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Mobile
Learning
In
Japan

‐
Status
Quo
And
Trends
– 





      by
Dr.
Serkan
Toto

     Twi?er:
@serkantoto  

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

 

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

I:
The
Mobile
Market
In
Asia
And

              Japan

Asia:
World‘s
Biggest
Web
PopulaTon

• More
than
America
and
Europe
combined

 

• Rapidly
growing

 

Asia:
Weak
In
Internet
PenetraTon

   • Worldwide,
just
Africa
is
behind
Asia

    

   • Huge
potenTal


    





Source:
ITU
(Interna0onal
Telecommunica0on
Union)

Asia:
Mobile
Is
Everything

   ‐>
10
of
the
top
20
mobile
naTons
are
in
Asia





Source:
Wikipedia

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)

 

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

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

 

II:
Status
Quo
In
Japan’s
M‐
       Learning
Market

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
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
Size
Of
B2C
E‐Learning
Market


• Overall size: US$ 336 million
• Contents and services: US$ 123 million
• Video-based learning services: US$ 213 million
Size
Of
Packaged
E‐Learning
Sojware
Market


• Overall size: US$ 338million
• Packaged software for computer: US$ 63 million
• Games: US$ 275 million
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
Structure
Of
E‐/M‐Learning
Market
(II)

III:
Japanese
M‐Learning
Services

          And
ApplicaTons

Cyber
University

• Private
university

 

• Founded
in
April
2007
by
SojBank

 

• 1,225
students

 

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

 

Cyber
University

 

• „e‐college“,
integrated
app
for
iPhone
and
iPad

• 24
courses
available
(video,
audio,
materials)

 

Japan:
iPhone
as
catalyst
of
smartphone
boom

 ‐>
Languages
are
big
in
smartphone
apps







Source:
App
Annie

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

 

Feature
Phones
STll
Dominant

• Plethora
of
learning
sites
for
proprietary
mobile
web
systems

 

• One
example:
Eigotown

 

Flash
Lite
Game
„Learning
English
With
Harry

Po?er“

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
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

 

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

 

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




 

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

 

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

 

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

 

Thank
you
for
listening!
                       

    Terima
Kasih!  

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

Sources
                                              

•    Slide
8:
h?p://www.flickr.com/photos/cocoarmani/2059353149/


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