Generational Changes, Technological Advancement and Current/Future Challenges in the (re)-use of Content in Formal Education Settings - Jon White

Professional Development Across the Professions

Jon White

Publishing Technology plc

Generational Changes, Technological
Advancement and Current/Future
Challenges in the (re)-use of Content in
Formal, Professional Education Settings.

Thursday March 1st, 2012

jon.white@publishingtechnology.com

Jon White - Publishing Technology - March 1st , 2012

Presented at the Wiley seminar

Professional Development
Across the Professions

Melbourne, 1 March 2012

#pdmelb
wileyprolearning.wordpress.com


• Video. Michael Wesch.
from YouTube – 4.465 million views

• http://www.youtube.com/watch?v=dGCJ46vyR9o
•
• Associate Professor of Cultural
Anthropology at Kansas State University

• “Digital Ethnographer”

• Studying the effects of technology and new
media.

• “A Vision of Students Today”



Michael Wesch is particularly interested in:-

• Generation Y & Z

A.K.A.

• Millennial Generation
• Generation Next
• Net Generation



Generational boundary definitions

- Baby Boomers
Born 1946-1963

- Early Generation X
Born 1963-1977

- Late Generation X
Born 1977-1982

- Generation Y
Born 1982-1996

- Generation Z
Born 1996 -



Global Population – Past, Current & Future

Source – United Nations 2010 Generational Trend Report



Global Population – Baby Boomers & Gen X versus Gen Y & Z

Gen Y
Gen Z

Baby Boomers Baby Boomers
Gen X Gen X

Source – United Nations 2010 Generational Trend Report



Facts & Figures– Baby Boomers & Gen X versus Gen Y & Z

• Bigger than Baby Boomer Generation and 3 X bigger than Gen X.
Roughly 52% of the global population is under the age of 30 (Eric
Qualman – Socialnomics)

• They are highly connected by technology.

• They have grown up engaging with the Internet. This had led to their
expectation of being able to obtain information at exceedingly rapid
speeds. WWW – What! Where! When!

• Both Y & Z are “neo-liberal” and socially conscious

• Spurn email for social networking/blogging/twitter



Facts & Figures– Baby Boomers & Gen X versus Gen Y & Z

• Learn very differently!

• Gen Y had early experiences of non-digital media and no internet.

• Gen Z purely digital and internet media consumption experience.

• Multi-taskers. Can easily manage to listen to music, work on the
computer and watch television at the same time.

• Impatient and instant-minded.

• Generation Y are very team focused and Generation Z are more
individualistic.



How is Technology Changing the World of Content?

Moore‟s Law says:-

“……. the number of transistors that can be placed inexpensively on an
integrated circuit has doubled approximately every two years.“



How is Technology Changing the World of Content?

To put Moore‟s Law into perspective…….

• Over the next 10 years an iPod size device will hold:

– a year‟s worth of video by the end of 2012

– ALL the commercial music ever created by 2015

– ALL content ever created (in all media) by 2020



What are the Implications?

Some formats die

Looking at it another way……… Professional Development Across the Professions



Jon White - Publishing Technology – March 1st, 2012


Mobile Use V PC Use – November 2011

- Total Population estimated in January 2012 at 7 billion

- PC Ownership = 1.4 billion

- PC Ownership with Internet connectivity = 1.37 billion

- Mobile subscriptions with Internet connectivity = 6 billion. 4.5
billion of these are in emerging markets.

- Mobile phone subscriptions to cover 87% of the global
population.

- 472 million smartphone sales worldwide in 2011. 500 million
predicted for emerging markets alone in 2012

- x million tablets with internet connectivity!



Mobile Use V PC Use – January 2012
Top five mobile phone manufacturers, by
Top five mobile phone manufacturers, by 2010 global
2010 global sales according to Strategy
sales according to IDC
Analytics

Unit Market Annual sales Unit
Rank Vendor Rank Vendor Market share
shipments share growth shipments

453.0
1 Nokia 453.0 million 32.6% 4.9% 1 Nokia 33.3%
million
280.2
2 Samsung 280.2 million 20.2% 23.3% 2 Samsung 20.6%
million
116.7
3 LG 116.7 million 8.4% -1.0% 3 LG 8.6%
million
4 ZTE 51.8 million 3.7% 94.0% 4 RIM 48.8 million 3.6%
5 RIM 48.8 million 3.5% 41.4% 5 Apple 47.5 million 3.5%
413.8
Others 437.7 million 31.5% 31.2% Others 30.4%
million

Total 1388.2 million 100.0% 18.5% Total 1360 million 100%

Source: Source:
IDC (February 2011) Strategy Analytics (February 2011)



Mobile – Brief Facts and Figures

• Smartphones and Tablets becoming ubiquitous in everyday life
– low cost smartphones for emerging markets.

• Nokia still number 1 worldwide for mobiles and
smartphones, Android is overtaking.

• 1.4 billion handset sales per annum. In 2011 300 million of
these were in China and India.

• Mobile industry is now bigger than the PC industry >$ 1
trillion per annum.

• PC industry is rapidly shrinking as users (particularly emerging
markets) favour mobile devices over pc devices.

• SMS is the most-used data application worldwide.


Mobile Learning
M-Learning opportunity!

Mobile
Assessments

Mobile Mobile
Flashcards Courseware

Audio/Video/
Interactive
Interactive
Learning Assets
Book Reader

NB!!! Flash to
HTML5 Content
Conversion



What change is there in the internet usage
landscape 2005-2008-2011?

Most visited site 2005?



Jon White - Publishing Technology - March 1st, 2012


Social Networking – Significant Gains in Internet Traffic
Alexa Global Traffic Rankings

Rank Web site Rank Web site
2005 (1) 2008 (2)

1 yahoo.com 1 yahoo.com
2 msn.com 2 youtube.com
3 google.com 3 live.com
4 ebay.com 4 google.com
5 amazon.com 5 myspace.com
6 microsoft.com 6 facebook.com
7 myspace.com 7 msn.com
8 google.co.uk 8 hi5.com
9 aol.com 9 wikipedia.org
10 go.com 10 orkut.com
Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users
(geometric mean of the two quantities averaged over time). (1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 3/12/08.
Source: Alexa Global Traffic Rankings, Morgan Stanley Research



Social Networking – Significant Gains in Internet Traffic
Alexa Global Traffic Rankings

Rank Web site
November 2011

1 Google.com
2 Facebook.com
3 Youtube.com
4 Yahoo.com
5 Blogger.com
6 Baidu.com
7 Wikipedia.com
8 Live.com
9 Twitter.com
10 QQ.com

Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page
views / users (geometric mean of the two quantities averaged over time).



“Online conversations are going to
happen whether we like it or not.“

Jeff Jarvis – What Would Google Do?



There are a million reasons not to blog, engage in and
create social networks

We‟re
What if customers ask for what we don‟t have? B2B

Good idea, we‟ll
do it next year Our current model works fine

We don‟t have the experience

Source: DELL e-Consultancy Online Marketing Masterclasses


There are however, several billion reasons to blog, engage
in and create social networks!

Reach new customers
78% trust their
peers, not
advertising* Find your fans

Become part of
your customers
world
Humanise your Your customers value
company highly what their peers
have to say and share.

78% rank consumer recommendation as the most credible form of advertising* Nielsen

Source: DELL e-Consultancy Online Marketing Masterclasses


Social Media

NB: “Social Listening”

- Integral part of any online PR is social listening

- If you want feedback from your consumers, then be
prepared to receive it.

- A number of social listening tools available

http://socialmediatoday.com/deidrebrathwaite/268117/art-social-
listening-7-tools-improve-task



Mobile Learning
e-Learning e-Publishing

- Tutorials - E-bulletins
- Courses - E- documents
- Instructional - Audio, video,
Games text,
- Tests images,
interactivity

- Learning 2.0
- Mobile Learning - Blogs
- E-Learning - VLE - Wikis
- E-Assessment - Social
- Performance Networking
Management
New Learning - E-Portfolio e-Learning 2.0
- LMS
channels - Authoring and
Development
Tools

e-Learning Tools


Old and New Revenue and Pricing models

• Consumption models – patron-driven

• Subscriptions

• One-off payments

• Revenue sharing

• Sale/cross-marketing of additional products or
services - NB:- APPS!

Less revenue from greater number of channels




• Bundling

• Online advertising

• Preload fees

• Licensing/rights





• “Freemium”

• User-generated or older content
is not charged for

• Newer content is charged for

• The model in the app market with additional content
packages charged at $0.79 - $4.99



New Innovators



Innovation from Educators



Lessons From Other Content Industries



The Present/Future?

• Integrated print/digital workflows and product development –
system-controlled and driven.

• Full multimedia approach

• Many new product channels

• Driven and controlled by complex systems – as well as
complex LMS‟s, ICS Architecture crucial for production,
marketing, maximisation and collection of usual and new
channel/product micro-revenues.

• Highly granulated content fed into and stored within
competency library.


ICS Architecture
Sales & Marketing
• Find new saleable resources
• Find new market segments
• Create product bundles
• Define terms and pricing
• Allocate product bundles to
market segments Promotions
Management
System



ICS Architecture

Promotions
Management
System Customer Service
• Set up entitlements and
Customer subscriptions
Entitlement • Handle claims and complaints
System • Up-sell additional content and
content bundles



ICS Architecture

Promotions
Management
System
Customer
Entitlement
System
Access
Information Technology Control
• Set up user access permissions System
• Manage user access
permissions
• Monitor access for
infringements and attacks
• Monitor and control volumes
and loads



ICS Architecture

Sales & Marketing
• Find new saleable resources
• Find new market segments
• Create product bundles
• Define terms and pricing
• Allocate product bundles to
market segments
Customer Service
• Set up entitlements and
Information subscriptions
Commerce • Handle claims and complaints
• Up-sell additional content and
System content bundles
Information Technology
• Set up user access permissions
• Manage user access
permissions
• Monitor access for
infringements and attacks
• Monitor and control volumes
and loads



ICS Architecture

Promotions
Management
System
Customer
Entitlement
System
Access
Control
System



Promotions
ICS Architecture Managemen
Access t Customer
Control Entitlement
Promot ions
M anagement
Sys t em
Cus t omer
Ent it lement
Sys t em

Identity Management
A cces s
Cont rol
Sys t em

• Model consortia, institutions,
companies and individuals in
expandable hierarchy People, Groups
• Keep all customer data in a and Institutions
single place
• Semantic triple-store service Resource Management
with easy-to-use API for • Model full product set in
granular form in expandable
loading and retrieving data Content and multi-parented hierarchy
Bundles • Mix and match to create new
cross site or platform access
Commercial • Semantic triple-store service
with easy-to-use API for
Management
• Simple licence components Business Models loading and retrieving data
which can be compounded to and Licences
correctly model your business
• Implement new models
including „N clicks when
referred from services‟, „PPV‟,
„Pay post use‟ Competency Library
• Spot the gaps in your current
sales offerings and fill them



- Manages relationships
ICS Architecture
- Collates all course
attendee information

- Produces attainment
reports

Competency Library
- Powerful enterprise
tools

- Fully granulated data - Contracts, Rights,
down to DOI level Royalties, Permissions

- Automated worklows - Multiple automated
output channels
- Full Product
management



Conclusions
• The ONLY way to succeed moving forward in the online/mobile
education sector involves implementation of complex systems.

• Workflow changes needed within companies and organisations
…..biggest change in living memory.

• Appreciate and understand new generations of users with new
needs.

• Up to us to learn about technology and use it.

• A wider view in the different ways that content can be produced
and distributed dispersed.

• Experiment!! Mobile/Tablet (r) evolution!



Jon White

Publishing Technology plc

jon.white@publishingtechnology.com


Generational Changes, Technological Advancement and Current/Future Challenges in the (re)-use of Content in Formal Education Settings - Jon White

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