BYJU’S The Learning App (BYJU’s) is India’s largest K-12 education app with about 300,000 annual paid subscribers. The mobile app uses a mix of video lessons and interactive tools to personalize learning for every student. Although there is room to grow exponentially in India, BYJU’s decides to enter the United States and other English speaking international markets. It believes that the United States has a large demand for “better learning,” a strong digital payment infrastructure, and a willingness to pay subscription fees. At the same time, winning in U.S.’s education market, where most students attend public schools and many ed-tech companies are proliferating, is challenging. Is it wise to expand to the U.S., even though India presents such a vast untapped opportunity with so many students in need?
Keywords: Education; Mobile Technology; Growth and Development Strategy; Learning; Customization and Personalization; Education Industry; India; United States;
Citation:
Kim, John Jong-Hyun, and Rachna Tahilyani. "BYJU'S The Learning App." Harvard Business School Case 317-048, March 2017. (Revised November 2018.) View Details