Liqvid is a company specializing in application of technology to the learning process. They provide English Language learning solutions – EnglishEdge – to schools, colleges, vocational institutes, corporate and government. EnglishEdge has customized solutions for each of these segments and caters to all learner levels of proficiency – from elementary to advanced. In addition we provide English solutions for specific industries – English for IT, English for Finance, etc.
Liqvid’s ambition is to bring the benefit of education particularly English to hundreds of millions of learners in a high-quality and cost-effective way by leveraging the power of technology.
First the question is why English?
English is clearly the dominant language world. It has an estimated Economic value of $4.37 trillion and has about 1.5 billion speakers. In India, too, English is the preeminent language of business and is the highest spoken language after Hindi. In addition, knowledge of English ensures higher professional and social success.
English is an integral part of every educational offering – at every level. School Students need to pass their examination, higher education students want jobs and corporate executives need English to improve their career prospects. In addition, English language is a social leveler in India – there is a story of a young mother who was reportedly learning English because her son was embarrassed that she could not speak to his teachers in English during PTA meetings!
How is EnglishEdge better?
Liqvid’s EnglishEdge offering has 3 dimensions on which it is differentiated – Pedagogy, Curriculum and Delivery.
In terms of pedagogy we use the new communicative approach as opposed to the traditional grammar Translation approach.
The nature of English has changed dramatically. It has moved from EFL (English as a Foreign Language) to ESL (English as a Second Language) to now Global English. The common them being that from being an absolute standard, it is now become one that is more utilitarian and more relevant the context.
On the curriculum side, we have created specialized curriculum for different needs of learners – work, academic and general & social. We have also created content in 10 different vernacular languages as well as for different proficiency levels of the learners. There is distinctive content for adult and young learners.
On the delivery side, we have leveraged technology to create a blended learning approach where both trainers and learners have multimedia rich software, supported by manuals and course books.
EnglishEdge is created through rigorous, learner-centric processes that ensure highly effective and enjoyable learning experiences. The processes have steps involving content, delivery, pedagogy, curriculum, instruction design, graphics, usability, technology, quality assurance, project management, user feedback, security and licensing. All these different elements work together seamlessly to ensure that the learners get a learning experience that not makes them happier and better off.
Why do institutes prefer EnglishEdge Language Lab?
Language Lab usually refers to Language software installed on a local network of computers. It is typically meant for self study for a group of students, and usually supervised by an instructor.
However, EnglishEdge solution goes well beyond the standard offering in order to make it more effective. It includes assessments, tracking and feedback. It includes Train-the-trainer program as well as a trainer help desk to ensure capability building of trainers in the institutes. Also trainers can be provided if the institute so desires.
Another key feature of the program is that it provides personalized feedback and support to each learner. They get feedback on their specific areas of improvement like pronunciation, vocabulary or grammar and get specific support on those areas. This makes the program very effective helps them enormously in realization of their ambitions of getting a job or achieving social success.
In addition learners can go for a world-class certification from University of Cambridge which is offered by EnglishEdge.
Leading organizations have used this program and are extremely happy with it. Customers cut across a range of segments – Vocational, Institutional, Schools, Corporates and Government. These include the British Council, Educomp, Everonn, HCL and Allahabad University.
More than 150,000 learners have gone through the EnglishEdge program. The program has proven to be highly effective for the learners, who have shown remarkable satisfaction levels and improvements in their scores.
Liqvid has a large team dedicated to Research and Development. The team is continuously coming out with new ideas around pedagogy, content and technology that add new features to our products.
Additionally, a very exciting new development in EnglishEdge is the areas areas of technology offerings on mobile and internet. These offerings will further enhance the reach and effectiveness of the offerings.
This approach helps learning reach a very large number of people in a high-quality and scalable way. It is a great example of how learning can be made scalable by truly leveraging the power of technology.
Market For English Language in India
- Drivers for market –
- Social – Taxi guy, barber, English Goddess, housewife
- Professional – Employability – colleges, young adults joining workforce, adults for continuous improvement
- Academic-TOEFL / IELTS, Schools, degree programs in English literature, etc (?? – validate this classification.
- Consumer categories – SEC-wise categories and their drivers for learning English. Also divide according to age – adult v/s young.
- Size of the market –
- Top down – CLSA type
- Bottom up – number of people studying –
- City – Lucknow – 20,000 which is 0.7% of the population, therefore 0.7 % of the population in India is studying English, in-house trainings in services jobs
- Add to this on-line – mobile & Internet, young learners, IELTS/ TOEFL learners.
- Type of offerings and players – brick and mortar – various categories, publishers, software providers, on-line (internet & mobile), DTH, etc.
- Where the market is headed and why – policy, technology, demographics and economy in the services context.