The report categorizes the global online language learning market by language (English, Mandarin, Spanish, and Arabic) and by product (courses, support, and apps). The report also determines the geographic breakdown of the market in terms of detailed analysis and impact, which includes key geographies such as APAC, the Americas, and EMEA.
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Market driver: online language learning courses are low-priced than offline alternatives
Previously, language schools, tutors, and regular language classes at schools were the most effective ways of language learning. However, with advances in technology, online courses are designed to connect students with teachers or other language learners. Online language learning facilitates virtual classroom setup and an asynchronous mode of learning through blended methods when digital content is used to learn a course.
According to Jhansi Mary, a lead analyst at Technavio for education technology research, "Online language learning courses can be targeted and sold for specific segments such as test preparation and corporate training, and cross-cultural training. Besides, online learning does not restrict learners to a specific geography. As a result, with online language learning, vendors can develop numerous types of products and services catering to a specific group of learners at marginal additional costs. This inevitably provides them a high pricing leverage against traditional learning methods."
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Market trend: embedded analytical features
During the early stages of online language learning market, many vendors focused on entering this market by converting traditional learning content into digital format. As the next stage of development, vendors began to embed analytics into language learning solutions, to ensure that learners have access to appropriate content and to provide individualized learning. For instance, the language learning app offered by Transparent Language provides synchronized learning features, providing insights on the learners' progress, while storing data consumed by them. The students can measure their performance by self-evaluation on parameters of reading, listening, grammar, writing, and listening skills. Thus, analytics will play a crucial role in popularizing online language training among end-users.
Market challenge: high cost of implementation
Online language learning courses are used by educational institutions and language learning centers that need a collaborative learning environment. Whereas larger institutes can afford to invest in e-learning and m-learning programs and training facilities smaller institutions cannot, deterring their use. Furthermore, individual coursework that incorporates small audio clips come with an expensive price tag.
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Some of the vendors in the market
- Berlitz Languages
- Pearson ELT
- SANS Inc.
The global online language learning market is extremely competitive as it is characterized by the presence of many players. These vendors offer a variety of language learning products and online services. Vendors are facing intense competition with respect to the pricing strategy that they follow, owing to commoditization. To gain a competitive edge in the market, vendors are increasingly incorporating technologies such as Big Data, cloud computing, artificial intelligence, and virtual reality into the online language learning ecosystem.
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