E-Learning Value Chain/Market Map and
BC E-Learning Companies: January 25th, 2002
By Paul Stacey
e-learning marketplace is large. Hundreds of companies are providing products
and services. One of the challenges everyone faces, vendors and buyers alike, is
having a mental map of the e-learning market and an understanding of how
different companies and organizations are positioned in it.
help I have created an E-Learning Value Chain and Market Map. Sectors
and terms used in the Market Map are fairly simple and straightforward so that
those of you not involved in e-learning will still get the gist of it.
here to access E-Learning Value Chain.
a sector to see description. Click Back button to return to original.)
map shows the whole e-learning territory at a high level, and the interlocking
way in which pieces fit together. As a value chain there is a flow from sector
to sector each feeding the next. I often imagine looping the map such that
Markets connect back to Content, providing ever important feedback.
is king as they say so the map begins with Content. From an e-learning
perspective content is made up of learning objects, units, modules, lessons,
courses, programs and even entire curricula. E-learning content can be for
credit or non-credit leading to certification, certificates, and degrees.
the most popular forms of e-learning content are:
health & medicine
content can be purchased in a prepackaged form "off-the-shelf", or
custom developed to fit the particular needs of your organization. Another
alternative is to purchase off-the-shelf content and customize it by using it or
adding to it in a way unique to your organization.
top middle portion of the map depicts the e-learning Technology sector.
& Development Tools are used to create e-learning content. There are a wide
range of options available for authoring and developing e-learning including
software applications for:
audio and video capture and edit
authoring html and xml
developing flash animation's
and so on
Systems are applications that tend to be centralized and deployed for the whole
organization. These are the applications that manage e-learning from development
to delivery. Software applications in this space include Learning Management
Systems, Learning Content Management Systems, and Knowledge Management Systems.
and Collaboration tools are an exciting area including applications for course
delivery, live learning, collaboration, threaded discussion, sharing
applications and doing things like audio or video over IP.
the maturation of the e-learning marketplace technology vendors are merging and
acquiring each other. As a result, some vendors now have integrated tools and
applications from each of the Technology sectors creating an integrated
all-in-one system. Applications like WebCT or Blackboard for example offer
elements of authoring, learning management, and delivery. There is blurring
between the sectors.
middle portion of the Market Map is a small sector for Learning Specific
Hardware. Inherent in e-learning is the need for computers and networks.
However, in actual fact there are really very few learning specific hardware
components on the market.
e-learning hardware architectures have been client/server. However its worth
noting that currently there is a lot of talk about peer-to-peer e-learning and
mobile e-learning via cell-phones and PDA's. Its also worth noting that some
vendors are now deploying their e-learning on specifically configured hardware
to optimize ease of adoption and performance.
bottom of the map shows the Services sector. This is a really big sector and
there are numerous services you can buy - everything from consulting on strategy
and deployment to technical support. One way to conceptualize Services is to
think about the help you or your organization will need as you progress from
planning e-learning, to implementing pilots, to assessing results and scaling
up. At each stage different parts of the organization will need help and this is
where Services come to the fore.
Technology and Services all lead to eventual distribution to Markets via the
Portals, Distributors, and Integrators sector. This is where end users actually
get to see and buy finished product.
far right hand side of the map shows e-learning Markets. Primary e-learning
markets are K-12, Higher Education, Workplace and Consumer. Each Market sector
has different needs and requirements. At this point in time Content, Technology
and Service providers are typically addressing only one of these four markets.
The WebCT and Blackboard applications mentioned earlier, for example, are
primarily targeting higher education. If you are in the corporate market these
applications may not be for you.
Market Map incorporates how the investment community sees and tracks the
e-learning space with Content and Services being two large sectors frequently
reported on by analysts. Technology, the third sector analysts refer to, should
be thought of as an integration of the Authoring & Development Tools,
Enterprise Systems, and Delivery & Collaboration Tools sectors shown on the
behalf of the New Media BC eLearning Special Interest Group (http://www.newmediabc.com)
I compiled an inventory of BC based e-learning companies and placed them on the
Market Map based on the sectors they are playing in. If
you would like an Adobe Acrobat (.pdf) version or hard copy brochure of the
Market Map and all the companies positioned on it send me an e-mail (email@example.com)
If you want a hard copy please provide your mailing address.
you know there are over 50 e-learning companies and organizations in British
I have pasted the list of BC e-learning companies and their url's.
7th Floor Media - http://www.7thfloormedia.com
Act 360 Media - http://www.act360.com
Aeronett - http://www.aeronett.com
BCIT - http://online.bcit.ca
BearPaw Productions - http://www.esl.tv
Brainium - http://www.brainium.com
Bridges - http://www.bridges.com
C2T2 - http://www.c2t2.ca
CEDARlearning - http://www.cedarlearning.com
Chalk Network - http://www.chalk.com
Chancery Student Management Solutions- http://www.chancery.com
Etraffic Solutions - http://www.etrafficsolutions.com
GeoMetrix Data Systems - http://www.trainingpartner2000.com
Global Educators Network - http://www.vu.vlei.com/GEN/welcome/welcome.html
Greenwood Multimedia - http://www.greenwood.ca
Hypersmith Consultants - http://www.hypersmith.com
IBM Pacific Development Centre - http://www.can.ibm.com/services/innovation/
Imago Systems - http://www.drivr.com
InfoPoint - http://www.infopointer.com
Ingenia Training - http://www.ingenia-training.com
Ingenuity Works - http://www.ingenuityworks.com
InternetESL - http://www.internetesl.com
Kamariss Educational Services - http://www.kamariss.com
jAmBone Comics - http://www.jambone.com
Knexa - http://www.knexa.com
Lunny Communications Group - http://www.lunny.com
MGI International Marine Safety Solutions - http://www.mgi-intl.com
Nortia Learning Systems - http://www.nortialearning.com
Numen Communications - http://www.numencommunications.com
Odyssey Learning Systems - http://www.odysseylearn.com
Open Learning Agency - http://www.ola.ca
Recombo - http://www.recombo.com
Resultor Software Group - http://www.resultor.com
Serebra - http://www.serebra.com
Silicon Chalk - http://www.silicon-chalk.com
Skillscape - http://www.skillscape.com
SmartPixels Multimedia - http://www.smartpixels.com
TAP Ventures - http://www.tap.ca
TechBC Corp. - http://www.techbc.com
Telelearning Solutions Inc. - http://www.telelearn.ca
TELEStraining - http://www.telestraining.com
Telus - http://www.telus.com
Thinq - http://www.thinq.com
ThoughtShare Communications - http://www.thoughtshare.com
TM New Media - http://www.tmnewmedia.com
TransTech Interactive - http://www.transtechinteractive.com
Trimeritus eLearning Solutions
UBC Continuing Studies - http://www.tech.ubc.ca
Virtual Learning Environments - http://www.vlei.com
Webbed Feat - http://www.webbedfeat.com
WebCT - http://www.webct.com
Westwood Dynamics - http://www.westwood-dynamics.com
YouAchieve - http://www.youachieve.com
Zoom eLearning Networks - http://www.zoomelearning.com
Paul Stacey is Director of Corporate
Education at the Technical University of British Columbia http://www.techbc.ca,
a long time education professional in the high tech private sector, and the
Canadian Correspondent for LearningWeek Live http://www.learningweek.com
an interactive webcast from New York featuring stories about the people,
technology and business of learning. Contact: Paul
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opinionated monthly column exploring the current use,
future potential, and commercial value of e-learning in
BC’s high tech sector.