Smart context and background
E-learning is seen as a cornerstone of improving in the education system in many Asian cities. By deploying electronic products and solutions, authorities hope to drive up standards, reduce costs and provide a level of interactivity that will bring learning and, in particular, languages to life.
The Company …
Immersive Education, founded in 1999 as a result of collaboration between Oxford University and Intel, is an award-winning specialist educational software publisher, based just outside Oxford. The company believes that pupils learn best when education is fun and has built on this principal to develop and provide four main software packages (kar2ouche, mediastage, krucible and missionmaker) which encourage creativity and adapt to individual learning and teaching styles.
In its formative years, the company concentrated on growing and securing its presence in the UK market, achieving critical acclaim as a regular winner of the BETT (British Education and Training Technology) industry awards between 2004 and 2006 and commercial success through contracts with the likes of Sheffield West City Learning Centre and its Youth Offender Service in 2009.
On the basis of these domestic achievements, Immersive Education soon reached the stage at which foreign markets became a key priority and avenue for future growth. In 2008, the company looked to UKTI for assistance with its international expansion and, through the organisation’s Passport to Export (P2E) programme and associated support services, Immersive was soon translating its software into foreign languages as it won new contracts across Europe.
… & its Smart success stories
Bolstered by this success, the company is now looking further afield and is targeting the growing Singapore education sector as a springboard to other opportunities in Asia.
Tip for doing business in Asia:
Selecting a proactive local partner is key to penetrating new markets, but it is also important that the exporter invests in the commercial relationship. Immersive provides, for example, regular training for on-the-ground for the staff of its local representative companies and works with them on developing software features relevant to their licensing needs.