With 40 percent of adults accessing the Web via mobile, Kaplan Test Prep and Admissions rolled out a site for smartphone users.

The mobile-friendly site was developed by Usablenet. It lets students register for free admissions or practice test events, learn more about Kaplan course offerings and search class schedules and locations.

?At Kaplan, we solicit feedback from our students regularly in order to ensure that our test prep offerings are the most effective for their learning needs,? said Russell Schaffer, senior communications manager at Kaplan, New York. ?This includes ensuring that we deliver our programs in ways that are most relevant and convenient to their busy and active lifestyles. 

?What we?re hearing from our students is that more and more, they are accessing their news and information using mobile devices like their BlackBerry, iPhone and iPad,? he said.

?Today?s students have grown up with instant access to information -- they don?t want to wait an hour until they reach their computers for news and information that they are looking for immediately.?  

As a test prep industry leader, Kaplan specializes in the delivery of test prep resources. In 2006, Kaplan became the first test prep company to bring SAT prep directly to students? iPods.

Usablenet works with brands to translate their existing Web site content and functionality to mobile Web and application interfaces. The company is based in New York.

Mobile students
Building this new site for students was a no-brainer for Kaplan.

The enhanced, easily navigable mobile site allows prospective students to access key information.

Getting into college, graduate school, business school, law school and medical school is competitive and when students are looking for that extra advantage, they want to find it as soon as possible.

Kaplan hopes that this enhanced site will be the first step for students.

Convenience factor
Kaplan?s mobile site aims to make it more convenient for prospective students who rely heavily on their mobile devices to access information immediately. 

The reality is that many students are in class or working much of the day and do not have access to their laptop or desktop. 

For example, Kaplan has a strong presence on campuses around the world. Conversations with its on-campus or in-center representatives prompt many to want to learn more about their options while walking to their next class or job. 

Now students can go to http://www.kaptest.com on their mobile devices and find the information about specific Kaplan courses that they are looking for.

If students want more information about Kaplan offerings, they can just scroll down to the 1-800-KAP-TEST number and click to call the customer care center, where they can get more details and purchase a course. 

?More and more students and working professionals are using iOS devices, Android devices and BlackBerry devices and they expect to have touch access to the information they need about their educational aspirations at their fingertips,? Mr. Schaffer said.

?At Kaplan, we are always going to adapt to the ways in which our students prefer to interact and communicate and we want to make the best use out of these mobile devices,? he said. 

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer
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