Back in ancient times of smart / mobile phones (2004), I was part of a start-up called GoTestGo. The purpose of GoTestGo was to bring test preparation to mobile phones. The idea was intriguing: Create portable learning applications that English learners (or other subject learners) could use on the go, waiting on the bus, standing in line, etc. to improve their language skills. Unfortunately, there were many challenges to be dealt with including:
- Each phone accessed a different programming library if you wanted to include anything beyond text. In other words, if you wanted to create an application that looked ‘modern’, you had to program for literally hundreds of devices.
- iTunes didn’t exist. It was necessary to develop third party relationships to get on to ‘wap’ decks, or into mobile phone application stores.
- Because you had to develop third party relationships, revenue share was extremely thin. 50% went to the carriers or telecoms, 50% of that went to the third party with whom you developed a relationship. In other words, at a price of $3.99 the company received aproximately 25% – $1. Think of the scale needed to gain success in the market.
- Worst of all, users didn’t bite. Well, let’s say they nibbled.
The main difficulty was the last. There are some embarrassing stories to tell, but I won’t go into that. After banging the head against the wall in this and other startups, I’ve learned that it’s best to develop a MVP (minimum viable product) and see if there is any demand. If there is, it’s time to press the accelerator. Thanks to Portland Ten for instructing me on this technique.
Now, it’s modern times. People love their iPhones and Android devices AND their apps. The question is: Will English learners really use these devices to improve their English? I think the answer is yes, but I do think that many language learning app providers aren’t going about it in the right way. A lot of what I see looks like standard grammar book or other reference materials ported to the iPhone. There are some interesting flashcard apps as well. But, really, flashcards? I guess it makes sense and fits the form factor, and I’m sure it’s useful. However, I’m not sure it really helps to use English communicatively. That’s the holy grail in terms of these apps. How can the device be used to help users to improve their communication skills?
Admittedly, I may be missing the point here. Living in Portland there’s a thriving ecosystem of app shops and other startups jockeying for position, so I’m hearing lots of buzz which reflect what our overlord Google has to say. According to Google, mobile is all about:
A. “Repetitive now”
B. “Bored now”
C. “Urgent now”
What sort of category would English language learning (or language learning in general) fit into? My guess is that there could be apps for language learning in all three categories. Repetitive now fits flashcard apps and what I like to call ‘grammar banging’ really well. Short questions, banging stuff in, test prep, that sort of thing. Bored now – that’s harder. It seems like bored now = entertainment of some sort. Is learning English entertaining? Sure, it can be entertaining, but is the end-user going to think along those lines? Urgent now – I think Google is already beating other language learners into this space with its translation tools for those on the road.
Still, not a lot of communication going on there… hmm maybe using a smart phone to help improve communication skills makes no sense. But… aren’t mobile phones used for communicative purposes? Tough nut to crack, this one. Theory and real-world user case scenarios seems to be pointing in one direction, but in terms of English learning I’m not convinced what would work, would work in terms of creating any real perceived need to pick up that smart phone and use it to learn English …
My guess is that the best category is ‘repetitive now’ and that any English learning app should be leveraging the inherent platform, rather than just porting over rote learning. In other words, kinetic actions (drag and drop comes to mind) that take advantage of swiping, reminders pushed from an app that now it’s time to do XYZ, interactions with the real-world using the camera to initiate some sort of learning. People are purchasing apps, so there is plenty of opportunity – I’m guessing. It’s just a shame that the development I’ve seen so far just looks like web pages ported into an app. But then again, that’s exactly the mistake I made the first time round years ago with GoTestGo…