International Journal of Management, Sciences, Innovation, and Technology

Research Casestudy.
Vol.2, Issue.2, pp.22-29, March (2021) ISSN: 0000-0000

Ed-Tech: An Innovation in Education

Mahasweta Ghosh

MSc, Hospitality Management, NSHM Knowledge Campus, Durgapur, West Bengal

Corresponding Author:e-mail: mahasweta95@gmail.com

Available online at: https://ijmsit.com/volume-2-issue-2

Received: 1 Feb 2021 Revised: 10 Feb., 2021 Accepted: 20 Feb, 2021
Abstract— Innovation and reinvention is the key factor for any business to succeed. Reinvention is the improvisation made
o the innovation considering the key factors of the innovation whether organization or individual. Ed-tech has brought about
innovation in the field education. With the emerging of new ideas and technology, learning has become much more fun and
interesting. Since the old school method of learning had become monotonous and was harder at times for students to
communicate with teachers thus the invention of the newer concept in the field of education is becoming more acceptable
for students of every age group. This paper is a brief analysis on how ed-tech has brought changes in the field of education
system and in the process of teaching at the same times how it is helping the ed-tech companies to earn profits and role of
management in this process. By discussing about the ways and processes by which organization deals with this it sheds light
on how management plays a vital role in the entire process at the same time in innovation and reinvention.

Keywords— Ed-tech, social media in education, artificial intelligence in teaching.

I. INTRODUCTION old school style of studies. This has led to take the classroom
beyond those four walls. And more curriculums have been
Management plays a very vital role in every organizational
made to add technologies in them as well. Thus, this report
process to help organization operate smoothly. At the same
is to discuss further on this topic.
time the management also has to innovate the ways to
sustain the business. The organizational business needs to II. PROBLEM-STATEMENT
be continuous. In the field of education, the ed-tech
There are several topics to do research on. But this is a topic
companies have also brought about a revolution in the
that is booming since the recent few years. To explain in
technique’s methods and ways of learning and teaching. The
brief in the recent decade there has been an in-coming of a
recent education system has gone beyond the classroom
newer concept of education with the help of technology on
system. The old school education system is now getting
making education different from that of the typical old
converted to new school method. Educations has become
school style. The concept of providing education to the
online and through social media the mode of
students through internet and conducting classes online, in
communication between teachers and students have become
devices like laptop, mobile phone, and tablet. This has got
easier, from sharing of study material to communicating
even more boom in the last one year due to coved that forced
information’s mostly everything is dependent on social
each and every one to get them locked within the four walls
media communications.
of the houses. This was the time when this industry got its
In fact, even if the class held are offline but the still
boom by providing the facilities of online coaching, doubt
submission of assignments is through email, Google forms
solving etc. with the help of visual learning and with a
or submission in Google Drive, compiled mainly either in
stronger concept of “making learning fun”. This also states
MS Word or MS Power Point. Taking this into
that no concept is absolutely flawless and so this. This also
consideration several companies have come into existence
has few problems that can be highlighted:
that have developed technologies to teach students online
• Less direct contact is a problem that both teachers
with the help of either Artificial Intelligence or with the help
and students are facing: Even if the classes are made
of teachers taking online classes. This is a platform where
interactive still many teachers find it difficult to make the
the companies have come up with ideas of teaching students
classes interesting as face to face interaction is low.
ageing from 10 months to entrance exam preparation for
• Money matters more: This is a part very much
post-graduation admissions.
essential to consider, as money is one of the important
Though the process of has changed over the years that major
aspects in this case, as these companies provide with tablets
change has been brought about by the involvement of
fully loaded with application and other benefits. That has to
technology in the process of teaching and studying. This has
be purchased at the very first place and that worth in
brought about a revolution education almost changing the

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International Journal of Management, Sciences, Innovation, and Technology Vol.2, Issue.2, March 2021

thousands. But in case of any kinds of problem arising in the Blume Venture: This has made investment in the
device or breakdown of the device they are not much ready array of segment of B2B white label apps for coaching
to take responsibility or replacing even if it is within weeks. classes, online tests preparation, gamified learning.
That has led to a huge rise of these companies worth in Omidyar Network: This provides investments in
billions of dollars in just 2020. the early stage of enterprise.
• Wrong style of marketing: The way of marketing Saiph Partner: This venture has invested in few top
is not correct as it tends to target the students and their companies like: Topper, and Unacademic.
confidence is being with the taglines, as that tag line Nexus Venture Partner: This has funded
sometimes tends to say that without taking up classes in Unacademic, White Hat Jr, and Quizizz.
these portals they would be left behind in the rat race of Inn oven Capitals: They provide funds to the major
becoming a topper. companies like Biju’s and Erudite.
• Results in health issues and other problems: These According to Inc42.com, a website these ed-tech companies
companies target the children of very small age groups like have a basic revenue model as a startup that helps them
5 years. One of those companies is White Hat Jr that generate revenue at the early stage these models are:
promises kids to teach them coding and help them develop Freemium upgrades: This is a very basic kind of
their own apps. This leads kids to get enrolled in the classes revenue generation model where the student is given free
along with parents forcing or encouraging them to take up subscription of classes, videos etc. for a few days before
these classes. Though this might indeed be a very good idea they charge the full amount.
to enhance skills, but kids of this age should be burden less Course subscription: This is another way through
and kept away from rat race to live their childhood. which they attract their customers, where students need to
Moreover, prolonged expose to computer screens are pay only for the course they are willing to take up
leading to eye sight issue and lowering the creativity level benefitting their education.
as they are not much interested to search for answers rather Pay Per Session Module: This is another kind of
prefer one click solution. way where the companies charge for the number of sessions
attended or the number of modules accessed.
III. BACKGROUND ON ED-TECH They also leverage revenue through content
The main concept of ed-tech has come into existence in the sharing and advertising commission.
very recent years, with the fundamental concept of bringing Thus, it is clear that with around 1.5 million schools, 260
the classroom system virtually and at the same time to make million students and 35000 colleges ed- tech could have
learning fun. The very first online classes were brought into easily flourished in India it had massive playground for the
limelight was by BYJU’S founded by Biju Raveendran in ed-tech players but the ed-tech industry is still in its nascent
the year 2011. The major growth that is ever recorded by stage and would need some more years to gain the desired
Biju’s is in 2020 during lock down due to cover the record market. And the reasons behind this would be discussed in
was of 7.5 million new users and the usage of app rose from the next parts.
70 minutes before lock down to 91 minutes during lock
down with the increase in revenue to 350 crores in only IV. OBJECTIVE
Bangalore based firm. At the same time online involvement The objective of the study and this paper are:
has also increased in the social media sites. This is due to To examine on how ed-tech has brought changes
the practice of uploading information’s in the social media in the field of education system and in the process of
and making them the major mode of communications. teaching at the same times how it is helping the ed-tech
WhatsApp has also become a major mode of passing of companies to earn profits and role of management in this
study materials as well as information’s. The major grip of process.
the market includes the language classes’ online classes and To review about the pros and cons of involvement
technology has been the major fondness for the students. It of technology in education, incoming of the concept ed-tech
is clear that that the company leading the Indian market in and different online coaching portals and their involvement
the field of ed-tech is Biju’s with a net valuation of $5.7 in the lives of students.
billion, though the company has spent a good 10 years in the And lastly few discussions on the innovation in
market to reach this stage acquiring a market share of 65%. educations and analysis of different ed-tech companies and
The basic startup of the company was a stealth mode for four their comparison with each other.
years from 2011 to 2015 and then they came up with the app
after it gained a grip over the market. V. LITERATURE REVIEW
Venture capitalist (VC) plays an important role in financing On considering the concept of ed-tech and education on
the companies. There are several VC that support the Indian social media there has been different views of different
Ed-tech companies; these ventures are often recognized as people to quote and discuss few, we can enlist: Nathan
rocket fuel. Few of these ventures that have been fueling or Rang-Lad (2019), 0ne of the leading educational
financing the Ed tech companies like Biju’s, Vedanta, and interventionalist said on twitter that: “The time has come for
Topper etc. can be listed as: all teachers to embrace that the 21st century has brought
needed change, created new ways of thinking & learning, &
in a sense has created ‘new students.’ No road should ever

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International Journal of Management, Sciences, Innovation, and Technology Vol.2, Issue.2, March 2021

lead educators back to the industrial way of teaching. We’re • What is their point of view regarding the exams
all ‘new teachers’”. T. Pushpa Nathan, (2013) said that not taken online?
only that ways of education are changing but also the • How strong bonds they are able to make or keep
teaching methods where there is maximum participation of with the students taking new admission?
real life throughout rather than only classroom centric, he • Is there any issue faced regarding the internet
also added that according to Rabindranath Tagore connectivity?
development of intelligence should be developed through • Are there any kind of health issues and any kind of
education, this develops the power of thinking and monotony they face during the class?
imagination. UNESCO (2019), UNESCO celebrated The samples taken and considered are also segmented on
Mobile Learning Week in 2019 from 4th to 8th March, to demographic segmentation on few categories like:
celebrate the concept of Artificial Intelligence for • Population (number of male student and number of
Sustainable Development in the form of global conference. female student).
It aimed at the concept of imposing Artificial Intelligence in • Family income (per month).
the process of education and learning, AI boosted learning • Belongs to (rural, urban).
management system (LMS), emphasizing on new forms of • Getting benefitted by ed-tech.
personalized learning, improvement of education • Mainly subscription taken for which purpose.
management system. According to the government of India, • Results of class 10 (percentage)
Ministry of Electronics and Information Technology, the Calculated the result using MS Excel formula that came out
new generation should be made ready for the new to be as:
technology driven world including AI. NCERT (2014) said
that Ed-tech is no more an outsider that is to be sold in
parents-teacher meetings or in any colleges or universities.
Students are themselves aligned to what is happening and
toward their interest. EklavyaParv, (2014) he coined a term
Edusomedia which means education through social media
which means extensive use of social media platforms in
teaching-learning methodology. Rogers (1995) according to
him reinvention is the modification made for adoption.
Goodman et al. (1993); Yetton et al. (1999)
institutionalization of innovation depends not only on how
it fits with variety of user requirements and circumstances
but also on user receptivity on its implementation process.
VI. METHODOLOGY
Being a research scholar considered qualitative research
method and in this discussed with various authors, various
researchers, reviewed different articles books and secondary VII. ANALYSIS
sources to conclude and prove the objectives. To prove on GRAPHICAL STUDY ON BYJU’S V/S OTHER ED-
the qualitative aspect’s methods used are: TECH COMPANIES
• Article review of An Omidyar Network India. Based on few studies it is found that there has been a
• Review of documents available in the public vigorous growth in the ed-tech companies. They have grown
sources (journals, news accounts, and company websites). and held a good grip over the market within a decade.
• Review of article of BusinessIndiser.com. Amongst those Biju’s got the most grip over the market and
• Review of different ed-tech company websites. has earned the maximum profit with its innovative idea and
• Interview and understanding point of views of approach. They believed that education should be for
students regarding technology in education and online everyone and this is what they have with their moto:
teaching process. Democratization of Education. They have setup a pillar
Again, there has been a review on quotative aspect where based on which they continue to work:
110 students from 3 schools one of them is a CBSE school • MAKING LEARNING INCLUSIVE AND FUN-
one ICSE school and one West Bengal government school, They believe that learning should be interactive and fun,
from Durgapur, West Bengal were interviewed considering though a continuous process but they strive to empower
students from classes 11 and 12, dispatching questionnaire every child to their curated learning process.
through Google forms from there I got the responses and • ENABLING LEARNING THROUGH
accordingly concluded. They were asked few questions TECHNOLOGY- Through this Biju’s tries to say that
like: technology has always been an aid to resolve their problem
• How comfortable they are with online classes? of reaching children and also overcome the hurdle of
• How helpful it is when notes and other study traditional education system.
materials are being circulated over WhatsApp or other kinds • CREATING PERSONALIZED EDUCATION
of online platforms? SYSTEM – They have considered the fact that learning

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International Journal of Management, Sciences, Innovation, and Technology Vol.2, Issue.2, March 2021

process of every student is different and unique. Thus, with Byju’s has become the top valued company. This is not only
personalized teaching, in-depth knowledge concept because of the investors that they have invested all their
mapping they had tried to make learning fun and easy. money and faith in the company. This could also happen
According to an article published by the Business Insiders because of the rapid growth of intake of admission in the
in the website, there has been many more reputed companies online classes which also mean that there has been a growth
that have also tried to gain popularity, though not as much of 4.5 million paid subscribers. In an interview with the
as Byju’s. Though there has been the maximum growth in Business Insiders Byju Raveendran the founder if Byju’s
the year 2020 due to the covid situation and closing down of said that “A lot of them are trying out online learning and
all schools, colleges, coaching centers, which have been that’s happening more than before. Unfortunately, it
turning points for all these companies to grow in market eventually took a crisis like this for people to try out online
making the maximum of business enhancing maximum learning and all stakeholders, not just students”.
profit at a rapid pace. Some graphical representation to show
various outcomes of the analytical studies to put forward:

BI India
Though the three companies have witnessed a massive
growth in the year 2020 they would definitely hope the same
in the year 2021.
The entire ed-tech business has in together saw a massive It is been observed that most of the students prefer to take
growth made a profit of $2.2 billion out of which only coaching for competitive or entrance exams much earlier
Byju’s has made a profit of $1.35 billion. This is the than before just because of the increase in competition. And
maximum growth in the last five years. And all thanks to this is what has been adopted by these companies where they
this coming of covid that the entire education has become offer courses in different patterns and anyone can opt for
dependent upon the online teaching. This has led to Byju’s these. To prove that their classes are very much effective
becoming the most valued company followed by vedantu they use certain tag lines that denotes the competition which
merging with unicorn to become company valuing worth convinces students to take up classes in order to not stay
$2billion. behind. In short, they target the self-confidence of the
On further analyzing the few more results can be considered students. It can also be said that though online classes have
that: been very much effect during the entire year of 2020 and
also in 2021 to teach students but this has also led to zero
face to face interaction which many students say that going
to school is of much help than online classes as that helps in
better understanding and better communication.
It is also understood that there are certain companies like
WhiteHat Jr who target kids aging 5-6 years who age given
the greed of learning coding to develop apps.

Byju’s has become the most funded company in 2020,

leaving the rest behind in the race.

Source: https://www.whitehatjr.com
This is a graphical representation of different age group of
students that have join WhiteHat Jr to learn coding. And this
BI India shows that amongst them children of 5years are the most.

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International Journal of Management, Sciences, Innovation, and Technology Vol.2, Issue.2, March 2021

many places where there persists a huge network issue. They

say they are doing their online classes with great difficulty,
due to poor internet connectivity, so taking up these classes
it would be a complete waste as they would face problems
in attending. There have also been few students who does
not have any kind of problems but they feel it would not be
of much help to them taking the subscription. To conclude
this, it can be clearly said that to reach this facility of this
advanced concept of teaching with technology with spend a
bulk amount would still need time especially in the rural and
few urban and semi urban areas as well. Their still many
students who still prefer pen paper and old school style of
education rather than the new school style.
Source: appinventiv.com X. THE QUESTIONNAIRE ANALYSIS
The above chart describes the basic model portfolio of ed- • 85% students prefer classroom-based classes as
tech company’s teaching or the model on which their apps that helps them concentrate in what is being taught to them.
are developed on. They also feel that the practical classes are also lacking that
VIII. STUDY ON THE SURVEY CONDUCTED might lead them to a serious problem during board exams.
• 70% students feel that the notes they wrote during
The survey conducted on 3schools taking 110 samples of the classes where more helpful than what is being provided
total number of students at random together form all the 3 to them in social media like WhatsApp.
schools, segmenting it into demographic segmentation and • At the same time 82% of the students feel that
questionnaire format. Analyzed the demographic factors information provided to them through WhatsApp helps
using the MS Excel formula and the also analyzed the them remember well about assignments and other
questionnaires to get to a conclusion on what the students information’s, as they use their smart phones and is mostly
feel and think about ed-tech and online classes happening active on social media.
during the pandemic. Though the concept of ed-tech is not
confined within the concept area of pandemic but it had
impact earlier, but due to the coming of the pandemic it has
triggered and has seen a rise in that impact during pandemic.
Table - 2
classroom
Explaining each of the two segments in details it comes out 82% 85% based
to be
70%
IX. THE DEMOGRAPHIC ANALYSIS
In the demographic segmentation it is found that among the
total number of respondents 55% of them are male students
and 45% are female. Most of them come from middle class
family having an average monthly income of around 25000 The pie chart shows the graphical representation of the
to 35000. And also, it is found that 40% of them comes from analysis done on the responds collected based on the given
panchayat area. This also means that they belong to questionnaire
somewhat rural area. Amongst them the average marks .
received in class 10 is within 50% to 75%. And the most • 79% of the students feel that as there are fewer
important part of the study, the acceptance of ed-tech in their interfaces this is leading newly admitted students to become
studies is only 25%, which means not everyone is able to introvert and shy also leading to making the roots of the
take in the facility of ed-tech for studies. It is again found concepts of group works weaker.
that out of those 25% of students only 6% of them have • 90% of the students feel that the exams being
taken the subscription of ed-tech for their regular studies conducted online are not much effective for them.
along with competitive exams and the rest 18% only has the • 80% of the students feel the classes are
vision to taken the help of e-tech for cracking either their monotonous they doze off during classes as there is no face
medical entrance or engineering entrance exams. This to face interaction that happens during normal classes
clearly means that there are still many students to which the • 40% of them are facing health issues due to
entire facility of this new technology of ed-tech is yet to continuous looking at the screens for both classes as well as
reach. They still lack due to many reasons, and mostly due for solving assignments and homework.
to either financial reasons or internet connectivity. Many
amongst those who have not adopted ed-tech at all in their
education on questioning said either their parents have lost
jobs during the pandemic or their financial condition is not
that strong to spend a bulk amount at once on the service.
They also face problems of internet connectivity, there are

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International Journal of Management, Sciences, Innovation, and Technology Vol.2, Issue.2, March 2021

education. Moreover, this is understood that profit making

is the most important criteria of every business and this is
40%
Table -3 the reason they work so hard. But at the same time, this
should be kept in mind that the products they are coming up
79% low interaction with should be pocket friendly as well along with user
among friendly and teaching process friendly. They should also
80% students
come up with activities that are offline based as well per
infect more of that so that it reduces the line students tend to
90% sit in front of the screen.
The ed-tech and the involvement of technology has helped
the management in ways as well, as said by the Ministry of
Electronics and Information’s Technology, India that young
The pie chart shows the graphical representation of the minds should be inclined towards technology this will
analysis done on the responds collected based on the given automatically help the management to work smoother faster
questionnaire and more efficiently. Thus, though everything is interlinked
but then also the vital and smaller things should not be
XI. CONCLUSION AND RECOMMENDATIONS neglected that might later lea to major losses
To conclude the entire thing, it can be said that involvement
of technology has both advantages as well as disadvantages.
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Authors Profile
[1] Mahasweta Ghosh

MSc, Hospitality Management, NSHM Knowledge

Campus, Durgapur, West Bengal

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