The rise of the mobile pioneers by Nicola Smith

As smartphone and tablet penetration extends further than ever before, brands are moving into new territory by taking learning digital with engaging, educational apps.

Almost nine out of 10 school pupils aged seven to 11 have a mobile phone, although less than three-quarters have books at home, reports the National Literacy Trust. With mobile use so widespread, the UK education sector is waking up to the opportunities that technology can offer in reaching everyone from pre-schoolers to undergraduates.

Manchester University is giving its medical and dental students Apple iPads in the first UK trial of its kind, and Cedars School of Excellence in Scotland also arms pupils with the device. As tablets, mobiles and apps become commonplace in education, how are brands getting involved?

Dorling Kindersley: The Human Body app.

Dorling Kindersley (DK), in conjunction with digital agency AKQA, has also leveraged the full functionality of the iPad with The Human Body app, which appeals to arguably the broadest cross-section possible - from doctors to kids.

Photo: Tim Flagg

Tim Flagg, marketing director at digital publisher MindShapes says,

"The challenge for any brand looking to engage with consumers through the [education] channel is how to create an app that is relevant and useful.

The app store is full of fun games, but few are conceived with knowledge of how children learn. There is a low cost to entry for apps but brands cannot take this for granted and should be looking at investing in a long-term relationship."
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Source: MarketingWeek