the Mobile Revolution
and Assessment
ATP - 2011
Michael Kayser, EMEA Managing Director
Peter Pascale, Enterprise Architect Mgr
Ron Lancaster, Director of Technology
Pearson VUE

A Curated Presentation
How We Live
Agent of Change
In Our Industry

Mobile...
How We Live
Agent of Change
In Our Industry

Mobile...
How We Live
Agent of Change
In Our Industry

Mobile...
How We Live
Agent of Change
In Our Industry

The Mobile Revolution
Mainframe
1 Million Units Sold in First Ten Years

The Mobile Revolution
Minicomputer
10 Million Units
Sold in First
Ten Years

The Mobile Revolution
PC
100 Million Units
Sold in First
Ten Years

The Mobile Revolution
Desktop Internet
1 Billion+ Users
In First Ten Years

The Mobile Revolution
Mobile Internet
10+ Billion Units
Sold in First
Ten Years

This is Not a Bubble, It’s a Revolution
Units Sold/Users in First 10 Years
10 Billion
5 Billion
Mainframe Minicomputer PC Desktop Mobile
Internet Internet
1 Million 10 Million 100 Million 1 Billion 10 Billion

The Mobile Revolution
January 25th - Egypt
Creator joined YouTube after
recording on January 25th -

The Mobile Revolution

The Mobile Revolution
January 25th - Egypt
600,000 views in two weeks
http://www.youtube.com/watch?v=I_emuOVvlbU

Smartphone units sold will
surpass PC units in 2012
- Morgan Stanley - June 2010

Smartphone units sold will
surpass PC units in 2012
- Morgan Stanley - June 2010
Smartphone units sold actually
surpassed PC units...

Smartphone units sold will
surpass PC units in 2012
- Morgan Stanley - June 2010
Smartphone units sold actually
surpassed PC units...
In Q4 2010
- IDC Worldwide Quarterly Tracker - January 2011
100 million units sold in Q4 2010 vs. 92 million PCs

Year Over Year PC
Growth is Currently 2.7%
Year Over Year Smartphone
Growth...

Year Over Year PC
Growth is Currently 2.7%
Year Over Year Smartphone
Growth Currently 87.2 %
- IDC

The iPhone is Available from
185 Communication Service
Providers Around the World
- Gartner
Not Just Smartphones -
Nokia Sold 360 Million
‘Dumbphones’ in 2010
- Nokia / Tomi Ahonen

India and China Added
300 Million New Mobile
Subscribers in 2010
... More Than the Total
Number of Subscribers
in the US
- Int’l Telecom Union

There Were 5.3 Billion Mobile
Subscribers by the End of 2010

There Were 5.3 Billion Mobile
Subscribers by the End of 2010
Comprising 77% of the
World’s Population...

There Were 5.3 Billion Mobile
Subscribers by the End of 2010
Comprising 77% of the
World’s Population...
3.8 Billion of them in
the Developing World
- Int’l Telecom Union

By 2011, Over 85% of
Handsets Shipped Globally...
Will Include Some Sort
of Web Browser.
- Gartner

You Are Here

You Are Here

Mobile:
How We Live

More Than Half the Time...
Other
Games
Internet
8% 3%
9%
The Phone
45% Voice
Music 10% Isn’t Used
as a Phone
12%
E-Mail 14%
SMS
- Morgan Stanley / iSuppli - iPhone usage studies

Media
Mobile Devices Match
Always-On Internet and
Convenient Consumption...
To a Time-Crunched
Consumer Lifestyle

Media Trends
Video Consumption
Time Shifting
Content Aggregation
Passive Personalization

Media:Video
Video Currently Half of
All Mobile Data Traffic...

Media:Video
Video Currently Half of
All Mobile Data Traffic...
Expected to be 70%
in Four Years
- Morgan Stanley

Time Shifting:
Flagging Content to be Consumed
Later at a More Convenient Time

Time Shifting:
“The flood of content disrupts
us all day...
as if we have a maniacal paperboy
throwing new editions on our
doorstep every 15 seconds.”
- Read It Later
http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

Time Shifting:
Is Mobile Affecting When We Read?

Time Shifting: Read It Later
Articles Saved
Source: ReadItLater - 100 Million
Articles Saved on Web and Mobile

Time Shifting: Read It Later
Articles Saved Articles Read on iPhone
Source: ReadItLater - 100 Million
Articles Saved on Web and Mobile

Time Shifting:
Is Mobile Affecting When We Read?
Yes
- Read It Later
http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

Time Shifting: Instapaper
Instapaper

Content Aggregation
Flipboard

Passive Personalization
Pandora Netflix

Future Media: In the Cloud
Whose New Datacenter?

Facebook
150 Million Mobile Users

Trend: Communication
Social Networking time
spent globally surpassed
email in November 2007
Social Networking users surpass
email users in July 2009
- Comscore Global

Facebook had 150 million mobile
users in 2010. Up from 65 million
in 2009

Facebook had 150 million mobile
users in 2010. Up from 65 million
in 2009
Each of those 150 million mobile
users creates twice the daily
activity of desktop users.
- facebook.com/press/info.php?statistics
http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/10/
Facebook-Mobile-Large.gif

Facebook most popular mobile
destination in the UK, and
top 3 in US
Forthcoming Facebook SMS-based
service will reach all phones, not
just smartphones
-http://blogs.wsj.com/tech-europe/2011/02/15/facebook-
could-be-accessed-by-every-gsm-phone/

Twitter
Fast Company’s #2 most
innovative company for 2011
(behind Apple)
- http://www.fastcompany.com/most-innovative-companies/2011/profile/twitter.php

Twitter
Mobile Twitter usage up 347%
from January 2009 - 2010
- Comscore
40 % of all tweets come
from mobile users
- Twitter CEO Dick Costolo at 2011 CES

Mobile: Agent of Change

Don’t Forget SMS
1,615 Texts Per Month - Ages 18 - 24
3,339 Texts Per Month - Teens
4,050 Texts Per Month - Teen Girls
6.1 Trillion SMS text
messages sent in 2010
- ITU, 2010

Don’t Forget SMS
16.7 Billion messages per day
2.5 SMS for every live person
on the planet per day, or 11.6
million messages every minute

Managing the
Supply of Anti-
Malarial Drugs
in Africa
SMS Reminders
to Record
Inventory and
Request
Restocking
SMS as Application

Location

Location: Evolved
More than
just seeing
who’s
nearby.

Using the
phone’s
camera, an
information
layer is
superimposed
over the real-
world.
Augmented Reality

Device Integration

Mobile Integration

Near Field Communication:
Touch to Share

NFC: Touch to Pay

NFC: Touch to Learn

NFC: Personalized Advertising

Mobile:
In Our Industry

Implications - Applications
Mobile Web
Mobile Learning
Test Preparation
Observational Testing
Low-Stakes Assessment

Mobile Web
Provide a ‘Small Screen’ View...
of Content and Web Apps
vs.
Mobile Web Login Regular Web (on Mobile)

Mobile Web
Provide a ‘Small Screen’ View...
of Content and Web Apps
vs.
Mobile Web Login Regular Web (on Mobile)

Pearson Mobile Innovation
Mobile Technology Opportunities Pearson Initiatives`
• Personalized • Education: a new, “3rd screen”
for teaching, learning and
• Portable computing
assessments
• Always on
• Business information: alerts
• Billing mechanism and portability
• Communication and alerts • Emerging markets: low cost
teaching and learning delivery
• User Generated Content
• Educational games: portable,
• Geolocation social devices

AlgebraPrep for iPhone
• Target: Higher Ed US students
• Content: Derived from book,
test bank and DVD series
• Pricing: 9 mini apps at $2.99,
1 comprehensive app at
$24.95

CATguru India for Java devices
• Target: Business School
entrance exam students
• Content: Derived from Pearson
test prep books
• Market testing: 375 one-on-
one interviews with CAT
students
• Java Technology: Handset
agnostic (features, navigation,
and layout adjust to
customer’s handset)
• Pricing: 8 pounds

CCNA Guru for Java and Blackberry
• Target: IT professional
certificate students (US and
India)
• Content: Derived from
Pearson test-prep books
• Sales & Marketing: Through
carriers and Pearson
websites
• Pricing: $12.99 for Java,
$19.99 for Blackberry

Math Content+ for Teachers and Students
• Target: Homework solution
for high-schools in South
Africa
• Rationale: 90% of teenagers
have mobile phones, <5%
have PC or broadband
• Concept: Teacher assigns
homework, students
complete on personal
cellphone or school computer,
results reported to Pearson’s
Learning Management
System
• In Nigeria, this was used as a
mobile reading solution for
school kids’ homework

Pearson LearningStudio Mobile
• Target: College students
• Making desired features and
activities available to
students via their mobile
devices.
• As a mobile website-based
solution, or mSite, the
solution requires no
downloads or apps and mSite
features are accessible from
multiple mobile operating
systems.

Mobile and Assessment Services
Do item writers use
mobile technology?
Can you provide
reports ‘on-the-go’? Are web pages
mobile friendly?
Have you
considered mobile Could you use
results mobile friendly
confirmation? messaging?
Location-based MI
information? Do you accept
mobile forms of
Test centre payment?
management ‘on-
the-go’?
High-stakes assessment and mobile?
Enhanced assessment formats?

Mobile Learning
Cisco M-Learning

Mobile Learning
iTunes University -
Stanford iPhone Course

Mac OS X
Test Preparation Support Essentials
Remediate
Report
Self-Quiz
Track Progress

Test Preparation
Cert Flashcards - Comp TIA A+

Observational Testing
Mobile - Moving Observational
Testing into the 21st Century
Drivers License Exam

Low-Stakes Assessments
Questionmark

References
http://www.pcworld.com/article/130207/the_50_best_tech_products_of_all_time.html
http://dataviz.tumblr.com/post/433636552
Adoption and Sales Data:
http://www.slideshare.net/CMSummit/ms-internet-trends060710final
http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/
http://www.idc.com/about/viewpressrelease.jsp?
containerId=prUS22689111&sectionId=null&elementId=null&pageType=SYNOPSIS
http://www.macworld.com/article/157196/2011/01/apple_financials.html
IDC Worldwide Quarterly Trackers
Global:
http://www.itu.int/net/pressoffice/press_releases/2010/39.aspx
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#subscribers
Media:
http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
http://www.digitalbuzzblog.com/infographic-the-rise-of-facebook-mobile/
http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/10/Facebook-Mobile-Large.gif
http://www.facebook.com/press/info.php?statistics
http://digitalmedia.strategyeye.com/article/MQVftdhrc/2011/01/18/us_embraces_social_media_claims_pew_research/
http://www.fastcompany.com/most-innovative-companies/2011/profile/twitter.php
http://www.comscore.com/Press_Events/Press_Releases/2010/3/
Facebook_and_Twitter_Access_via_Mobile_Browser_Grows_by_Triple-Digits
http://blogs.wsj.com/tech-europe/2011/02/15/facebook-could-be-accessed-by-every-gsm-phone/