careers
Communications a little over six months ago and is now responsible for its mobile strategy and Line’s Mobile Enterprise Platform (MEP). But he can trace his experience of mobile back to 2002 when he was creating marketing applications and games for Nokia. After that he worked for Telenor helping the IT and mobile company develop its use of SharePoint – collaboration software for the enterprise – making possible the use of SMS and video input from key territories where the internet and network was poor, such as Pakistan with the world’s first 4G network. As Mason notes at that time it was still ‘early doors’ for mobile learning in terms of business maturity. Before he joined LINE Mason ran his own Brighton-based consultancy helping companies to develop their mobile strategy and then working with them develop the resources to turn the strategy into action. A chat about some project work with LINE turned into a job offer to head up its mobile offering. LINE has recently moved into smart offices in
London’s Paddington district and Mason likes the location and the commute, which he makes work for him: calls in the morning and in the evening what he calls ‘decompression time, planning and documentation. Still you are as likely to catch him in one of LINE’s many other locations, Sheffield, Zurich or Cologne. He was attracted to the company because of what he calls its mature approach to mobile. The sheer busyness caused by an explosion of interest was also a powerful draw. “Part of my role at LINE is managing the exponential growth in demand for mobile within the enterprise. In terms of intent it has been of topical interest for the last two years: in terms of implementation we will see a lot between now and 2014.” He says that a lot have been thinking about mobile while the fast movers have already moved, and this includes the large system integrators. And the statistics back up his analysis. One of his key tasks as head of mobile is to ensure that the business has an agreed and
may 2012 e.learning age
A job like mine I
f you think mobile learning is new, think again. Dominic Mason has been building mobile projects for the last decade. He joined LINE
Each month e.learning age talks to someone carving out a career in the industry. This month, Peter Williams talks to Dominic Mason
silos, encouraging staff co-operation across sectors and locations, whilst they all operate to a strategic mobile roadmap. LINE has productised certain mobile services and also has its own in-house technology for scalable, enterprise-level mobile learning and communication, including in-house app stores. As businesses formulate their mobile strategy,
Mason’s advice would be for them to reflect on how the smartphones and apps have transformed their personal lives and then see how that can be translated across an organisation. E-learning comes in many flavours. Mobile learning is no different but is particularly good at providing just in time/just in need knowledge and communications.
Mason: ‘early doors’ a decade ago
understood way of thinking about mobile. “We need a strategic plan which we follow through.” That includes ensuring all of his colleagues are on board with the mobile way of thinking, he also expects and wants his way of thinking to be challenged. “It is a question of asking how we get mobile inherent in everything we do.”
By overseeing all mobile projects, he ensures that mobile innovation isn’t taking place within project
The low down
Has been in mobile learning for many years
Working for an agreed way to think about mobile
Wants mobile inherent in learning
Can see wave of implementation about to happen
Will challenge those client preconceptions
Likely to call you from the morning Brighton train. Take that call
According to Mason, the tipping point for mobile has been the huge growth of the use of iPads in the boardroom and the ubiquitous, day to day use of smartphones and apps for the rest of us. “The boardroom get it, maybe they want a dashboard app to see business information in real time. Powerpoints and reports don’t cut it any more.” As for the general workforce they want knowledge and information at point of need, in their hands. “L&D and other decision makers are being squeezed by both the boardroom and the workforce asking why they can’t have it on their smartphone or tablet, now?”
One of the trickiest parts of his job is working
with clients so that they make the most of the mobile learning opportunities. “If they come in with preconceptions, diplomatically you have to help them understand what they are really asking for, in context. Where necessary we challenge our clients’ thinking in order to achieve the best results. LINE has always been consultancy-led and solution focused and mobile doesn’t change that. This approach still pays dividends for us and our clients.” Mason points out that e-learning itself still has
many of the characteristics of an emerging market, so its younger sibling mobile – however popular– is still in the pioneer phase.
Peter Williams is editor of e.learning age
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