Mobile Revolution and Assessment - ATP 2011

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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

Published in: Technology, Business
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  • Mobile Revolution and Assessment - ATP 2011

    1. 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. 2. A Curated PresentationHow We Live Agent of Change In Our Industry
    3. 3. Mobile...How We Live Agent of Change In Our Industry
    4. 4. Mobile...How We Live Agent of Change In Our Industry
    5. 5. Mobile...How We Live Agent of Change In Our Industry
    6. 6. The Mobile Revolution Mainframe 1 Million Units Sold in First Ten Years
    7. 7. The Mobile Revolution Minicomputer 10 Million Units Sold in First Ten Years
    8. 8. The Mobile Revolution PC 100 Million Units Sold in First Ten Years
    9. 9. The Mobile RevolutionDesktop Internet 1 Billion+ Users In First Ten Years
    10. 10. The Mobile Revolution Mobile Internet 10+ Billion Units Sold in First Ten Years
    11. 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. 12. The Mobile Revolution January 25th - Egypt Creator joined YouTube after recording on January 25th -
    13. 13. The Mobile Revolution
    14. 14. The Mobile Revolution January 25th - Egypt 600,000 views in two weeks http://www.youtube.com/watch?v=I_emuOVvlbU
    15. 15. Smartphone units sold willsurpass PC units in 2012 - Morgan Stanley - June 2010
    16. 16. Smartphone units sold willsurpass PC units in 2012 - Morgan Stanley - June 2010 Smartphone units sold actually surpassed PC units...
    17. 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. 18. Year Over Year PCGrowth is Currently 2.7% Year Over Year Smartphone Growth...
    19. 19. Year Over Year PCGrowth is Currently 2.7% Year Over Year Smartphone Growth Currently 87.2 % - IDC
    20. 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. 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. 22. There Were 5.3 Billion MobileSubscribers by the End of 2010
    23. 23. There Were 5.3 Billion MobileSubscribers by the End of 2010 Comprising 77% of the World’s Population...
    24. 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. 25. By 2011, Over 85% ofHandsets Shipped Globally... Will Include Some Sort of Web Browser. - Gartner
    26. 26. You Are Here
    27. 27. You Are Here
    28. 28. Mobile: How We Live
    29. 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. 30. Media Mobile Devices Match Always-On Internet and Convenient Consumption... To a Time-Crunched Consumer Lifestyle
    31. 31. Media Trends Video Consumption Time Shifting Content Aggregation Passive Personalization
    32. 32. Media:Video Video Currently Half of All Mobile Data Traffic...
    33. 33. Media:Video Video Currently Half of All Mobile Data Traffic... Expected to be 70% in Four Years - Morgan Stanley
    34. 34. Time Shifting: Flagging Content to be Consumed Later at a More Convenient Time
    35. 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. 36. Time Shifting: Is Mobile Affecting When We Read?
    37. 37. Time Shifting: Read It Later Articles Saved Source: ReadItLater - 100 Million Articles Saved on Web and Mobile
    38. 38. Time Shifting: Read It Later Articles Saved Articles Read on iPhone Source: ReadItLater - 100 Million Articles Saved on Web and Mobile
    39. 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. 40. Time Shifting: Instapaper Instapaper
    41. 41. Content Aggregation Flipboard
    42. 42. Passive Personalization Pandora Netflix
    43. 43. Future Media: In the Cloud Whose New Datacenter?
    44. 44. Facebook 150 Million Mobile Users
    45. 45. Trend: CommunicationSocial Networking timespent globally surpassedemail in November 2007 Social Networking users surpass email users in July 2009 - Comscore Global
    46. 46. Facebook had 150 million mobileusers in 2010. Up from 65 millionin 2009
    47. 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. 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. 49. TwitterFast Company’s #2 mostinnovative company for 2011 (behind Apple) - http://www.fastcompany.com/most-innovative-companies/2011/profile/twitter.php
    50. 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. 51. Mobile: Agent of Change
    52. 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. 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. 54. Managing theSupply of Anti-Malarial Drugsin AfricaSMS Remindersto RecordInventory andRequestRestocking SMS as Application
    55. 55. Location
    56. 56. Location: EvolvedMore thanjust seeingwho’snearby.
    57. 57. Using thephone’scamera, aninformationlayer issuperimposedover the real-world. Augmented Reality
    58. 58. Device Integration
    59. 59. Mobile Integration
    60. 60. Near Field Communication: Touch to Share
    61. 61. NFC: Touch to Pay
    62. 62. NFC: Touch to Learn
    63. 63. NFC: Personalized Advertising
    64. 64. Mobile: In Our Industry
    65. 65. Implications - Applications Mobile Web Mobile Learning Test Preparation Observational Testing Low-Stakes Assessment
    66. 66. Mobile Web Provide a ‘Small Screen’ View... of Content and Web Apps vs. Mobile Web Login Regular Web (on Mobile)
    67. 67. Mobile Web Provide a ‘Small Screen’ View... of Content and Web Apps vs. Mobile Web Login Regular Web (on Mobile)
    68. 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. 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. 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. 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. 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. 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. 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. 75. Mobile Learning Cisco M-Learning
    76. 76. Mobile Learning iTunes University - Stanford iPhone Course
    77. 77. Mac OS XTest Preparation Support Essentials Remediate ReportSelf-Quiz Track Progress
    78. 78. Test Preparation Cert Flashcards - Comp TIA A+
    79. 79. Observational Testing Mobile - Moving Observational Testing into the 21st Century Drivers License Exam
    80. 80. Low-Stakes Assessments Questionmark
    81. 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/

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