E-Learning Value Chain/Market Map and
BC E-Learning Companies: January 25th, 2002
By Paul Stacey
The
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.
To
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.
Click
here to access E-Learning Value Chain.
(Click
a sector to see description. Click Back button to return to original.)
This
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.
Content
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.
Currently
the most popular forms of e-learning content are:
-
technology
-
business
-
social sciences
-
health & medicine
-
personal interest
-
education
-
science
-
vocational
-
arts
E-learning
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.
The
top middle portion of the map depicts the e-learning Technology sector.
Authoring
& 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:
-
multimedia creation
-
audio and video capture and edit
-
design
-
authoring html and xml
-
developing flash animation's
-
Java programming
-
and so on
Enterprise
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.
Delivery
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.
With
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.
The
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.
Traditionally
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.
The
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.
Content,
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.
The
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.
This
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
map.
On
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 (stacey@techbc.ca)
If you want a hard copy please provide your mailing address.
Did
you know there are over 50 e-learning companies and organizations in British
Columbia?
Below
I have pasted the list of BC e-learning companies and their url's.
1.
7th Floor Media - http://www.7thfloormedia.com
2
Act 360 Media - http://www.act360.com
3.
Aeronett - http://www.aeronett.com
4.
BCIT - http://online.bcit.ca
5.
BearPaw Productions - http://www.esl.tv
6.
Brainium - http://www.brainium.com
7.
Bridges - http://www.bridges.com
8.
C2T2 - http://www.c2t2.ca
9.
CEDARlearning - http://www.cedarlearning.com
10.
Chalk Network - http://www.chalk.com
11.
Chancery Student Management Solutions- http://www.chancery.com
12.
Etraffic Solutions - http://www.etrafficsolutions.com
13.
GeoMetrix Data Systems - http://www.trainingpartner2000.com
14.
Global Educators Network - http://www.vu.vlei.com/GEN/welcome/welcome.html
15.
Greenwood Multimedia - http://www.greenwood.ca
16.
Hypersmith Consultants - http://www.hypersmith.com
17.
IBM Pacific Development Centre - http://www.can.ibm.com/services/innovation/
18.
Imago Systems - http://www.drivr.com
19.
InfoPoint - http://www.infopointer.com
20.
Ingenia Training - http://www.ingenia-training.com
21.
Ingenuity Works - http://www.ingenuityworks.com
22.
InternetESL - http://www.internetesl.com
23.
Kamariss Educational Services - http://www.kamariss.com
24.
jAmBone Comics - http://www.jambone.com
25.
Knexa - http://www.knexa.com
26.
Lunny Communications Group - http://www.lunny.com
27.
MGI International Marine Safety Solutions - http://www.mgi-intl.com
28.
Nortia Learning Systems - http://www.nortialearning.com
29.
Numen Communications - http://www.numencommunications.com
30.
Odyssey Learning Systems - http://www.odysseylearn.com
31.
Open Learning Agency - http://www.ola.ca
32.
Recombo - http://www.recombo.com
33.
Resultor Software Group - http://www.resultor.com
34.
Serebra - http://www.serebra.com
35.
Silicon Chalk - http://www.silicon-chalk.com
36.
Skillscape - http://www.skillscape.com
37.
SmartPixels Multimedia - http://www.smartpixels.com
38.
TAP Ventures - http://www.tap.ca
39.
TechBC Corp. - http://www.techbc.com
40.
Telelearning Solutions Inc. - http://www.telelearn.ca
41.
TELEStraining - http://www.telestraining.com
42.
Telus - http://www.telus.com
43.
Thinq - http://www.thinq.com
44.
ThoughtShare Communications - http://www.thoughtshare.com
45.
TM New Media - http://www.tmnewmedia.com
46.
TransTech Interactive - http://www.transtechinteractive.com
47.
Trimeritus eLearning Solutions
48.
UBC Continuing Studies - http://www.tech.ubc.ca
49.
Virtual Learning Environments - http://www.vlei.com
50.
Webbed Feat - http://www.webbedfeat.com
51.
WebCT - http://www.webct.com
52.
Westwood Dynamics - http://www.westwood-dynamics.com
53.
YouAchieve - http://www.youachieve.com
54.
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
Stacey
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