1. Web 2.0 and Language Learning on the Web
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2. Internet and Mobile Penetration
Key Industry Trends
Globalization
Internet and Mobile Penetration
Web 2.0 Phenomena

3. The Globalization Tidal Wave

4. Education Spending in China

5. Global Internet Penetration
China has now surpassed US in Broadband penetration
Broad penetration overall is 20% of WW internet user base

6. Global Mobile Penetration
Mobile devices represent the primary internet device in most developing countries
Smartphone device sales in 2007 were almost 10% of WW mobile device sales. This represents a 53% growth from 2006.
15 million Smartphones were sold in China in 1H 08

7. What is Web 2.0? Harnessing the power of user-generated content
Encouraging connections and value exchange between peers (content, products, services)
Intuitive and engaging presentation, enhanced by innovative web programming tools, user customization and increased interactivity
Applications that get "better" the more people use them

8. Educational approach needs to change to engage the Facebook generation…
I complete 49% of the readings assigned to me.
Only 26% … relevant to my life
I buy hundred dollar textbooks that I never open. .
I will read 8 books this year
2300 web pages
and 1281 facebook profiles
I will write 42 pages for class this semester
And over 500 pages of

9. Education in developing nations has an issue of scale…
By 2020 there will be 2 Billion people learning English, 1/3 the world’s population. .

10. Wikipedia boasts over 2 million articles, for free.
The educational publishing industry will quickly need to adapt its business model …
Encyclopedia Brittanica …
…had revenues of US$1.3 billion in 1990, fell 85 percent by 1996 to US$60 million
… 100,000 articles for $1300 USD
Wikipedia boasts over 2 million articles, for free.

11. The Global Language Learning Market
China
$5 billion in spending
200 million Chinese learning English
English compulsory for grades 3 & above US
15 million language learners
63 million travel internationally
33.5 million immigrants
Japan
$5 billion in private English education
6 years of English education
20 million students
Largest number of TOEIC test takers (4 million)
Europe
20% EU citizens learning foreign language (90 million)
10% take language course
13% self study
4% use CD ROM or internet
South Korea
$15 billion in private English education
$4.6 billion in English education abroad
11.9 mm students
30k institutes teaching English
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12. Traditional Pedagogical Model
Approach
Self Concept
The instructor is responsible for determining what, when and how the student should learn
Accumulated Experience
Learner has little or no experience to contribute to the learning situation
Readiness to Learn
Individuals at the same stage of learning development learn the same material
Time Perspective
Learning for later use rather than immediate application
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13. The Andragogical Model
Approach
Self Concept
Learners exercise autonomy in the learning situation
Accumulated Experience
Learners bring a wide range of learning experience to contribute to the learning situation
Readiness to Learn
Learners are self motivated and are ready to learn what is necessary
Time Perspective
Learners are motivated to learn to solve existing problems
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14. Livemocha UGC Strategy
Become the definitive multi-media resource for language learning on the web
Address the specific learning needs of a varied user base
Add cultural relevance and local flavor (colloquialisms, accents etc.)

15. Crowdsourcing of Content
Top 20 Languages (% Translated) 1
Spanish
100% 2
Chinese 3
Arabic 4
Portuguese (Br.) 5
Hindi 6
Farsi 7
German 8
Turkish 9
Russian 10
Korean 11
French 12
English 13
Vietnamese 14
Serbian
99.9% 15
Italian
99.8% 16
Romanian
99.7% 17
Slovakian 18
Portuguese 19
Croatian
97.0% 20
Bulgarian
96.7%
Member translation of Livemocha content into 108 languages
25 languages > 90% translated
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16. Reputation System You get what you measure Boost engagement
Pre-qualify interactions
Create switching costs

17. Final Thoughts
The Andragogical model and a web 2.0 approach are highly complimentary
Leverage experts and enthusiasts in your community to enhance the learning content
Start simple and iterate based on community feedback
Reputation systems and strategies for surfacing the best content are essential to a successful UGC approach

18. Thank You
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