BETT Goes To Brazil


BETT Goes To Brazil

Education technology heats up in Latin America

By Patrícia Gomes     May 22, 2013

BETT Goes To Brazil

BETT, the world’s biggest education technology trade shows, is launching a program in Brazil in May 2014. The European trade fair has gobbled up the 20-year old Educating Educator, which takes place annually in San Paulo and has been the largest event of its kind in Latin America. The European group, i2i, which owns BETT, is also gearing up to start similar programs in Singapore, China and India by 2015.

Starting with Brazil was an easy choice, says Mark Shashoua, CEO of i2i Events Group. "We sent a questionnaire to our customers asking what other markets they would like to understand; 36% said they wanted to visit Brazil.” It’s not just for the music: the growth of the education market has been massive, Shashoua adds. Based on Brazilian official numbers and projections from IMF, Shashoua estimates that the overall educational market in Brazil will reach $229 million by 2017.

When the show opens next May 21 to 24, Shashoua expects that BETT will keep much of the branding of Educating Educator but will add the “BETT” logo on the parts of the trade show devoted to education technology. BETT is literally betting there’s plenty of room for growth in Brazil: In London, BETT brought together 40,000 visitors and 650 exhibitors. The Educating Educator conference (which this year runs May 21 through 25), will likely see 15,000 visitors and more than 200 exhibitors. In 2014, Shashoua expects to see 20% more exhibitors.

"Brazil will be the hub of BETT in Latin America," Shashoua says. After his experience in Brazil, his expectation is to run programs also in other Latin countries, such as Chile and Mexico. "But it's not for now", he says. Besides Brazil, BETT is arriving in Singapore and China in 2014 and in India in 2015.

Before May 2014, Brazilians are able to get a taste of BETT from October 31 to November 1 in São Paulo, in a BETT-hosted summit devoted to develop strategies to empower more the effective use of technology in education. There are 70 speakers, including educational representatives from Brazilian, Mexican and Chilean governments and the conference has been growing at more than 30% a year since 2010.

For the latest reporting on the EduCar conference going on right now in Brazil, please check out the below stories from our Brazilian comrade in writing Porvir. (Hint: Good Portuegese or Google translator will help).

Technology can't replace pedagogy
Brazilian specialist José Carlos Libâneo gave a thought-provoking talk at Educar Educador (“Bye bye teachers”) in which he discusses how teachers are facing new challenges in digital era. Technology is important, he says, but face-to-face interaction still matters more.
Assessment must not stop at the grade
Luciano Rocha, director at Constat Education, says that teachers must be trained to use standardized tests results in order to be effective in leading their students' learning.

With thanks to Porvir for sharing this story.

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