Mobile Revolution and Assessment - ATP 2011

  • 978 views
Uploaded on

An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry. …

An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.

This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
978
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
22
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Transcript

  • 1. the Mobile Revolutionand Assessment ATP - 2011 Michael Kayser, EMEA Managing Director Peter Pascale, Enterprise Architect Mgr Ron Lancaster, Director of Technology Pearson VUE
  • 2. A Curated PresentationHow We Live Agent of Change In Our Industry
  • 3. Mobile...How We Live Agent of Change In Our Industry
  • 4. Mobile...How We Live Agent of Change In Our Industry
  • 5. Mobile...How We Live Agent of Change In Our Industry
  • 6. The Mobile Revolution Mainframe 1 Million Units Sold in First Ten Years
  • 7. The Mobile Revolution Minicomputer 10 Million Units Sold in First Ten Years
  • 8. The Mobile Revolution PC 100 Million Units Sold in First Ten Years
  • 9. The Mobile RevolutionDesktop Internet 1 Billion+ Users In First Ten Years
  • 10. The Mobile Revolution Mobile Internet 10+ Billion Units Sold in First Ten Years
  • 11. This is Not a Bubble, It’s a Revolution Units Sold/Users in First 10 Years10 Billion 5 Billion Mainframe Minicomputer PC Desktop Mobile Internet Internet 1 Million 10 Million 100 Million 1 Billion 10 Billion
  • 12. The Mobile Revolution January 25th - Egypt Creator joined YouTube after recording on January 25th -
  • 13. The Mobile Revolution
  • 14. The Mobile Revolution January 25th - Egypt 600,000 views in two weeks http://www.youtube.com/watch?v=I_emuOVvlbU
  • 15. Smartphone units sold willsurpass PC units in 2012 - Morgan Stanley - June 2010
  • 16. Smartphone units sold willsurpass PC units in 2012 - Morgan Stanley - June 2010 Smartphone units sold actually surpassed PC units...
  • 17. Smartphone units sold willsurpass PC units in 2012 - Morgan Stanley - June 2010 Smartphone units sold actually surpassed PC units... In Q4 2010 - IDC Worldwide Quarterly Tracker - January 2011 100 million units sold in Q4 2010 vs. 92 million PCs
  • 18. Year Over Year PCGrowth is Currently 2.7% Year Over Year Smartphone Growth...
  • 19. Year Over Year PCGrowth is Currently 2.7% Year Over Year Smartphone Growth Currently 87.2 % - IDC
  • 20. The iPhone is Available from185 Communication ServiceProviders Around the World - Gartner Not Just Smartphones - Nokia Sold 360 Million ‘Dumbphones’ in 2010 - Nokia / Tomi Ahonen
  • 21. India and China Added300 Million New MobileSubscribers in 2010 ... More Than the Total Number of Subscribers in the US - Int’l Telecom Union
  • 22. There Were 5.3 Billion MobileSubscribers by the End of 2010
  • 23. There Were 5.3 Billion MobileSubscribers by the End of 2010 Comprising 77% of the World’s Population...
  • 24. There Were 5.3 Billion MobileSubscribers by the End of 2010 Comprising 77% of the World’s Population... 3.8 Billion of them in the Developing World - Int’l Telecom Union
  • 25. By 2011, Over 85% ofHandsets Shipped Globally... Will Include Some Sort of Web Browser. - Gartner
  • 26. You Are Here
  • 27. You Are Here
  • 28. Mobile: How We Live
  • 29. More Than Half the Time... Other Games Internet 8% 3% 9% The Phone 45% VoiceMusic 10% Isn’t Used as a Phone 12% E-Mail 14% SMS - Morgan Stanley / iSuppli - iPhone usage studies
  • 30. Media Mobile Devices Match Always-On Internet and Convenient Consumption... To a Time-Crunched Consumer Lifestyle
  • 31. Media Trends Video Consumption Time Shifting Content Aggregation Passive Personalization
  • 32. Media:Video Video Currently Half of All Mobile Data Traffic...
  • 33. Media:Video Video Currently Half of All Mobile Data Traffic... Expected to be 70% in Four Years - Morgan Stanley
  • 34. Time Shifting: Flagging Content to be Consumed Later at a More Convenient Time
  • 35. Time Shifting:“The flood of content disruptsus all day... as if we have a maniacal paperboy throwing new editions on our doorstep every 15 seconds.” - Read It Later http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
  • 36. Time Shifting: Is Mobile Affecting When We Read?
  • 37. Time Shifting: Read It Later Articles Saved Source: ReadItLater - 100 Million Articles Saved on Web and Mobile
  • 38. Time Shifting: Read It Later Articles Saved Articles Read on iPhone Source: ReadItLater - 100 Million Articles Saved on Web and Mobile
  • 39. Time Shifting: Is Mobile Affecting When We Read? Yes - Read It Later http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
  • 40. Time Shifting: Instapaper Instapaper
  • 41. Content Aggregation Flipboard
  • 42. Passive Personalization Pandora Netflix
  • 43. Future Media: In the Cloud Whose New Datacenter?
  • 44. Facebook 150 Million Mobile Users
  • 45. Trend: CommunicationSocial Networking timespent globally surpassedemail in November 2007 Social Networking users surpass email users in July 2009 - Comscore Global
  • 46. Facebook had 150 million mobileusers in 2010. Up from 65 millionin 2009
  • 47. Facebook had 150 million mobileusers in 2010. Up from 65 millionin 2009 Each of those 150 million mobile users creates twice the daily activity of desktop users. - facebook.com/press/info.php?statistics http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/10/ Facebook-Mobile-Large.gif
  • 48. Facebook most popular mobiledestination in the UK, andtop 3 in US Forthcoming Facebook SMS-based service will reach all phones, not just smartphones -http://blogs.wsj.com/tech-europe/2011/02/15/facebook- could-be-accessed-by-every-gsm-phone/
  • 49. TwitterFast Company’s #2 mostinnovative company for 2011 (behind Apple) - http://www.fastcompany.com/most-innovative-companies/2011/profile/twitter.php
  • 50. TwitterMobile Twitter usage up 347%from January 2009 - 2010 - Comscore 40 % of all tweets come from mobile users - Twitter CEO Dick Costolo at 2011 CES
  • 51. Mobile: Agent of Change
  • 52. Don’t Forget SMS 1,615 Texts Per Month - Ages 18 - 24 3,339 Texts Per Month - Teens 4,050 Texts Per Month - Teen Girls 6.1 Trillion SMS text messages sent in 2010 - ITU, 2010
  • 53. Don’t Forget SMS16.7 Billion messages per day 2.5 SMS for every live person on the planet per day, or 11.6 million messages every minute
  • 54. Managing theSupply of Anti-Malarial Drugsin AfricaSMS Remindersto RecordInventory andRequestRestocking SMS as Application
  • 55. Location
  • 56. Location: EvolvedMore thanjust seeingwho’snearby.
  • 57. Using thephone’scamera, aninformationlayer issuperimposedover the real-world. Augmented Reality
  • 58. Device Integration
  • 59. Mobile Integration
  • 60. Near Field Communication: Touch to Share
  • 61. NFC: Touch to Pay
  • 62. NFC: Touch to Learn
  • 63. NFC: Personalized Advertising
  • 64. Mobile: In Our Industry
  • 65. Implications - Applications Mobile Web Mobile Learning Test Preparation Observational Testing Low-Stakes Assessment
  • 66. Mobile Web Provide a ‘Small Screen’ View... of Content and Web Apps vs. Mobile Web Login Regular Web (on Mobile)
  • 67. Mobile Web Provide a ‘Small Screen’ View... of Content and Web Apps vs. Mobile Web Login Regular Web (on Mobile)
  • 68. Pearson Mobile Innovation Mobile Technology Opportunities Pearson Initiatives` • Personalized • Education: a new, “3rd screen” for teaching, learning and • Portable computing assessments • Always on • Business information: alerts • Billing mechanism and portability • Communication and alerts • Emerging markets: low cost teaching and learning delivery • User Generated Content • Educational games: portable, • Geolocation social devices
  • 69. AlgebraPrep for iPhone • Target: Higher Ed US students • Content: Derived from book, test bank and DVD series • Pricing: 9 mini apps at $2.99, 1 comprehensive app at $24.95
  • 70. CATguru India for Java devices • Target: Business School entrance exam students • Content: Derived from Pearson test prep books • Market testing: 375 one-on- one interviews with CAT students • Java Technology: Handset agnostic (features, navigation, and layout adjust to customer’s handset) • Pricing: 8 pounds
  • 71. CCNA Guru for Java and Blackberry • Target: IT professional certificate students (US and India) • Content: Derived from Pearson test-prep books • Sales & Marketing: Through carriers and Pearson websites • Pricing: $12.99 for Java, $19.99 for Blackberry
  • 72. Math Content+ for Teachers and Students • Target: Homework solution for high-schools in South Africa • Rationale: 90% of teenagers have mobile phones, <5% have PC or broadband • Concept: Teacher assigns homework, students complete on personal cellphone or school computer, results reported to Pearson’s Learning Management System • In Nigeria, this was used as a mobile reading solution for school kids’ homework
  • 73. Pearson LearningStudio Mobile • Target: College students • Making desired features and activities available to students via their mobile devices. • As a mobile website-based solution, or mSite, the solution requires no downloads or apps and mSite features are accessible from multiple mobile operating systems.
  • 74. Mobile and Assessment Services Do item writers use mobile technology? Can you provide reports ‘on-the-go’? Are web pages mobile friendly? Have you considered mobile Could you use results mobile friendly confirmation? messaging? Location-based MI information? Do you accept mobile forms of Test centre payment? management ‘on- the-go’? High-stakes assessment and mobile? Enhanced assessment formats?
  • 75. Mobile Learning Cisco M-Learning
  • 76. Mobile Learning iTunes University - Stanford iPhone Course
  • 77. Mac OS XTest Preparation Support Essentials Remediate ReportSelf-Quiz Track Progress
  • 78. Test Preparation Cert Flashcards - Comp TIA A+
  • 79. Observational Testing Mobile - Moving Observational Testing into the 21st Century Drivers License Exam
  • 80. Low-Stakes Assessments Questionmark
  • 81. Referenceshttp://www.pcworld.com/article/130207/the_50_best_tech_products_of_all_time.htmlhttp://dataviz.tumblr.com/post/433636552Adoption and Sales Data:http://www.slideshare.net/CMSummit/ms-internet-trends060710finalhttp://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/http://www.idc.com/about/viewpressrelease.jsp?containerId=prUS22689111&sectionId=null&elementId=null&pageType=SYNOPSIShttp://www.macworld.com/article/157196/2011/01/apple_financials.htmlIDC Worldwide Quarterly Trackers  Global:http://www.itu.int/net/pressoffice/press_releases/2010/39.aspxhttp://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#subscribersMedia:http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/http://www.digitalbuzzblog.com/infographic-the-rise-of-facebook-mobile/http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/10/Facebook-Mobile-Large.gifhttp://www.facebook.com/press/info.php?statisticshttp://digitalmedia.strategyeye.com/article/MQVftdhrc/2011/01/18/us_embraces_social_media_claims_pew_research/http://www.fastcompany.com/most-innovative-companies/2011/profile/twitter.phphttp://www.comscore.com/Press_Events/Press_Releases/2010/3/Facebook_and_Twitter_Access_via_Mobile_Browser_Grows_by_Triple-Digitshttp://blogs.wsj.com/tech-europe/2011/02/15/facebook-could-be-accessed-by-every-gsm-phone/