May
22
Education: Ignore the Tablets, Eat the Box!
Filed Under Blog, eBook, Education, eLearning, internet, mobile content, Publishing, social media, Uncategorized, Workflow | Leave a Comment
Yesterday may have seen the largest single step forward for school-based educational publishing globally for a decade, which makes it confusing, but rather appropriate, that the word “education” did not intrude at all in the hullabaloo of the major product/service launch on the West Coast. Yet I suspect that if we convened a panel of enlightened educationalists from all sorts of international K-12 environments and asked them what they needed in order to deliver a vision of tomorrow’s educational technology then they might put together a shopping list something like this:
* Video, video, video – from the internet, terrestrial and satellite, and DVD/Blu-ray, all in one place, seamlessly
* Games – serious gaming in a context that makes sense to kids in and out of the classroom, capable of collaborative or single user working anywhere
* Connectivity, making the learner a real participant in the process as well as ensuring that all online and broadcast environments were linked into this hub
* Voice and gesture control, and the ability to profile and remember individual participants
* Multiscreen and split screen working, using video and internet at the same time
* Skype connections to remote teachers or wider collaborative groups
* Each user to have the computing power of a top range laptop at their disposal, backed by a network of 300,000 servers – the computing power of 1991 in one application
These are, of course, the headlines from yesterday’s launch of Microsoft’s Xbox One (http://www.wired.co.uk/news/archive/2013-05/21/new-xbox-console). And I do not care about the numbering system, or whether we get Halo or Call of Duty: Ghosts. Or that some platforms are more backward-compatible than others. Frankly, my son had passed me by as a gamer by the time he was seven, and was making allowances for my mental and physical inability to keep up. But Convergence – that is something else. In the long years while we lurched from one technology to another – from CD-ROM to the iPad – all of our efforts seemed one – dimensional. Which is not to say that the iPad is not a useful tool in an educational context. But dilute the Apple Kool-Aid, please. Whatever Steve Job’s lifelong wishes were about creating a new start in education, nothing that has happened since Apple made its specific education launch convinces me that it is the textbook of the future. Or, as far as el-hi education is concerned, that it is desirable or appropriate to look for an eTextbook of the future. “Textbook” may be an albatross that we have to cut loose from the neck of education 7-18, and especially 11-18, if we are going to make meaningful progress at all.
If education at these ages is going to enter the immersive world of the network, then it has to be rooted in the multiservice environment of the home, as well as the school. Indeed, looking at the expensive and pitiful struggle in the UK to keep the actual physical buildings of the school together I wonder sometimes about how we will keep these locations open for more than one-on-one progress checking and assessment. As K-12 becomes more virtual, here are some of the issues we must look out for:
* the continuing progress towards personalised education, driven through specified learning journeys which are loaded with appropriate learning outcomes. Education is Workflow.
* the ability to monitor in the network the compliance of these outcomes with overall curriculum requirements demanded by education authorities, politicians, parents
* the ability to monitor and assess learner progress on the fly and tweak the system to allow repeat/re-iteration on topics where a full understanding has not been achieved
* the ability of teachers to morph into moderators, enabling them to select and suggest good learning strategies for individual learners, adopt best practice from successful peers and recognize, with the assistance of good monitoring and guidance solutions, where progress is made and when help is needed
* the ability to use this system architecture to keep parents informed of progress and problems, using the same systems for communication and dialogue as those in place in the home. Education is social media.
In this world there will be no examinations, since we shall know who knows what at which required level. In this world, every parent, every night, will be able to know what has been done and how well it has been accomplished. In this world, education will return to being the exploratory journey towards understanding that it has been at its most successful. And while it will take a long time for this world to come about, I think that the only road to the future is not the route of adding more and better devices at the edge of education, but by taking a holistic view through the only available architecture – the games platform.
All of this begs many interesting questions. Will Sony come up with a better answer in the new PlayStation? Perhaps. Will Nintendo make the Wii move here as its gesture control gets refined? Maybe. Of more concern to me is that now that games have come out of the bedroom and into the living room, and are now bidding to be the multiscreen service that runs television and streaming DVD in the home as the Home Hub, it will not be long before they emerge in the school as well. And this time teachers will not be able to say “leave your devices at the door”. OK, Microsoft may have to rebrand and call it XBox Ed. And make it available through its smartphone technology. But maybe, just maybe, yesterday was a new dawn. As EM Forster could not have resisted saying at this point: “Only Kinect”.
May
9
Written on Vellum
Filed Under B2B, Big Data, Blog, eBook, Industry Analysis, internet, mobile content, online advertising, Publishing, Search, semantic web, social media, Uncategorized, Workflow | Leave a Comment
So off I went to the PPA (Periodical Publishers Association) conference, arriving unexpectedly early and thus catching the Minister of Culture trying manfully – and succeeding brilliantly – in saying nothing of consequence to the future of magazines for 20 minutes. I have encountered Ed Vaizey before – as pleasant and affable a politician as one would wish to meet – but he made it clear that everything significant was decided, as he put it, “above his payscale” so there was no real point in asking him a question at all. I reflected on the wit who suggested that if you needed a Minister for Culture you have no culture, and on a political society in which the government reacted to criticism that it had doctored yesterdays’ Queen’s Speech laying out its legislative programme in the light of election results the previous week, by pointing out that the speech in question is written on goatskin vellum, which takes a week to prepare and inscribe, and where the ink takes three days to dry. And we expect politicians to help us into a networked society! Really!
But from this low point everything got better. Under the ebullient chairmanship of Barry McIlhenney we looked through the PPA Publishing Futures report, where some of the characteristics of the industry became clear. In old world terms, the PPA’s consumer and B2B sectors are pulling further apart, and after a year of slippage in 2012, forecasts for the coming year are more buoyant in B2B than elsewhere. My surprize was that 34% of sales revenue was outside the UK (46% in B2B). It was not surprizing that consumer is only 8% digital, or that B2B is down to 41% of revenues coming from print (though the remainder is a mix of digital with events and consultancy). Average profit margin was 15-16%: very much higher for many B2B companies: rather lower for some consumer players who see little advertising recovery in print. But the world of the future that they all see is a wider range of revenue sources derived from additional services from remodelled businesses which are more “customer-centric” (one of the expressions du jour). The risks are the UK’s dodgy economy, the shortage of investment, the speed of change and the skills gap. B2B now recognizes that scale matters, and confidence is linked to size. On a scale of 1-10, member confidence stood at 8.4, with B2B averaging 9.1.
If indeed confidence is half the battle then this is good. And what followed bore out a good deal of that. Future’s Nial Ferguson showed the T3 technology service platform, a real mix of events, awards and digital services that has 40k subscriptions and 4 m uniques a year, doubling year on year. This has the same usage in the US as in the UK. Less than 20% of margins is now print, while 50% is digital.William Reed Publishing’s 50 Best Restaurants service has similar characteristics, with significant sponsorship (another theme of the day was the importance of sponsorship) and use of social media marketing techniques. Some players still feared the cannibalistic tendency of some digital developments (dmgmedia) but others saw and grasped for completely new business model concepts. In the latter category Immediate Media (BBC Magazines and Magicalia) was a stand-out, with CEO Tom Bureau placing ecommerce centre stage and using brand astutely with some key demographics. But was this really customer-centric? Going retail, in a High Street retail market in the UK that seems to have lost touch with customers, must surely imply that you know customer needs better than bricks and mortar retail does. What we heard about was not mass customization, but a development of reader reply cards, making it hard to see just what the partnership (another good word of the day) with market data player CACI really meant. The big pull at Immediate is Radio Times (bought by 900k AB1s a month and 2.2 m at Christmas; the problem is that they are mostly over 55). Making programming links to travel services (inviting people to book beach holidays at the murder scene in the successful UK crime thriller Broadchurch was a stretch too far for me!), is one thing: supplying customer needs in a user-centric matter is quite another. But I really liked the idea of using brand clout to get the travel companies to share booking data with you.
Dennis, in the hands of James Tye, their CEO, had a more relaxed view. He feels the key problem is format transfer. So they have invested in their supplier, Contentment, and their Padify environment, and have based themselves on HTML5 so as to “future-proof” the business. With 50 apps in the market and 50% of The Week’s subscribers taking a digital product, and given the strength of their print, there is an implication here, as well as elsewhere, that management have time to plan and strategize a response to a networked world. Listening to this I wondered if it was justified: I would have said that the only way to secure any degree of future-proofing was to get all the data – not content – semantically enriched and upon a single platform capable of interrogating structured and unstructured information, and make the key asset the searchable metadata, thus enabling content production to HTML5 or anything else, regardless of format. This prepares the way for a truly user driven network world – one where, amongst other things, the user drives the service through personalization. Templating is very restrictive, and Create Once, Publish Everywhere sounds grand, but only works when the user sees the format and editorial input that you have created for him as more important than removing those constraints and giving him just the content he needs or requires at a particular point in time or in a particular context.
And then on to Events. I did not go on the stream headed Content: Still King? for fear of blood pressure problems, but I really enjoyed the B2B sessions. People kept using words like Collaboration, Community – and even client ROI. Many of my anticipated criticisms from the previous post were confounded. I really liked the IHS Janes experience of getting users to ask for and subscribe to online seminar sessions, using the expertise of the Janes advisors in a new way. And then feeding back the data gathered into the publication system for blogs, articles etc. I rejoiced at the EMAP presentation: how refreshing it was to hear a manager in a unit that creates about 30% of EMAP’s revenue say that sales staff had to be retrained to ask the right questions and listen to the answers in the cause of getting customers to tell you what they want. EMAP’s 780 sponsors are now some 50% of gross revenue, and the object, as yet not attained, is to retain 75% each year. Naming rights enjoyed by BT and Oracle in terms of Retail Week events made a good case study, and supported the idea of a 12% growth rate in the coming year (given performances of 7 and 17 % in the two previous years, during which the changeover to a sponsor centric view has taken place).
And my grand vision of event software that allowed attendees, sponsors and exhibitors to create their own meetings and agendas within the event? It all takes place on Twitter and Facebook, apparently – which implies that event owners do not have the data flowing from this either. But the good news is that event organizers do need to give sponsors and exhibitors some idea of the ROI on the event: it might help here to have some convincing data to put into that model!
By the time I reached the street it had stopped raining. I hope that is true for this industry as a whole, and that they sound convincing when they meet their historic users once again – in the network.
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