According to Peter Lacey, Education Lead for Acer Africa, the question is not if the Chromebook will enter South African classrooms, but when and how. Selborne Primary School based in East London decided to partner with Acer to introduce the Google Chromebook as part of their classroom learnings early in 2013. Through the Acer Premier Partner Program, Acer Africa has managed to successfully provide technology solutions to over 120 schools across its network. The success, according to Lacey lies in the fully customisable solutions that Google and its platforms provide.
After comparing several solutions, the school’s governing body decided that the Google platform will be the best vehicle to move the school into the next phase of its technology journey. Sarah Friend, Grade Seven teacher at Selborne explains that, “ease of use is probably the stand out feature for me. This allows each pupil to use the device according to their unique learning ability.” According to Lacey this is what makes the Chromebook unique to any other netbook. “The Chromebook supports the learning material of a school’s current curriculum while allowing a pupil to expand this learning with additional online tools via the safe and secure Device Management System (DMS) and it’s always up to date.” The robust build of the device and selection of applications allows both educator and pupil to get the most out of the learning process. A recent study supports this claim reporting that more than 60% of students have indicated that their learning experience is enhanced by the Google Chromebook. “As an IT administrator of the school, I can manage our Chromebooks, the learning material and other Chrome devices, from a cloud-based Admin console or DMS,” says Friend.
“Since its introduction to the South African market, late in 2013, the Chromebook has had a clear and lasting value add in the local education sector,” says Alister Payne, MD of Google Cloud Solutions. Payne refers to the advancements of technology in the classroom as Tequity, or Tech Equity. “Bringing tech into the learning environment creates an enhanced learning experience.” According to Payne, Tequity reaches further than only the physical accessibility of devices, but the convenience of accessing information via a device as well as the simplicity thereof. Lacey elaborates on this point by conveying that technology should never be introduced to a classroom to replace educators, but rather to aid the facilitator to support pupils during the exploration and curation process. “This is the future of learning,” says Lacey. “Students become content creators rather than content consumers.” With a plethora of applications and collaborative tools at their disposal, each student consumes learning material according to their capabilities, making it a lasting experience. “There are different apps for everything from dissecting a grasshopper to taking a tour through ancient Egypt. Google Chromebook is an essential and interactive tool for the 20th century learner” says Lacey. By making this paradigm shift more emphasis is placed on exploring and comprehending content rather, than following a graded curriculum based outcome.
Another feature that is unique to Google Chromebook is the mobility. Students are able to work on group projects whether they are in the same room or not. Additionally, teachers are also able to evaluate how individuals contributed to group projects. Via the Google Classroom Assignment application, teachers schedule assignments on any subject and are able to track its project. Peter Lacey, Education Lead for Acer Africa add that this in turn creates a paperless classroom, creating a greener learning environment.
Although the adoption of the Chromebook in local classroom cannot be disputed, there are still a fair amount of concerns. These concerns are echoed in the Acer – European Schoolnet Educational Netbook Pilot where the three main objections to the Chromebook was the lack of support, distracted learners and limited access to internet. Even though the first two concerns have been discredited in the last five years, the latter is still a valid objection in our local environment.
The integration of Chromebooks in the Selborne classrooms have dissipated original fears which included the lack of support, distracted learners and limited access to internet. “The five year project has seen Acer invest in the Google Ecosystem Support Base in South Africa, and in this time learners have showed increased engagement,” says Lacey. “Although access to internet remains a concern in rural areas, urban areas are well serviced, and the current number of adopted schools will continue to increase.” Lacey concludes by saying that with government’s commitment to further reduce data costs the country is on the cusp of a connectivity explosion which will filter through to schools and allow for easier access to e-learning.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com