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...
Agenda
I:
The
Mobile
Market
In
Asia
And
Japan
II:
Status
Quo
In
Japan’s
M‐Learning
Market
III:
Japanese
M‐Learning
Service...
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
(In...
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
...
Japan:
Vibrant
Mobile
Phone
Market
 • Home
to
five
major
cell
phone
makers:
Sharp,
Panasonic,
   
 


Fujitsu‐Toshiba,
NEC‐...
Japan:
Birthplace
of
the
Mobile
Web
And
Hotbed
For
InnovaTon
• World‘s
first
mobile
web
applicaTon
in
1999
 
• Full
PC
web
...
II:
Status
Quo
In
Japan’s
M‐       Learning
Market

Size
of
DomesTc
E‐Learning
Market
• Total Market size in 2010: US$1.36 billion, accordingto Yano Research• Broken down to ...
Size
Of
B2B
E‐Learning
Market

• Overall size: US$ 690 million• Learning Management Systems: US$ 82million• Contents: US$ ...
Size
Of
B2C
E‐Learning
Market

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

• Overall size: US$ 338million• Packaged software for computer: US$ 63 million...
Structure
Of
E‐/M‐Learning
Market
• Highly fragmented market• Few hundred companies active• Very few ventures, many big co...
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
poi...
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
qui...
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
Englis...
Augmented
Reality
In
Learning
Yet
To
Arrive
• Layar‘s
Hiroshima
P2
Walker
 
• April
2010
launch
 
• Informs
visitors
about...
GPS
In
Learning
Yet
To
Arrive
• Keitai
Kunitori
Gassen
(Mobile
Country
Conquest
Ba?les)
 
• Historical
Flash
Lite
game
foc...
Mobile
Learning
CMS
• M‐Star:
Made
by
Kanagawa‐based
Terracom
 
• Cloud‐based,
suitable
for
all
Japanese
feature
phones
an...
Next‐generaTon
Mobile
Learning
Project
• Project
iniTated
by
SojBank
 
• Won
Award
of
Minister
for
Internal
Affairs
and
Com...
Next
GeneraTon
Mobile
Learning
Project
• IniTated
within
Sojbank
in
2008
with
2
people
 
• Flow:
Sales
training
courses
to...
Next
GeneraTon
Mobile
Learning
Project
• Example:
„Improving
your
public
speaking
skills“


 
• Lecturers:
Professional
Ja...
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.face...
Sources                                              
•    Slide
8:
h?p://www.flickr.com/photos/cocoarmani/2059353149/

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Mobile Learning In Japan

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Mobile Learning In Japan

  1. Mobile
Learning
In
Japan
‐
Status
Quo
And
Trends
– 
 by
Dr.
Serkan
Toto
 Twi?er:
@serkantoto 

  2. 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
 

  3. 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

  4. I:
The
Mobile
Market
In
Asia
And
 Japan

  5. Asia:
World‘s
Biggest
Web
PopulaTon
• More
than
America
and
Europe
combined
 
• Rapidly
growing
 

  6. Asia:
Weak
In
Internet
PenetraTon
 • Worldwide,
just
Africa
is
behind
Asia
 
 • Huge
potenTal

 
Source:
ITU
(Interna0onal
Telecommunica0on
Union)

  7. Asia:
Mobile
Is
Everything
 ‐>
10
of
the
top
20
mobile
naTons
are
in
Asia
Source:
Wikipedia

  8. 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)
 

  9. 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

  10. 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
 

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

  12. Size
of
DomesTc
E‐Learning
Market
• Total Market size in 2010: US$1.36 billion, accordingto Yano Research• Broken down to three segments • B2B • B2C • Packaged software
  13. 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
  14. Size
Of
B2C
E‐Learning
Market

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

• Overall size: US$ 338million• Packaged software for computer: US$ 63 million• Games: US$ 275 million
  16. 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
  17. Structure
Of
E‐/M‐Learning
Market
(II)

  18. III:
Japanese
M‐Learning
Services
 And
ApplicaTons

  19. Cyber
University
• Private
university
 
• Founded
in
April
2007
by
SojBank
 
• 1,225
students
 

  20. Cyber
University
 
• First
mobile
course
in
November
2007
• "Mysteries
of
the
Pyramids"
was
streaming
video
of
a
power
point
 
presentaTon
and
the
professors
audio
• Cell
phone
opTmized
site
at
h?p://cu‐m.jp/

 
• But
now
switch
to
3‐screen
approach
 

  21. Cyber
University
 
• „e‐college“,
integrated
app
for
iPhone
and
iPad
• 24
courses
available
(video,
audio,
materials)
 

  22. Japan:
iPhone
as
catalyst
of
smartphone
boom
 ‐>
Languages
are
big
in
smartphone
apps


Source:
App
Annie

  23. 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
 

  24. Feature
Phones
STll
Dominant
• Plethora
of
learning
sites
for
proprietary
mobile
web
systems
 
• One
example:
Eigotown
 

  25. Flash
Lite
Game
„Learning
English
With
Harry
Po?er“

  26. 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
  27. 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

  28. 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

  29. 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



 

  30. 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
 

  31. 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
 

  32. 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

  33. Thank
you
for
listening! 
 Terima
Kasih! 

  34. 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

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


×