Access. Content. Solutions.

Access. Content. Solutions. Tutor on Mobile - Anytime, anywhere learning in India

Tutor on Mobile (TOM) is designed to connect people who want to learn and acquire knowledge with experts in India through their mobile devices. Developed by Tata DOCOMO with technology partner Voicetap Technologies, it is a ‘knowledge marketplace‘ that encourages the sharing of knowledge, and provides an opportunity for people to earn money at the same time by providing learning content. 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 200,000 active users.

How TOM works Users of TOM can access content through Content items can be purchased code series (5333300); users from other WAP, IVR (Interactive Voice Response, a individually at a charge of Rs 2-10 (e.g. a operators can also use the voice service technology that automates interactions video demonstration is Rs 5 or £0.06) or as by using a long-code (a traditional 10 with telephone callers), SMS or Video IVR part of a pack containing several items (e.g. digit MSISDN). (3G video call). a pack of 30 videos can be sent to the user, n WAP – Phones with internet access can one each day, for learning English at a cost They can: use the WAP portal to browse for TOM of Rs 30, or £0.35). and access content in the form of videos, n Learn from experts by joining in a live explanation notes, mock tests, college conference Key features database, etc. Subscribers can also set n Listen to recorded podcasts on various up conferences using WAP if they want What makes the service so strong is that subjects to share knowledge. The WAP traffic the user can use any phone/platform to has been ‘whitelisted’ to make browsing n Connect on a one-to-one basis with access it and search for learning content. free for Tata DOCOMO users. subject knowledge experts by searching No longer do you need expensive mobile for them using the SMS or WAP technology to be able to communicate with n Web – Learning content videos can be platform an expert. In India, there are more than uploaded through the web once the 700 million mobile phones but only about creator has registered on the system. n View videos and other demonstrations 100 million have access to the internet – They are then evaluated for quality and on a particular subject learning content, therefore, needs to be revised if necessary. The platform also n Self-register as an expert on the provided in different forms. allows content creators to propose a platform to offer their expertise price for the piece of content they wish The learning content varies considerably through conferences or by allowing to share. and covers topics ranging from learning to one-to-one connections play a guitar, support for formal education n IVR – Profiles can be created using n Receive alerts on SMS and WAP for overtures, jobs, employment and even IVR for person-to-person connections. voice content on IVR career counselling advice. For all live conferences, the platform provides the services of a moderator to n Use text-based explanations on specific organise and control the conversations. topics and concepts How to access TOM n Undertake practice on sample n Voice/SMS – Mobile phone users To ‘whitelist’ something generally means to questions and mock tests without internet access can use voice/ authorise access or grant membership. In this case, SMS services to interact directly with The learning content is aggregated Tata DOCOMO authorises free access to browsing experts (who are screened beforehand) from over 75 content providers and of the different forms of learning content on TOM on a one-to-one basis. SMS and Voice remains accessible to the user until their WAP portal for its customers only. traffic is managed through a short- subscription expires. “We at Tata DOCOMO have been at the forefront of launching initiatives that re-define the way Indians lead their lives. Our mission is to take learning to the inner reaches of the nation. The service marks the beginning of the Mobile Learning revolution that we are helping catalyze.” Gurinder Singh Sandhu, Head of Corporate Marketing, Tata Teleservices Ltd.

Early findings Conclusions About Voicetap Technologies: To date, the primary users of TOM have n India, as a market, is typified by a great Voicetap Technologies, founded in been between the ages of 15 years and 24 disparity between the ‘haves’ and the 2009, is a product-based company that years. The most frequently accessed areas ‘have-nots’. Tata DOCOMO has been focuses primarily on mobile education include career counselling, advice on entry working to bridge this gap by providing and mobile lead generation. Its into various job markets and support educational and learning opportunities products and platform are deployed at relating to the All-India Engineering that can be accessed using any phone/ telecom operators in India and Kenya, Entrance Exam (AIEEE) in the form of platform. and it has alliances with over a hundred videos which provide guidance for entering different education content providers. n Tata DOCOMO has created a the National Institute of Technology Voicetap’s leadership in mobile knowledge marketplace, where users and Vedic Maths (an ancient system of education has been internationally can generate content that can be shared mathematics developed in India which recognised, with various awards and monetised. enables a person to calculate complex including the National Association mathematical problems mentally). n The learning content is being made of Software and Services Companies widely available for use through mobile (NASSCOM) ‘Top 10’; the Red Herring Some seasonality has been experienced technologies that can support the Global ‘Top 100’; finalist at the Mobile around MBA courses and schools. Other SMS development of skills and informal and Premier Awards; and nomination in content such as ‘TalkSmart’, a service which formal learning processes at a nominal the ‘top 5’ of the m-learning category at helps people learn professional vocabulary, cost. GSMA Mobile World Congress awards has remained popular all year around. in 2012. n Uptake of the service has been rapid, with an estimate of more than a million Business models users during its first year of service. The strength of TOM is that it is based About the GSMA Connected Living on a self-sustaining business model. The programme About Tata Teleservices Ltd. knowledge provider generates revenue by Connected Living is a three year market providing learning content; the operator Tata Teleservices Limited is one of development initiative whose mission generates revenue by the use of the service; India’s leading private telecom service is to help mobile operators accelerate and the seeker of knowledge gains what providers, having a pan-India presence the delivery of new connected devices they want at a nominal charge. Where across all of India’s 22 telecom Circles. and services. Our target is to assist in conferencing is used, the expert taking part The Company offers integrated telecom the creation of 700 million new mobile receives a percentage of the fee generated solutions to its customers under the connections, whilst stimulating a number by TOM. When a video is viewed, the unified brand name Tata DOCOMO and of service trials and launches in the creator earns a percentage of the revenue. operates its wireless networks on GSM, Automotive, Education and Healthcare CDMA and 3G technology platforms. sectors. The Connected Living programme The Company has established a strong is also working with the city of Barcelona, Market response and impact brand connect for Tata DOCOMO in the Mobile World Capital, to develop and n The revenue from the service has India and has been at the forefront of showcase smart city services. exceeded forecasts. The revenue target redefining the telecom experience in We are working in mEducation to for first 12 months of operation was India, launching innovative products help bring the operator and education achieved in less than five months. and services that have enhanced Indian consumer lifestyles. industries together to address market n The early adoption growth of this barriers, foster collaboration and speed up service has been rapid on both the GSM the adoption of mobile education services. and CDMA platforms, with more than For more information: Amit Singh, Tata Teleservices Limited For further information please contact 200,000 current active users. [email protected] [email protected] us at or visit n www.gsma.com It is predicted that in its first year, www.tatadocomo.com more than one million users will have benefited from using TOM. “Tata DOCOMO has been a thought leader in the field of Value-Added Services and Tutor on Mobile is a pathbreaker in the education and knowledge arenas. This is the first time that a knowledge marketplace has been created, allowing a free flow of knowledge using any mobile phone/platform.” Sunil Tandon, Head – Non Voice Services, Tata Teleservices Ltd.

September 2012