Looking Beyond Today’s Learning Technologies

While visiting the L.A. offices of one of Ambient Insight’s Advisory Board members, Aaron Pulkka of Rabbx (Los Angeles) and  Metal Rabbit Games (Changzhou), I had the opportunity to try out some new technology. I should say “try on” some new technology.

Aaron with Google Glass

Aaron Pulkka, co-founder and CEO of Rabbx, co-founder and chairman of Metal Rabbit Games

A lot of virtual ink has already been spilled exploring the potential of Google Glasses for providing augmented reality learning experiences. There are “how to” or skills-based apps such as Kitch Me and Sous Chef, cooking instructions that walk you through the steps of cooking, and knowledge-based apps such as CamelBak Thirst, one of numerous “Glass” fitness apps that delivers hydration tips.

But the real eye opener was experiencing Aaron’s head-tracking Oculus Rift, that little startup behind the virtual reality (VR) device Facebook now owns. My first “trip” was around a Tuscan villa by the sea, and as I joy-stick traveled around the grounds, the background sounds changed seamlessly, adding to the immersive feeling. (Not a learning experience, just a see-what-it-can-do demo.)

That was nice, but a trip through the solar system via the Oculus Rift demo Titans of Space really demonstrated the expansive opportunities that this head-mounted display technology offers for learning.

Tyson Greer with Occulus

Ambient Insight CEO Tyson Greer exploring with the Oculus

We all know that Mercury is really small and that Jupiter and Saturn are really big and have seen plenty of 2D pictures to prove it, but taking a self-guided tour through space—experiencing the spatial distance between celestial objects—takes learning to a new level.

Besides experiencing relative distance, each click of a button on the game-controller device brought new information to the virtual panel at the bottom of my field of (VR) vision. These displays provided a wealth of contextual details about the planets, moons, dwarf planets, and asteroids in our solar system, and two ginormous suns beyond—one bigger than our entire solar system, I get that now. After “experiencing” it, I really get that now.

At Ambient Insight, we focus on learning technology that has gained enough traction to be commercial, but sometimes you just have to look… well, far out.

 

Digital English Language Learning – Asia Region Report Released

The Asia market for Digital English Language Learning is hot. This region’s revenues—the highest on the planet—were $863.1 million in 2013 and by 2018 will be a whopping $1.6 billion.

Sam Adkins, Ambient Insight's chief research officer

Sam Adkins, Ambient Insight’s chief research officer

Sam Adkins, Ambient Insight’s Chief Research Officer and author of the Digital English Language Learning reports, provides the numbers and details on what is making this market boom in The 2013-2018 Asia Digital English Language Learning Market, the first of the regional reports in this series.

Mobile Learning value added services (VAS)

One of the important factors in the growth of the Asia English language market is the energetic growth of Mobile Learning value added services (VAS), a fusion of products and services that we identified first in the Asia region in 2008 and that since then has enjoyed a meteoric rise, particularly in developing economies, around the world. Telecoms and device makers created the market and are still the leaders.

Telecoms based in Asia as elsewhere are taking advantage of their reach—millions of customers—to partner with a host of language learning content providers to offer low-cost digital English lessons. Sam reports that by the end of 2013, there were 98 Mobile Learning VAS products in Asia and 230 million customers were using them; and those 98 VAS products accounted for nearly half (45%) of Mobile Learning VAS products on the planet. However, 5 of the 20 countries analyzed in this report do not yet have Mobile Learning VAS products—and this can mean new opportunities for suppliers.

2013-2018 Digital English Language Learning growth - AsiaIn Asia, English language learning is the top revenue-generating type of Mobile Learning VAS and the second product type in terms of growth. The top growth spot goes to Mobile Learning Apps and edugames. Of course, “mileage varies” country by country.

The full report identifies catalysts, details buyers—a particularly complex subject in the Asia region—and breaks out revenues for the five learning technology products they are buying.

For more about this market in Asia, including the other catalysts and country by country growth rates, download the free “2013-2018 Asia Digital English Language Learning Market Abstract” on Ambient Insight’s Digital English Language Learning Market Research page.

North America Edugame Market Report Released

If you’re a Mobile Learning supplier, you can thank parents in North America for doing their part in boosting the market for mobile Game-based Learning products and services.

LittleBoyWithTabletGrowth of the North America mobile edugame market—12.5% compound annual growth (CAGR)—is strongest at two ends of the age spectrum: young children (math and language learning) and elders (brain trainers and brain fitness).

However, the brain trainer market is no longer exclusively the province of elders. Savvy suppliers are producing products for youngsters as well; parents see the value in getting a competitive head start (or help staying on track with concentration training).

Lumosity is reaching out to EVERYONE via their massive media marketing campaign that includes paid search, print, and radio. (National Public Radio does seem a logical fit as a “sponsor” venue.)

One of the interesting trends I’ve been watching in the Game-based Learning market is the increasing use of data–data to drive decisions for developers and platform providers and data shared with parents to offer them increased engagement opportunities with their youngsters who are playing edugames.

Periple au coeur de la colonie

“Journey into the Colonies” by Arcane Technologies

 

The key word in edugames is: engagement. Schools purchase edugames (packaged content) to increase student engagement.

MurderAtTheMet

“Murder At the Met” by Green Door

 

 

 

Nonprofits and all levels of government purchase content services or create their own edugames to attract and engage visitors to their museums, parks, and other cultural or heritage destinations. Location-based Learning games continue to rise, however augmented reality games have not enjoyed the same success.

For more info on buyers and the catalysts and inhibitors for this thriving market, download the free Executive Overview of the 2013-2018 North America Mobile Edugame Market, which you can find on Ambient Insight’s Game-based Learning Research page. The 76-page report goes into detail about trends and buying behaviors, and identifies the total addressable market for six distinct types of mobile edugames product types.

 

 

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