British Council LearnEnglish Mobile

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• British Council LearnEnglish Mobile
• Approached by network providers
• The British Councils experience expertise
• Supporting the global creative knowledge
  economy
• Providing wider access

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• LearnEnglish Mobile global product
• Hi-tech mobile devicesrich media content
• Mid-tech mobile phonesWAP content
• Lo-tech mobile phonesSMS Push

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• Findings hi-tech
• WiFi coverage an issue
• Market penetration of hi-tech devices
• Wide availability of free online content,
  limiting certain commercial opportunities
• Product seen as valuable learning adjunct

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• Findings mid-tech
• Pilots in China, Hong Kong and Thailand to look
  at commercial potential of WAP games and
  language quizzes
• Shelf life of games limited potential for
  revenue generation limited
• Outside of Western hemisphere, majority of
  phone users are not on a service contract
  such pay as you go customers very reluctant
  to go online to download from WAP sites

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• SMS Push Everyday English
• This product was launched in Thailand in February
  2008
• Users subscribe to the service via their mobile
  network
• Subscribers receive an SMS message every day

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• SMS Push Everyday English
• Types of Englishsweets (n UK) candies (n
  USA) A small piece of sweet food, made of sugar.
  E.g. She bought a packet of sweets to suck on
  the journey.
• Learning tipsSpelling third person. When the
  verb ends in y, dont forget to change the y
  to i and add es, e.g. study studies.
• Interesting factsDid you know French was the
  official language of England for over 600 years?

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• SMS Push Everyday English
• Word phrasesa factory (n) A building where large
  amounts of goods are made using machines, e.g. I
  work in a factory that makes cars.
• Expressions/idiomsto take place (v phrase) To
  happen, e.g. The last football World Cup took
  place in Germany.
• Collocations a business trip (colloquial) To
  travel to a different place, such as another
  town or country, for work, e.g. I go on two
  business trips a month.

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• Findings lotech
• Pilots in Thailand and Colombia, using- SMS Push
  Everyday English
• Low pedagogical value other than customers like
  it
• Pilots predict take up rates of ten per cent of
  user base
• Need for country-by-country negotiation for
  roll-out of product

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Final Learning Points

• Feedback on pedagogy needed
• More difficult than expected
• No global or fully regional providers
• Need for partnership
• Time needed to create content
• Best to get provider to do marketing
• No universal software or format of content for
  delivery
• Pedagogy versus lifestyle
• Daunting for managers in network
• Global versus local

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• www.britishcouncil.org
• www.britishcouncil.org/learnenglish
• www.englisonline.org.cn/en
• Martin.lowder_at_britishcouncil.org

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• LE Mobile now and in the future
• Colombia
• Thailand
• Turkey
• Philippines
• Malaysia

• Bangladesh
• Botswana
• Egypt
• Albania
• Serbia

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• Product value
• Learning value of content decreases as we move
  from hi-tech,
• through high-tech to lo-tech
• British Council brand and quality-assured content
  of significant value to network providers
• Can provide valuable product differentiation at
  point of sale of devices
• Content of interest to both technology
  manufacturers and network providers

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• Market readiness
• Hi-tech global market estimated to be ready in
  two to five years time
• Mid-tech relevant to specific markets now and
  global markets two years from now
• Lo-tech relevant to global markets now