EF English First has created a new business division called EF Mobile English that will deliver multimedia language training to mobile phones and other mobile devices throughout China using technology provided by Gamefederation.
"The mobile phone is rapidly becoming a center of information consumption for a large part of the world's population. Gamefederation is leading the way in bringing value added services such as language learning to these consumers. EF understands the value of connecting with its students via mobile and together we will be building valuable education tools for the Asian market." says Thomas Lindgren, CEO and founder of Gamefederation.
EF's mobile services will be launched first to subscribers in China through MSN China, and thereafter with other Internet portals and mobile operators which have shown strong interest in cooperating in this business.
EF plans to launch this service in the fourth quarter of this year. Interactive content with a mix of sounds, pictures and text will be provided free of charge, targeting vocabulary acquisition. A paid service featuring video-based content will be launched in 2008.