$20b e-learning market has potential to double by 2017

Tags: News
Acquisition of new customers has been happening at a fast pace in the e-commerce space as e-learning companies are now piggybacking on e-commerce sites to expand their user base.

e-learning companies like Meritnation, Edukart, Avdhan, IMS, Practice Guru, Vskills and TCYonline are seeking better visibility by getting listed on portals like Flipkart, Amazon.in and Snapdeal.

Of the 243 million internet users in the country, 60 per cent or 145 million are said to have become e-commerce customers. The total number internet users are expected to grow to 550 million by 2020 and so is the number of e-commerce customers.

“Learning has gone digital. With increased internet penetration, use of advanced technology and tech products by students has opened up a huge scope for the e-learning. We see a lot of potential in this category as it offers students’ the ease to access material and courses from anywhere and at any point of time,” said Nipun Mehra, senior director of Flipkart.

Flipkart, which started off with books and e-books and diversified into other categories, is now looking at learning as a potential category. “Piracy is less of a problem in this space when compared to the media industry,” he said.

“The potential is huge even in the K-12 group. There are 15,000 CBSE (Central Board of Secondary Education) schools in India. Even if 1,000 students from each school turn to e-learning, it would make a user base of 1.5 crore. Similarly, the 26 state-level boards account for more than 30 crore students,” said Prayag Panchwadkar, marketing vice-president (marketing) of Meritnation.com.

According to Panchwadkar, the $20 billion e-learning market has a potential to double by 2017.

In terms of content too, e-learning companies have come off age. Social learning and gamification has made learning more interactive and result-oriented. They are also using mobile platforms to drive growth.

Just in last few years, Meritnation has increased its user base from 10,000 to 72 lakh.

“The e-learning category has evolved over the years. Today both students and parents are more open to it. Both eBooks and digital coursework are seeing increasing adoption across India and Flipkart is well positioned to serve the need.

“The availability of eBooks, certificate courses and online tests – all on one platform, will make the entire process of buying and accessing e-learning material easy for students and parents. We are confident that with the host of benefits that these courses and e-learning material offer, both students and parents will be open towards this category,” said Mehra.

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