MOBILIZED KNOWLEDGE A mobile learning report for Thailand & Southeast Asia
CONDUCTED BY
November 2016 © 2016 All Rights Reserved
TRIS | IKI-SEA | QUIZZBIZZ
MOBILIZED KNOWLEDGE
ASIA IS THE MOST
UNIQUE AND VIBRANT
MOBILE LEARNING
MARKET IN THE WORLD Source: Ambient Insight: Mobile Learning
1 A mobile learning report for Thailand & Southeast Asia
CONTENTS FOREWORD
3
INTRODUCTION
4
SMARTPHONE MARKET WORLDWIDE
6
SMARTPHONE MARKET SOUTHEAST ASIA & THAILAND
7
MOBILE GAMING
8
SERIOUS GAMING
9
E-LEARNING IN ASIA
10
MOBILE LEARNING WORLDWIDE
11
MOBILE LEARNING ASIA
12
EDUCATION IN THAILAND
14
CORPORATE TRAINING
16
COMPETITIVE LANDSCAPE
18
INFORMATION & METHODOLOGY
20
2 MOBILIZED KNOWLEDGE
This mobile learning report is jointly developed by TRIS Corporation Limited, IKI-SEA (The Institute for Knowledge and Innovation, South-East Asia, Bangkok University) and QUIZZBIZZ (Thailand) Co., Ltd. The report was developed in order to describe the situation and trends in mobile learning, as well as outlining opportunities and future forecasts of the mobile learning industry in Asia in general and Thailand in particular.
3 A mobile learning report for Thailand & Southeast Asia
FOREWORD
Waitune Pokachaipat President TRIS Corporation Limited
Asia is a vibrant region with the highest number of mobile usage in the world. This report, MOBILIZED KNOWLEDGE: A mobile learning report for Thailand & Southeast Asia, is another milestone that will help put mobile learning into a spotlight here in Southeast Asia, and Thailand in particular. With mobile learning, we have not only the ability to open up a whole new world of learning, but we also have the ability for business to be more creative, to better outreach its customers. All of this is in a palm of our hands, and at our fingertips. I hope that turning pages of this report will provide readers with honest, insightful, and thought-provoking information, which our 3 organizations are proud to present. Enjoy.
Who can live nowadays without a smartphone? We are pleased to be part of this study on the state of Mobilized Knowledge in Thailand and Southeast Asia. At the IKI-SEA at Bangkok University, we truly believe that the use of smartphones will play an important role in the upcoming years. We already see some very novel and useful applications emerging that help support and complete traditional learning approaches. We hope you will find this study very useful and that it will open some new horizons to you and your organization.
Maik Fuellmann CEO | Co-Founder QUIZZBIZZ Ltd.
Dr. Vincent RibiĂŠre Managing Director, Co-Founder, KM and Innovation Strategist IKI-SEA
At QUIZZBIZZ we provide mobile microlearning solutions based on modular software components and customized services. We aim to redefine the way students learn, employees are trained, and customers engage with brands in fun and dynamic ways. With our participation in the development of this report we developed an in-depth understanding of Thailand’s markets and local preferences. We are proud to contribute to the development of mobile learning in Thailand and to be part of the joint research team that worked on this report. Thank you for your interest and feel welcomed to learn more about our ideas and concepts on www.quizzbizz.com.
4 MOBILIZED KNOWLEDGE
The Institute for Knowledge and Innovation Southeast Asia (IKI-SEA), is a Bangkok University Center of Excellence operating as a not for profit organization. The IKI-SEA combines leading-edge academic research capability with in-depth business experience to provide practical and effective business solutions to the private and public sectors, both here in Thailand as well as throughout Southeast Asia.
QUIZZBIZZ is an EdTech company founded by experienced managers and IT experts. We are capitalizing on profound changes in technology, demographics, urbanization and education system reforms which are collectively driving a shift towards a search for more relevant content and more flexible studying styles and habits. Our users are connected through a unique and powerful edutainment platform. Allowing educators to monitor, steer and control learning, learners to take advantage of bite-sized individualized and relevant content, and gamers to compete with up to date and localized content.
INTRODUCTION
TRIS is Thailand’s leading business consulting firm. We provide business services and consulting in areas such as performance evaluation, corporate governance and business sustainability, enterprise risk management, human resource management, business research and survey, and knowledge and innovation management. What we have accomplished is reflected through our customers trust and confidence, whether the customer is a governmental organization, the Stock Exchange of Thailand (SET), a public company, a financial institution, or a large private company.
5 A mobile learning report for Thailand & Southeast Asia
EXECUTIVE SUMMARY The world of learning is changing. Employees and students are consuming content on their mobile devices at a rapidly increasing rate. Computer and mobile literacy is fostered by national education systems. A well-trained workforce is essential to any organization, and game-based learning is adopted in large corporations around the World such as Microsoft, IBM, and Google in order to provide more efficient training. While the trends in mobile learning have largely been observed focusing exclusively on the US market, the objective of this market research is to provide an overview of the mobile learning market in Southeast Asia. The economic growth expectations, immense population and rapid development of mobile internet connectivity ensure soaring growth rates in mobile gaming and learning. The first part of the report details the general smartphone market in Southeast Asia and Thailand with insights on mobile gaming and serious gaming. The key competitive advantage in the World economy is the young population in the region which is attracting investment in education and training. The smartphone penetration rate in Thailand is currently 60%, but Ericsson Mobility Research in 2015 has forecast the number to grow as high as 90%. The further sections delve into mobile learning and corporate training. Worldwide learning revenues for mobile learning products reached $8.4 billion in 2014 and will almost double by 2019. This is mostly caused by the dominance of mobile learning in the mobile-only countries where PC connections are very limited and mobile learning is the only viable learning technology.
6 MOBILIZED KNOWLEDGE
SMARTPHONE MARKET WORLDWIDE Despite all the other platforms attempting to enter the market, the smartphone industry is still dominated by Android devices and the market share is expected to grow from 81% in 2015 to 82.6% in 2019. Apple iOS devices have maintained a 15.8% market share in 2015 with a total of 226 million shipped devices. Smartphone shipments for 2015 totaled 1.43 billion devices which is 75 percent of all mobile phones. The number of smartphone shipments is expected to grow 9.8% annually to a total of 1.86 billion smartphone devices in 2019.
81%
Android Devices
16%
iOS Devices
1.4B
Smartphone Shipments in 2015
75%
Of mobile devices sold are smartphones
The number of active mobile subscriptions has surpassed the number of people living in the World, out of which almost a half, 3.4 billion, are smartphone subscriptions. Over the period of 2016 to 2021 these subscription numbers are expected to grow to 9.1 and 6.4 billion respectively. While the aggregated smartphone growth rates have dampened over the years, data traffic will be in three-digit growth rates particularly through smartphones. Asia Pacific will have the largest total share of smartphone traffic in 2021 totaling monthly averages of 6.9GB per person. On a global level, the total smartphone traffic will surge 1,100% between 2016 and 2021. Source: Ericsson Mobility Report (2015)
INCREASED SMARTPHONE TRAFFIC BY 2021
11X
7 A mobile learning report for Thailand & Southeast Asia
SOUTHEAST ASIA & THAILAND Southeast Asia is driven by smartphone and mobile broadband growth. While a small percentage of the people has access to internet on computers, mobile internet subscriptions and Wi-Fi are growing in parallel. One in every two consumers subscribes to a mobile broadband plan in Southeast Asia only. Expanding smartphone market penetration in Southeast Asia attributes to the increasingly affordable devices and higher adoption rates by the younger population, which is proportionally highest in the World. While the smartphone penetration rates vary greatly within Southeast Asia, the number of smartphone devices is expected to grow from 350 million to 850 million devices in 2021. Android remains as the dominant operating system for smartphone devices in Thailand. Android has increased its lead in the smartphone market from 32% in 2011 to 74% in 2015.
4%
Thailand is currently ranking high in smartphone penetration at 60 percent, but is forecast to surge to as much as 90 percent in 2018 after the 4G/LTE auctions held in Thailand. Only five million households of the 22 million in Thailand have a personal computer, and under 40% of the Thai population have access to internet on computers. In contrast, 70% of the total population and 90% of the population between the ages of 18 and 24 have access to internet on a mobile device every day. Source: Nasdaq: Ericsson wins contract for LTE advanced rollout in Thailand
60% 90% 90%
Smartphone Penetration 2016 Smartphone Penetration 2018 Smartphone Internet Access (age 18-24)
Source: Ambient Insight: Asia Mobile Learning Market (2014-2019)
5%
Mobile OS Market Share
17%
74%
Android iOS Windows Others
8 MOBILIZED KNOWLEDGE
MOBILE GAMING Asia leads the global mobile gaming market as Western markets begin to mature. While China is the largest market in terms of revenues and market share, Thailand remains the largest market in terms of mobile gaming revenues within Southeast Asia. The total number of mobile gamers in Southeast Asia is 126 million and 14.7 million in Thailand which is expected to grow at 8.5% annually.
The average age of a gamer is 37, females account for 44% of all gamers worldwide while male gamers account for 56%. The average session length of a mobile gamer is 245 seconds (slightly over 4 minutes) and the average number of sessions is 6.5 per user. This number is higher in the Asian countries with an average of over 7 sessions per user. Strategy games are the most engaging mobile genre with double the average sessions and session duration.
37 years
Average age of a gamer
56% Male
44% Female Source: ESA: Essential Facts (2015) Source: IBM: Serious Games Overview (2011)
MOST POPULAR SMARTPHONE GAMES
31%
Social Games
14%
Puzzle-, Board & Trivia Games
5%
Action Games
Mobile gamers can typically be divided into two categories. The Big Spenders who spend a considerable amount of money on mobile gaming, and the Free Marketers who spend a substantial amount of time on mobile games.
9 A mobile learning report for Thailand & Southeast Asia
SERIOUS GAMING Serious gaming is a knowledge transfer method that uses gameplay with explicit pedagogical goals. With Serious Gaming real-life scenarios can be played and reproduced. These games can be found at schools and universities as well as in corporate education. Serious Games can be used to conduct training, motivate employees and stimulate creative problem-solving skills and save resources while doing so. Game-based learning has the highest global growth rate of all learning technology products. The market reached $1.8 billion in 2014 and is forecast to grow at 21.9% annually to $4.9 billion by 2019. The highest growth rates will be in tertiary education and corporate segments (40.1% and 29.3% per year respectively).
Capabilities of Serious Gaming ▶ Make business processes more efficient ▶ Improve ROI from processes, time, and resources ▶ 108% more retention of knowledge, compared to traditional methods Source: SOOMLA: Mobile Gaming Insights Report (Q1 2016)
10 MOBILIZED KNOWLEDGE
E-LEARNING IN ASIA
Asia will generate the second highest revenues in the world for e-Learning after North America by 2018 and revenues will reach $12.5B by 2020 according to a forecast report by Ambient Insight. Asia’s relatively flat growth rate at 1.7% has stagnated during the last years due to negative growth rates in early adopter countries and in China. This cannot be said for the developing economies where e-Learning is indeed booming, with growth rates over 40% in Thailand, Laos, Cambodia and Myanmar. The most significant catalysts in Asia, driving e-Learning products are: ▶ ▶ ▶ ▶ ▶
Rollout of national broadband education networks Technology deployments and content digitization in the institutions Teacher shortages in developing economies New government education policies Booming enrollment in tertiary education
Trends in K-12 schools: ▶ Increasing use of blended learning ▶ Increasing use of collaborative learning approaches ▶ Personalized learning ▶ Bring Your Own Device (BYOD)
TRENDS
Source: Ambient Insight: Asia Self-paced eLearning (2013-2018)
Trends in higher education: ▶ Increasing use of blended learning ▶ Redesigning learning spaces ▶ Growing focus on measuring learning ▶ Growth of open educational resources ▶ Bring Your Own Device (BYOD) Source: Horizon Report: 2015 K-12 Edition
11 A mobile learning report for Thailand & Southeast Asia
MOBILE LEARNING WORDWIDE Worldwide revenues for mobile learning products reached $8.4 billion in 2014, and will reach $14.5 billion by 2019. $8.4B in 2014
11.3% CAGR
$14.5B in 2019
The surge in revenues for mobile learning products across the planet is due to several convergent catalysts. These include the dominance of mobile learning in mobile-only countries, the boom in demand for mobile learning value-added services (VAS), massive consumer demand for mobile educational content, the large-scale smart device adoption in the consumer and academic segments, and the rapid innovation of fundamentally new types of Mobile Learning. Source: Ambient Insight: MobileLearning
12 MOBILIZED KNOWLEDGE
MOBILE
LEARNING
IN ASIA
13 A mobile learning report for Thailand & Southeast Asia
ASIA IS THE MOST UNIQUE AND VIBRANT MOBILE LEARNING MARKET IN THE WORLD.
Asia is the most unique and vibrant mobile learning market. According to research on the mobile learning market conducted by Ambient Insight, revenues for mobile learning products reached $4.5 billion in 2014. The five-year compound annual growth rate (CAGR) is 11.4% and revenues will reach $7.7 billion by 2019.
MOBILE LEARNING
Five-year annual growth rate (Asia top 5) 40%
Source: Ambient Insight: Mobile Learning
35% 30% 25% 20% 15% 10% 5% 0%
LA
MA IA
YS
D
AN
AIL
TH
R
IA
MA
AN
OS
LA
MY
OD
MB
CA
Source: Ambient Insight: Asia Mobile Learning Market (2014-2019)
According to Ericsson’s Mobility Report from January 2015, by 2020 over 90% of mobile subscribers will be connected using wireless broadband and 50% of them will be in Asia. Source: Ericsson Mobility Report (2015)
Mobile penetration rates are overwhelmingly higher than PC penetration rates in most Asian markets. These are so-called mobile first and mobile only countries and they are rapidly developing economies. Mobile learning is the only viable learning technology in these countries. Mobile learning VAS (Value-added service) products were 2014 used by over 400 million subscribers in Asia, a 100% increase from 200 million users in 2012.
14 MOBILIZED KNOWLEDGE
EDUCATION IN THAILAND Thailand has a higher tertiary enrollment than all ASEAN countries, except Singapore. This has been achieved by a major social commitment to higher education and Thailand’s spending on education is now higher than other ASEAN members except Malaysia and Brunei. However, the quality of the Thai education is a matter of concern. In the general rating of the quality of education systems in the World Competitiveness Report, Thailand ranks lowest in ASEAN (Myanmar and Lao PDR not included)
56%
With the advanced powerful technologies and increasing mobility in the world today, educational institutions in Thailand are being forced to embrace new technology and learning tools. Introduction of innovative technology in the classroom differentiates institutions from their competitors which attracts and supports the next generation of students. Institutions all over the country are improving wireless networks, mobile services and smart learning solutions. Enabling a Bring Your Own Device environment so that students and teachers can engage in interactive mobile learning experiences.
of the entire Thai population between 18-21 is enrolled in tertiary education. Source: Ministry of Education: Thailand 2009
15 A mobile learning report for Thailand & Southeast Asia The expansion of the education system in Thailand has given a large number of people better life opportunities during the recent decades. The challenge today is to improve the quality of education at all levels, and align the education system with the labor market, creating opportunities for further enhanced education and knowledge. In the light of this, The Ministry of Education has drawn up a plan including five key objectives.
KEY OBJECTIVES BY THE MINISTRY OF EDUCATION ▶ Prioritize learning and facilitate access, including remote learning and use of new technologies. ▶ Invest in developing human resources, especially English language capability. ▶ ▶ ▶
Develop quality of vocational education to meet demands of domestic industry. Develop ICT for education, and ICT skills for education. Promote learning in science and technology at every level.
16 MOBILIZED KNOWLEDGE
CORPORATE TRAINING
MOBILE TECHNOLOGY IS THE FUTURE OF CORPORATE TRAINING As mobile devices evolve with increasing functionality, companies are becoming more interested in mobile apps that can replace functions that were previously limited to computers, as well as leveraging new features that are unique to mobile devices. Mobile learning is something that is happening now, all over the world, in all industries and in companies of all sizes. No industry is immune to the impact of mobile devices and any business can take advantage of corporate training through mobile devices. Implementing models based on the principles of mobile learning brings great benefits in terms of reduced costs and increased efficiency. It also creates a more flexible and mobile corporate training structure.
17 A mobile learning report for Thailand & Southeast Asia Mobile games can be utilized as a reinforcement method after the training, and embedding gaming elements within the training program enhances employee engagement and retention. Microlearning, or bite-sized consumable learning objects can provide learners with exactly what they need. Employees receive an average of 53.8 hours of training per year and only 1.8 percent of that is delivered via mobile devices. Whereas learning and development issues have risen from 8th to 3rd most important talent challenge since 2014 and interactive and engaging learning solutions are on-demand. Companies must develop talent internally since all of it cannot be recruited anymore.
EMBEDDING MOBILE APP GAMING INCREASES KNOWLEDGE RETENTION OF EMPLOYEES. A successful approach to increasing the efficiency of a corporate training program is embedding mobile gaming and gamified elements. Using gaming elements as a method of reinforcement during training increases the training experience. Embedding mobile app gaming between and after training sessions improves learner engagement and increases the knowledge retention of employees. Using post-training extends the lifetime of the training program and increases the likelihood of application on the job. There is a high adoption of microlearning by the entire workforce, from young to old. In a reality where everyone is connected at every time developing short, easily consumable learning objects is an effective and practical way to learn. Learners can consume the learning objects when they only have a few minutes to spare, commuting to work or preparing for a corporate training seminar. Microlearning, if utilized correctly, effectively provides the learner with the factual knowledge that they need. Incorporating gamified elements makes the entire process of learning more engaging and entertaining.
KEY FACTS 53.8H
Average Yearly Training
ONLY
1.8%
Delivered via Mobile Devices Source: 2015 Industry Training Report
18 MOBILIZED KNOWLEDGE
COMPETITIVE LANDSCAPE The Southeast Asian mobile learning landscape covered in this report offers great potential for local institutions and organizations to embrace mobile learning and become early adopters in the wake of the global mobile learning market. A substantial part of today’s information is presented in simple multiple choice format. The knowledge in both initial and recurrent certifications of aviation security officers are tested through reliable and standardized multiple choice tests, and driver license tests are no exception. Smartphones and mobile learning platforms provide optimized knowledge transfer methods for this type of information. Companies are looking for intelligent and critical thinking employees; the knowledge transferred through multiple choice questions alone is not enough, but it is necessary for the foundation of how these employees can be trained. This basis allows trainers and teachers to more effectively deepen the knowledge and apply it to real life cases and scenarios. The rote learning, or memorization, concepts of explicit knowledge improve the training efficiency both outside and within the learning premises and is able to save valuable time and resources in training. On a global scale, the mobile learning markets are becoming more saturated. However, competitors in this industry are focusing purely on either educational or entertaining mobile apps. A great example of the latter is Trivia Crack, with more than 130 million active users, who have successfully created a large audience through providing questions with entertaining value but with no concentration on learning. In contrast purely educational apps, such as iTunes U, is using the Apple ecosystem to bring homework and course material to students’ tablets. This app is used in more than 100 universities in the United States including Harvard and Yale.
19 A mobile learning report for Thailand & Southeast Asia
Duolingo, the first language-learning program to challenge expensive paid programs, is dominating the Education categories in both app stores and is used by UBER drivers in South Americas to learn English. In June 2015 Google led the investment round of $45 million rising up to $83 million in total funding. Duolingo helps to bridge the gap between informal and formal learning through listening to the users and allowing them to speak with the app without the presence of a teacher. The Industry growth rates are positive in all fields. Currently 8% of companies use MOOCs (Massive Open Online Courses) and this rate is predicted to rise to 24% within the next two years, 31% of organizations have adopted mobile learning, and the online corporate market is expected to grow 13% per year until 2017. The learning prospects of mobile phones are substantial and due to the connectivity and access to information, smartphones are going to increase in functionality and will continue to be the future of learning. Southeast Asia is on the forefront of learning in this nature, as the demographic of young mobile users in this region has shown that it is able to adapt effortlessly to new trends in all mobile behavior.
20 MOBILIZED KNOWLEDGE
This research was conducted via both secondary and primary data which was sampled over the first half of the year 2016. A written survey was designed to describe and understand the mobile usage and mobile learning behavior of different demographic groups in greater Bangkok Metropolitan Area with a sample size of 583. Interviews with industry experts in education technology and communications were conducted together with secondary data to achieve the most concrete results. Additionally secondary data derived from market reports in the field were identified, selected, further investigated and researched. Reputable and recent sources for the data came from IBM, Ericsson, Thailand Ministry of Education, and Ambient Insight.
METHODOLOGY
INFORMATION &
FOR MORE INFORMATION CONTACT
www.tris.com info@tris.com
www.iki-sea.org info@iki-sea.org
www.quizzbizz.com info@quizzbizz.com
A mobile learning report for Thailand & Southeast Asia
40%
AN EMPLOYEE’S PRODUCTIVITY CAN INCREASE BY
THROUGH MOBILE LEARNING Source: Mobile Helix/Vanson Bourne July 2013
MOBILIZED KNOWLEDGE
A mobile learning report for Thailand & Southeast Asia