The Hindu Business Line : More action on the mobile

After GRE lessons, it is now MBA coaching classes that are going mobile. And if Mumbai-based Enable Mobile Technologies’ plans go as per schedule, coaching for engineering and medical college entrance exams, specific vocational training and language training will also be available on mobile phones in the near future. The company, which announced an exclusive tie-up with coaching institute IMS some time ago, will launch its first service early next month across all t elecom operators that will enable users to prepare for MBA entrance exams.

Called ‘the Prep Guide’, it is a multi application service tailor-made to suit content, says the company. For instance, a user studying a wordlist (a list of English words with their meanings and contextual usage) can do so by receiving words for practice through SMS or access them through WAP (wireless application protocol that connects a mobile device to the Internet). The former mode of delivery restricts the number of words received at a time, while the latter allows users to look through all wordlists and choose their preference.

But for mock interviews, the delivery format will be different. A voice-based application such as a dedicated phone line between the two parties will be used for interaction. Other possibilities include audio-cum-video interaction via mobile and a dedicated portal that allows a group of six-seven members to log on and communicate in real time.

“The application (for delivery) varies with every content module. Some modules are best learnt through SMS or WAP, while others may need a visual/voice-based delivery,” Amit Zaveri, Chief Operating Officer, Enable, told eWorld.

Users can also customise the pace of their learning. For example, while studying the wordlist, one can choose to receive one word per SMS or five or ten words depending on one’s learning capability. At present, modules (subjects) covering English, math, logic and reasoning and general knowledge, besides utilities such as wordlist and formulae book, are part of ‘Prep Guide’. Users will be charged depending on the module and application they use — the lowest fee, at Rs 30 a month, would provide a wordlist module containing about 150 words.

The company is working on technology to facilitate group discussions and counselling via mobile phone. With these additions, it expects to register about one-lakh subscribers for ‘Prep Guide’ by the end of next year.

To move away from exclusive tie-ups, Enable is also developing a platform to allow multiple parties (including competitors) to provide content on the same topic.

Zaveri says venture capitalists have shown interest in funding the company. “But we first want to see the response to ‘the Prep Guide’. Global plans will kick off after that,” he says. The investment arm of Salora Group, that provided seed funding for Enable, may also fund future plans.

archana@thehindu.co.in