Avoiding "Ready. Fire. Aim!" with a Mobile Learning Strategy

Avoiding "Ready, Fire, Aim" with
a Mobile Learning Strategy
Chris King, Strategy and Planning Group
GMU/DAU Innovations in e-Learning Symposium
6 June 2012

Significant Work. Extraordinary People. SRA.

Agenda

• Mobile Learning: force multiplier or paradigm shift?
• Organizational Readiness for Mobile Learning
• The strategic framework
• Selecting suitable content

2 Innovations in e-Learning Symposium | 6 June 2012

How do you define “Mobile Device?”

In 2011, for the first time ever,
more smart phones were sold than PCs.

Reference: http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/,
http://www.pcmag.com/article2/0,2817,2379665,00.asp


How do you define “Learning?”

• Requires expanded
A course expectation of
learning
Assessments/
• New possibilities for
A checklist
evals/surveys

“blended learning”
• Is Performance
Performance
Supplemental
Learning
support (aka
QRG)
Support “learning” or
something else?
Refresher from
an ILT course

Innovations in e-Learning Symposium | 6 June 2012
4

Is “mobile” a revolution in computing?

• Usage patterns are shifting from PCs to mobile devices
• Ubiquitous connection patterns
• Tablets are creating their own slice of the usage pie by
making it a bigger pie
• Mobile devices are changing the way we search for
information, communicate, buy things, work, and interact
with our world


Shifts in Usage Patterns: Going Mobile
• People are increasingly moving from PCs to mobile devices to connect.
According to Pew studies*:
– 46% of American adults are
smartphone users, up from
35% a year earlier
– A quarter of Americans with
smartphones use the devices
as their main way to get onto
the Internet
– 9 in 10 owners of smartphones
use their device to access the
Web and check their e-mail
each day

Data from Pew Internet & American Life Project,
http://pewinternet.org/Reports/2012/Smartphone-
Update-2012/Findings.aspx (March 2012)


Shifts: Always Connected*
• Global mobile data traffic grew 2.3-fold in 2011, more than Within the next 5 years…
doubling for the fourth year in a row.
• Monthly global mobile data traffic will
• Last year's mobile data traffic was eight times the size of increase 18-fold, surpassing 10
the entire global Internet in 2000. exabytes in 2016.
• Over 100 million smartphone users
• Mobile video traffic exceeded 50 percent for the first time in will belong to the "gigabyte club"
(over 1 GB per month) by 2012.
2011. • The number of mobile-connected
• The top 1 percent of mobile data subscribers generate 24 devices will exceed the world's
population in 2012.
percent of mobile data traffic -- down from 35 percent 1 • Two-thirds of the world's mobile data
year ago. traffic will be video.
• The average mobile connection
• Average smartphone (data) usage nearly tripled in 2011. speed will surpass 1 Mbps in 2014.
• Due to increased usage on
• Smartphones represent only 12 percent of total global smartphones, handsets will exceed
handsets in use today, but they represent over 82 percent 50 percent of mobile data traffic in
2014.
of total global handset traffic. • Monthly global mobile data traffic will
• In 2011, the number of mobile-connected tablets tripled to surpass 10 exabytes in 2016.
• Monthly mobile tablet traffic will
34 million, and each tablet generated 3.4 times more traffic surpass 1 exabyte per month in
than the average smartphone. 2016.
• Tablets will exceed 10 percent of
global mobile data traffic in 2016.
* Data from Cisco Internet Business Solutions Group, February 2012 -
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
520862.html

Innovations in e-Learning Symposium | 6 7
June 2012

Shifts: Tablets Make More Pie
Gartner: Users are spending more time online with tablets*
“Tablets are not used in the same way as PCs, and they are not
replacing other devices, such as smartphones. Instead they are
extending computing capabilities into new locations that were not
practical before, and along the way are extending the amount of time
users spend in any computing environment.”
As reported by Mobile
Sales Force Workers When tablets
introduced:
Users reported
smaller number of
longer sessions
3.5 hr/day 4.2 hr/day
with their laptops;
fewer number of
shorter sessions
with phones

*Gartner, “Enterprise Applications for Tablets,” ID G00214074, June 13, 2011


Shifts: Work & Telework
• “Workshifting”: Ability to work when and where we want to.
– Telecommuting continues to rise – including employees working from home
(e.g., via laptop) and on the go (via other mobile devices)
– Telework Act of 2010 gives federal workers the option to telework at least
part of their week.
• Some interesting stats about mobile workers*:
– “Integral access” – 29% believe that wireless Internet access is as important
as electricity and running water in their everyday existence; another 59% say
“pretty close”
– During workday hours, 25% check the smartphone at least 3-4 times per
hour. 12% check obsessively – 10+ times per hour
– 70% who check their smartphones during downtime do so for both business
and personal reasons
– 60% sleep with their devices in the bedroom (80% for ages 22-34)
– 56% send their first email before they arrive at the office. 73% send their last
email after they leave the office.
– 61% of mobile workers work more than 50 hours/week; 21% work more than
60 hours/week
* iPass survey of 1689 workers at 1100 enterprises in March-April 2012, Global Mobile Workforce Report, May 22, 2012


Shifts: Search for Information
• Explosive growth of mobile Internet access: Sites are seeing
increasing percentage of their traffic coming from mobile
browsers.
• Mobile Spend:
– Mobile ad spend in the US will reach $2.6B in 2012, with $1.28B spent on mobile search
– Mobile search is not just for online purchases – 40% of mobile searches are local, with
approximately 60% subsequently visiting or calling the business

• Clickshare:
– In 2011, mobile clickshare rose every month, peaking at 21.7% in December
– Tablets are responsible for some of the change: Tablet ownership doubled over the Christmas
holidays. Tablet share of mobile clicks was almost 40% in January 2012, a 15% jump from
December.

• Click Through Rates (CTR):
– In August 2011, mobile click thru rate (CTR) went above PCs for the first time.
– By January 2012, mobile CTR was 45% higher than computers.

• Cost Per Click (CPC):
– Smartphone CPCs remain about 50% less than desktop CPCs
– Tablet CPCs are catching up to desktop at about 20% less
– Google: Mobile paid search ad volume doubled from Dec 2012 – Dec 2011
* Source: Mobile Search Trends and Best Practices, Feb 2012 -
http://www.slideshare.net/performics_us/the-latest-mobile-search-trends-and-best-
practices-february-2012


Shifts: Mobile in Government

• Digital Government
Strategy Document
• 12-month roadmap with
specific 3, 6, and 9 month
milestones
• Significant shift in how
the government develops
and delivers digital
services
Do we now have to consider citizens as a training
stakeholder in the Federal space?

Source: www.whitehouse.gov/blog/2012/05/23/roadmap-digital-government

11

Is your organization ready for it?

• Are your workers self-directed learners?
• Does your management understand the benefits?
• Are their organizational policies and initiatives that
support it?
• Do you know how to build it? If not, do you have the
budget to buy it?


Your audiences may not be ready.

• Adult learners are motivated to learn by internal rather
than external factors
• Barriers to self-directed learning are likely external
– Informational (unaware of educational activities)
– Institutional (practices and procedures that discourage
participation)
– Situational (life getting in the way of learning)
– Dispositional (personal attitude about self and learning)

Widely cited: Adults as Learners. Increasing Participation and Facilitating Learning, by K. Patricia Cross, 1981.


Your managers may not be ready.

• “Management will resist “
is cited as a barrier by
nearly 30% of
respondents to an e-
Learning Guild survey
• “Lack of understanding
from leadership” has 23%
responding “high” or “very
high” in an ASTD study

Sources: Mobile Learning: The Time is Now, Clark Quinn, e-Learning Guild Research, 2012; Mobile Learning: Delivering Learning in a
Connected World, ASTD Research, 2012

14

Your organization may not be ready.

• Common barriers across different surveys show mutual
organizational challenges
“To what extent do you consider these barriers to adopting mobile learning technologies…?”
E-Learning Guild Research: Mobile Learning: The Time is ASTD Research: Mobile Learning: Delivering Learning in a
Now, Clark Quinn, 2012 Connected World, 2012

Existing content does not
48% Budget constraints 46.0%
transfer well to mobile…

Security (vulnerable Difficult to integrate into
45% 37.0%
transmission) legacy learning systems

Lack of standards 45% Security concerns 36.0%

Hard to integrate with our Lack of IT infrastructure
43% 35.0%
enterprise tools to support these…

Cost 41% Legal or policy concerns 32.0%

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%

Large barrier High or Very High


You may not be ready.

Build It if you have:
• Developed in HTML5 and/or CSS3
• Built mobile apps
• Experience developing e-learning
Buy It if you have:
• Strong project management skills
• Deep pockets
• Experience deploying e-learning

16

Organizational Readiness

• Before you make the investment….

To what degree should this mobile learning be
Point Total introduced to your target audience(s)?

35 and above Mobile Learning is a viable approach

19 - 34 Consider a blended approach for learning delivery

Mobile Learning is not likely to be effective; consider a
18 and below more traditional approach (e.g., classroom-
based, experiential, etc.)


Content Readiness

Selection Criteria Rating Scale
Learning Content Attributes

How complex is the learning content?
(Consider type and level.) Does it
introduce simple theories and concepts, 1 2 3 4 5
or does it require a significant amount of Complex, Moderate Simple,
application for the learning to be requires complexity procedural
critical knowledge
effective? Can it be effectively delivered thinking
electronically without extensive
explanation, or must the skills and
knowledge be developed and built upon
over time?


Content Readiness


How important is context to the
content delivery? Is the content more
1 2 3 4 5
effective when delivered in the context of
Context Context Context
the workplace? Or is the content more can be provides critical for
effective delivered without supporting applied some making
context in a neutral setting that can separately benefits to meaning
encourage reflection? Is context needed to the learning
content
immediately to make meaning out of
learning situations?


Content Readiness


What kind of activities are needed to
1 2 3 4 5
support learning? Does the content
Mostly A mix of Mostly low-
require high-level cognitive processes high-level high- and level
(analyze, evaluate) or low-level cognitive cognitive low-level cognitive
processes (remember, understand, processes cognitive processes
apply) and the corresponding activities processes
for effective learning?


Audience Readiness

Audience Attributes

1 2 3 4 5
Is the audience inherently mobile or Desk- Equal mix Inherently
casually mobile? Does the majority of bound of desks mobile
the audience spend most of their working and workforce
day at a desk? Or is the location of the mobiles
work not fixed in space?


Audience Readiness

Audience Attributes

How widespread are work-related 1 2 3 4 5
mobile devices in the target Few Pockets of Smart-
audience? Does the target audience Smart- Smart- phones
phones or phones fully
provide their own mobile devices, or are no support supported
mobile devices provided for and for Smart-
supported by the organization? phones


Audience Readiness

Audience Attributes

How motivated are the Learners to 1 2 3 4 5
own their development? To what Low Medium High
degree is the target learner audience Motivation Motivation Motivation
able and motivated to pursue self-
directed learning? To own and manage
their development?


Environmental Readiness

Environmental Attributes

Does the organization support mobile 1 2 3 4 5
devices as part of IT Infrastructure? Little Some Wide-
Can you call the help desk for help with support support spread
support
your mobile device? Is there support for
a wide variety of mobile devices within
the organization?




1 2 3 4 5
How mature are the organizational No formal Some Formal
policies around mobile? Is there a policies formal policies for
mobile device policy? Are there policies policies most
on security? Social media? Privacy?
Bring Your Own Device (BYOD)?




Does your LMS support mobile 1 2 3 4 5
delivery? This is necessary if mobile The sales- The The LMS
learning is to support or deliver formal people say technical Trainers
it does integration say it does
learning. Mobile learning can support staff say it
informal learning without integration with does
the LMS.


Organizational Readiness

• How did you score?

To what degree should this mobile learning be
Point Total introduced to your target audience(s)?

35 and above Mobile Learning is a viable approach

19 - 34 Consider a blended approach for learning delivery

Mobile Learning is not likely to be effective; consider a
18 and below more traditional approach (e.g., classroom-based,
experiential, etc.)


If they are ready, how do you deliver?

Address build Be device
vs. buy agnostic

Have a short
Have clearly
time horizon
defined
to account for
Mobile metrics
rapid change
Learning
strategy


Strategy answers three key questions

How do
What do you How do you get you know
want to do? there? when you
are there?

Clearly • Culture
• Organization Metrics tied to
articulated
• Competencies organizational
vision of the • Processes goals
future state • Apps
• Equiments
• Delivery Vehicles


Integrate into your existing strategy

Continue to
If your existing Does your LMS
coordinate and
strategy it not support mobile? If
Build capacity to cooperate with IT
mature, Mobile not, consider
develop, or PM and Legal, just
Learning might mobile as
skills to manage like you’ve been
increase Performance
doing all along
confusion Support
(hint, hint)


Mobile supplements traditional training

Consider the possibilities of a Performance Support solution built
on a mobile platform….

The Five Moments of Learning Need

Source: Conrad Gottfredson, Ontiuitive


Choose your content carefully
Learning
Mobility Hierarchy Sample Applications Affordances
• Real-time chat Communications
Level Communication & • Annotations Intensive
4 Collaboration • SMS
Group Work
• Email
Level • Networked databases Synchronous
Capturing &
• Data collection/ synthesis
3 Integrating Data
• Mobile library
• Local database Mobility
Level Flexible Physical • Interactive prompting
2 Access • Context/ location sensitive
Asynchronous
support
Level • Calendars Individual Work
Productivity • Scheduling
1 • Contacts Content Intensive

Adapted from Gay, Reiger, & Bennington, “Using mobile computing to enhance field study” in CSCL2: Carrying Forward the Conversation.


Mobile device
use patterns inform content choices

Uses Pocket Tablet Laptop
Contextual Content   
Communication   
Contextual Capture   
Contextual Create   
Consume Content   
Application Interaction   
Create Content   
Organize   
Archive   
 - High likelihood of use  - Reasonable amount of use  - Limited or unlikely use
Source: Mobile Learning: The Time is Now, Clark Quinn, e-Learning Guild Research, 2012


Mobile and Accessibility

Questions to ask
• Not hyperbole to say that • Does the base hardware &
Operating System meet Section
mobile devices are
508 requirements?
revolutionizing – Are there VPATs/GPATs
accessibility available?
• Section 508 conformance – Does it connect to common
assistive technology (e.g. TTY
is the law Adapters, Braille Screen
Voluntary Product Accessibility Readers)
information (VPAT): • Do the developers have access
http://www.itic.org/index.php?src=g to device-specific
endocs&ref=vpat instructions/API/code examples
Government Product Accessibility of products that meet Section
Template (GPAT) 508 standards?
34

Section 508 Compliance Status
Our
TECHNOLOGY DESCRIPTION
Grade
Leading the way for OS, Hardware, and
A+ Apple
developer support
Microsoft Windows 7 High level of support for OS and developers;
A* Phone, Windows 7,
Windows 8 *Note: Support by vendors varies

RIM has a high level of support with their
A RIM Blackberry Blackberry line; the newest OS for PlayBook has
a lot of accessible features
Varies by which version of the OS and the
C Android hardware vendor, but fewest accessible features
to date


Conclusion
Mobile Learning can
make an impact, but
requires careful planning
and coordination

If your workforce is not
You cannot escape from inherently mobile,
your relationship with IT – consider spending your
just like the LMS days! resources (time, money,
talent) on other things

Barriers exist, but they are
becoming more
manageable


Chris King, Strategy and Performance Group
Christopher_King@SRA.com

THANK YOU

37

Avoiding "Ready. Fire. Aim!" with a Mobile Learning Strategy

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