Recent years was seen an incremental amount of mobile learning experiments for the purpose of implementing mobile ICTs into mainstream education. However, the adoption of mobile learning in basic education - primary and secondary schools, is still disappointingly slow, rather than exponential. This case study portrays a unique and novel education concept derived from the Chinese mobile learning industry, in which Noah Education Holding Co., Ltd (Noah) acts as a premier provider of mobile learning services and devices. In China, mobile learning has already formed a booming market. In 2008, six million educational electronic devices are predicted to be sold which digital learning devices (DLDs) appear to be leading the trend. Astonishingly, these devices are not mobile phones and the vast majority of them can't even connect to wireless networks. However, they embrace a wide range of new technologies and are widely accepted by students and teachers in particular. As a result, the success of Noah challenges the popular understanding of mobile learning and offers an alternative to implement mobile ICTs into the basic education.