Project Name: Tutor on Mobile
Organization: Tata DOCOMO & Voicetap Technologies
Project Location & Coverage Area: Pan India
Project URL: www.tatadocomo.com/mobile-tutor.aspx
Area of intervention: Education
In India, there are more than 700 million mobile phones, but only about 100 million have access to the internet –learning content, therefore, needs to be provided in different forms. Tata Docomo and Voicetap Technologies launched Tutor on Mobile (TOM) for those who want to learn and acquire knowledge with experts in India using mobile phones but not be limited to internet. Users access the content using various mobile features such as WAP (Wireless Application Protocol), IVR, SMS, video, etc. Users can use any phone for using this service. Users who don’t have internet access, they can simply use voice or SMS based platform and directly interact with experts. SMS and voice traffic is managed through a shortcode series, 5333300. While users from other operators can also use the voice service using 10 digit MSISDN. People who have internet access can use the WAP portal and access content in form of videos, explanation notes, mock tests, college database, etc. People can create their IVR profiles and talk to experts.
Users can receive alert on SMS and WAP for voice content on IVR. Moreover, they can also use text-based explanation on specific topics and contexts. The most frequently accessed areas include career counselling, advice on entry into various job markets and support relating to the All-India Engineering Entrance Exam (AIEEE) in the form of videos which provide guidance for entering the National Institute of Technology and Vedic Maths. Some seasonality has been experienced around MBA courses and schools. Other SMS content such as ‘TalkSmart’, a service which helps people learn professional vocabulary, has remained popular all year around.
Reach & Road Ahead
Since its launch in September 2011, users have accessed over 1.5 million pieces of content in various forms and the service currently has more than 2,00,000 active users. Till date, users have age between 15 years and 24 years. The learning content is aggregated from over 75 content providers and it remains accessible to the user until their subscription expires. Users can purchase content items from INR 2 -INR 10 for video demonstration or as part of a pack that contain 30 videos ranging from English to music. The
strength of TOM is that it is based on a self-sustaining business model. The knowledge provider generates revenue by providing learning content; the operator generates revenue by the use of the service; and the seeker of knowledge gains what they want at a nominal charge. Where conferencing is used, the expert taking part receives a percentage of the fee generated by TOM. When a video is viewed, the creator earns a percentage of the revenue.