Promoting iDream’s TABLAB venture
and capturing metrics
FINAL REPORT SUBMISSION
MANAGEMENT INFORMATION SYSTEMS
TERM-III
PGPM, MDI GURGAON
Submitted by-
Section B: Group-4
Anish Raniwala - 17p070 Submitted to:
Jatin Mendiratta - 17p084 Prof. Dhruv Nath
Keshav Gupta - 17p087
Mr. Rohit Prakash
Rishabh Agrawal - 17p100
Shristi Gupta - 17p109
Vineet Kabra - 17p117
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Table of Contents
Introduction .................................................................................................................................. 2
Why tablet for education? ............................................................................................................ 3
An overlook on worldwide tablet programme ......................................................................... 5
Problems faced by iDream Education…………………………………………………………………………………….6
How to promote tablets without burning cash?....................................................................... 6
Data Metrics to measure Impact ................................................................................................ 9
References……………………………………………………………………………………………………………………………….11
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Introduction
iDream Education custom designs, setups and supports tablet-based learning at schools. It
facilitates the use of educational tablets in schools to excite students proactively towards life-
shaping education. iDream Education facilitates interactive and enjoyable learning via mobile and
tablets delivering customized content across all categories and state/national/international
education boards.
It leverages the reach of Android and the child’s affinity to mobile devices, to deliver impactful
education at schools and homes. It envisions to deliver mobile and tablet powered learning and
skill development for equal growth opportunities to every student it can reach and serve.
TABLAB is its flagship solution for tablet based digital literacy and e-learning at schools. The
TABLAB® can be customised for any specific requirement around personalized digital learning at
the school whether the private schools or government schools. The company delivers end to end
solutions including planning, implementation, training, maintenance, support, baseline survey
and impact assessment to ensure long term usage and maximum impact with best social returns
on investment.
iDream places the devices in the hands of students and give them direct access to wide variety
of multimedia content. The entire content is in local language and is aligned to their state board
curriculum. Regular usage supported by hassle-free hardware and fun based learning content
promotes an improvement in learning levels of children.
Key Features of TABLAB®
• Local language content aligned with state board including multi-media animations and
play way apps
• Secure way to store and charge the tablets
• Grade wise practice assessments as per state board curriculum
• Training for students and teachers and periodic support to ensure best of regular usage
• Student Wise Usage and Learning Data for Impact Assessment
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Why tablet for education?
Mobile devices can enhance, extend and enrich the concept of learning in a number of ways:
• Contingent mobile learning and teaching
(Where learners can respond and react to their environment and changing experiences, and
where learning and teaching opportunities are no longer predetermined)
• Situated learning
(Where learning takes place in surroundings that make it more meaningful)
• Authentic learning
(Where learning tasks are meaningfully related to immediate learning goals)
• Context-aware learning
(Where learning is informed by the history, surroundings and environment of the learner)
• Personalized learning
(Where learning is customised for the interests, preferences and capabilities of learners)
The primary drivers of using mobile technologies to support learning are-
• Cost
• Adaptability
• Scalability
Greater affordability of such technology, along with the rapid development and expansion of
wireless internet access, has resulted in mobile learning becoming increasingly prevalent.
A range of different mobile devices has been used educationally such as
• data loggers
• phones
• smartphones
• low-power computers such as the Raspberry Pi1
• tablets
Tablets, sometimes referred to as tablet computers, feature the integration of several components
and sensors within a single device, typically with a touch screen, no built-in keyboard or mouse,
lightweight, good battery life and at a comparatively low price compared to other
‘Traditional’ computing devices. The popularity of tablets has led to interest in applications in
education, particularly in schools. As with many digital classroom resources, the use of tablets
has the potential to enhance learning, for instance contributing to raise motivation, knowledge
acquisition, and enquiry-based learning. There is great potential to research use of tablets in
schools, particularly as the technology becomes more accessible and capable.
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Tablets are particularly useful in learning because of the following distinguishing factors:
• A touch-screen interface for all ages and regions
The advent of the touch screen has truly been a game changer for education, because it
has made technology accessible and developmentally appropriate for younger children
who are still developing motor skills or rural children with limited e-literacy. Research is
showing that early learning is vital to students’ future success; if they don’t develop
competencies early, it’s unlikely that they’ll be able to make up for lost ground later.
• Avenue for improved learning
Tablets not only make technology accessible to young children, but also research suggests
that tablets and apps can improve learning. Previous studies of 1-to-1 computing
programs found that technology brings benefits such as improved test scores and
attendance. Other studies have demonstrated that the students who learn with the
tablets score higher on literacy assessments than the students who don’t, particularly in
their ability to recognize sounds and represent sounds as letters.
• An affordable technology choice
Tablets are far less expensive than many other types of school technology, so schools with
limited budgets consider them to be a great option. Tablets are a much more affordable
price point for digital content and access to Web-based materials.
Moreover, like other education technology devices, tablets are seen by some as powerful and
iconic symbols of modernity within an education system. As such, their purchase and use within
schools is seen to be representative of a forward-looking, modern educational system, and their
existence and use can play a key role (both political and functional) in helping to introduce and
advance a specific educational reform process within an education system.
Can tablets be used for Rural India?
Tablets can transform learning in rural India, because of the following features:
1. It's primarily operated using a touch (screen) interface. A student can hold it easily in
two hands.
2. It's portable.
3. It's bigger than a 'phone'.
4. They come preloaded with specific 'educational' software and content (and the user
interface may sport a specific 'skin' or 'operating environment' designed for student
users).
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An overlook on worldwide tablet programme
Table 1: Summary of countries that have reported large-scale, government-supported
tablet initiatives
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Problems faced by iDream Education
IDream Education acts as a content aggregator and not content creator for tablet-based learning
currently. An approximate setup of TABLAB at one school costs close to Rest. 5 Lakhs which
includes setting up a laboratory with 20 tablets having pre-loaded content and a charging trolley.
The iDream program also covers basic hygiene issues such as making the teachers accustomed
to the platform through training, monitoring the usage by students in real-time, providing reports
on student performance on half-yearly basis as well as upgrading the course content from time
to time to suit the changing needs of the partner school.
Apart from funding by Relaxo Foundation and CSR support from a few notable companies whose
investment ranges from 5 to 10 Lakhs once, iDream is struggling to make the model work for a wider
market. Currently iDream has worked in the states of Gujarat, Andhra Pradesh, Rajasthan, Haryana
and Kashmir. Additionally, with the current resources at their disposal, they have the readiness to
setup e-learning and tablet based digital learning projects in government schools in Maharashtra,
Karnataka, Tamil Nadu, Kerala and all Hindi Medium States like Delhi, UP, Uttarakhand, Chhattisgarh,
Jharkhand, Madhya Pradesh, Bihar, Himachal Pradesh, Maharashtra.
Based on the above information, there are two primary problems engulfing iDream-
1) iDream is looking for a viable revenue model that does not require huge cost investments
but helps them scale up operations across the country.
2) iDream is looking for data metrics that could be captured in each location of installation
that can be utilized to differentiate its offering as compared to other players in the
industry.
3) iDream is looking for active digital presence across social media platforms to enhance
brand recall and thought leadership.
iDream believes that being a mass market product that has been successful in turning lives of
students who have used it in past during its rural stints, the TABLAB technology solution has huge
potential to revolutionize the tablet-based learning industry. With emerging competitions from
content creators like Byju possessing intensive capital, iDream needs to work for its survival and
show impact to various stakeholders in least possible time.
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How to promote tablets without burning cash?
Based on the problems identified in previous section, the basic idea here is to promote iDream’s
TABLAB venture without burning investor’s cash. The following suggestions can be explored to
mitigate problems 1) and 3) identified in previous section-
1) User Developed Content to boost viewership and seeking investment
Assuming that internet connectivity is there, teachers/students can post their own videos
of what they have taught/learnt and how they have created interesting models from do-
it-yourself activity videos. Examples such as those of Nikhil and Nisha available on the blog
( http://www.idreameducation.org/blog/) are correct steps in this direction. Teachers
and Students can be incentivized through certificates and scholarship (say Rs.100/- per
month) to boost their moral. In this way, a lot of content can be captured without any
travelling and can be shown to promoters for raising fund.
Basic requirement to implement this solution is a YouTube channel with access rights for
direct upload. The YouTube channel can act as a repository featuring all these videos
which can further be shared on various social media platforms apart from the Blog. The
iDream team can give their feedback on the same channel to further boost student’s
morale and increased promotion. The YouTube channel and Facebook pages do exist
however most of them are inactive without any frequent activation. Videos and posts by
the users themselves can increase its activeness and viewership within 2 to 3 months of
implementation.
Figure 1: BYJU’s metrics from Similarweb.com
BYJU’s has 4.5 Lakh subscribers on YouTube and 10 Lakh likes on Facebook. Approximately
92.3% of social traffic comes from YouTube and Facebook alone for BYJU’s. TABLAB can
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also utilize this opportunity to promote their business model online. A similar search for
iDream’s website strikingly shows zero engagement from Social Media channels.
2) Create a comic series with a #idreameducation #studentchoice #education
#eLearning on Facebook.
A hashtag is the pound sign. The sharp note in musical notation. A tic-tac-toe board. This: #
When it comes to social media, the hashtag is used to draw attention, to organize, and to
promote. Hashtags got their start in Twitter as a way of making it easier for people to find,
follow, and contribute to a conversation. Archeologists have unearthed this early tweet, and
believe it to be the first time the hashtag was used for this purpose.
Why uses hashtags?
There are a number of reasons why you want to use hashtags in social media.
• Hashtags help you get found by your target audience.
• Many people do research by searching on specific hashtags. By using the hashtags
that are of interest to your ideal customer, you can increase the chances of being
found.
• Hashtags improve your click through rates. According to research from Buddy Media, tweets
with hashtags receive twice as much engagement as those that don’t. Put another way, you
can double your engagement and increase click through rates by including hashtags.
Interestingly, there does seem to be an upper limit. Tweets with more than two hashtags
saw engagement drop by 17%. Perhaps because too many hashtags look spammy.
Popularity of the Hashtag we will be using
1. #studentchoice
2. #education
3. #eLearning
3) Story line up:
Create a comic series with garbage bin character or similar character like them on Facebook
Choose a story line like this one shown in the figure below and allow user to relive their
childhood memories associated with schools and aware them about idream and its usage.
This type of trendy promotion will help iDream to be more attractive and fetch a lot of
viewership.
4) Understanding the purchase intent of users for different social media platforms
It is important to note that not all social media platforms affect the purchase intent of a
consumer equally likely. Platforms such as Facebook appeals to Brand Reputation, Habit and
Product Differentiation more than the remaining constructs defining purchase intentions
Platforms like YouTube appeal on the Interesting Content of purchase intent of consumer
which seems logical since it provides flexibility to host one’s own videos which are by far the
most receptive media for advertising products. Similarly, LinkedIn, Instagram and Pinterest
do not have a significant impact on particular aspects of purchasing intent.
5) Exclusive Content Creation and Updation
In the field of ICT-based education, content is going to be a key differentiator in the future.
So effectively, what is being delivered becomes more crucial than how it is being delivered
in the coming days. iDream needs to partner with educational content creators, offline
educational institutes, social media-based education businesses, etc. to garner valuable
content and promote the essence of iDream through these channels. From simple algebra
to complex functions, students and teachers aplenty are online who can create content
easily for iDream. The publicly generated content will help in offering lessons in a variety
of different subjects, so reach can be increased. For this particular function however, clear
deliverables and guidelines must be declared so that the quality of education remains
high.
An online content creation and verification tool can be utilized so that anyone can login
from the comfort of their homes and unleash their creativity to teach children through
the content that they put together. Constant feedback improves the offerings so, a
feedback mechanism must be in-built in the TABLAB where users can rate the viewed
content. Following this route, iDream will not only be able to expand its product offerings
but also promote the TABLAB program via channel marketing and word-of-mouth
publicity.
6) Seeking Government Support through Activation and Impact
One of the fastest ways to grow business is to elicit fastidious government support in
promoting TABLAB-based education in rural areas. As shown in the introduction, many
governments around the world have introduced Tablet-based education in their countries.
Scaling opportunities exist only with the help of government support.
Education being a state subject is governed by state norms. So, incremental support must
be garnered from governments of different states in promoting TABLABs. Governments
are looking for cheap IT-based solutions to improve literacy levels in rural areas.
Developing a reliable device, with updated content and continuous support is practically
impossible for most state governments. Only entrepreneurs with a zealous mission can
satisfy the dynamic demands of the industry.
With just a few tweets and/or endorsements from government officials in states with
successful project implementations, the popularity of iDream can go up manifold.
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Data metrics to measure impact
As far as capturing the data metrics at each school of installation is concerned, iDream needs to
leverage the power of Digital Marketing and extensively promote its product on various social
media platforms including but not limited to Facebook, Instagram, Twitter, and LinkedIn along
with the existing blog.
Data that can be captured can be segregated into two parts – Usage data and Assessment Data.
Usage data refers to capturing data when the tablets are in use for teaching at various schools
while assessment data refers to generating dashboards to portray student’s performance based
on submissions.
The following metrics can be captured from each school location-
1) Active hours
• The number of hours any content was viewed plays an important role in gauzing
the impact of technology on children.
• Repeat viewings by many users may signify difficulty in understanding the lesson
or increased interest in the lesson.
• Subject wise learning hours could be analyzed to see the learning pattern and help
in targeting focus areas.
2) Number of new videos
• The utilization of content creation tool will play a pivotal role in growth of TABLABs.
New segments will lead to wider subscriptions.
• Measuring the subscription growth rate after implementation of our strategies
will definitely portray the effectiveness of the decisions.
3) Score improvement and Gamification
• With continued use of TABLABS, there should be an increase in learning levels of
the students. Hence, periodic review of student performance with respect to a
benchmark can help us evaluate the effeteness of TABLABs.
• The basic assumption that TABLABs and its content helps in learning things easily
and conveniently must be vindicated.
• By collating data across the country in terms of performance of the students, each
student can be rewarded with points that can be used to unlock virtual levels
having paid content. This not only motivates the child to use the tablet more but
also keep him engaged with the learning and development model. Paid content
having sophisticated demonstrations, podcasts etc. can be awarded to students
based on their engagement and performance.
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4) Attendance levels
• TABLABs are also supposed to provide motivation to students to attend and learn
using the devices. So, an increase in attendance levels must indicate the positive
response of students towards TABLABs.
• Student login can be directly fed into a cloud-based database to capture attendance
level of students.
5) Content Creation and Social Media monitoring
• Each student login in TABLAB can be integrated with student’s social media account
thereby transforming students as brand endorsers for iDream.
• Tools such as Canva can be utilized to create images/posters and infographics for content.
Quizz.fbapp could be used conduct quizzes for the student on a social media platform
encouraging live interaction among students from various schools.
• Similar web that segregates direct, referral, search, social, mail and display traffic can
be used to analyze the traffic on iDream’s website while Like analyzer can be used to
identify percentage engagement on various posts, front pages, etc.
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References
1) Technology in Education: To Guide or Not to Guide
http://www.wise-qatar.org/guided-use-technology-education
2) Evaluating One Laptop Per Child (OLPC) in Peru
http://blogs.worldbank.org/edutech/olpc-peru2
3) Around the World with Portugal's eEscola Project and Magellan Initiative
http://blogs.worldbank.org/edutech/portugal
4) The Maine thing about 1-to-1 computing
http://blogs.worldbank.org/edutech/checking-in-with-the-MLTI
5) Byju’s metrics from Similarweb.com
https://www.similarweb.com/website/byjus.com
6) Large-Scale, Government- Supported Educational Tablet Initiatives”, Rana M. Tamim, Eugene
Borokhovski, David Pickup and Robert M. Bernard, Common Wealth of Learning, 2015
7) https://www.takeflyte.com/wp-content/uploads/2014/11/hashtag-statistics1.png
