Landscape of mobile-assisted language learning applications (MALL)

Abstract

This thesis was done to increase knowledge of the competitive aspects of a new and unstudied MLLA market. A multiple case study was chosen as the method to investigate certain case companies that have proven themselves in the market over a lengthy period. Information for the study was gathered from public sources including news articles and websites related to the case companies.

The findings from individual cases were presented in the strategic analysis tool Ansoff matrix. Individual cases were included in meta-analysis to determine factors that seem to be trending within the market. The result was a MALL focused version of Ansoff Matrix that combines the used strategies within a single matrix framework.

Findings from the meta-analysis suggest that there are certain key differences and similarities in the strategic routes the companies have taken but most of the decisions seem to be made in isolation from the competitors.