Mobile phones can play a significant role in imparting education in India. The importance of this medium is slowly but steadily being realised by players in the telecom industry, who are now developing the necessary applications to work towards mobile education (m-education or m-learning).
Since the mobile learning space is still evolving, there is no industry estimate on the size of the market, as it is too small. A report on mobile VAS in India by IAMAI and IMRB says that the value added services industry stood at Rs 5,780 crore annually in June 2008. Out of this, P2P (peer to peer) SMS contributes Rs 2,140 crore and this goes only to the operators (the balance Rs 3,640 crore is divided among the different stakeholders including the operators). The report estimates the VAS industry to reach Rs 16,520 crore by June.
Several telcos have started offering m-education services such as English lessons, dial-in tutorials, school syllabi, question sets, vocabulary general knowledge tutorials, exam tips, exam result alerts and education for the physically challenged. These operators usually partner with VAS companies to develop the applications.
At present, many leading operators are providing m-education services and applications to their subscribers. Aircel, the fifth largest GSM player in the country by subscribers, offers education related services through its mGurujee application. The App allows users access to content in areas of engineering, management, civil services and medicine; school syllabi of CBSE and ICSE boards as well as skill development, vocabulary and general knowledge tutorials. A user can subscribe to mGurujee and get access to learning content in practice, quiz, timed or tutorial mode. When the user completes a question set or the time is over, the results are displayed instantly. The operator charges Rs 5 per question set and Rs 30 per month for subscription to a question set.
Another GSM operator, Tata Docomo, provides an English Seekho service through its mobile portal, Tata Zone. It allows users to take conversational English language lessons on their mobiles through an interactive voice response (IVR) application that guides the user through audio clips. It offers short lessons followed by interactive lessons which enable users to practice what they have learnt through the mobile’s keys or through speech recognition. The subscription fee for this service is Rs 20 per month and call charges are 60 paise per minute. It is available in 24 cities.
State-owned telco BSNL has also started offering an English learning service for its subscribers. It has launched a spoken English program, Learn English, which has been designed by Mumbai-based mobile content provider EnableM Technologies in association with Bangalore-based OnMobile Global. The program teaches spoken English through simple stories and everyday situations that a common man can relate to. Subscribers have the option of selecting their level of learning, based on their proficiency in the language. Daily SMS and practice tests are a part of the package, which is available in nine Indian languages. It also allows subscribers to receive a new word daily through SMS. The subscription cost for this is Rs 20 per month and call browsing charges are 30 paise per minute.
Apart from telcos, institutions such as the Indira Gandhi National Open University ( IGNOU) have initiated basic mobile services for students spread across the country. IGNOU is using an SMS model for exam alerts, which is available in five regional sectors in India and has a network of 30,000 to 50,000 students.
At present, most companies offering m-learning directly or indirectly consider the industry to be very small but see a lot of opportunity in this space with newer applications coming in.