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Lamsa, the developer of the region’s leading edutainment app for children, announced that its users completed one billion minutes reading its educational Arabic content to date. Headquartered at twofour54, Lamsa’s milestone follows the launch of its new User Interface earlier this year which is taking the lead in the category of children’s applications in various app stores across 10 Arab countries, including Saudi Arabia, Egypt and the United Arab Emirates.

Saudi Arabia had the highest usage rate around the world with 40% of total users accessing the app last month, followed by Egypt and the UAE. Having the UAE among the top app-using countries reiterates the success of the UAE’s strategy which strives to develop a generation that appreciates knowledge and learning.

The UAE ranked third in terms of number of app users in comparison to the country’s population. 60% of Lamsa’s users in the UAE were females and 40% were males which indicates the strong position females hold in leading the nation’s educational development. Additionally, the UAE had the highest number of schools that incorporate Lamsa’s edutainment platform in collaboration with Mohammed Bin Rashid Smart Learning Program.

Badr Ward, CEO of Lamsa, said: “The stories on Lamsa are unique in many ways. We pride ourselves with the crème de la crème within the world of digital edutainment, in terms of illustrations, innovation, conceptualization, and interactive technology. Lamsa is driven by an Arabic pride as it is created within the Arabic region to Arabs worldwide by a dedicated team who are specialized in child development, education, linguistics, and technology. Reaching the one billion minutes milestone comes to support the National Year of Reading in the UAE. We don’t view each one minute out of a billion as a mere sixty seconds, we rather treasure each increment as a precious moment. ”

H.E. Maryam Al Mheiri, Acting CEO of twofour54, said: “One of twofour54’s objectives is to develop the environment and ecosystem that enables media companies to develop quality, authentic local content for the market and as a campus community we are steadily building a reputation as content creators for children. Lamsa’s achievement is a fantastic example of this and we are proud to have them as part of the twofour54 family. From its base here in Abu Dhabi, Lamsa is helping to meet this need for quality educational content in our native language, and this is extra exciting at a time when our nation aims to establish reading as a constant habit within our community and especially among children,” she added.

Lamsa today wants to celebrate and promote the cause of reading and those who love to read by launching a social media campaign in its honour. The hashtag (#BillionthMomentWithLamsa) has been formed to encourage everyone to express their support for reading by creating their own design that indicates ‘one billion’ in a way that is unique and relevant to them. This can be done using whatever materials available and should be shared on their social media channels using the hashtag. Details of the campaign will be announced on Lamsa’s social media platforms.

One billion minutes are only the beginning, but one billion moments of hope and inspiration for generations is the start of a new and inspiring direction.

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