I was recently afforded the opportunity to have a discussion with Bill Fisher, CEO of EF Englishtown about EF Englishtown's role in pioneering the emerging online English learning market and, as well as its current offerings and future prospects. I learned quite a bit from our discussion and found his innovative approach to English learning, especially in the social and mobile elearning space, very encouraging. Here are some of the highlights from our discussion:
English Learning Facts and Figures
We discussed a number of facts and figures about English learning around the world, and how EF Englishtown is creating English learning opportunities to meet the need these figures express.
- Over 1 billion people are currently learning English - The majority of English learners are learning English in public education settings. However, a significant number (as high as 30%) are studying English in private schools, online, and in other private sector learning situations.
- English is used as the lingua franca between nations where English is not the primary language.
- Approximately $50 Billion is spent on English learning in the private sector worldwide.
- The number of English learners in China far outstrips available teachers creating huge demand for online English learning solutions.
- Global businesses are increasingly turning to one language training provider to help their workforce communicate in the global lingua franca of English.
The Business of English Language Instruction
Language education is generally a recession-friendly industry as communication skills, especially in English, are considered a “salary accelerator” and worthwhile investment for individuals and job seekers. Learners in China, for instance, are still trying to catch up with 50% of the Chinese English learning market at beginning levels. Europe, on the other hand, is learning at much more advanced levels.
Class instruction still plays a the leading role in English education. However, combine the increased complexity of modern lifestyle with the latest generation that has grown up on the Internet, and there is a distinct move towards more flexible solutions that include computers and mobile devices.
The Role of Brick and Mortar English Schools
Mr. Fisher praised the work of private English language schools around the world and pointed to the innovation in instruction techniques that has taken place in these schools. However, he also emphasized the need for smaller schools to innovate to stay alive in an increasingly competitive environment in which companies are practical and want cost effective results, as well as transparency.
Blended English Learning
We spent a good deal of time discussing the place that blended English learning plays in English language education. Mr. Fisher spoke of EF's pilot program in China which blends both online and offline learning. Chinese English learners can opt for pure online learning packages, or choose blended learning by also attending a mini-center at a variety of locations or larger format 'Smart' schools. EF is also currently testing a blended program in two Chinese school which provide each student with an iPad to continue work done in class at home or on the road.
The Growing Importance of English for Specific Purposes
Mr. Fisher indicated that English language instruction is decidedly moving towards more and more interest in English for Specific Purposes. This is especially true in Europe, although less so in Asia. To meet this need, EF Englishtown offers a VIP upgrade to their standard course that includes English for Specific Purposes content. As English for Specific Purposes requires at least an intermediate level, these courses are still not the mainstream, but as the English learning market matures, we'll see more and more of this type of content.
I asked if EF Englishtown's English for Specific courses were truly for 'specific purposes', or if they were more general 'business English' courses as is often reflected in standard course books. Mr. Fisher stated that EF Englishtown is working on very specific courses as companies are increasingly requesting this type of niche English instruction.
EF Englishtown's Approach
One of the most fascinating topics of our conversation was Bill Fisher's description of a 'threaded' learning approach that EF Englishtown is pursuing. Englishtown's online group lessons have 5 / 6 students and are available 24 hours a day at every level online. Each subscriber can receive up to 30 hours of online classes a month. Classes are held every hour on the hour, and are conversational based practice sessions built around lesson themes in Englishtown's curriculum. The newest version of Englishtown is threading teacher led conversations into the courses themselves, so that students can join in the discussion at the appropriate point in any given lesson.
When discussing the importance of test preparation for EF Englishtown, Mr. Fisher stated that the company doesn't focus its core offerings around test preparation for tests such as TOEFL and TOEIC. We both agreed that Cambridge exams offer a better all around English testing experience because of its focus on competency in all areas of English production.
Social and Mobile
The themed approach to English learning extends into the social and mobile space for EF Englishtown. One example Mr. Fisher gave was of a flash card app that English learners use to continue their learning outside of class on mobile devices such as the iPhone. This app integrates into a learner's curriculum so that topics presented fit into the current level and lesson. Social networking takes place at Englishtown Friends which encourages the use of English through social networking.
Future Vision
EF Englishtown's envisions a future where English language schools, both online and offline, will be social experience centers with English primarily used as a means of communication. Language learning will be about communication, and the skills required to do well on important exams such as the TOEFL and TOEIC will be acquired not through rote learning, but through an actual command of the language. Now that's a vision of English learning I can heartily endorse.
