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factors, learning English language or investing in learning perceived to be extremely important among the public. With this in the background zMessenger came up with the idea of reaching out to the larger community through the use of mobile and m-learning concept.
Mobile learning environments provides individuals a truly engagement learning module offering flexibility, reliability and easy access whenever and where ever you are, addressing limitations of traditional learning and opens up a huge opportunity for m-learning. Another key advantage of mobile learning is the effectiveness and efficiency it brings to the table with cost effectiveness. Psychological advantages include learning being repeated and ‘fear of being ridiculed’ excluded with better chances of individual concentration.
In Sri Lanka where mobile technology is in a rapid growth phase in the urban, semi-urban and rural areas people in general have adopted 4G, 3G and wireless technology daily to communicate as a result of the strong competition amongst each mobile service provider. Opportunity arises for concentrated m-learning modules to be introduced to the market.
The motive behind ‘Learn English with the British Council’ is to create a simplified and interactive medium through which users can test and practice their English language skills using their mobile phones. The service also allows users to practice their grammar and vocabulary and acts as a source which provides essential language learning tips for all levels of learners.
Q: How will the solution help an individual?
A: The present world is passing an era where mobile phones have become extremely popular among the common man. It is a fact that mobile phones are being used every day more than any other communication device or media source. With this popularity and wide usage of mobile phones across gender and age it has become unarguably the most effective channel of communicating and passing data and information. Further the majority of electronic communication takes place in English where the knowledge and competency in English has become of paramount importance. Hence the core of ‘Learn English with the British Council’ is to merge this effective communicative tool that is, interactive mobile technology with contemporary needs of learning. It will also help an individual bridging the gap between expectations of the society and becoming confident and leading a successful life.
Another objective of this project is to make the language learning widely available and convenient and most importantly cost effective. This objective has been achieved since mobile technology has taken a vital role in information exchange and communication. People who find difficulty approaching language institutes or tuition is now being approached by the pioneer of English teaching in Sri Lanka on their most used tool for communication. People are not being charged for expensive course fees but the standard subscription fee a normal VAS would charge.
Q: What are the features of the engagement tool?
A: We created ‘Learn English with the British Council’ and in 2011 July this value added service was introduce to the market. The product is a simplified, personalised interactive medium through which users can test and practice their English language skills through any mobile phone giving you a comprehensive learning experience. This unique service allows users to learn conversational English using technologies such as SMS, Interactive Voice Response (IVR) and video, by providing essential language learning tips for all levels of learners. The service then lets British Council language experts to provide feedback to users on their performance. We take this opportunity to acknowledge the effort and support by the British Council which plays a pivotal role in content creation.
The basis of ‘Learn English with the British Council’ is that the continuous interactivity that occurs between the subscriber and the application. Once the customer is registered with the service he will be notified and will be given an option to select the level he wishes to begin with, that is Elementary, Intermediate or Advance. Subscriber will be asked to select the preferred language to receive ‘conversational messages,’ that is either Sinhala or Tamil, which is a special feature to make the learning experience much effective.
Q: What are the barriers in m-learning?
A: Some segments prefer classroom training over m-learning if constraints of time and availability of resources were unavailable. The mindset is that with attention given by a tutor and teacher students will have an opportunity to interact and get advice accordingly. We are currently working on a ‘call and ask a query feature’ which will address this, if a person feels he or she is a stuck with a query; some even think that the do it yourself option available through mobile is more monotonous, but our level identifier helps to solve this issue.
Q: What is the technology used?
A: ‘Learn English with the British Council’ comprises a web based application for administration and reporting purposes. This application is built with PHP and runs in Apache Server with MySQL Database and has integrated with zMessenger SMS gateway to send and receive SMSs.
Q: How is the success of the project and how sustainable is it?
A: ‘English with the British Council’ is currently offered by Dialog, Mobitel, Etisalat and Hutch. 75% of the subscribers are out of Colombo in areas such as Jaffna, Anuradhapura, Polonnaruwa, Trincomalee, Vavuniya, Ampara and Badulla. This dispersion of subscribers speaks volumes of the efforts and the need for mobile learning through an engagement model. The solution provides translation in both Sinhala and Tamil which gives it an advantage for individuals. Through elementary, intermediary and advance levels available in two content options, Q&A and educative messages. Individuals will also be assessed through seven days ensuring a measuring tool. In a country where there’s an 80% mobile penetration, from a knowledge sharing perspective, the service has been able to reach people in the most rural areas in an unimaginable way. The endurance of the service lies with the growing demand for English language across the country and it serves as a means of fulfilling this demand with added benefits of convenience and affordability.
The British Council has made available their digital media platform which in the months to come will be utilised in order to carry out both Voice (IVR) and Video services. These new features will add value to the existing service as it will enable subscribers to listen and watch video clips on correct pronunciation, conversations, business English, interviews – basically covering a vast area that’ll be vital for day to day communication. ‘Learn English with the British Council’ has also opened doors to the digital social media market segment on which most of the youth today are actively a part of when it comes to learning. The service truly believes in evolving with technology and human needs that in turn feeds into its own sustainability.
