Case Study Discussion - Vodaphone-Ireland

Title:
Mobile Learning Video “Nuggets” support
Learning at Vodafone Ireland

Background to Case:
Vodaphone Ireland wanted to extend workshop lessons and improve knowledge transfer into their staff's real world work needs. They wanted to capitalize on the workshop enthusiasm
and optimism while supporting their staff to incorporate those lessons into practice.

Learners/trainees:
Learners were employees at Vodafone Ireland with
access to 3G compatible mobile phones and a 3G network.

Need Assessment:
Improve learner retention from traditional instructor led class learning and provide just in time access to lessons. Vodaphone also wanted to improve mobile learning effectiveness to bridge the gap between workshop and implementation of learnings.

Context - Conditions & Constraints:
Vodafone Ireland employees had mobility with their access to 3G compatible mobile phones and a 3G network. Constraints were to create a blended learning solution that made learning more immediate to a situation and more transferable by accessing the lessons in a self paced, self-spaced manner.

Learning Goal:
The main learning goal of this program was to support training and knowledge retention for staff.

They used some great language that really resonated for me. They created a flexible “anytime anywhere” Restless Learning Portal as part of
their strategy to support maximum learning transfer and delivery by easily enabling staff to
access the clips from 3G compatible mobile phones.

Result:
The approach has extending the reach,
relevance and application of the learning and increased retention, while it also subsequently influenced Vodafone Ireland to adopt a similar video –based blended learning approach to support sales and customer service training.


Technology:
The technology used were videos clips accessible over
mobile phones via the 3G network.

Clips were delivered in .3gp format for mobiles and in other file formats and configurations for
use on PCs, CD, DVD etc if required for flexibility of delivery.

Solution content:
By understanding the audience and paying careful attention to scripting subject matter perspective content focused on interpersonal communication skills (preparing a meeting, sales call and dealing with customers, colleagues or partners.

Solution activity:
Learners were able to watch mobile learning video
“nuggets” or clips along side in class learning workshops.

Solution intention:
The purpose, from a company standpoint, was to demonstrate that mobile phones could be used effectively to add an extra, PC-independent learning delivery model as part of their
evolving e-learning strategy.

From a learner perspective the solution was intended to give them just in time access to learn and review at their own pace and to their own needs.

Solution integration:
By providing reinforcement opportunities of key skills
through introductions, illustrations of concepts and demonstrations of practical application, the solution extended the reach of e-learning for all
Vodaphone employees from their office/desktop/laptop PCs, to their mobile phones as they moved geographically to fulfill their work. Solution integration provided extended JIT learning opportunities where users review content when needed, thereby providing a ‘performance support capability.'

Learning combinations:
The video clips were developed specifically as a key element of theirblended learning model.

The Solution Design:
A series of 25 video clips were delivered to learners’ mobile phones via the 3G network after they completed an instructor-led communication skills program. All videos were available
for stream or download. Links to videos were sent by a service message rather than text to access the URL conveniently. The project was designed and delivered in 6 weeks.

Learning Material Production:
Channel Content scripted, storyboarded and shot the video ‘nuggets’ using actors and realistic workplace scenarios. Voiceovers, addition of titles, backing track and graphics were added post production. Once again these clips were specifically made for mobile 3G delivery

Delivery & Management of Materials:
The workshops were a pre-existing learning delivery method. The videos via mobile phone were delivered after the workshop and managed by the learner. This delivery style can be descibed as just in time - JIT .

Pedagogical underpinnings:
NLP techniques are a systematic use of language to change behavior. The methodology of these techniques can be described as behavioral, cognitive as well as constructivist as these techniques encourage customization by the learner.

Additionally the blended learning component speaks to the instructional methodology integration. Blending face to face workshop learning with electronic, self-access review of demonstrations and concepts balances the cognitive load for the learner (at their pace) thus increasing retention of knowledge and transfer to authentic situations.

It does not assign "miracle" status to the mobile phone video method, but contextualizes into the overall importance of planning, people and design.

I liked this article especially because of the following information. "It should be emphasized that success depends on a clear understanding and analysis of the need, technology and audience, as well as the scripting, project management and having a good client relationship."

NLP techniques