist
Assistant Exam Prep
Modality, McGraw-Hill
Professional – United States
Medical Licensing Examination
(USMLE) Exam Prep
Modality, Kaplan NCLEX-RN Exam Prep
Stafford - DAT Dental
Exam Prep
Mobile Continuing Medical Education (CME) Suppliers
Epocrates, Skyscape, First Consult, PEPID, Medical Wizards
Corporation, ReachMD, Pri-med, GenerationOne, Modality, Unbound
Medicine, Wolters Lexi-Comp, MerckMedicus, and PatientKeeper
Skyscape
Epocrates
ReachMD
Lexi-Comp
Pri-med
2010-2015 US Learning Methods in Healthcare Continuing Medical
Education (CME) Meetings and Events
Physical CME Meetings
Mobile CME
Web-based CME
Other CME Methods
60
50
40
%
Percent
30
20
10
0
2010



2015
Physical CME declining by five year CAGR of -19.7%
Web-based CME growing by 9.4%
Mobile CME growing by 28.8%
In a Value Creation Phase Healthcare Buyers Shop for
Innovation
BrainTutor3D by
Brain Innovation
3D Brain by Genes to
Cognition (G2C)
Atlas of the Brain
by Sylvius MR
Essential Clinical Anatomy
modified by Inkling
In a Value Creation Phase Healthcare Buyers Shop
for Innovation
Pocket Anatomy Pocket
Heart (3D)
Fugifilm
Synapse Mobility
ORCA MD Shoulder Decide
In a Value Creation Phase Healthcare Buyers Shop
for Innovation
Philips Healthcare XperGuide
Simbionix surgical simulation training app
Non-Profits and NGOs
Overview
International Museums and Tourist Attractions Embrace
Mobile Learning Enthusiastically
Berlin U-Bahn Museum
British Museum Guide & Audio By
Way2GoGuides
American Museum of
Natural History
Japan‟s Nation Western Fine Arts Museum
Montreal Museums By Nurun
Location-based Learning or Mobile Augmented Reality
Learning?
The Asian Civilizations Museum in Singapore – Terracotta Warriors
TravelBrains Gettysburg AR Tour
The Museum of Modern Art AR Exhibitions
Q&A
Email:
[email protected]
Ambient Insight Research Sources
www.ambientinsight.com
– Ambient Insight’s Free Resource Library at:
–
http://www.ambientinsight.com/News/PublishedContent.aspx
– The US Market for Mobile Learning Products and
Services: 2010-2015 Forecast and Analysis
– The US Market for Location-based Learning Products
and Services: 2010-2015 Forecast and Analysis
– The Worldwide Market for Mobile Learning Products
and Services: 2010-2015 Forecast and Analysis
– Ambient Insight’s 2011 Learning Technology Research
Taxonomy

Ambient Insight: The US Market for Mobile Learning Products and

Transcription

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