Edtech brands offer discounts, add fresh content and engage more
frequently with users.
Over the past
fortnight as students across the country and across age groups have been forced
to rely increasingly on online learning, educational tech or edtech brands have
been drawn under the spotlight. Byju’s,
Toppr, upGrad and Lido Learning, among others, have seen a sharp rise in
student engagement and enquiries on their platforms. And to make the most of
the demand pull in the time of a countrywide lockdown, these brands have
stepped in with attractive offers, extensions and a host of user engagement
initiatives, hoping that this is the best time to bridge the digital gaps on
internet’s educational highway.
Some brands have
made their content free, unlocking what used to be hitherto premium access,
while many have launched short, engaging content, hoping to hook first timers
on to their platforms. Byju’s has made the learning app free for all students
till the end of April. Similarly, an after-school personalised learning app,
Toppr has made its ‘live’ and ‘video’ classes free for students from class 5 to
class 12. Higher education platform, upGrad has opened up its ‘live platform’
to colleges, universities, NGOs and government agencies.
This is the edtech
moment say experts. Much as demonetisation
was the turning point for fintech brands, the present lockdown will give online
learning its biggest boost ever, believes N Chandramouli, CEO of TRA Research.
While the benefits and convenience of digital learning may have been evident
for a while, its importance was never driven home as sharply as is being done
now. With students being restricted to their homes and being tutored by
parents, there is an educational gap that must be filled. And since parents
don't want their children to lose out, they are more open to edtech platforms
he pointed out. “The edtech brands have come out at the right time (with their
offers),” Chandramouli added.
“Since our
announcement, there is a 60 per cent increase in the number of new students
using the app daily. The number of queries from students and parents have more
than doubled in the past week,” said Divya Gokulnath, co-founder and director,
Byju’s. The numbers have zoomed for Toppr too according Zishaan Hayath, its
founder and CEO. The platform has seen a 50 per cent growth in subscribers for
its ‘live’ classes. “Students are also spending more time on all modules, with
the highest growth on ‘Ask Doubts’ module,” he added.
