Appystore Broadens The Horizon For E-Learning In India
AppyStore visualizes a broader scope for e-learning in India and discuss the growth and opportunities to encourage this particular education based segment in India.
“AppyStore has more than 100,000+ downloads on google playstore since we started in July 2016. Currently we are the most highly rated app in this category with 4.4 + rating in India” Says Badri Sanjeevi, CEO Appystore, Mauj Mobile in an interview with BW BusinessWorld while discussing about AppyStore.
What are the kind of privileges and educative content provided to kids by AppyStore?
AppyStore teaching methodology is based on the developmental milestone based learning for each age which is specific to the age group of the child. Hence we use multi media – audio for younger age groups, Digital worksheets and fun learning videos for the appropriate age groups to engage and teach the kids. In addition to the app we also deliver age specific physical worksheets home every month so the kids can practice the concepts learnt.
Throughout learning journey the parents are guided by child development experts and psychologists to ensure the parent has the best support for the child’s development.
How does AppyStore assure parents about the content provided for their children?
At AppyStore we take safety of our little consumers very seriously. All the content is handpicked by educational experts Specific for the age of the child as per the requisite developmental milestone.
We are certified KidSAFE™ and ensure that there are no ads within the app which would hamper the learning experience of the child in any way.
How do you monetize your assets?
AppyStore is a subscription based model in which parents can subscribe to 3,6 or 12 month plans as part of which the child gets access to unlimited videos and learning content within the app along with 25 physical worksheets which are home delivered for free each month. The subscription value is as low as Rs 225 per month.
Has AppyStore received/made any investments?
Appystore is part of Mauj Mobile, which is a part of People Group. People group owns leading brands such as Shaadi.com. Mauj Mobile has received investments from Westbridge Capital and Intel Capital.
Will AppyStore provide home schooling platforms as well?
AppyStore does have the requisite learning tools and pedagogy for teaching all that is required milestones for under 8 yr. old kids. However, it supports the parent and child in achieving conceptual clarity on early education topics and is not meant to be a substitute for school or preschool yet.
What is your take on the education industry of India and education platforms like AppyStore and other e-learning platforms?
Let us share a few numbers to put things in perspective:
The overall education industry in India is valued at $120Bn out of which $65Bn is Government spending and rest $55Bn is private.
Early childhood learning and development space for kids up to the age of 8 yrs. is valued at about $11Bn and estimated to be growing at a CAGR of 15%. (This includes expenditure on playgroup, preschool, hobby classes, books, stationary, educational toys, AppyStore estimate)
Digital K-12 education is valued at $77MM and expected to grow to $773M by 2021. (Google KPMG report)
Hence this is a very exciting space to be in right now.
What are the challenges in deriving the right kind of content for kids? What are the growth areas for AppyStore?
With respect to content we see the following challenges:
# 1: There is a scarcity of age-appropriate & developmental milestone based content. Discovery of online content is a problem.
# 2: Lack of standard developmental milestone based curriculum up to age 8 (Early Childhood Education Curriculum Framework; 2012 by Ministry of Women & Child Development, India)
AppyStore is working on these two areas with its child development experts and content partners from across the world.
AppyStore is just about a year old and hence the driving awareness for AppyStore as a fun learning support for kids and parents is the primary area of focus and growth.
Where do you see AppyStore in the next 5 years?
Since the time we started in July 2016, we’ve had a phenomenal customer journey where we’ve had than 1 lakh downloads so far. We are currently the highest rated app in our category at 4.4 stars on Google Play Store.
Last year has been about testing waters & putting customer understanding under our belt. The next months are going to be focused on increasing engagement on the app through digital learning activities for children of all targeted age groups
In this category looking ahead 5 years is a challenge however our vision is to be the go to place for parents for fun learning for their kids in the under 8 yrs. space.
We would like to have more than 10 million kids using AppyStore app in the next 12 months.
