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If At First You Don't Succeed... The Mobile Learning Journey at Qualcomm

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  • Multiple interpretations. Technically speaking, just about any device could be mobile – especially laptops. However, for our purposes, we are defining “mobile learning” as learning via a device you use on the go, while you are mobile. It usually means learning via a device you can hold in one hand. iPhone, Laptop, iPadOur focus: handheldOur definition -- mLearning: Something you use when you are mobile. Handheld.
  • pocketable devices
  • Mobile phones are not a learning tool.   Mobile users (76%) are much less likely than all users (92%) to go online to learn.  Learning requires time and patience, something mobile phone users are in short supply of.  They (64%) are 1.5 times less likely than the traditional user (96%) to go online to educate themselvesThey (64%) are 1.4 times less likely than the traditional user (94%) to go online to research.They (95%) are more likely than the traditional user (86%) to go online to keep informed.
  • Mobile phones are a social connector.  91% of mobile users go online to socialize, compared to only 79% of traditional users.  They are using their mobile phones "at the moment" to connect with others.  The top socialize intents are:Instant message – 62%Forward e-mails (58%), content (40%) and photos (38%)Post comments on social networking sites – 45%Connect to people on social networking sites – 43%
  • Intent of Mobile Phone Users Differ by Gender and AgeMen look at prices but women buy.  When shopping, men are more likely than women to compare prices (47% vs. 30%), but women are more likely to purchase (40% vs. 30%).Women express themselves while men do business.  Women are much more likely than men to personally express themselves (49% vs. 35%) but men are much more likely to do business (62% vs. 57%).Men want to get away.  Men (79%) are much more likely than women (61%) to use their mobile phone to simply "escape."Women want to make others laugh.  Many more women (70%) than men (58%) go online using their mobile devices to entertain others.Youth are the target for retailers. Youth (44%) are more likely to shop over their mobile phones than the average mobile user (35%).Seniors want to learn. Seniors (82%) are much more likely than the traditional user (64%) to use their mobile phones to educate themselves.PRNewswire.com, New Study Shows ‘Intent’ Behind Mobile Internet Use - http://www.prnewswire.com/news-releases/new-study-shows-intent-behind-mobile-internet-use-84016487.html
  • http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#gartner-predicts1) Mobile subscribers will surpass 5 billion in 2010 (that's over 70 percent of the world population) and growing rapidly, led by China and India.* What other medium offers that reach?2) Half a billion people accessed mobile Internet worldwide in 2009. Usage will double within five years as mobile overtakes the PC as the most popular way to get on the Web.* But with 233 million mobile Web users in China alone, is this estimate conservative?3) By 2011, over 85 percent of new handsets will be able to access the mobile Web.* Please note that this does not mean smartphones – you do not need a smartphone to access the mobile Web (but it does make for a richer experience).4) The number of 3G handsets is growing fast. 3G means faster access the mobile Web (assuming a 3G network is available).* While very high 3G handset penetration helps to keep Japan at the pinnacle of mobile Web, very low 3G penetration in China hasn't stopped rapid growth.5) Mobile devices sales fell slightly in 2009, while smartphone sales showed strong growth albeit from a small base.* Beware: there is a lot of misinformation about the market share of smartphones and some handsets in particular. This doesn't matter if your mobile strategy targets all phone users equally, but if you are prioritizing one handset, you must know the facts.6) Estimates for expenditure on mobile advertising and marketing worldwide ranged from US$1.4 billion to $7.5 billion in 2009, all analysts forecast rapid growth. But with annual mobile advertising expenditure of US$1.14 billion in Japan alone, are these estimates conservative or is Japan still light years ahead of the rest of the world?7) How will consumers use their mobiles? The key drivers for mobile usage are expected to be (in order of importance) money transfer; location-based services; mobile search; mobile browsing; mobile health monitoring; mobile payment; near-field-communication services; mobile advertising; instant messaging; and mobile music.8) The top five mobile network operators worldwide that derive more of their revenue from data than other operators are all Asian: Smart Philippines, Globe Philippines, SoftBank Japan, NTT DOCOMO Japan, KDDI Japan. Also four of the top five MNOs for monthly churn (loyalty) are also Asian. Also includes top five for subscribers, revenues, monthly average revenue per user (ARPU).
  • Turned our first app into a web-based app, added acronym database.
  • At QC, as of February 2010, based on Exchange Server access.
  • STRATEGY:Short term target devices: SmartPhonesPrimary data consumersLower development costsMore mobile ready content for SmartPhonesUse Mobile Learning Portal to aggregate all mobile ready learning content currently availableNinth House Instant AdviceGetAbstractQualcomm University PodcastsLeverage low cost, low risk solutionsMetrics! Monitor usageCHALLENGES:Intellectual property seepageLMS integrationVPN/SecureTokenID required on NEXT STEPS:Continue to monitor new mobile content management/delivery systemsPursue a blended mobile learning solution, for example…Mobile Learning Portal for On Demand contentSMS for quick tipsJive for building “community”Conduct Sounding Board survey to evaluate employee “readiness”Leverage mobile delivery mechanisms available in current IT Enterprise initiativesJive mobile clientSharePointEvaluate LMS integrationBuild-up mobile content library:Third party vendors: SkillSoft (?), SkillPill, Award Solutions (Engineering podcasts), Leadership Channel, Harvard 20 Minute PathsConvert non-IP in-house content to mobile formats (Note: This may require outsourcing)Video libraryJob aids
  • FEATURES:Mobile “Library” for On Demand contentMinimal development (WordPressWPTouch)Free, open sourceLow cost, low riskIT supportedWeb-basedWorks on all major smartphones
  • JOHNSigning up (use primary email address, real photo of yourself – no copyrighted images), password requirementsEmail settingsMy Feed, All FeedHow to find people to followLiking Basic posting@repliesHashtags, how to follow a hashtagDMsSearchGroups
  • JOHNNOTE: Point out the trick for installing it on BlackBerry.
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:
  • #7 - SOLUTION: #6 - SOLUTION: Standards emerging, H264, HTML5, browser based apps, 4G, EVO, WP themes (WPTouch)#5 - SOLUTION: #4 - SOLUTION: #3 - SOLUTION: Obtain buy-in up front, work with security and legal, update mobile policy#2 - SOLUTION: Firewall, remote kill switch. Work with IT.#1 - SOLUTION:

If At First You Don't Succeed... The Mobile Learning Journey at Qualcomm If At First You Don't Succeed... The Mobile Learning Journey at Qualcomm Presentation Transcript

  • If At First You Don’t Succeed...
    The Mobile Learning Journey At Qualcomm
    John Polaschek & Barbara Ludwig, Qualcomm
  • What is mLearning?
  • It depends…
    What is mLearning?
  • Any activity that allows individuals to be more productive when consuming, interacting with, or creating information, mediated through a compact digital portable device that the individual carries on a regular basis, has reliable connectivity, and fits in a pocket or purse.
    Source: eLearning Guild, 360 Report
  • Activity…
    How many people learned something last week?
    How many people learned something (anything) via their mobile device?
  • on our mobile devices?
    What are we doing
  • Mobile  “Learning”
    (In the traditional sense…)
  • Social Connections
  • Other findings…
    Mobile used for… finance & advocacy 
    Mobile not used for… creative expression 
    Intent differs by gender and age
    Source: RuderFinn.com, Mobile Intent Index
  • mLearning: It’s Time!
    2011: over 85 percent of new handsets will be able to access the mobile Web
    2009: Half billion people accessed mobile Internet
    2013: The #1 device used to access the web will be the phone
    (Multi-)touch interface
    “Real” web on mobile
    3G handsets becoming ubiquitous
    Smartphone sales growing fast
    Source: mobiThinking.com, Global Mobile Stats
  • Qualcomm’s Adventures in Mobile
    Case Study
  • Objective
    Enable mobile access to learning resources and corporate knowledge to foster informal/formal learning.
  • Qualcomm’s Adventures in Mobile
    Memories…
  • Our First App…
    Qualcomm Negotiation Skills (BREW)
    Content/Quiz
    Splash
    Icons
    Main Menu
  • 16
    Main Menu
    SPIN Menu
    Trivia
    Questions
    Tips
    More Memories…
    Onboarding a Sales Team (SPIN)
  • 17
  • 18
    Even More Memories…
    mLearning for Customer Service Reps
  • Qualcomm’s Current Mobile Strategy
    mLearning Today
  • Mobile Users…
  • Current Strategy
    Leverage low cost, low risk solutions
    Systemic, enterprise approach
    Partner with IT! Use what they already have
    Target devices (SmartPhones)
    Aggregate mobile ready content
    Metrics! Monitor usage
  • mLearning Portal
  • Social Learning
    Learning 2.0
  • 2,500+ users20,000+ Yams
  • To Mobile Learning
    Top 7 Challenges
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • #7 - Diversity of devices & platforms
    #6 - Lack of mobile ready content
    #5 - Contract issues
    #4 - LMS integration
    #3 - Personal vs. company issued phones
    #2 - IP/CCI leakage
    #1 - Security!
  • Questions?
  • Resources
    RuderFinn.com, Mobile Intent Index: http://www.ruderfinn.com/rfrelate/intent/mobile/intent-index.html
    mobiThinking.com, Global Mobile Stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
    Jive: http://www.jivesoftware.com/
    WordPress: http://wordpress.org/
    WPTouchWordPress Theme: http://www.bravenewcode.com/products/wptouch-pro/